GUIDELINES FOR DEVELOPING TOURISM MANAGEMENT THROUGH THE PARTICIPATION OF STAKEHOLDER NETWORKS: A CASE STUDY OF KHOK SUNG SUBDISTRICT, KHOK SUNG DISTRICT, SA KAEO PROVINCE

Abstract

This research aims to: 1) Study the level of potential in tourism management; 2) Examine the influence of participatory tourism management by network stakeholders on tourism management potential; and 3) Propose ways to develop tourism management through stakeholder participation in the Khok Sung Subdistrict, Khok Sung District, Sa Kaeo Province. The study is a mixed-methods research. The sample group consists of residents in Khok Sung Subdistrict, Khok Sung District, Sa Kaeo Province. The sample was determined using Krejcie & Morgan's sample size formula, resulting in 357 participants. Key informants include government officials, business owners from the private sector, community leaders, and citizens, totaling 8 individuals. The research tools include a questionnaire and a semi-structured interview. Data was collected through the questionnaire and in-depth interviews. The statistical analysis used includes frequency, percentage, mean, standard deviation, and multiple regression analysis with prediction coefficients using the Enter method. The results of the study indicate that the tourism management potential is measured across 8 areas, with the overall average being at a high level. The influence of participatory tourism management by network stakeholders on tourism management potential has a positive effect, significantly increasing the tourism aspect at the 0.05 level. However, the official relationship structure has a negative influence, significantly decreasing the tourism aspect at the 0.05 level. The proposed development of tourism management through stakeholder participation consists of four areas: 1) Conditions for cooperation; 2) Structuring formal relationships; 3) Leadership roles in building cooperation; and 4) Tourism potential.