Development of Sustainable Community Tourism Management in Ayutthaya Province

Abstract

    The objectives of this article were1. to study status on Development of Sustainable Community Tourism Management in Ayutthaya Province, 2. to analyze causal factors to effect on Development of Sustainable Community Tourism Management in Ayutthaya Province and 3. to propose the model on Development of Sustainable Community Tourism Management in Ayutthaya Province.

              The methodology of this research was the mixed methods, this research was conducted by 2 steps, step 1, step 1 is quantitative researchin survey for validity checkingof model on Development of Sustainable Community Tourism Management in Ayutthaya Province well, and studying on direct effect, indirect effect and total effect between the variables in model. This research was conducted by collecting data from 410 sampling to analyze descriptive data by using frequency, mean, standard deviation (S.D.), Skewness, Kurtosis, (Kurtosis),Confirmatory Factor Analysis (CFA), and (LISREL). Step 2, is qualitative research by In-dept interview from keys informant 17persons and focus group had about 12 persons to confirm after analyzing data.

The results of the research were as follow:

1. Development of Sustainable Community Tourism Managementin overall had high level (= 3.44, S.D.= 0.515), considered, in each section found that the level was high in all section, averages by Mean (): 1) Marketing in tourist attractions, 2) Tourism restoration, 3) Creating activities in tourist attractions, 4) development basic structure, 5) Promoting people skills in the area and 6) Efficiency of tourist attraction.


2. . The validity in model of Development of Sustainable Community Tourism Management in Ayutthaya Province found that p-value =0.055, ()=163.20,df.=136, (/df) = 1.2,(GFI) = 0.96, (AGFI) = 0.93(CFI) =1.00, (SRMR) = 0.023,and (RMSEA) = 0.022 showed thatthe statistics of coherence of model has conformed to the empirical data.


3. The model of Development of Sustainable Community Tourism Management in Ayutthaya Province found that (R-SQUARE) = 0.83means that the variables in model is context of Travelling management and participation on Travelling management that the data can explained to practical in variance by Aparihaniyadhamma = 83%, Structural Equation Modeling = 0.78showed that the variables in model is context of Travelling management, participation on Travelling management, and practical though Aparihaniyadhamma can predicted in variance of Development of Sustainable Community Tourism Management at 78%, considered, direct effect and indirect effect between the variables in model found that the relationship between the context on Development of Sustainable Community Tourism Management (R=0.86) which divided by direct effect = 0.36, indirect effect = 0.15, and total effect = 0.51, moreover, direct effect, indirect effect, and total effect had effected to Development of Sustainable Community Tourism Management with significantly statistics at the level of 0.01, considered with direct effect and indirect effect  between the variables in model showed that the relationship of participation on Travelling management and Development of Sustainable Community Tourism Management (R=0.85)which divided are direct effect = 0.00, indirect effect = 0.41, and total effect = 0.41, by direct effect does not effect to Development of Sustainable Community Tourism Management with significantly statistics.