READINESS AND COMMUNITY EXPECTATIONS FOR COMMUNITY DEVELOPMENT TOWARDS TOURISM: A CASE STUDY OF THE NORTH THONBURI DISTRICT AREA

Abstract

This research aims to study the readiness and expectations of communities in the North Thonburi district area for community development toward tourism. By convenient sampling, data were collected from 400 people living in various communities in the North Thonburi district area. The sample size can be determined from Khazanie's formula in case of the exact population size and the proportion of the population is unknown. Then, data were analyzed by descriptive statistics and Exploratory Factor Analysis. The research found that the Exploratory Component Analysis of readiness and expectations of communities in the North Thonburi district area for community development toward tourism by extracting variables by Principal Component Analysis, Correlation Matrix,  and rotated the axis by using the Varimax with Kaiser Normalization method, which requires that the eigenvalue must be greater than 1, including considering the compatibility of the variables by selecting the factor loading greater than 0. Each component must consist of at least 2 variables. Exploratory factor analysis, which imported 48 variables, can be grouped into 8 components, which are 1) management, community discipline, and communication, 2) third-party support and necessary knowledge, 3) morality and ownership, 4) adaptation to the situation, 5) infrastructure and leadership 6) production and marketing 7) continuity, and 8) other factors.