GUIDELINES FOR IMPROVING THE ACHIEVEMENT OF SUSTAINABLE OTOP INNO-LIFE TOURISM COMMUNITY ENTERPRISES: EVIDENCE FROM THE LOWER NORTHEASTERN REGION OF THAILAND
DOI:
https://doi.org/10.14456/aamr.2023.12Keywords:
OTOP Inno-Life Tourism Community Enterprises, Tourism Community, Tourist Attraction, Product and Service, Marketing PromotionAbstract
The objectives of this research article are to identify factors that influence the achievement of sustainable OTOP inno-life tourism community enterprises and to offer the approaches in improving the achievement of sustainable OTOP inno-life tourism community enterprises. The quantitative data were collected from 300 members of community enterprises in the lower northeastern region of Thailand. In addition, 16 in-depth interviews were conducted with the group leaders of community enterprises and the district development officers. The results indicate that the achievement of sustainable OTOP inno-life tourism community enterprises in the mentioned area are at a high level. The factors influencing the achievement of sustainable OTOP inno-life tourism community enterprises include development of tourism communities, development of tourist attractions, development of products and services, and marketing promotion. Therefore, in improving the achievement of sustainable OTOP inno-life tourism community enterprises, all four factors need to be interconnected. The main goal is to create a community market to attract visitors, which, in turn, generates employment, increases income, and strengthens the grassroots economy. Nevertheless, entrepreneurs must receive vocational training to produce quality products and services.
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