THE EFFICIENCY OF CONSERVATION TOURISM MANAGEMENT OF LOCAL GOVERNMENT IN KANCHANADIT DISTRICT, SURAT THANI PROVINCE

Abstract

Objectives of this research article were: 1. to study the level of management efficiency, 2. to study the factors affecting management efficiency, and 3. to propose guidelines for improving the efficiency of ecotourism management under the responsibility of local administrative organizations in Kanchanadit District, Surat Thani Province. This study employed a mixed-method design. For the quantitative research, data were collected using questionnaires from 239 respondents and analyzed through frequency, percentage, mean, standard deviation, and multiple regression. For the qualitative research, in-depth interviews were conducted with 10 key informants, divided into five groups, and the data were analyzed descriptively and synthesized into a narrative form.

The findings revealed that: 1. the overall level of management efficiency was rated high, and when considered in each dimension, it was found to be high in all aspects. 2. The factors affecting management efficiency indicated that the application of the Four Bases of Accomplishment (Iddhipada) significantly influenced efficiency at the 0.01 statistical level, jointly explaining 27.2% of the variance (R²=.272). In addition, management practices significantly influenced efficiency at the 0.01 statistical level, jointly explaining 22.0% of the variance (R²=.220). Therefore, the research hypotheses were accepted. 3. The guidelines for improving efficiency included: in terms of work quality, emphasizing personnel development, setting standards, and promoting participation; in terms of workload, planning and allocating resources, implementing operations, and fostering cooperation; in terms of time, prioritizing tasks, working with clarity, and punctuality; and in terms of expenses, managing finances prudently, enhancing efficiency, generating income, encouraging participation, reducing costs, monitoring, and applying technology.