การบริหารจัดการพื้นที่มรดกโลกในจังหวัดพระนครศรีอยุธยาของเทศบาลนครพระนครศรีอยุธยาตามปรัชญาของเศรษฐกิจพอเพียง (ADMINISTRATION OF WORLD HERITAGE AREA IN AYUTTHAYA PROVINCE OF AYUTTHAYA CITY MUNICIPALITY ACCORDING TO THE SUFFICIENCY ECONOMY PHILOSOPHY)

Abstract

Objectives of this research were to study (1) problems of administration of world heritage areas in Ayutthaya Province of Ayutthaya City Municipality according to the Sufficiency Economy Philosophy, (2) development guidelines for administration of world heritage areas in Ayutthaya Province of Ayutthaya City Municipality according to the Sufficiency Economy Philosophy, (3) critical factors for successful administration of world heritage areas in Ayutthaya Province of Ayutthaya City Municipality according to the Sufficiency Economy Philosophy, and (4) administrative model of world heritage areas in Ayutthaya Province of Ayutthaya City Municipality according to the Sufficiency Economy Philosophy.

Research methodology this research was a mixed method research using quantitative research as main means and supported by qualitative research. Quantitative research used questionnaire with validity check at 0.94 level and reliability check at 0.96 level for field data collection from September 1 to December 31, 2014. Total samples were 1,087 residents in 10 sub-districts of Ayutthaya City Municipality. Total 976 sets of completed questionnaires were collected, representing 89.79% of all samples. Statistics used were mean, standard deviation, multiple regressions, and Pearson’s correlation. The in-depth interviews of 9 experts were done by structured in-depth interview form for qualitative information.

Research findings revealed that (1) the significant administrative problem was the Municipality Executives had not applied their ideas, information, and administrative capacities for vendor ordering in the world heritage areas; (2) the major development guidelines was the Municipality Executives should inclusively apply their ideas, information, and administrative capacities for vendor ordering in the world heritage areas as well as intensively supervise the implementation; (3) the major success factor was the Municipality Executives should have leadership such as be initiative, be creative, and make good decision based on public interest in vendor ordering in the world heritage areas; and (4) the administrative model according to the Sufficiency Economy Philosophy consisted of 8 aspects, namely, networking establishment, moderation, rationality, cohesiveness, balance and sustainable development, strengthening the qualities of people in both knowledge and morality, self-immunity, and self-reliance.