GUIDELINES FOR TOURISM INDUSTRY DEVELOPMENT UNDER THE APPLICATION OF PAMS-POSDCoRB CONCEPT: A CASE STUDY OF TOURISM AREA IN MUEANG NAKHON NAYOK DISTRICT, NAKHON NAYOK PROVINCE
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Abstract
The objectives of this research were to (1) study the factors in PAMS-POSDCoRB management and the level of tourism industry development under the application of the PAMS-POSDCoRB concept, using a case study of tourism areas in Mueang Nakhon Nayok District, Nakhon Nayok Province; (2) compare the development of the tourism industry under the application of the PAMS-POSDCoRB concept categorized by personal characteristics; (3) study the causal relationship between PAMS-POSDCoRB management factors and tourism industry development; and (4) explore guidelines for tourism industry development under the application of the PAMS-POSDCoRB concept.
The sample group for the research consisted of 400 individuals, including government officials, public agency staff, the general public, and tourism entrepreneurs in Mueang Nakhon Nayok District, Nakhon Nayok Province, along with 8 key informants. Data were analyzed using descriptive statistics, including frequency distribution, percentage, and standard deviation, as well as inferential statistics using t-test, One-Way ANOVA, and multiple regression analysis.
The study found that: 1) The management according to the PAMS-POSDCoRB concept is rated at a high level, with ethical management having the highest average score. The level of tourism industry development is also rated highly, with attractions and tourism activities having the highest average score. 2) When comparing the development of the tourism industry under the application of the PAMS-POSDCoRB concept, categorized by personal characteristics, it was found that age, education level, and income are statistically significantly related to opinions on the development of the tourism industry in Mueang Nakhon Nayok District at a 0.05 significance level. In contrast, gender and marital status showed no significant relationship. 3) Factors in the PAMS-POSDCoRB management that are causally related to the development of the tourism industry include policy management, social-related management, and planning. These factors significantly impact the development of the tourism industry in Mueang Nakhon Nayok District, Nakhon Nayok Province, with all factors explaining 75.4% of the variance in tourism industry development. 4) Recommendations for the development of the tourism industry include improving facilities, promoting environmentally friendly activities, developing access to tourist destinations, and fostering collaboration between the public and private sectors.
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