WAYS TO BUILD THE POTENTIAL OF SELF - MANAGEMENT FOR SUSTAINABLE TOURISM IN KRUNG CHING COMMUNITY, NOPPITAM DISTRICT, NAKHON SI THAMMARAT PROVINCE

Abstract

          The objectives of this research article were to build the potential of self - management for sustainable tourism in Krung Ching Community, Noppitam District, Nakhon Si Thammarat Province. The research was conducted by using mixed methods of qualitative and quantitative research. The sample chosen by using purposive sampling consisted of 4 groups which were community sector, public sector, tourism business sector, and academicians. Qualitative data were collected by using focus group and brainstorming, while quantitative data were collected by using the potential evaluation form. The qualitative data were analyzed by using content analysis and the quantitative data were analyzed by using mean and standard deviation. The research showed that there were 3 ways to build the community’s potential of self - management for sustainable tourism. The first way was the competency development of people living in the community who directly related to the tourism management. The second was building understanding and knowledge about product management in the community in order to upgrade the product to be the tourist souvenirs. And the third was information development related to tourism for publicize the community’s tourism such as tourist attractions, tourism activities and local products. The results of potential evaluation of self - management for community’s tourism found that overall potential of self - management for sustainable tourism in Krung Ching Community were at the average level. When considered individually, it was found that the potential of self - management in the aspect of resources and tourism activities was at the high level, especially management potential of the suitable tourism activities with community resources and availability of the community resources to manage the tourism activities. While the potential of self - management in the aspect of services and facilities, the potential of self - management in the aspect of environment around the tourist attractions and the potential of self - management in the aspect of public relations in tourism were at the average level.