MODEL OF TOURISM DEVELOPMENT MANAGEMENT ON SPECIAL ECONOMY AREA IN SONGKHLA PROVINCE

Abstract

This research article aimed to study the condition of tourism management. causal relationship in tourism management and presenting a model of tourism management development in special economic areas in Songkhla Province. Methodology was the mixed methods. The quantitative research used a questionnaire with a total confidence of 0.987 Data were collected from the sample group, 490 people living at Sadao District, a special economic zone in Songkhla Province. Data were analyzed by frequency, percentage, mean, standard deviation, and structural equation modeling (SEM) analysis. Confirmative component analysis (CFA). The qualitative method, data were collected from 17 key informants and analyzed by content descriptive interpretation. Data were also collected from 9 participants in focus group discussion to confirm the model after data synthesis.

          The research findings were as follow: 1. Tourism management conditions in special economic areas in Songkhla Province, by overall, was at high level. 2. The causal relationship for the development of tourism management in special economic areas in Songkhla province was found that tourism management and people's participation through the principle of Aparihaniyadham 7 affected the development of tourism management in the special economy area in Songkhla Province at 78% and 3. The development model of tourism management in special economic areas in Songkhla Province revealed that the development of tourism management in special economic areas had two basic factors. They were tourism management and public participation by integrating Aparihaniyadhamma 7 to promote the development of tourism management.