A Study of Motivation and Participation Behavior in Developing Community Based Tourism Potential of Ban Khian, Thalang District, Phuket Province
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Abstract
The objective of this research was to study the motivation and participatory behavior of the Ban Khian community in developing tourism potential in Thalang District, Phuket Province. Data were collected through questionnaires from 37 members of the community tourism group. Data were analyzed using descriptive statistics, including mean, standard deviation, and percentage, as well as multiple regression analysis. The findings indicated that the majority of group members exhibited the highest average motivation regarding relationships, love, and a sense of ownership. Members demonstrated the highest average participatory behavior in willingly assisting other members with their tasks. They showed equal participation in listening to differing opinions and promoting the tourism group and demonstrated responsibility by performing their duties with honesty and integrity. Regarding motivational factors affecting behavior, it was found that motivation related to relationship, love, and sense of ownership, as well as self-respect, influenced helping behavior. Safety motivation and self-respect motivation influenced cooperative behavior, while motivation related to relationship, love, and sense of ownership influenced responsible behavior at a statistical significance level of .05. The findings of this study can serve as a model for developing emerging tourism communities in Phuket Province. However, policy limitations exist regarding continuous group promotion. Therefore, community managers, local administrative organizations, and relevant agencies should continuously participate in promoting and supporting the community to become a model for sustainable development
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