BUDDHA-DHAMMA APPLICATION FOR INTEGRATED COMMUNITY TOURISM PROMOTION OF LOCAL ADMINISTRATIVE ORGANISATIONS IN SONGKHLA PROVINCE

Abstract

Objectives of this research article were: 1. To study integrated community tourism of local administrative organisations in Songkhla Province; 2. To examine factors affecting integrated community tourism of Local Administrative Organizations in Songkhla Province and 3. To propose a Buddha-dharma application for promoting integrated community tourism of Local Administrative Organizations in Songkhla Province, conducted using mixed research methods. In the quantitative research, data were collected from 395 samples using questionnaires with a total reliability value of 0.927. Data were analysed using frequency, percentage, mean, standard deviation, and multiple regression analysis. The qualitative research collected data from 18 key informants and 9 participants in focus group discussion and analysed by content descriptive interpretation.

Findings were as follows: 1. Integrated community tourism of Local Administrative Organizations in Songkhla Province was found at a high level overall. 2. Factors affecting integrated community tourism of Local Administrative Organizations in Songkhla Province consisted of 1. Tourist attractions management affected the integrated community tourism of Local Administrative Organizations in Songkhla Province in 2 aspects, with the statistically significant level at the 0.01 level, accepting the set hypotheses.
2. Sappaya 4 principle affected the integrated community tourism of Local Administrative Organizations in Songkhla Province in 3 aspects, with the statistically significant level at 0.01 level and 0.05 accepting the set hypotheses. 3. Buddha-dharma application for promoting Integrated community tourism of Local Administrative Organizations in Songkhla Province in 3 aspects, consisting of 1. efficient community tourism management, 2. creative tourism, and 3. community benefitting through tourism by applying the Sappaya 4 principle consisted of suitable abode, suitable food, suitable speech, and suitable person, with the tourist attractions management were the basis for Buddha-dharma application for promoting Integrated community tourism of Local Administrative Organizations in Songkhla Province.