Development of an Economic Platform to Support Community-Based Agro-Tourism in Na-Bo-Kam Subdistrict, Kamphaeng Phet Province
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Abstract
The objectives of this research were 1) to develop an economic platform to support community-based agro-tourism, 2) to evaluate user satisfaction with the platform in presenting product and tourism information for Na-Bo-Kam Subdistrict, and 3) to compare differences in satisfaction based on personal factors. The sample consisted of 400 participants, selected through stratified random sampling without proportional allocation. The study followed the system development life cycle (SDLC) methodology, which included: 1) needs assessment, 2) system analysis, 3) system design, 4) system development and testing, and 5) maintenance. The tools used included an economic platform and a questionnaire. Statistical methods included percentages, means, and standard deviations. Inferential statistics involved one-way analysis of variance and pairwise comparisons using Scheffe’s method. The evaluative results indicated that overall user satisfaction with the platform was at a high level. When individual aspects were considered, all aspects were at a high level. The aspect with the highest mean was usability and applicability, followed by content, system design, and application. A comparative analysis of differences revealed that personal factors such as gender, education level, occupation, income, residence, and business model resulted in differing opinions on the platform. However, pairwise comparisons indicated that differences in education level, income, and residence significantly influenced opinions towards the platform, while gender, occupation, and business model did not significantly affect opinions with a statistical significance level of .05. The research findings provide guidance for analyzing target groups interested in various types of community products and their online purchasing behavior. This can further enhance the platform to attract tourists to visit the community and purchase local products in the future.
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