METHODS OF DEVELOPING CHIANG MAI 'S TOURISM INDUSTRY WORKERS' CAPACITY FOR ASEAN INTEGRATION

Abstract

Objectives of this research were 1. To studying business operators’ competency cluster, tourism business efficiency development, development from
government, and Chiang Mai’s tourism business capability, 2. examining the relation between business operators’ capability, latency of tourism business operation,
development from government and effectiveness of tourism business and 3. suggesting ways of Chiang Mai tourism business operators’ competency development, in order to accommodate the integration of ASEAN Economic
Community (AEC). The conceptual framework and studying theory focused on competency, ability development, development from government and organizational latency. This was a Quantitative Research, for which data was collected from sample surveys of 320 Chiang Mai’s tourism business operators, processed by a computer package software using Descriptive Statistics, to analyze independent variable,
dependent variable, and intervening variable related to the research hypothesis, by Exploratory Factor Analysis (Pearson correlation)’ Path analysis.

Findings were as follows:
1) 1) the finding indicated that in term of creativity, the first point was that operators can concentrate and solve problems in tourism business operation, the
second point was marketing, focusing mainly on domestic and ASEAN countries, development of basic infrastructure and facility supporting tourism, for instance,
development of transportation, administrative and equipments to reach standard, 2) the finding pointed out that the relation between business operators’
capability, latency of tourism business operation, development from government and effectiveness of tourism business were at the level of statistical significance .01.
3) it was found that 4 ways of Chiang Mai tourism business operators’ competency development are suggested, 1) competency 2) efficiency development
3) development from government and 4) organizational latency.