Management Guidelines of OTOP Inno-Life Tourism for Strengthening Community in Nakhon Phanom Province

Abstract

This research article aimed to (1) study the current state of OTOP Inno-life tourism management, (2) study the factors affecting the strength of the OTOP Inno-life tourism community and (3) propose guidelines for Inno-life OTOP tourism management to strengthen the community in Nakhon Phanom Province. This research was a mixed quantitative and qualitative approach. The quantitative samples were obtained by specific random sampling was on the administrative committee in the OTOP Inno-life group 235 people and qualitative samples were 26 key informants using the purposive sampling method. The statistics used were Descriptive statistics, and the hypothesis was tested using Pearson's correlation coefficient, multiple regression analysis, and interviews style using content analysis. The result of the study found that the current state of OTOP Inno-life tourism management was at a high level. It was found that there was a systematic operational planning process by dividing responsibilities according to the structure, and motivating members to drive their work, the method of coordinating contacts online or the voice on the line as for the work control, it mainly depended on the group leader, working as a facilitator. Factors affecting the strength of the OTOP Inno-life tourism were environment, public mind, networks of community organizations, participation of people in the community, tourism public relations, and community leaders. The qualitative research results showed that the wisdom, morale and encouragement, and government support. And guidelines for OTOP Inno-life tourism management should develop personnel, develop tourist attractions and facilities, tourism products and services by connecting tourism routes and promoting community markets. Every group should adopt both geographical and lifestyle identities which were the identity of the group to show with the private sector should invest together with the community. Tourism promotion with local food and beverage items linking to tourism in the real community to create added value, inheriting cultural traditions from generation to generation as well as conservation and inheriting for sustainability.