COMMUNITY ENTERPRISES DEVELOPMENT FOR ECOTOURISM OF TONNAMKLAY OF PATTHANA VILLAGE NAKHON SI THAMMARAT PROVINCE BASED ON COMMUNITY TOURISM

Abstract

The objectives of this research are: 1) to study the development of ecotourism community enterprises, Patthana village, Nakhon Si Thammarat province on community-based tourism 2) to study recommendations for community enterprise development by using mixed research method, for qualitative research; a group of 21 key informants collected data using unstructured interviews. for quantitative research, a group of population are 581 people, the sample size amount 237 people. The research instrument was a questionnaire, and data analysis by mean, standard deviation and interpreting the results according to the 5-level evaluation scale and interpreting the mean of the data analysis results. The results showed that. 1. The results of the analysis of community enterprise development data, by including all four aspects, were at the highest level (  = 4.52). from more to less as follows; The aspect of information was at the highest level (  = 4.75). The aspect of management was at the lowest level (  = 4.32) 2. Recommendations for community enterprise development can be divided into 4 aspects: 1) Community enterprise management; A development plan should be prepared with government agencies by writing a community enterprise development plan in the government's development plan. 2) Financial aspects of community enterprises; After adding the development plan to the state roadmap, Projects should be proposed to receive budgets to develop enterprises better, 3) The aspect of production of community enterprises; there should be training and apply technology to help higher products to be more standardized and faster, and 4) The aspect of information of community enterprises; there should expand the customer base to be varieties and should be promoted to enable products to be exported to foreign countries.