THE TOURISM MANAGEMENT MODEL OF LOCAL ADMINISTRATIVE ORGANIZATIONS IN THE CENTRAL CHAO PHRAYA RIVER BASIN

Abstract

                This research is a quantitative research with the objective of studying is finding the factors affecting tourism management of local administrative organizations and the tourism management model of local administrative organizations in the Central Chao Phraya Basin. The unit of analysis is organizational level of the local government organization in the Phra Nakhon Si Ayutthaya Pathum Thani Province Nonthaburi Province Ang Thong Province and Sing Buri province, namely the administrators and personnel of the local government organization. The sample size is 200 samples by using a simple random sampling with acceptable confidence levels of 95% (Yamane, 1973), which divided into sample groups of administrative organizations in each province as follows: Phra Nakhon Si Ayutthaya Province, amount 80 organizations, Pathum Thani Province, 40 organizations, Nonthaburi Province, 40 Organizations, Ang Thong Province, 40 Organizations and Sing Buri Province, 40 Organizations
              In addition, collect data by using 7 point to find out the tourism model and effect factors in 7 issues, namely the Personal characteristics, Human factors, Management structure factors, Resource factor, Host factor, Participation factors and Government management factors which consisting of Organization Strategic planning, Customer focus and marketing, Data analysis and knowledge management, Personnel focus and focus on practice and study the relationship and connection of the above factors in order to determine the tourism management model of the local government organization in the Central Chao Phraya River Basin. The study results, found that the tourism management model of the local administrative organizations in the Central Chao Phraya River Basin is related to the following 7 factors as follow: first, the Participation factors affect government management in data analysis and knowledge management at the significant level of 0.05. Second, the Personnel factors affect the management of government in Customer focus and marketing, Data analysis and knowledge management, Personnel focus and focus on practice at the significant level of 0.05. Third, the administrative structure factor has an effect on the management of the public sector in focusing on the personnel at the significant level of 0.05. Fourth, The Resource factor affects the management of the government in Strategic planning, Customer focus and marketing, Data analysis and knowledge management, Personnel focus and focus on practice at the significant level of 0.05. Fifth, the host factor affects the government management in Strategic planning, Data analysis and knowledge management at the significant level 0.05. Finally, the personal characteristic factors affecting the management of the public sector in Organization Strategic planning and personnel focus at the significance level of 0.05. Therefore, the Tourism management of local government organizations in the central Chao Phraya Basin, should be considered the above factors in order to lead to efficiency and effectiveness for tourism management of the local government organization in the central Chao Phraya River Basin area.