µ¦¤¸nnª¤ ° ¦³ µ ª ¦n° µ¦ n¸É¥ª »° Á · ° ´»¦´r µ¦ ¬¤ Á...KHANIT KHEAWWICHAI AND ASST. PROF. THIRASAK UNAROMLERT, Ph.D. 282 pp. The purposes of this

100

2554

สำนกัหอ

สมุดกลาง

100

2554



PUBLIC PARTICIPATION OF COMMUNITY CONSERVATION

TOURISM MANAGEMENT ON SAMCHUK OLD MARKET

TUMBON SAMCHUK SAMCHUK DISTRIK SUPHANBURI PROVINCE

By

Prapassorn Chaengpho

A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree

MASTER OF EDUCATION

Department of Education Foundations

Graduate School

SILPAKORN UNIVERSITY

2011



“

100

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50260403 :

: / / 100

: 100

. : . . , . . . .

. 282 .

1)

100 2)

100

(Simple Random Sampling) 180 1

. . 2554 1 2555 (Quantitative Research)

(f) (%)

( X ) (S.D.) (t- test) (Stepwise Multiple Regression Analysis )

(Qualitative Research) (In- depth Interview)

(focus group) (Key informants) 100

(Content Analysis) (Typological Analysis)

(Triangulation Method)

1. 100

2. 100

.05

.05

.05

3.

100 1

2

ˆ = -.473 +.601 ( ) +.373( )

ˆ = .594 Z ( )+.275 Z ( )

4. 100

1. 2.

3. “ ” “

” 4. 5. 6.

7. 8. 9. 10.

2554

........................................

1. ....................... 2. ....................... 3. .......................



50260403 : MAJOR : DEVELOPMENT EDUCATION

KEY WORD : PUBLIC PARTICIPATION / COMMUNITY CONSERVATION TOURISM / SAMCHUK OLD MARKET

PRAPASSORN CHAENGPHO : PUBLIC PARTICIPATION OF COMMUNITY CONSERVATION TOURISM

MANAGEMENT ON SAMCHUK OLD MARKET TUMBON SAMCHUK SAMCHUK DISTRIC SUPHANBURI PROVINCE.

THESIS ADVISORS : ASST. PROF. NARIN SUNKRUKSA Ph.D., ASSOC.PROF. KHANIT KHEAWWICHAI AND ASST. PROF.

THIRASAK UNAROMLERT, Ph.D. 282 pp.

The purposes of this research were to : 1) to determine in the level’s public participation of community conservation tourism

management Samchuk old market Tumbon Samchuk Samchuk district Suphanburi province and compare public participation on the personal

appearance . 2) to determine in the factors that affect and the best practice of the community conservation tourism management Samchuk old

market Tumbon Samchuk Samchuk district Suphanburi province .This research made a study of a sample of community leader by selection of

a specific ,the tourism management supporters, the travel operators on Samchuk old market in simple random sampling were 180 person . The

data was collected during October to April 2012. This research study based on the methodologies of quantitative research .The data-gathering

instruments used in the research were a questionnaire about personal factors, supporting factors , public participation of community

conservation tourism management and open ended in problems and obstacles of public participation of community conservation tourism

management The data were analyzed by frequency, percentage, mean, standard deviation, t-test, stepwise multiple regression and content

analysis. After that study in qualitative research are participation observation, in-depth interviewing and focus group with key informants

about best practice in the Samchuk old market conservation tourism management .The data were analyzed by content , typological and

triangulation method.

The results of research revealed that : 1) the level’s public participation of community conservation tourism management : case

study Samchuk old market Tumbon Samchuk Samchuk distric Suphanburi province in sharing of benefits, operation and decision are medium

level . The joint monitoring and evaluation is a low level.

2) the factor’s compare public participation of community conservation tourism management Samchuk old market Tumbon

Samchuk Samchuk district Suphanburi province on the personal appearance that the average value of the operation between the variables

were not significantly different. Decision the average male than female . Sharing of benefits is a average female than male and the

monitoring and evaluation are average female than male in significant at the .05 level and classified by age on decision, operation, monitoring

and evaluation had significance differences at the .05. In sharing of benefits had no differences. Classified by occupations , education. time for

participation and distance involved had significance differences at the .05 .

3) the factors that affect on public participation of community conservation tourism management ’s person in Samchuk old

market area had public consciousness is the first expectation on the merits of the two following equations.

ˆ = -.473 +.601 ( )public consciousness +.373( )expectation on the merits

= .594 Z ˆ( )public consciousness +.275 Z ( )expectation on the merits

4) The practice of the community conservation tourism management of the Samchuk Old Market, Tumbon Samchuk, Samchuk

District, Suphanburi Province, which is considered one of the best, has the following components: 1. The community members are attached to

the mother land and their participation is valued; 2. Participation of local communities is aimed to resolve community problems; 3. The

Board of Samchuk Market Development is established with the target: "The economic growth of the Samchuk market is to be revived”; 4.

The museum for learning of community and local history is established; 5. Social capital; 6. Activities for conservation; 7. Communication

within the community 8. Support from external organizations; 9. Cooperation between the government and local people sectors; 10. Public

Relations.

Department of Education Foundations Graduate School, Silpakorn University Academic Year 2011

Student’s signature ……….……….…….….….…….….…….……….……….…….….…….….….….………….….

Thesis Advisors’ signature 1. ……….…….…….….…….……………..….….…..…2. ……….…………….….….…….………………….….3. …………..…….….….….…….………………….….



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.

.

.

100



..............................................................................................................

.........................................................................................................

...............................................................................................................

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…………………………………................................................................

.........................................................................................................................

1. ..................................................................................................................... 1

........................................................ 1

.............................................................................. 9

………………………………………………………… 9

…………………………………………………….. 10

……………………………………………………….. 10

…………………………………………………………... 12

………………………………………………... 14

2. …………………………………………….. 15

………………………….………………… 16

……….…………….……………….. 35

………….………………... 76

…….…………….……………….. 76

……….………………... 80

………….………………... 84

….………………. 91



…………………………………………………… 95

100 ………………… 101

………………………………………………………... 114

…...……………………………………………… 119

3. …...…………………………………………………………… 120

………………………………………………... 120

……………………………………...……………………… 122

…………………...……………………………… 123

…………………..………………………………… 128

………………………………………………………… 129

4. ………..……………………………………… 131

1

100 ……………….. 132

2

100 ………. 135

100 ………………….. 140

100 …….. 141

100 …………….…….. 143

3

100 …..….. 144

4

100 ……..……..……..……..… 151



5

100 …….. 194

5. ……....…………………….……..……..… 199

1

…….……………..… 199

2

.... 217

3

100

…………….……..……………………..…..… 222

6. …………….………….……..… 225

……....…………………………………….……..……..… 226

……....…………………….…………………….…..……..… 230

……....………………..…….……..……..… 241

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……..……..………..…………...… 262

............... 274

……..……..………………….……..… 276

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……....…………………………………….…………..……..………..…… 282



1.

1 100 56

2. . . 2548 – 2550......................... 108

3.

100 .................................... 131

4. (Frequency) (Percentage)

100 ................... 134


100 .. 137


100 .... 139

7. ( X ) (S.D.)

................................................... 140

8. ( X ) (S.D.)

.................... 142

9. ( X ) (S.D.)

.............................. 143

10. ( X ) (S.D.)

............................................................................... 144

11. ( X ) (S.D.)

....... 146



12. ( X ) (S.D.)

……………………………………………………… 148

13. ( X ) (S.D.)

............................................................................ 150

14. ( X ) (S.D.)

(t-test) 131

15. ( X ) (S.D.)

................... 152

16.

....................... 154

17.

................................................ 155

18.

.............................................................................. 158

19.

..................................... 160

20.

...................................................................... 161

21. ( X ) (S.D.)

...................................... 164



22.

166

23.

................................. 167

24. ( X ) (S.D.)

....................... 171

25.

........ 173

26.

.................................. 174

27. ( X ) (S.D.)

................ 177

28.

............................................................................... 179

29.

................ 180

30. ( X ) (S.D.)

100

(t-test)..................................................... 186

31. ( X ) (S.D.)

(t-test).......................................................... 187



32. ( X ) (S.D.)

100 ................................................................ 188

33.

................ 190

34.

…………………………….. 191

35.

(Y)

100 ................................... 195

36.

................................................................. 196

37.

100

................. 197

38.

100

............................ 198



1. .................................................................... 30

2. 5As .................................... 42

3. ................................. 46

4.

……………………………………….. 48

5. ........................................ 59

6. ................................................................................... 76

7.

.......................................................................................... 96

8.

97

9. …………………………………………… 118

10.

100 ...................................................................... 220

11.

100

......................................................................... 224



1.

................................................................................... 200

2. 202

3. 100 ………… 203

4.

…………………………………………..…… 204

5. 2 210

6.

100 .. …………………………………………… 212



1

1

. . 2525 . . 2545

( . )

( :2545)

( : . . .)

1



2

( 2543 : 38)

. . 2519

4

( . . 2520 - 2524)

(

2536 : 3 ) 8 ( . . 2540 -

2544)

9( . . 2545 - 2549)



3

( . .2544-

2553)

( . . . : 2 - 6)

(

2540:1-2)

. . 2550 ( 5) . . 2545

. . 2546

10



4

(

10 2552 : )

8 ( . . 2540-2544)

“ ”

“ ” “ ”

(

3 ) . .2542 . . 2537

2540

( Human Rights) (Traditional Local Community ) (

2541:46) 3

( 2541:41)

7 . . 2548 - 2551

7

. . 2546-2550



5

100

107

1

1

-

3 - 4

-

(

2548:49 -50)



6

. . 2437 5 “ ”

2457 6 “ ”

2481 8 “ ” “ ” ( )

“ ” 3 “ “

“ ” “ ” 100

5

( 2551:6)

1

2 80

“

” 3 4 5 9

1 2



7

. .2541

“ ”

( 2550:22-27)

(

2551:6)

-

“ ” “ ”

“ ” “ ”



8

2552 (UNESCO)

“ ”

2552

4-5

( . 2551:49-50)

100

“ ”

(UNESCO)



9

2552

100

100

1.

100

2.

100

3.

100

4.

100

1.

100

2. 100

3. 100

4. 100



10

1.

100

2. 100

(Mixed Method Research)

100

1.

100

400

Yamane’s

95% (Taro Yamane) 180

2.

100 . . .

2.1

2.2

2.3

2.4



11

3.

3.1

3.2.1

3.2.2

3.2.3

3.2.4

3.2.5

3.2.6

3.2.7

3.2.8

3.2

3.2.1

3.2.2

3.2.3

3.2.4

4.

1 . . 2554 1 2555

1.

18



12

2.

100

3.

1 . . 2554 1 2555

4

100

100

100 2

2552



13

100

100 2

1

100

100

100



14

1.

100

2.

100

3.

100

4.

100



15

2

100

1.

2.

3.

3.1

3.2

3.3

3.4

5.

6. 100

7.

15



16

1.

“ ” “Participation”

(United Nations 1981 : 5)

(2547 : 3 ) 4

1.

2.

/ (active) (passive)

3.

4.

(2540 : 93 )

3

1.

2.



17

3.

(2541 : 10 )

( )

(2543 : 36-37)

( 2543 : 22 )

1.

2.

3.

4.

(2543 : 19)

(group situation)

= + +



18

(2543 :7)

(involvement)

(Commitment)

(2545 : 14)

(Bryman 1986 :139)

1

(Chambers Pacay and Thrupp 1989 : 5-8 )

(Dale) ( 2544 : 8)

1.

2.

3.

4.



19

/

(participatory theory)

(2539 : 79-80)

3

1. (freedom to participate)

2. (ability to participate)

3. (willingness to participate)

3

1.

2. 2

3.

4.

(Oakley 1984 , 2542 : 21 )

3

(Cohen and Uphoff.1980: 213-218 .

2543 : 139-140 ;) 4



20

1. (Decision making) 3

2. (implementation)

3. (Benefits)

4. ( Evaluation )

(Anthony H. Birch 2001 : 105-106 )

10

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

( 2543 : 141)

4



21

1. (Planning )

2. (Implementation)

3. ( Utilization)

4. (Obtaining benefits )

(White. 1982 : 18 ) 3

(Yadav. 1979. P.3, .2545 : 13)

(Decision-Making)

(lmplementation)

(Evolution) (Benefit)

(1981 : 41-49 ,

2546 : 41 ) 3

1.

2.

3.

(Macda 1982 : 8 , 2546 : 41 )

3

1.



22

2.

3.

(2542 : 130-132)

1.

6

1.1

1.2

1.3



23

1.4

1.5

1.6

2.

2.1

2.2

2.3

3. –

3.1

3.2

(2545 : 23-24)

1.

2.

3.



24

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

(2548 : 40-41)

1.

2.

3.



25

4.

5.

6.

7.

8.

9.

10.

3

(2540 : 94)

1.

2.

3.

4.

5.



26

6.

(Ramos and Fletcher 1982 , 2542 : 25)

1.

2.

3.

4.

5.

(2543 : 9 )

Participative Management (PM)

1.

2.

3.



27

4.

5.

(2544 : 10)

(2539:58-61)

5

1. (no participation at all)

2. (nominal participation)

3. (minimal participation)

4. (optimal participation)

5. (maximal participation)



28

6. (ideal participation)

9

1. (Join or Eiae) (threats)

(coercion)

2. (Push Cart Participation)

3. (Trick or Participation by Gimmickry

4. (Monologue) (one-way)

5. - (I ask-I decide)

6. (Peace Pipe)

7. (Handclasp)



29

8. (Vox Populi)

9. (Vox Populi Est Lex)

-

1

: , ,( :

,2539),58-61.



30

(2542 : 130-132)

1.

6

1.1

1.2

1.3

1.4

1.5

1.6

2.

2.1

2.2

2.3



31

3. –

3.1

3.2

(2541:113-114 ,

2545:118-119)

2

1. (Learning process)

1.1

1.2

1.3

1.4

1.5

2.

2.1

2.2

2.3



32

(2540 : 3-50)

2

1. 2

1.1

1.2

2.



33

(

. . 2549)

4

1. (Decision Making Level)

2. (Planning Level)

3. (Implementation Level)

OTOP



34

4. (Evaluation Level)

1

2

3



35

2.

(World Tourism Organization : WTO) (n.p.,n.d.)

3 1.

2.

3.

(2541:1)

3 1.

2.

3. (2547:1) “ ”

3 1.

(Temporary) 2. (Voluntary) 3.



36

(2541: 10)

(2533 : 19-20, 2546 : 5)

1 24 60

60



37

( 2548 :

67-72)

1.

1.

2.

3.

4.

5.

2.

1.

2.

3.



38

4.

5.

2

6.

3.

3.1

3.2

3.3

3.4 2

3.4.1

3.4.2



39

(Valene Smith 1997, 2543 : 65 -66)

7

1. (Ethnic Tourism)

2. (Environmental Tourism)

(Attractions)

3. (Cultural Tourism)

4. (Historical Tourism)

5. (Business Tourism)



40

6. (Recreational Tourism)

7.

( 2541,

2553: 3–1; 2554: 1-6-1-7) 5 As

5

1. (Attraction)

2. (Accessibility)



41

-

3. (Ancillary Service)

4. (Amenity)

5. (Activity)



42

5As 2

2 5As

: , (

. . ,2555),16-17

5

(Sustainable Tourism)

Activity

Amenity

Ancillary Service

Attraction

Accessibility

5As



43

7

(

2548 : 57 - 58)

7 ( 2541 : 7 ,

2545 : 30 - 31)

(Resource management)



44

(Biological diversity)

(Life supporting systems)

21 (Agenda 21)

Agenda 21 (United Nations,1992) United Nations (1992)

(Cater Lowman 1994)

4 (

2548 : 58 - 60)

1.

2.

3.



45

4.

3

: , ( :

, 2548), 59.



46

( 2548 : 60 - 61)

1.

2.

3.

4.



47

5.

(John Swarbrooke 2000: 150 ,

2545 : 32 - 33)

(Maximizing the impacts which are positive and minimizing the

negative ones)



48

Ecological Sustainable Tourism

Environmental

Sustainable Tourism Development

Economic Efficiency

Economic Sustainability of Tourism

Social Equity

4

,

(

,2545),32.



49

6

( 2546 : 5 - 6)

1.

2.

3.

4.

5.

6.



50

5

: ,

. ( , . . . 2546),6.



51

( 2545 : 67)

1.

2.

3.

4.

5.

( 2548 : 179 - 182)



52

1.

1.1

1.2

1.3

1.4

1.5

1.6

1.7



53

2.

2.1

2.2

2.3

2.4

2.5

2.6



54

Ecotourism Ecology

( ) Tourism ( )

Hector Ceballs –

Lascurain (1990)

Elizabeth Boo (1991)

The Ecotourism Society (1991)

( ,2542 : 11)

“ ”

(2541)



55

( .)

. . Ecotourism

Ecotourism eco

tourism eco tourism

ecotourism

(

)

ecotourism

green tourism

biotourism

agrotourism

( 27:72)

Nature tourism Nature-based tourism Nature-oriented tourism

“ ” “Ecotourist”

“ ”

1980 “ ”



56

1

(Mass Tourism)

(Ecotourism)

1.

(Accommodation) -

-

-

-

-

-

2.

(Attractions) -

-

3.

(Marketing) -

-

-

-

-

-

4.

(Economic impact)

-

-

-

-

5.

(Regulation) -

-

-

-

(No Carrying Capacity)

-

-

-

-

(Carrying Capacity)

: , “

”,2540.



57

(2547:89)

(2545)

1.

2.

3.

4.

5.

6.

(Raff Buckley) ( 2543:24) International

Centre of Ecotourism Research of Griffith University

/

(Ben Boer) ( 2543:24) Australia Centre

for Environmental Law of University of Sydney

(Castas Christ) ( 2543:24) Ecotourism

Society



58

4

1.

(Identity or Authentic or Endemic or Unique)

(Eco-system)

(Nature - based tourism)

2. (Responsible travel)

(Sustainably managed

tourism) (Responsible travel)

3.

(Learning process)

(Environmental education-based tourism)

4.

(Involvement of local community or People participation)

(Grass root)

(Community participation-based

tourism)



59

6

: , ( :

,2544),3.

(2542:3-3-3-14, 2545:11)

(

)

( )

(

)



60

1.

2.

3.

4.

5.

( .)

6.

7.

1

8.

9.

10.

11.

(

2548:83-85)



61

1.

2.

/

3.

(Reused/Recycle)

(Biogass)

4.

5.

3

6.

(Board Walk) ( )

7.

( )

8.

9. ISO 900 /

ISO 14000 / ISO 18000



62

10.

11.

( )

(Physical Carrying Capacity)

(Environmental Carrying Capacity)

12. (

)

1.

2.

3.

4.

5. (Code of Conduct)

6.



63

7.

8.

( 2548:107-108)

1.

2.

3.

4.

5.

(2546:17-18)



64

5

1.

2.

3.

4.

5.



65

1.

2. (Awareness) (Understanding)

3.

1.

1.1

(Management Plan)

1.2

1.3 .

1.4 /

2.

2.1

2.2

2.3

3.

3.1

3.2



66

3.3

1.

(

)

2.

3.

1.

2.

3.

4.

5.

( 2539)



67

2.8

(Community –Based Tourism)

( , 2540)

4

1.

2.

3.

4.

1.

1.1

1.2

2.

2.1

2.2

2.3

3.

3.1

3.2

3.3

3.4

3.5

3.6



68

3.7

4.

4.1

4.2

4.3

Ecotourism ( ) “ ” “ ”

(Homestay) “ ”

CBT CBT

:



69

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

?

?

(2540 : 3-50)

2

1. 2

1.1



70

1.2

2.



71

3



72

3



73

( .) ( , 2546)

1.



74

2 .

3.



75

4.

5.



76

3.

3.1

(Perception)

(2541 : 128 )

1.

2.

7

Stimulus Perception Response

( ) ( ) ( )

: , . ( : , 2541)

(2548 : 1)

(Concious)

(Sensation)

(2549 : 1)

(Selection) (Organization)

(Interpretation)

5



77

(Perception is learned)

(Perception is selective)

1.

1.1

1.2

2 (

2533 : 43-45)

1. (Intensity and size)

2. (Contrast)

3. (Repetition)

4. (Movement)

1. (Interest)

2. (Expectancy)



78

3. (Need)

4. (Value)

(Bruner and Goodman 1947 : 33-44)

1.

2.

2

2.1 (Physiologial Factor)

2.2 (Phycological Factor)

1.

2.

3.

4.

5.

3.

( 2529 : 93-37)



79

( 2533 : 49)

2



80

3.2

3.2.1

(2542:25)

( )

(Social Consciousness) (Public

Consciousness)

( ,2524:81 ,2541:8)

(2543:180)

?

(2544:20)

Civil Consciousness

(2544:20)

(Civic Mind )

“ ”

“ ”

(2544:36) “ ”



81

(

, 2547: 10)

3.2.2

(2542:181-183)

1.

2.

3.



82

4.

3.2.3

(CIVICNET)

(TDRI) 1

“ ” .

“ ” “ ”

“ ”

( 2543:206-210)

( 2541)

1.

2.

3.

4.

5.

6.



83

(Primary

Socialization)

Interaction

Imitation

Observation



84

3.3

(2540 : 6)



85

(2540 : 8) (2540 :10)

(Finn 1962 : 390)

(Funk and Wagnalls 1963:239)

, (Getzels , James and Ronall 1964 :390-398)

(Reeder 1971 :157)

(Murray 2545 : 10 - 11)

(Role expectation)

“ ”



86

(Hurlock 1973 :184-

185)

(Hurlock 1973 :185-186)

(Bandura 1997 : 84-85) 3

1 (Magnitude)

2 (Generality)

3 (Strengh)



87

(Lewin and Others 1944 : 133)

(Vroom 1964 : 91-103) 4

1.

0 ( ) 1

( )

2.

3.

4.

Vroom +1.0

0 Vroom

( )

( )

( ) ( )



88

Vroom

1.

( )

2. ( )

( )

3.

( )

(Hurlock 1973 :191-194)

1. (Cultural Ideals)

2. (Kind of Family)



89

3. (Ordinal Position)

4. (Discipline)

5. (Group Status)

6. (Use of Escape Mechanisms)

7. (Verbalization of Aspirations)

8. (Past failures and Successes)

(Dececco. 1986, p. 167)



90

9. (Sex)

10. (Intelligence)

11. (Personality)



91

3.3

(Social support)

(Kahn 1979 : 85)

(Thoit 1982 : 147-148)

(2542 : 40 )

(Cobb 1976 : 300-301 )

(Kaplan, Cassel and Gore 1977 : 50-51

) 2

1.



92

2.

(Gottlieb 1982: 32 2543 : 98)

(Pilisuk 1982 : 20 2543 : 34)

(Maguire 1983 : 51 2543 : 41)



93

(Cobb 1976 : 300-301 2546 :19)

3

1. (Emotional support)

2. (Esteem support)

3. (Socially support or network)

(Kaplan 1977 2543: 36)

3

1. (Intrumental aid)

2. (Information aid)

3. (Socioemotional aid)

(Group Belonging)

(Kahn 1979 :85 ) 3

1. (Affection)

2. (Affirmation)

(Aid)

Jacobson 3 (Jacobson

2544 : 98)



94

1. (Emotional support)

2. (Cognitive Support)

3. (Materials Support)

(Lain) 1986, 2541 : 27 )

3

1. (Social integration)

2. (Social networks)

3.

( Gottlieb 1994, 2531 : 101)

3

1. (Macro level)

2. ( Mezzo level )

3. (Micro level )



95

5.

(American productivity & quality center :

APQC)

(2545)

(best) “ ”

( 2545 : 10-12

2551:62 )

1.

2 ( 2545 : 10-

12)

1.1 (criterion reference) (attributes)

(check list)



96

1.2 (quantitative)

4 (

2545 : 29-31)

1. (performance benchmarking)

2. (process benchmarking)

3. (product benchmarking)

/ /

4. (strategy benchmarking)



97

2. (benchmark) (benchmarking)

(best practices) 7

8

: .

. ( . , 2552),63.

( 2545 : 11-12

2551:64 )



98

(input) (process) (result)

5

8

9

: .

. ( . , 2552),64.



99

2 1)

2)

( 2545 : 18-20

2551:65)

(

2544 : 12-17 2551:65)

1. (governance and leadership)



100

2. (university-wide planning)

3. (change & innovation)

4. (equity planning)

5. (clearly defined lines of

responsibility & decision making)

6. (core business system)

7. (risk management)



101

8. (teaching and research expenditure ratio)

9. (corporate information)

10. (organizational climate)

6. 100

“

”



102

.

(

:2548.38-39)

14 3

30 15 99 25

30 100 18 36

107 5,358.008

3,348,755 7



103

2

3

. . 2541 37.6

21.7

1305.4 ./ 104 /



104

- 6

-

-

250 130,000

10

6,500

376,250 11.24

863,404 420,807

442,497 161

( )



105

“ ”

506

9 1

3

15,618 / /



106

3

1.

2. 1 - 2

3.

1.

-

2.

3.

.

4.

10



107

80

5.

6.

7.

( :2548.50-52)

( .) “

”

” ”

7

1. ( )

2

2.

- “ ”

3. ( )

100

( )

4.

(OTOP )



108

5.

. .

6.

7.

( 2552.5)



109

2 . . 2548 – 2550

2548

(2005)

2549

(2006)

25450

(2007) Item

890,241 1,020,463 1,236,905 Number of visitors

867,476 990,52 1,221,082 Thai

22,765 29,942 15,877 Foreigner

890,241 1,020,463 1,236,905 Sex

X X X Male

X X X Female

( ) 890,241 1,020,463 1,236,905 Age group (year)

15-24 X X X 15-24

25-34 X X X 25-34

35-44 X X X 35-44

45-54 X X X 45-54

55-60 X X X 55-60

65 X X X 65 and over

890,241 1,020,463 1,236,905 Purpose of Visit

/ / /

/ / /

/

/

X

X

X

X

X

X

Holiday

Convention

X X X Business

X X X Official Visit

X X X Others

: 1, “

. . 2552 ” 2552.



110

100

( )

. . 2385

( :2551.5)

. . 2437 5 “ ”

( )

2457 6 “ ”

2481 8 “ ” “

” ( )

“ ”

3

“ ”

“ ”

“ ”



111

. .2547

( :2548.99-100)

100

( )

2552

“ (Award of Merit)” 28 . . 2552

340 38.6

33



112

3

11 1 , 2 , 3, 4, 5, 6 1, 4, 6, 9

8 20

1 660 719 385

2 2,098 2,221 2,228

3 944 945 627

4 392 437 228

5 534 570 371

6 552 566 336

( .) . . 2550 52,651

.

1. 19,500



113

2.

3.

4. 100

" " 2

1. "

"

2. " "

200 28

11 1 11

" " .

19 2550

3. 80 5 2550

"

(Thailand Tourism Awards) "

4. " "

29 2550

5. "

" 20 2551



114

6. ( )

2552 " (Award of Merit)"

28 2552 http://www.samchuk.in.th/flight-market.html 15

2552

“ ”

( :2552. )

7. 7.1

(2546: )



115

(2548 : )

(2548)

1. -

2. -

3. -

4. -

5. -

6. -

(2549 : 216-217)



116

(2549: )

3

(2550:58) “

: ”

(2553 : )

3 1. 2.

3.



117

7.2

(Kaufman : 528) “Participation in Organization Activities in

Selected Kentucky Localities”

(Wells 1993)

. . 1988-1989 27

4.7 1

4 5

(Celballos Lascurain. 1998: 111–112)

240

.05



118

9



119

100

(Independent Variables) (Dependent Variables)

----

-

-

-

-

-

-

-

-

100

-

-

-

-

10



120

3

(Mixed Method Research)

1.

100

2.

100

3.

100 4.

100

(Survey Research)

(In-depth interview)

(Key informant)

1.

2.

3.

4.

5.

6.

3

1. 100 3

2.

400 2

30 2554 100

3. 6

100

120



121

Yamane’s 95 %

(Yamane Taro, 1973)

n = 21 NeN

n = 205.03271327

= 179.92

n =

N =

e =

0.05 95%

1 100 .

3

2

2

30 2554 179.92 180

(Simple Random Sampling)

3

100 6



122

2.1 (Independent Variables )

2.1.1

2.1.1.1

2.1.1.2

2.1.1.3

2.1.1.4

2.1.1.5

2.1.1.6

2.1.1.7

2.1.1.8

2.1.2

2.1.3.1

2.1.3.2

2.1.3.3

2.1.3.4

2.2 (Dependent Variables)

2.2.1 4

2.2.1.1

2.2.1.2

2.2.1.3

2.2.1.4

2.2.2.



123

2

(Documentary research )

(Survey research )

(In-depth interview)

(Focus Group Discussion)

1.

100

4

1 (Check List)

(Forced Choice) 10

2 1

(Check List) 5 2 3

4

(Rating Scale) 24 5

5

4

3

2

1



124

3

100 (Rating

Scale) 46 5

5

4

3

2

1

100

(Open Ended) 1

2.

2.1 (In depth Interview)

(Snowball Technique) (Saturate Data)

2.2 (Focus Group)

(stakeholders)

(Purposive Sampling)

9

1. 1

2. 100

3.



125

1.

1

2

3 3

(Content Validity)

(Index of Item Objective Congruence : IOC )

+1

-1

0

(IOC) IOC = R

N

IOC

R

N

IOC 0.50

0.50 1

4

5 (Try-out)

100 30



126

6 (reliability)

(Rating Scale)

(Cronbarch’s alpha coefficient) ( - Coefficient)

( 2548 : 69 - 70 )

2

2

11 t

i

ss

KK

=

K =

S2i =

S2t =

.9281

.9170

.9122

.9253

.9075

.8980

.9088

.8874

.9227

7



127

2.

(Unstructured Interview)

100

100

(In – Depth Interview) (Key Informants)

100

1.

2.

3.

1

2

100

3

4 100

5 100



128

.

1 .

2.

3.

.

1. (In – Depth Interview)

(Key Informants)

2. (Focus Group)

(Purposive Sampling)

(Snow Ball)

9 (Saturate Data)

3.

100



129

.

1. 1

(Frequency ) (Percentage)

2. 2 1

(Frequency ) (Percentage)

2 3

4 ( X ) (S.D.)

(Best 1981 : 179 – 187 )

4.50 – 5.00

3.50 – 4.49

2.50 – 3.49

1.50 – 2.49

1.00 – 1.49

3.

100 X

(S.D.) (Best 1981 : 179 - 187)

4.50 – 5.00

3.50 – 4.49

2.50 – 3.49

1.50 – 2.49

1.00 – 1.49

4.

(One- Way Analysis of Variance)

(Scheffe )



130

5. 100

(Stepwise Multiple Regression Analysis)

6.

100

(Open-ended) (Content Analysis)

.

1.

(Triangulation)

2. (Content Analysis)

(Description)



4

“

100 ”

180

100

4

1 100

2

100

3

100

4 100

5

100

131



132

1

100

100

180

(Frequency) (Percentage)

3

3 100

1.

53 29.40

127 70.60

180 100.00

2.

30 80 44.40

31 – 40 50 27.80

41 – 50 18 10.00

51 32 17.80

180 100.00

3.

/ 33 18.33

/ 21 11.67

26 14.44

/ 100 55.56

180 100.00



133

3 ( )

4.

10 5.55

35 19.40

12 6.70

/ 37 20.55

74 41.10

12 6.70

180 100.00

5.

10,000 58 32.22

10,001 – 20,000 47 26.11

20,001 – 30,000 44 24.45

30,001 31 17.22

180 100.00

6.

45 25.00

47 26.11

22 12.23

24 13.33

42 23.33

180 100.00

7. 100

93 51.70

87 48.30

180 100.00

8. 100

5 100 55.56

6 80 44.44

180 100.00



134

3 ( )

9. 100

.500 74 41.11

.501 – 2 32 17.77

2.500 – 3 28 15.56

3 46 25.56

180 100.00

3

100

127 70.60 53

29.40 30 80 44.40

31 – 40 50 27.80 41 – 50

18 10.00 / 100

55.56 / 33 18.33

/ 21 11.67

74 41.10 / 37

20.55 10 5.55

10,000 58 32.22 10,001 –

20,000 47 30,001 31

17.22

47 26.11

45 25.00

22 12.23 100 93

51.70 87 48.33

100 5 100 55.60 6

80 44.40 100 .500

74 41.11 3

46 25.56 2.500 – 3 28

15.56



135

2

100

100

( X )

(S.D.)

4 (Frequency) (Percentage)

100

1.

160 88.89

20 11.11

180 100.00

2. 100

2.1

94 52.2

86 47.8 1

180 100.00

2.3

124 68.90

56 31.10 6

180 100.00

2.4 /

152 84.40

28 15.60 10

180 100.00



136

4 ( )

2.5

145 80.60

35 19.40 8

180 100.00

2.6

150 83.30

30 16.70 9

180 100.00

2.7

108 60.00

72 40.00 3

180 100.00

2.8

97 53.90

83 46.10 2

180 100.00

2.9

121 67.20

59 32.80 4

180 100.00

2.10

136 75.60 136

44 24.40 7

180 100.00

2.11

123 68.30

57 31.70 5

180 100.00



137

4 ( )

2.12 /

153 85.00

27 15.00 11

180 100.00

2.13

164 91.10

16 8.90 12

180 100.00

4

100

160 88.89 20 11.11

100

86 47.80 83

46.10 72

40.00 59 32.80

57 31.70 56

31.10 44 24.40

35 19.40

30 16.70 / 28

15.60 / 27 15.00

16 8.90



138


100

3. 100

145 80.56

35 19.44

180 100.00

4. 100

4.1 2548

108 60.00

72 40.00 2

180 100.00

4.2

125 69.40

55 30.60 3

180 100.00

4.3

138 76.70

42 23.40 4

180 100.00

4.4

155 86.10

25 13.90 6

180 100.00

4.5

151 83.90

29 16.20 5

180 100.00



139

5 ( )

4.6 2552

96 53.30

84 46.70 1

180 100.00

5

100

145 100 80.56

2552 84 46.70

2548

72 40.00 55

30.60 42

23.40 29 16.20

25 13.90



140


100

5.

100

5.1

97 53.90

83 46.10 3

180 100.00

5.2

114 63.30

66 35.70 4

180 100.00

5.3 ( )

132 73.30

48 26.70 5

180 100.00

5.4 ( .)

68 38.80

112 62.20 2

180 100.00

5.5

68 38.80

112 62.20 2

180 100.00

5.6

41 22.80

139 77.30 1

180 100.00



141

6

100 112

62.20 ( .) 112

62.20 83 46.10

66 35.70 ( )

48 26.70

2 100

100

( X ) (S.D.)

7

7 ( X ) (S.D.)

(n = 180 )

( X ) (S.D.)

1.

100 2.84 1.098

7

2.

100 3.07 1.136

6

3.

100 3.10 1.154

5

4.

100 3.33 1.205

3

5.

100 2.71 1.222

9



142

7 ( )

( X ) (S.D.)

6.

100 2.80 1.380

8

7.

3.96 1.285 2

8.

100 4.03 1.022 1

9.

100 3.14 1.132

4

3.21 .899

-

7

100

( X =3.21, S.D. = .899)

100

( X = 4.03 , S.D. = 1.022)

( X =3.96 , S.D. = 1.285)

100 ( X = 3.33, S.D. =

1.205)

100 ( X = 2.71, S.D. = 1.222)



143

8 ( X ) (S.D.)

(n = 180 )

( X ) (S.D.)

1.

100 3.21 1.319 4

2.

100 3.38 1.278 2

3.

100 3.67 1.350 1

4.

100 2.91 1.023

5

5.

100 3.26 1.003 3

3.28 .793 -

8

100

( X =3.28, S.D. = .793)

100 ( X = 3.67 , S.D. = 1.350)

100

( X =3.38 , S.D. = 1.278) 3)

100 ( X = 3.21, S.D. = 1.319)



144

9 ( X ) (S.D.)

(n = 180 )

( X ) (S.D.)

1.

100 3.41 .920 4

2.

100 3.65 .868 3

3.

100 3.73 .883 2

4.

100 4.19 .975 1

5. 100 3.22 1.028 5

6. 100

3.06 1.127 7

7. 100

3.08 .822 6

8. 100

2.91 .861 8

9.

100 2.83 .920 10

10.

100 2.86 1.278 9

3.29 .643 -

9

100

( X =3.29, S.D. = .643)

100 ( X = 4.19, S.D. = .975 )

100 (

X = 3.73 , S.D. = .883 )



145

100

( X = 2.83, S.D. = .920)

3

100

10 ( X ) (S.D.)

(n = 180 )

( X ) (S.D.)

1.

100 2.49 .948 8

2.

100 2.55 1.058 6

3.

2.58 1.062 4

4.

100 2.90 1.149 1

5.

100 2.79 1.093 2

6.

100

2.56 .922 5

7.

100 2.61 1.257 3

8.

100 2.51 1.368 7

9.

100

2.24 1.327 10

10.

100 2.32 1.055 9



146

10 ( )

( X ) (S.D.)

11.

2.19 1.056 11

2.52 .898

-

10

100

( X =2.52, S.D. = .898)

2 1)

100 ( X = 2.90, S.D. =

1.149 ) 2)

100 ( X = 2.79 , S.D. = 1.093 ) 3)

100 ( X = 2.61 , S.D.

= 1.257 )

( X = 2.19, S.D. = 1.056)



147

11 ( X ) (S.D.)

(n = 180 )

( X ) (S.D.)

1.

100 2.76 1.021 3

2.

100 2.60 1.122 7

3.

100

2.31 1.026 17

4.

100 2.27 1.098 18

5.

100 2.40 1.071 12

6.

2.51 1.198 9

7.

100 2.33 1.056 15

8.

2.94 1.190 1

9.

2.61 1.116 6

10.

2.37 1.143 14

11.

2.44 1.069 10

12.

100 2.87 1.239 2

13.

2.76 1.043 4



148

11 ( )

( X ) (S.D.)

14.

100 2.43 .992 11

15.

2.73 1.060 5

16.

100

2.38 .917 13

17.

2.32 1.050 16

18.

2.59 1.050 8

2.54 .879 -

11

100

( X =2.54, S.D. = .879)

( X = 2.94 , S.D. = 1.190)

100 ( X = 2.87 , S.D.

= 1.239)

100 ( X = 2.27, S.D. = 1.098)



149

12 ( X ) (S.D.)

(n = 180 )

( X ) (S.D.)

1.

100 3.15 1.466 7

2.

100 3.21 1.199 4

3. 3.66 1.069 2

4.

100 2.91 1.076 9

5.

100 3.09 1.090 8

6.

100 3.19 1.119 5

7.3.83 .902 1

8. 3.48 1.085 3

9.

3.16 1.139 6

3.30 .786 -

12

100

( X =3.30, S.D. = .786)

( X =3.83, S.D. = .902)

( X =3.66, S.D. = 1.069)



150

100 ( X = 2.91, S.D. = 1.076)

13 ( X ) (S.D.)

(n = 180 )

( X ) (S.D.)

1.

100 2.77 1.089 1

2.

100 2.56 1.074 3

3.

2.29 1.075 6

4.

2.58 1.073 2

5.

2.29 1.055 7

6.

2.52 1.257 4

7.

2.18 1.274 8

8.

100 2.36 1.227 5

2.44 1.013 -

13

100

( X = 2.44, S.D. =

1.013)



151

100 ( X = 2.77,

S.D. = 1.089)

( X = 2.58, S.D. = 1.073 )

( X = 2.18, S.D. = 1.274)

4

100

100

100 100

100 (t-test)

(One – way ANOVA)

14 ( X ) (S.D.)

100

(t-test)

(n=180)

n X S.D. t

53 2.93 .791 4.115* .000

127 2.35 .888

53 2.52 .773 -1.05 .917

127 2.54 .923

53 3.08 .882 -2.445* .015

127 3.39 .727

53 2.18 .619 -2.242* .026

127 2.55 1.122

53 2.68 .654 -.240 .811

127 2.71 .859



152

14

100

( X = 2.93, X = 2.35 )

( X = 3.39, X = 3.08 )

( X = 2.55, X = 2.18 ) .05

15 ( X ) (S.D.)

100

(n=180)

n X S.D.

30 80 2.79 .738 1

31 – 40 50 2.17 .964 4

41 – 50 18 2.78 .397 2

51 32 2.27 1.105 3

30 80 2.64 .933 3

31 – 40 50 2.00 .669 4

41 – 50 18 2.96 .567 1

51 32 2.86 .810 2

30 80 3.22 .897 4

31 – 40 50 3.24 .685 3

41 – 50 18 3.65 .587 1

51 32 3.37 .698 2

30 80 2.56 .940 3

31 – 40 50 1.93 .861 4

41 – 50 18 3.10 .499 1

51 32 2.58 1.278 2



153

15 ( )

30 80 2.80 .794 2

31 – 40 50 2.33 .707 4

41 – 50 18 3.12 .459 1

51 32 2.77 .926 3

15

100

30 41 – 50

(

X = 2.79, X = 2.78 ) 51 31 – 40 ( X = 2.27, X

= 2.17 )

41 – 50 51

30 ( X = 2.96, X = 2.86 X = 2.64 ) 31 – 40

( X = 2.00)

41 – 50 ( X = 3.65)

51 31 – 40 30 ( X = 3.37, X = 3.24 X = 3.22

)

41 – 50 51 ( X =

3.10, X = 2.58 ) 30 ( X = 2.56) 31 – 40

41 – 50 30 51

( X = 3.12, X = 2.80 X = 2.77 ) 31 – 40 ( X = 2.33)



154

16

100

(n=180)

df SS MS F

3 15.285 5.095 6.945* .000

176 129.126 .734

179 144.411

3 21.945 7.315 11.053* .000

176 116.484 .662

179 138.430

3 3.113 1.038 1.699 .169

176 107.505 .611

179 110.617

3 22.594 7.531 8.231* .000

176 161.041 .915

179 183.635

3 10.881 3.627 6.108* .001

176 104.508 .594

179 115.389

16

100

.05



155

17

100

(Scheff 's Method )

30 ( X =

2.79)

31 – 40

( X =2.17)

41 – 50

( X =2.78)

51

( X =2.27)

30

( X =2.79) -

31 – 40

( X =2.17)

.6225*

-

41 – 50

( X =2.78)

.0120

-.6105

-

51

( X =2.27)

.5227*

-.0998

.5107

-

30

( X =2.64)

31 – 40

( X =2.00)

41 – 50

( X =2.96)

51

( X =2.86)

30

( X =2.64) -

31 – 40

( X =2.00)

.6451*

-

41 – 50

( X =2.96)

-.3178

-.9630*

-

51

( X =2.86)

-.2142

-.8594*

.1036

-



156

17 ( )

30

( X =2.56)

31 – 40

( X =1.93)

41 – 50

( X =3.10)

51

( X =2.58)

30

( X =2.56) -

31 – 40

( X =1.93)

.6309*

-

41 – 50

( X =3.10)

-.5363

-1.1672*

-

51

( X =2.58)

-.0211

-.6520*

.5152

-

30

( X =2.80)

31 – 40

( X =2.33)

41 – 50

( X =3.12)

51

( X =2.76)

30

( X =2.80) -

31 – 40

( X =2.33)

.4680*

-

41 – 50

( X =3.12)

-.3196

-.7876*

-

51

( X =2.76)

.0335

-.4346

.3531

-



157

17

100

30

31 – 40 ( X = 2.79, X = 2.17 )

30

51 ( X = 2.79, X = 2.27 )

30

31 – 40 ( X = 2.64, X = 2.00 ) 41 - 50

31 – 40 ( X = 2.96, X = 2.00 ) 51

31 – 40 ( X = 2.86, X = 2.00

)

30

31 – 40 ( X = 2.56 , X = 1.93 )

41 - 50

31 – (40 X = 3.10, X = 1.93 ) 51

31 – 40 ( X = 2.58,

X = 1.93 )

(

30

31 – 40 X = 2.80, X = 2.33 ) 41 - 50

31 – 40

( X = 3.12, X = 2.33 )



158

18 ( X ) (S.D.)

100

n X S.D.

/ 33 1.87 1.297 4

/ 21 2.63 .443 2

26 2.61 1.019 3

/ 100 2.69 .662 1

/ 33 2.04 1.123 3

/ 21 2.17 1.179 4

26 2.49 1.036 2

/ 100 2.79 .515 1

/ 33 2.96 .639 4

/ 21 3.43 .645 2

26 3.00 1.403 3

/ 100 3.46 .560 1

/ 33 1.47 .529 4

/ 21 2.55 .947 2

26 2.29 1.134 3

/ 100 2.78 .905 1

/ 33 2.08 .847 4

/ 21 2.70 .795 2

26 2.60 1.140 3

/ 100 2.93 .543 1

18

100

/ /

( X = 2.69, X = 2.63 X = 2.61 ) /

( X = 1.87)



159

/ ( X = 2.79)

/ / ( X = 2.49, X = 2.17

X = 2.04 )

/

/ / ( X = 3.46, X = 3.43, X = 3.00

X = 2.96 )

/

/ ( X = 2.78 X = 2.55) ( X = 2.29)

/ ( X = 1.47 )

/ /

( X = 2.93, X = 2.70 X = 2.60 ) /

( X = 2.08)



160

19

100

df SS MS F

3 17.354 5.785 8.013* .000

176 127.057 .722

179 144.411

3 17.299 5.766 8.378* .000

176 121.131 .688

179 138.430

3 8.973 2.991 5.179* .002

176 101.644 .578

179 110.617

3 43.516 14.505 18.220* .000

176 140.119 .796

179 183.635

3 18.054 6.018 10.882* .000

176 97.335 .553

179 115.389

19

100

.05



161

20

100

(Scheff 's Method )

/

( X =1.87)

/

( X =2.63)

( X =2.61)

/

( X =2.69)

/

( X =1.87)

-

/

( X =2.63)

-.7615*

-

( X =2.61)

-.7414*

.0201

-

/

( X =2.69)

-.8213*

-.0598

-.0799

-

/

( X =2.04)

/

( X =2.17)

( X =2.45)

/

( X =2.79)

/

( X =2.04)

-

/

( X =2.17)

-.1359

-

( X =2.45)

-.4506

-.3147

-



162

20 ( )

/

( X =2.79)

-.7491*

-.6132*

-.2985

-

/

( X =2.96)

/

( X =3.43)

( X =3.00)

/

( X =

3.46)

/

( X =2.96)

-

/

( X =3.43)

-.4723

-

( X =

3.00)

-.0480

.4243

-

/

( X =

3.46)

-.5004*

-.0281

-.4524

-

/

( X =1.47)

/

( X =2.55)

( X =2.29)

/

( X =2.78)

/

( X =1.47)

-

/

( X =2.55)

-1.0779*

-

( X =2.29)

-.8236*

.2543

-



163

20 ( )

/

( X =2.78)

-1.3116*

-.2336

-.4880

-

/

( X =2.08)

/

( X =2.70)

( X =2.60)

/

( X =2.93)

/

( X =2.08)

-

/

( X =2.70)

-.6119*

-

( X =2.60)

-.5159

.0960

-

/

( X =2.93)

-.8456*

-.2337

-.3297

-

20

100

/ , /

/ ( X = 2.63, X = 2.61, X = 2.69 X = 1.87 )

/

/ ( X = 2.79, X

= 2.04 )



164

/ ( X = 3.46, X = 2.96)

/ , /

/ ( X = 2.55, X = 2.29, X = 2.78 X = 1.47

/

)

/ /

( X = 2.70, X X = 2.93 = 2.08 )

21

( X ) (S.D.)

100

n X S.D.

10 3.80 .613 1

35 2.67 .298 3

12 1.86 .873 4

/ 37 2 2.73 .637

74 2.34 1.090 5

12 2.15 .224 6

10 3.66 .726 1

35 2.83 .479 2

12 1.67 .545 5

/ 37 2.44 .371 3

74 2.38 .108 4

12 2.83 .164 2



165

21 ( )

n X S.D.

10 3.98 .984 1

35 3.44 .423 4

12 2.00 .994 6

/ 37 3.57 .530 3

74 3.16 .726 5

12 3.59 .711 2

10 4.15 1.265 1

35 2.68 .566 3

12 1.71 .862 6

/ 37 4 2.59 .927

74 2.08 .914 5

2 12 2.83 .862

10 3.90 .897 1

35 2.90 .399 2

12 1.81 .782 6

/ 37 4 2.83 .496

74 2.49 .875 5

12 2.85 .408 3

21

100

( X = 3.80 ) /

( X = 2.73 X = 2.67)

( X = 1.86 )

( X = 3.66 )

( X = 2.83)

( X = 1.67 )



166

/

( X = 2.29, X = 2.78 X = 1.47 ) ( X =

2.00)

( X = 4.15 )

/ ( X = 2.83,

X = 2.68 X = 2.59 ) ( X = 1.71 )

( X = 3.90 )

/ ( X = 2.90, X = 2.85 X = 2.83

) ( X = 1.81 )

22

100

df SS MS F

5 8.300* .000 27.811 5.562

.670 174 116.600

179 144.411

5 8.708* .000 27.707 5.541

.636 174 110.722

179 138.430

5 13.412* .000 30.772 6.154

.459 174 79.845

179 110.617

5 10.016 13.049* .000 50.079

.768 174 133.556

179 183.635

5 11.908* .000 29.418 5.884

.494 174 85.971

179 115.389



167

22

100

23

100

et

0.05

(Scheff 's M hod )

( X =3.80)

( X =2.67)

( X =1.86)

/

( X =2.72)

( X =2.34)

( X =2.15)

( X =3.80)

-

( X =2.67 )

1.1273*

-

( X =1.86)

1.9364*

.8091

-

/

( X =2.72)

1.0752*

-.0521

-.8612

-

( X =2.34)

1.4548*

.3275

-.4816

.3796

-

( X =2.15)

1.6485*

.5212

-.2879

.5733

.1937

-



168

23 ( )

( X =3.66)

( X =2.83)

( X =1.67)

/

( X =2.44)

( X =2.38)

( X =2.83)

( X =3.66)

-

( X =2.83 )

.8254

-

( X =1.67)

1.9889*

1.1635*

-

/

( X =2.44)

1.2141*

.3887 -.7748 -

( X =2.38)

1.2704*

.4450

-.7185

.0563

-

( X =2.83)

.8222 -.0032 -1.1667* -.3919 -.4482 -

( X =3.98)

( X =3.44)

( X =2.00)

/

( X =3.57)

( X =3.57)

( X =3.59)

( X =3.98)

-

( X =3.44 )

.5397

-

( X =2.00)

1.9778*

1.4381*

-

/

( X =3.57)

.4042

-.1355

-1.5736*

-

( X =3.57)

.8171*

.2774

-1.1607*

.4129

-

( X =3.59)

.3852

-.1545

-1.5926*

-.0190

-.4319

-



169

23 ( )

( X =4.15)

( X =3.44)

( X =1.71)

/

( X =2.59)

( X =2.08)

( X =2.83)

( X =4.15)

-

( X =3.44 )

*

1.4679 -

( X =1.71)

2.4417*

.9738

-

/

( X =2.59)

1.5554*

.0875

-.8863

-

( X =2.08)

2.0706*

.6028

-.3711

.5152

-

( X =2.83)

1.3167* -.1512 -1.1250 -.2387 -.7539 -

( X =3.90)

( X =2.91)

( X =1.81)

/

( X =2.83)

( X =2.49)

( X =2.85)

( X =3.90)

-

( X =2.91)

.9900* -

( X =1.81)

2.0862* 1.0961* -

/

( X =2.83)

1.0622*

.0722

-1.0239*

-



170

23 ( )

( X =4.15)

( X =3.44)

( X =1.71)

/

( X =2.59)

( X =2.08)

( X =2.83)

( X =2.49)

1.4032*

.4132

-.6829

.3410

-

=2.85)

1.0431* .0531 -1.0430* -.0191 -.3601 -

( X

23

, , /

100

, ( X = 3.80, X = 2.67, X = 1.87, X = 2.72, X =

2.34 X = 2.15 )

, /

( X = 3.66, X = 1.67, X = 2.44 X = 2.30 )

( X = 3.66 X = 1.67)

( X = 2.83 X = 1.67)

/

( X = 3.98, X = 3.44, X = 3.57, X = 3.57, X = 3.59

X = 2.00 )

( X = 3.98 X = 3.57)

, ,



171

/ , ( X = 4.15, X = 3.44, X = 1.71, X

= 2.59, X = 2.08 X = 2.83 )

, , / ,

( X = 3.90, X = 2.91, X = 1.81, X = 2.83, X = 2.49

X = 2.85 ) /,

( X = 2.91, X = 2.83, X = 2.85 X = 1.81 )

24

( X ) (S.D.)

100

n X S.D.

10,000 58 2.55 .818 3

10,001 – 20,000 47 2.77 .724 2

20,001 – 30,000 44 2.03 1.046 4

30,001 31 2.79 .803 1

10,000 58 2.65 .724 2

10,001 – 20,000 47 1 2.95 .586

20,001 – 30,000 44 1.99 1.156 4

30,001 31 2.46 .669 3

10,000 58 2.83 .706 4

10,001 – 20,000 47 3.78 .539 2

20,001 – 30,000 44 3.02 .863 3

30,001 31 3.82 .194 1



172

24 ( )

n X S.D.

10,000 58 2.18 .563 3

10,001 – 20,000 47 1 3.33 1.005

20,001 – 30,000 44 1.91 1.044 4

30,001 31 2.35 .780 2

10,000 58 2.55 .642 3

10,001 – 20,000 47 3.21 .630 1

20,001 – 30,000 44 2.24 .982 4

2 30,001 31 2.86 .537

24

10,000 , 10,001 – 20,000 30,001

100

( X = 2.55, X = 2.77 X = 2.79 ) 20,001 – 30,000

( X = 2.55)

10,000 10,001 – 20,000

X =( 2.65 X = 2.95) 20,001 – 30,000 30,001

( X = 1.99 X = 2.46)

10,001 – 20,000 30,001

X =( 3.78 X = 3.82) 10,000 20,001 – 30,000

( X = 2.83 X = 3.02)

10,001 – 20,000 ( X = 3.33 )

10,000 , 20,001 – 30,000 30,001 ( X = 2.18,

X = 1.91 X = 2.35)

10,000 , 10,001 – 20,000 30,001

( X = 2.55, X = 3.21 X = 2.86) 20,001 – 30,000

( X = 2.24 )



173

25

00

MS

1

df SS F

3 15.768 5.256 7.191* .000

176 128.644 .731

179 144.411

3 21.892 7.297 11.021* .000

176 116.538 .662

179 138.430

3 35.739 11.913 28.001* .000

176 74.878 .425

179 110.617

3 54.058 18.019 24.475* .000

176 129.577 .736

179 183.635

3 23.484 7.828 14.991* .000

176 91.905 .522

179 115.389

25

100

0.05



174

26

100

(Scheff 's Method )

10,000

( X =2.55)

10,001 – 20,000

( X =2.77)

20,001 – 30,000

( X =2.03)

30,001

( X =2.79)

10,000

( X =2.55) -

10,001 – 20,000

( X =2.77)

-.2127

-

20,001 – 30,000

( X =2.03)

.5223*

.7350*

-

30,001

( X =2.79)

-.2414

-.0288

-.7637*

-

10,000

( X =2.65)

10,001 – 20,000

( X =2.95)

20,001 – 30,000

( X =1.99)

30,001

( X =2.46)

10,000

( X =2.65) -

10,001 – 20,000

( X =2.95)

-.2947

-

20,001 – 30,000

( X =1.99)

.6596*

.9543*

-

30,001

( X =2.46)

.1927

.4874

-.4669

-



175

26 ( )

10,000

( X =2.83)

10,001 – 20,000

( X =3.78)

20,001 – 30,000

( X =3.02)

30,001

( X =3.82)

10,000

( X =2.83) -

10,001 – 20,000

( X =3.78)

-.9554*

-

20,001 – 30,000

( X =3.02)

-.1907

.7647*

-

30,001

( X =3.82)

-.9913*

-.0359

-.8006*

-

10,000

( X =2.18)

10,001 – 20,000

( X =3.33)

20,001 – 30,000

( X =1.91)

30,001

( X =2.35)

10,000

( X =2.18) -

10,001 – 20,000

( X =3.33)

-1.1536*

-

20,001 – 30,000

( X =1.91)

.2698

1.4234*

-

30,001

( X =2.35)

-.1679

.9857*

-.4377

-

10,000

( X =2.56)

10,001 – 20,000

( X =3.21)

20,001 – 30,000

( X =2.24)

30,001

( X =2.86)

10,000

( X =2.56) -

10,001 – 20,000

( X =3.21)

-.6541*

-

20,001 – 30,000

( X =2.24)

.3152

.9693*

-

30,001

( X =2.86)

-.3020

.3521

-.6172*

-



176

26

100

10,000 , 10,001 – 20,000 30,001

20,001 – 30,000 ( X = 2.55, X = 2.77, X = 2.79 X = 2.03 )

10,000 10,001 – 20,000

20,001 – 30,000

( X = 2.65, X = 2.95 X = 1.99 )

10,001 – 20,000 30,001

10,000

(

X = 3.78, X = 3.82 X = 2.83 ) 10,001 – 20,000

20,001 – 30,000 ( X = 3.78

X = 3.02) 30,001

20,001 – 30,000 ( X = 3.82 X = 3.02)

10,001 – 20,000

10,000 , 20,001 – 30,000

30,001 ( X = 3.33, X = 2.18, X = 1.91, X = 2.35 )

10,001 – 20,000

10,000 20,001 – 30,000 ( X = 3.21,

X = 2.56 X = 2.24 ) 30,001

20,001 – 30,000 ( X = 2.86 X = 2.24)



177

27 ( X ) (S.D.)

100

n X S.D.

45 2.86 .632 2

47 1.99 1.056 4

22 1.54 .359 5

24 2.74 .293 3

42 3.14 .587 1

45 3.28 .373 1

47 1.88 1.019 5

22 2.06 .717 4

24 2.73 .314 2

42 2.62 .701 3

45 3.74 .699 1

47 2.87 .523 4

22 2.59 .986 5

24 3.05 .476 3

42 3.82 .486 2

45 3.15 .898 1

47 1.63 .546 5

22 1.67 .492 4

24 2.76 .363 3

42 2.83 1.117 2

45 3.26 .604 1

47 2.09 .725 5

22 1.96 .564 4

24 2.82 .239 3

42 3.10 .640 2



178

27

100

-

( X = 3.14, X = 2.86 X = 2.74 )

( X = 1.54)

( X = 3.28, X = 2.73 X = 2.62 )

( X = 1.88)

( X

= 2.73 X = 2.62) ( X = 2.59)

,

( X = 3.15, X = 2.83 X = 2.76 )

( X = 1.63)

,

( X = 3.26, X = 3.10 X = 2.82 )

( X = 1.96)



179

28

100

df SS MS F p-value

4 56.680 14.170 28.265* .000

175 87.732 .501

179 144.411

4 51.346 12.836 25.796* .000

175 87.084 .498

179 138.430

4 41.246 10.312 26.013* .000

175 69.371 .396

179 110.617

4 75.219 18.805 30.354* .000

175 108.416 .620

179 183.635

4 50.314 12.579 33.827* .000

175 65.074 .372

179 115.389

28

100

0.05



180

29

100

(Scheff 's Method )

( X =2.86)

( X =1.99)

( X =1.54)

( X =2.74)

( X =3.13)

( X =2.86)

-

( X =1.99)

.8743*

-

( X =1.54)

1.3192*

.4449

-

( X =2.74)

.1222

-.7521*

-1.1970*

-

( X =3.13)

-.2739

-1.1482*

-1.5931*

-.3961

-



181

29 ( )

( X =3.28)

( X =1.88)

( X =2.06)

( X =2.73)

( X =2.62)

( X =3.28)

-

( X =1.88)

1.3995*

-

( X =2.06)

1.2210*

-.1785

-

( X =2.73)

.5497

-.9498*

-.6713*

-

( X =2.62)

.6549*

-.7446*

-.5661

.1052

-

( X =3.74)

( X =2.87)

( X =2.58)

( X =3.04)

( X =3.82)

( X =3.74)

-

( X =2.87)

.8658*

-

( X =2.58)

1.1499*

.2841

-



182

29 ( )

( X =3.74)

( X =2.87)

( X =2.58)

( X =3.04)

( X =3.82)

( X =3.04)

.6895

-.1763

-.4604

-

( X =3.82)

-.0817

-.9475*

-1.2316*

-.7712*

-



183

29 ( )

( X =3.15)

( X =1.63)

( X =1.67)

( X =2.76)

( X =2.76)

( X =3.15)

-

( X =1.63)

1.5196*

-

( X =1.67)

1.4768*

-.0428

-

( X =2.76)

.3868

-1.1328*

-1.0900*

-

( X =2.82)

.3228

-1.1967

-1.1540*

-.0640

-



184

29 ( )

( X =3.26)

( X =2.09)

( X =1.96)

( X =2.82)

( X =3.10)

( X =3.26)

-

( X =2.09)

1.1648*

-

( X =1.96)

1.2917*

.1269

-

( X =2.82)

.4371

-.7277*

-.8547*

-

( X =3.10)

.1555

-1.0093*

-1.1362*

-.2815

-

29

100

( X = 2.88, X = 1.99 X = 1.54 )

( X = 2.74, X = 3.13 X = 1.99 )

( X = 2.74, X = 3.13 X = 1.54 )



185

,

( X = 3.28, X = 1.88 , X = 2.06 X = 2.62 )

( X X= 2.73, = 2.62 X = 1.88

)

( X = 2.73 X = 2.06)

,

( X = 3.74, X = 2.87, X = 2.58 )

,

( X = 3.82, X = 2.87 , X = 2.58

X = 3.04 )

( X = 3.15, X = 1.63 X = 1.67 )

( X = 2.76 X = 1.63)

( X = 2.76, X = 2.82 X = 1.67 )

( X =

3.26, X = 2.09 X = 1.96 )

( X = 2.82, X = 3.10 X = 2.09 )

( X = 2.82, X = 3.10 X = 1.96 )



186

30 ( X ) (S.D.)

100

100

(t-test)

(n=180)

n X S.D. t

93 2.96 .672 9.957* .000

87 1.89 .703

93 2.88 .625 8.490* .000

87 1.96 .755

93 3.55 .513 7.325* .000

87 2.83 .726

93 2.69 .853 5.379* .000

87 1.94 .930

93 3.02 .504 9.134* .000

87 2.16 .693

30

100

100

( X = 2.96, X = 1.89 )

( X = 2.88, X = 1.96 )

( X =

3.55, X = 2.83 )

( X = 2.69, X = 1.94

)

( X = 3.02, X = 2.16 )

.05



187

31 ( X ) (S.D.)

100

100

(t-test)

(n=180)

n X S.D. t

5 100 2.09 .846 -8.500* .000

6 80 3.06 .664

5 100 2.20 .902 -6.461* .000

6 80 2.96 .662

5 100 3.05 .843 -5.995* .000

6 80 3.66 .509

5 100 2.15 1.009 -4.567* .000

6 80 2.83 .914

5 100 2.37 .839 -6.910* .000

6 80 3.13 .532

31

100

6

5 ( X = 3.06, X = 2.09 ) 6

5 ( X =

6, 2.9 X = 2.20 ) 6

5 ( X = 3.66, X = 3.05 )

6

5 ( X = 2.83, X = 2.15 ) 6

5 ( X = 3.13, X = 2.37 )



188

32 ( X ) (S.D.)

100

100

n X S.D.

.500 74 3.07 .617 1

.501 – 2 32 2.63 1.013 2

2.500 – 3 28 2.38 .685 3

3 46 1.65 .557 4

.500 74 2.85 .657 2

.501 – 2 32 3.16 .739 1

2.500 – 3 28 2.33 .692 3

3 46 1.72 .746 4

.500 74 3.61 .505 2

.501 – 2 32 3.75 .805 1

2.500 – 3 28 2.99 1.116 3

3 46 2.66 .265 4

.500 74 2.79 .852 1

.501 – 2 32 2.76 1.013 2

2.500 – 3 28 2.58 1.232 3

3 46 1.58 .494 4

.500 74 3.08 .497 1

.501 – 2 32 3.08 .831 2

2.500 – 3 28 2.57 .437 3

3 46 1.90 .437 4

32

100

100



189

.500 , .501 – 2

( X = 3.07, X = 2.63 ) 2.500 – 3 3

( X = 2.63, X = 1.65 )

.501 – 2 .500

( X = 3.16, X = 2.85 ) 2.500 – 3 3

( X = 2.33, X = 1.72 )

501 – 2 .500

( X = 3.61, X = 3.75 ) 2.500 – 3 3

( X = 2.99, X = 2.66 )

.500 , .501 – 2

2.500 – 3 ( X = 2.79, X = 2.76 X = 2.58 ) 3

( X = 1.58)

.500 , .501 – 2 2.500 – 3

( X = 3.08, X = 3.08 X = 2.57 ) 3

( X = 1.90)



190

33

100

df SS MS F

3 58.848 19.616 40.349* .000

176 85.563 .486

179 144.411

3 52.026 17.342 35.325* .000

176 86.404 .491

179 138.430

3 35.067 11.689 27.231* .002

176 75.550 .429

179 110.617

3 46.822 15.607 20.078* .000

176 136.813 .777

179 183.635

3 45.143 15.048 37.702* .000

176 70.246 .399

179 115.389

33

100

0.05



191

34

100

(Scheff 's Method )

.500

( X =

3.07)

.501 – 2

( X =2.63)

2.500 – 3

( X =

2.38)

3

( X =1.65)

.500

( X =

3.07)

-

.501 – 2

( X =2.63)

.4443*

-

2.500 – 3

( X =2.38)

.6951*

.2508

-

3

( X =1.65)

1.4287* .9844* .7336* -

.500

( X =2.85)

.501 – 2

( X =3.16)

2.500 – 3

( X =2.33)

3

( X =1.72)

.500

( X =2.85)

-

.501 – 2

( X =3.16)

-.3111

-

2.500 – 3

( X =2.33)

.5247*

.8358*

-

3

( X =1.72)

1.1347*

1.4458*

.6100*

-



192

34 ( )

.500

( X =

3.61)

.501 – 2

( X =3.75)

2.500 – 3

( X =

2.98)

3

( X =2.66)

.500

( X =

3.61)

-

.501 – 2

( X =3.75)

-.1339

-

2.500 – 3

( X =2.98)

.6245*

.7584*

-

3

( X =2.66)

08* 1.0847* .3263 - .95

.500

( X =

2.79)

.501 – 2

( X =2.76)

2.500 – 3

( X =

2.58)

3

( X =1.58)

.500

( X =

2.79)

-

.501 – 2

( X =2.76)

.0288

-

2.500 – 3

( X =2.58)

.2146

.1858

-

3

( X =1.58)

1.2090*

1.1802*

.9944*

-



193

34 ( )

.500

( X =

3.08)

.501 – 2

=3.08)

2.500 – 3

( X ( X =

2.57)

3

( X =1.90)

.500

( X =

3.08)

-

.501 – 2

( X =3.08)

.0070

-

2.500 – 3

( X =2.57)

.5147*

.5077*

-

3

=1.90)

1.1808*

1.1738*

.6661*

-

( X

34

100

.500

501 – 2 , 2.500 – 3 3

( X = 3.07, X = 2.63, X = 2.38 X = 1.65 ) .501 – 2

2.500 – 3

3 ( X = 2.63, X = 2.38, X = 1.65 )

.500 .501 – 2

2.500 – 3 ( X =

2.85, X = 3.15, X = 2.33 ) .500 , .501 – 2 2.500

– 3

3 ( X = 2.85, X = 3.16, X = 2.33 X = 1.72 )

.500 .501 – 2

2.500 – 3

( X = 3.61, X = 3.75 X = 2.98 ) .500 .501 – 2



194

3

( X = 3.61, X = 3.75 X = 2.66 )

.500 , 501 – 2 2.500 – 3

3 ( X = 2.79, X = 2.76, X = 2.58 X = 1.58 )

.500 501 – 2

2.500 – 3 ( X = 3.08,

X = 3.08 X = 2.57 ) .500 , 501 – 2 2.500 – 3

3 ( X = 3.08, X = 3.08, X = 2.57 X = 1.90 )

5

100

(X1) (X2) (X3)

(Y)

100

(Stepwise Multiple Regression Analysis)

(X1) (X2)

(X3)

(Y) 100

(Pearson’s Product moment

Correlation Coefficient) 35



195

35

(Y) 100

(n = 180) X1 X2 X3 Y

X1 1 .455**

.000

.649**

.000

.688**

.000

X2 1 .453**

.000

.784**

.000

X3 1 .552**

.000

Y

1

** .01

35

.01

.688

.01 .784

.01 .552



196

36

100

R R2 Adj R2 R2

change

b B t

(X1) .784 .615 .612 .615 .601 .594 14.151*

(X2)

.868 .753 .750 .138 .373 .417 9.934*

Constant(a) = -.473 S.E. = .140 Over all F = 269.212*

* .05

36

(X1)

1

1 0 0

61.5 t-test 14.151

.05 (X2) 2

100

13.8 t-test 9.934 .05

100 75.3

ˆ = -.473 +.601 (X1) +.373 (X2)

= .594 Z (x1) +.275 Z (x2)

ˆ



197

37

100

( n = 30 )

1 13 43.33

2 7 23.33

3 5 16.67

4 3 10.00

5 2 6.67

30 100

37

100

43.33 23.33

16.67 10.00

6.67



198

38

100

( n = 30 )

1 10 33.33

2

7 23.33

3

6 20.00

4

5 16.67

5 2 6.67

30 100

38

100

33.33

23.33 20.00

16.67

6.67



5

100

100

(focus group discussion)

100

1 100

1.

100

3

“…

…”

( , ) 199



200

“…

…”( , )

“…

42

…”( , )

1



201

2.

“ ”

“ ”

4

“…

…” ( , )



202

“…

42

…” ( , )

“…

…” ( , )

“…

…” ( , )

“…

…” ( , )

2



203

“…

…” ( ,

)

3 100



204

“…

…” ( , )

“…

…” ( , )

4

“…

…”

( , )

“…

…” ( , )

“…

…” ( ,

)



205

“…

…” ( , )

“…

…” ( ,

)

3.

“ ”

. . 2544

“ ”

“

”



206

1)

2)

3)

2

4

1)

2)

2.1)

2.2)



207

2.3)

2.4)

8

1.

2.

3.

4. /

5.

6.

7.

8.



208

“…

…” ( , )

“…

…” ( , )

“…

…” ( , )

. . 2554-2555

5 1 /

2

3

4

5

“…



209

…” ( , )

“…

…” ( , )

4.

10

“ ”



210

“ ” 1

“ ”

“ ”

“…

…” ( , )

5 2



211

“…

…” ( ,

)

5.

“…

…” ( , )



212

6 100

“…

…” ( ,

)

6.

6.1



213

50

6-7

6.2

“ ”



214

6.3

4

2

“…

…” ( , )

“…

…” ( , )

“…

…” ( , )

“…

50

…” ( , )



215

7.



216

“…

5

(

, )

“… .

3

…” ( ,

)

“…

…” ( , )

“…

…” (

, )



217

“…

…” ( , )

“…

…” ( , )

2

1.

“…

…” ( , )



218

“…

12

…”( , )

“…

…” ( , )

2.

1)

2)

3)



219

4)

5)

“…

…” ( , )

“…

…” ( ,

)

100

10 220



220

100

-

-

-

-

-

6

1.

2.

3.

4.

5.

6.

1.

2.

3.

4.

5.

10 100



221

3.

( .)

10

-

“…

…” ( , )

“…



222

…” ( , )

“…

. up date

social media facebook …” (

, )

3 100

100

100

“

”



223

100

(Award

of Merit (UNESCO)

100 11



224

-

-

-

(Award of Merit )

(UNESCO)

11

100



225

6

100

(Mixed

Method Research)

100

(Quantitative

Research)

(f) (%) ( X ) (S.D.) (t- test)

(Stepwise Multiple Regression Analysis )

(Qualitative Research)

(In- depth Interview) (focus group) (Key informants)

100

(Content Analysis) (Typological

Analysis) (Triangulation Method)

225



226

100

100

100

100

100

100

100

.05

.05

100

.05



227

100

1

100 61.5

t-test 14.151 .05

2

100

13.8 t-test

9.934 .05

100

75.3

100

1.

1.1

1.2

“ ” “ ”



228

1.3 “

”

“ ”

1.4

1.5

1.6

1.7

2.

2.1



229

2.2

2.3

( .)

10

100

100

(Award of Merit) (UNESCO)



230

100

1.

100

(2548 : )

100

(2547: 3 ) 4 1.

2.



231

/ (active)

(passive) 3.

4.

(2543 : 36-37)

(2543 : 7)

(Involvement)

(Commitment)



232

(2541 : 10 )

( )

(2541) “

”

2

(2544)

“

”

. . 2540

6

1. 2. 3.

4. 5.



233

100

.05

(2545 : 23-24)

2. 100

100



234

(2541)

(2546) “

”

100

3 100



235

“ ”

(

,2543:206-210 (CIVICNET)

(TDRI) 1

“ ”

.

“ ”

“ ”

“ ”

(2542:181-183)

1.

2.



236

3.

4.

( 2525 : 79 )

2

2 1.

2.

100

100

(Hurlock. 1973, pp.185-186)



237

(Bandura 1997, pp. 84-85)

3 1

(Magnitude)

2 (Generality)

3

(Strengh)



238

( Gottlieb 1994, 2531 : 101)

3 1.

2. ( Mezzo level )

3. (Micro level )

3. 100

100

3.1



239

(

,2543:43) (2538:126)

1. 2.

3. 4. 5.

6. 7.

8. 9.

10.

3.2

(2539 : 79-80)

3 1.

(freedom to participate) 2. (ability to participate)

3. (willingness to participate)

3 1.

2. 2 3.

4.

3.3 100

(2546)

(Learning)



240

(2545) Best Practices

“

”

3.4

(2542 : 40 )

(Kahn 1979 : 85)

3.5

(2553: )



241

3.6

( .)

10

(2550 :124)

: 119

(Public Relations)

100

1.



242

2.

3.

4.

1.

2.

3.

4.



243

.“

”.

. :

,2546.

.

(ECOTOURISM) . .2538 – 2539. :

,2539.

. . . 2547-2551. :

,2547.

. . . 2541. : , 2541.

. . :

,2544 .

. “

”.

,2543.

. .

,2551 .

. 27. :

,2548.

. . :

(TDRI) , 2543.

. “ ” : . : ,2548.

.( - 2529) . ,2548.

. ( ), :

. : ,2543.



244

. “

.”

,2543.

.“

.”

,2539.

. “

”.

,2544.

. . :

,2539.

. “

:

.”

,2543

. . :

,2540.

. “

.”

,2544.

. 100 . 2 : ,2545.

. “

”.

. :

,2546.( )

. : .

, 2548.



245

. “

”.

, 2541

. “

”.

,2542.( )

. . :

,2555.

. “

”. . .

,2551

.................. “ ”

. . , 2552.

. . :

,2547.

.

. : ,2541.

. “

: ”.

,2541.

. “

. ”

,2548.

. “ .

9-25” . : ,2543.

. “

” ,

2544.



246

. . :

,2543.

. . ,2542.

. “

.”

( )

,2542.

. . .

,2546.

. ... ... .

14 ,2547.

…………... ... .. .

,2552.

.“

” ,2542.

.

. :

,2549.

.“

”. (

. :

, 2549.

.

. :

4 . : ,2544.

. .

,2530.



247

.

: . :

, 2527.

, .

. : ,2542.

. . :

,2526.

. : .

: (CIVICNET), 2542.

. . : , 2533.

. . :

, 2544.

. “ .”

. : ,2554.

. “

”. : ,2553.

. “ ( .)

: .

.”

,2543.

. . :

,2548.

. :

. , 2530.

. . 1 .

,2528.

. “ : ”.

2550 : , 2550.



248

. “ ... ”: .

,2552.

. “

”

, 2544.

. “

.”

,2546.

. : . : . . . ,2529.

2543.

.

. . . ., 2536.

.Benchmarking : . :

,2545.

( ).

(Agrotourism).

: . . .,2543.

. “

. ”.

, ,2546.

, ,

. : . . ..

. : .

: , 2546.

, .“, :

”. : ,2549.



249

.PERCEPTION AND PATHOLOGY OF PERCEPTION.

: ,2549.

. “ .” 22,1( - ),

2544.

. “

.”

,2543.

.

3

. 23 - 25 ,2545.

. Benchmarking :

. : ,2545.

.

10 . 12 2552.

http://www.ldd.go.th/Thai-html/05022007/PDF /PDF01/005 .pdf

. . 23 2553.

http:// www.tourism.go.th

. “ ”.

. - ,2541.

. “

. ”

,2545. . . 11 . : ,2541.

. “

”

,2545.



250

.

,2545. . “ : .”

. : ,2536.

. : . : ,2548. . “

: .”

.2545. . “

.” ,

,2542. , . “

.”

104. : , 2549.

. . : ,2539. , . “

:

.”

,2541. , . . :

,2548. .“

.”

,2545.



251

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254



255

Index of Item Objective Congruence

2

1 2 3

IOC

1.

100

+1 +1 +1 3.00 1.00

2.

100 +1 +1 +1 3.00 1.00

3.

100 +1 +1 +1 3.00 1.00

4.

100 +1 +1 +1 3.00 1.00

5.

100 +1 +1 +1 3.00 1.00

6.

100 +1 +1 +1 3.00 1.00

7.

+1 +1 +1 3.00 1.00

8.

100 0 +1 +1 2.00 0.67

9.

100

0 +1 +1 2.00

0.67

1.

100

0 +1 +1 2.00

0.67

2.

100 0 +1 +1 2.00 0.67



256

2 ( )

1 2 3

IOC

3.

100

+1 +1 +1 3.00 1.00

4.

100

+1 +1 +1 3.00 1.00

5.

100 +1 +1 +1 3.00 1.00

1.

100

0 +1 +1 2.00

0.67

2.

100 +1 +1 +1 3.00 1.00

3.

100

+1 +1 +1 3.00 1.00

4.

100

0 +1 +1 2.00

0.67

5. 100

0 +1 +1 2.00 0.67

6. 100

+1 +1 +1 3.00 1.00

7. 100

+1 +1 +1 3.00 1.00

8. 100

+1 +1 +1 3.00 1.00

9.

100 +1 +1 +1 3.00 1.00



257

2 ( )

1 2 3

IOC

10.

100

0 +1 +1 2.00

0.67

3

1 2 3

IOC

1.

100

+1 +1 +1 3.00 1.00

2.

100 +1 +1 +1 3.00 1.00

3.

+1 +1 +1 3.00 1.00

4.

100 +1 +1 +1 3.00 1.00

5.

100 +1 +1 +1 3.00 1.00

6.

100

+1 +1 +1 3.00 1.00

7.

100 +1 +1 +1 3.00 1.00

8.

100

+1 +1 +1 3.00 1.00



258

3 ( )

1 2 3

IOC

9.

100

+1 +1 +1 3.00 1.00

10.

100

+1 +1 +1 3.00 1.00

11.

+1 +1 +1 3.00 1.00

1.

100

+1 +1 +1 3.00 1.00

2.

100 +1 +1 +1 3.00 1.00

3.

100

+1 +1 +1 3.00 1.00

4.

100

+1 +1 +1 3.00 1.00

5.

100 +1 +1 +1 3.00 1.00

6.

+1 +1 +1 3.00 1.00

7.

100 +1 +1 +1 3.00 1.00



259

3 ( )

1 2 3

IOC

8.

+1 +1 +1 3.00 1.00

9.

+1 +1 +1 3.00 1.00

10.

0 +1 +1 2.00 0.67

11.

0 +1 +1 2.00 0.67

12.

100 +1 +1 +1 3.00 1.00

13.

+1 +1 +1 3.00 1.00

14.

100 0 +1 +1 2.00 0.67

15.

0 +1 +1 2.00 0.67

16.

100

+1 +1 +1 3.00 1.00

17.

100

+1 +1 +1 3.00 1.00

18.

+1 +1 +1 3.00 1.00



260

3 ( )

1 2 3

IOC

19.

+1 +1 +1 3.00 1.00

1.

100

+1 +1 +1 3.00 1.00

2.

100 +1 +1 +1 3.00 1.00

3.

+1 +1 +1 3.00 1.00

4.

100 +1 +1 +1 3.00 1.00

5.

100 +1 +1 +1 3.00 1.00

6.

100 +1 +1 +1 3.00 1.00

7.

+1 +1 +1 3.00 1.00

8.

+1 +1 +1 3.00 1.00

9.

+1 +1 +1 3.00 1.00



261

3 ( )

1 2 3

IOC

1.

100

+1 +1 +1 3.00 1.00

2.

100 0 +1 +1 2.00 0.67

3.

+1 +1 +1 3.00 1.00

4.

+1 +1 +1 3.00 1.00

5.

0 +1 +1 2.00

0.67

6.

0 +1 +1 3.00 1.00

7.

+1 +1 +1 3.00 1.00

8.

100 +1 +1 +1 3.00 1.00





263

1

1.

2.

20 20 – 30 31 – 40

41 – 50 51 – 60 61

3.

/ /

/

/ .........................................

4.

/

/

5.

5,000 5,001 – 10,000 10,001 – 20,000

20,001 – 30,000 30,001

6.

.................................................

7. 100

* 9

8. 100

5 6 – 10 11 – 15

16 – 20 21

9. 100

500 501 – 1 1.1 – 2

2.1 – 3 3



264

2

1

1. 100

* 3

2. ( 1 )

/

/

.........................................

3. 100

* 5

4. 100 ( 1 )

2548

2552

(Award of Merit )



265

5.

100 ( 1 )

( )

( .)



266

2

2

(5) (4) (3) (2) (1)

1

100

2

100

3

100

4

100

5

100

6

100

7

8

100

9

100



267

2

3

(5) (4) (3) (2) (1)

10

100

11

100

12

100

13

100

14

100



268

2

4

(5) (4) (3) (2) (1)

15

100

16

100

17

100

18

100

19 100

20 100

21 100

22 100

23

100

24

100



269

3

(5) (4) (3) (2) (1)

25

100

26

100

27

28

100

29

100

30

100

31

100

32

100

33

100



270

(5) (4) (3) (2) (1)

34

100

35

36

100

37

100

38

100

39

100

40

100

41

42

100

43

44

45

46

47

100



271

(5) (4) (3) (2) (1)

48

49

100

50

51

100

52

53

54

100

55

100

56

57

100

58

100

59

100

60

61



272

(5) (4) (3) (2) (1)

62

63

100

64

100

65

66

67

68

69

70

100

4

...................................................................................................................................................................

...................................................................................................................................................................

...................................................................................................................................................................

...................................................................................................................................................................

...................................................................................................................................................................

...................................................................................................................................................................



273

100

1

- .............................................................. ................... .......................

.............................. .............................................. ........................

.............................................................................................................................................

.............................................................................................................................................

100

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................

3

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................

4 100

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................

5 100

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................

.............................................................................................................................................





275

3

1.

290 .3 . . . 72130 2.

2

3. 3

.













281

1

2

3

4 ( )

5 ( ) 100

6

7

8

9 100

1 ( . )

2 .

3 ( ) /

4 /

5

6 1 100

7 2 100

8 3 100

9 4 100



282

–

228/1 8

. . 2540

. . 2544

. . 2550

. . 2540-2549

. . 2549-2551

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µ¦¤¸nnª¤ ° ¦³ µ ª ¦n° µ¦ n¸É¥ª »° Á · ° ´»¦´r µ¦ ¬¤ Á...KHANIT KHEAWWICHAI AND ASST. PROF. THIRASAK UNAROMLERT, Ph.D. 282 pp. The purposes of this