BUDDHA-DHAMMA INTEGRATION FOR TOURISM ORGANIZATION EFFICIENCY ENHANCEMENT OF TOURISM COMPANIES IN BANGKOK METROPOLIS

Abstract

Objectives of this research paper were to study Buddha-dhamma Integration for Tourism Organization Efficiency Enhancement of Tourism Companies in Bangkok, conducted by mixed research methods.

The results of the research were as follows: 1. The general condition of the management effectiveness of tourism companies in Bangkok was found to be at a high level (=4.19). Two aspects were at the highest level, namely the development, followed by satisfaction aspects, and 3 aspects were at high level, namely, aspects of adjustments, productivity or products and efficiency, respectively. 2. Factors affecting the effectiveness of tourism management was found that the management of tourism companies and the principle of Sappurisa-Dharma affected the effectiveness of tourism management with statistically significant level of 0.05, which could jointly predict the effectiveness of tourism management at 58.9 percent and 74.6 percent (Adj. R2 = 0.589, 0.746). 3. Integration of Buddhist principles to promote the effectiveness of tourism management was as follows: 1) Dhammayuta (knowing the cause) and Mattanyutta (know moderation) principles integrated with “Tourism productivity or products” 2) Attanyuta (know oneself) principle integrated with “efficiency (resource utilization) of tourism companies” 3) Atthanyata (know results) and the principle of Pukkalanyuta (knowing a person) was integrated with “Creating satisfaction for tourists” 4) The principle of Kalannyuta (knowing timel) integrated with “Modifications of tourism companies” 5) Parisanyuta (knowing the community) integrated with "Development of a tourism company".