Structural Analysis of Business Management for Natural Tourism Community Participation in Ubon Ratchathani

Abstract

The purpose of this research was to test validity of structural equation modeling of business management for natural tourism community participation in Ubon Ratchathani. The sample consisted of 400 entrepreneurs in natural tourism community participation in Ubon Ratchathani. The data were collected by questionnaire. The statistics used in the research were the descriptive statistical analysis and the structural equation modeling: SEM. Findings were the testing validity of structural equation modeling of business management model for natural tourism community participation in Ubon Ratchathani was well consisted with the empirical data and the structural equation modeling judging the statistical significance and non-statistical significance of the goodness of fit indices. The relationship of the model were related as follows: 1) factors affecting the relations of the decision making and assessment in the participation of the community were general management and finance, conversely, marketing was not directly influenced by the decision making and assessment in the participation of the community and 2) factors affecting the relationship of the implementation and beneficiaries in the participation of the community was finance, on the other side, general management and marketing were not directly influenced the implementation and beneficiaries.