The Success of OTOP Tourism Villages: Process and Institutional Entrepreneurship
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Abstract
This research has 3 objectives: 1. To explain process of organization development in the awarded OTOP Tourism Villages in the Central region of Thailand. 2. To determine the key characteristics of institutional entrepreneurs affecting success of the aforementioned-villages, and 3. To recommend a holistic approach for enhancing effectiveness of OTOP tourism village projects. the research employed organization development approach including institutional theory and entrepreneurship in examining group leaders, pertaining to the success of their OTOP Tourism Villages, from the 4 cases of the awarded villages, based on in-depth interviews of 10 key informants directly involved in the development and operation of the projects. The results indicated that development of the awarded villages had been executed through institutional isomorphism, influenced mainly by political and normative forces. Therefore, acquiesce response was utilized by the group leaders for building pragmatic legitimacy in responding to the needs of primary stakeholders, comprising government agencies and local people. Furthermore, the group leader’s institutional entrepreneurship characters, namely, encouraging local participation, visualizing local innovation, and building extensive external collaboration, can help steer their villages towards greater success. In pursuit of project achievement at large, the existing institutional logics of each OTOP village should be strengthened along with development of institutional entrepreneurship.
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