A Communication Model and Community Participation Affecting Sustainable Tourist Attraction Management of Ban Rong Kla Community in Nakhon Thai District, Phitsanulok Province

Abstract

The objectives of this research were to investigate communication patters affecting sustainable tourism attraction management of Ban RongKla Community, Nakhon Thai District, Phitsanulok Province, study community participation affecting the sustainable tourism attraction management, and examine communication and community participation patterns affecting the sustainable tourism attraction management. The participants were 186 people living in Ban RongKla Village, Moo 10, Noen Perm Sub-district, Nakhon Thai District, Phitsanulok Province, aged 18 and over. A questionnaire was used to collect the data. The data were analyzed by using multiple regression statistics. The results showed that the community communication patterns were top-down communication style, bottom-up communication, horizontal communication, and cross communication. Also, the community participation patterns in decision-making, operations, and receiving benefits affected sustainable tourist attraction management of Ban Rong Kla Community, Nakhon Thai District, Phitsanulok Province. A multiple regression analysis between communication and participation styles affecting sustainable tourist attraction management of Ban RongKla Community, Nakhon Thai District, Phitsanulok Province showed that it was able to forecast 27.60 percent correctly