Effects of community leader roles and knowledge management on community strength of OTOP tourist villages in southern Isaan civilization
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Abstract
The objective of this study was to examine the effects of community leader roles and knowledge management on community strength of OTOP tourists villages in southern Isaan civilization. The sample group in the research was 228 community leaders of OTOP villages for tourism in southern Isaan civilization. The questionnaire was used as a tool to collect data. The results were analyzed by descriptive statistics using frequency, percentage, mean and standard deviation. The hypothesis was tested using multiple regression analysis. The research results showed that leadership roles and knowledge management had a positive effect on community strength of OTOP tourist villages in southern Isaan civilization using forecast coefficient of 66.20 (AdjR2=0.66). For community leader role when considering as each aspect, it was found that religion arts and culture, custom and local wisdom; and management and supporting for the mission of government agencies and local administrative organizations and knowledge management in knowledge sharing and knowledge indication, had a statistically significant positive effect at 0.01 and 0.05.
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