Multi-Level Factors Affecting Key Success of Community-Based Tourism Management in Thailand
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Abstract
This research aims to 1) study the relationship between a level factor of community members and a level factor of community, 2) study the multi-level factors of community members and community levels affecting key success in community-based tourism management in Thailand. METHODS: The quantitative method was used. The samples used were people involved in the management of community-based tourism. The sample group comprised 760 units at the member level and 190 units at the community level, obtained by multistage sampling. The instruments used to collect data were questionnaires. Data were analyzed by frequency, percentage, mean, standard deviation, Pearson correlation coefficient, and multi-level analysis.
Results: 1) The relationship between the level factor of community members and the level factor of community had a positive relationship at the moderate level at a statistically significant level of 0.01. 2) The multi-level analysis showed that there were five factors of community members' level, management, participation, leader, relationship, skill, and knowledge, having a positive influence on key success in community-based tourism management in Thailand at a statistically significant level of 0.001. The above five factors could be explained with 98.50% of the total variance.
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