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Criteria Creation for Management Evaluation of Thai Home Stay : a Case Study of Ubonratchathani Province, Thailand

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Criteria Creation for Management Evaluation of Thai Home Stay : a Case Study of Ubonratchathani Province, Thailand CRITERIA CREATION FOR MANAGEMENT EVALUATION OF THAI HOME STAY : A CASE STUDY OF UBONRATCHATHANI PROVINCE, THAILAND WIPADA UNLUMLERT A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE (ENVIRONMENTAL PLANNING FOR COMMUNITY AND RURAL DEVELOPMENT) FACULTY OF GRADUATE STUDIES MAHIDOL UNIVERSITY 2007 COPYRIGHT OF MAHIDOL UNIVERSITY ACKNOWLEDGEMENT This thesis had successfully achieved by Asst. Prof. Dr. Sompong Tongchai, my major advisor, for his excellent supervision, valuable advice and bighearted consultant throughout this research. Moreover, this thesis could not been completed without the sacrifice for the valuable times, the great insight, valuable and helpful guidance and valuable suggestion from Asst. Prof. Dr. Sakorn Puapun, Dr. Nongnapus Thiengkamol and Dr. Naruedom Sarigkabutr. Special thanks to Sasorm village headman, Thalong village headman, Tamui village headman, Wernbueg village headman, Kaengtana village headman, Nongchad headman village and head of sub district administrative organization in Khongjeam district and Sirinthorn district for their supports in data collections, which is the major part to the success of this thesis. Thanks to everyone for answering my questionnaires until make this thesis can accomplish without the trouble. And sincere thanks to my friends, my colleagues, and many others for their carefulness, support, and help throughout this research. Their support is my priceless motivation and encouragement. I would sincerely like to express my most appreciation to my lovely friends ( B.B.’s Home and the Gang) for their love, friendship, helping, happiness, carefulness and all enjoyable things that we have ever done together. Finally and most important, I wish to my deep gratitude to my father, my mother, my dear brothers, my sister-in-law and all of my relatives for their love, care fullness, understanding and good encourage consistently. Most of all give me endeavor, willingness, inspiration and encourage which bring me the successful thesis. Wipada Unlumlert Fac. of Grad. Studies, Mahidol Univ. Thesis / iv CRITERIA CREATION FOR MANAGEMENT EVALUATION OF THAI HOME STAY : A CASE STUDY OF UBONRATCHATHANI PROVINCE, THAILAND WIPADA UNLUMLERT 4837168 ENRD/M M.Sc. (ENVIRONMENTAL PLANNING FOR COMMUNITY AND RURAL DEVELOPMENT) THESIS ADVISORS: SOMPONG TONGCHAI, D.Tech.Ed., NARUEDOM SARIGKABUTR, D.M.S., NONGNAPUS THIENGKAMOL, Ph.d. ABSTRACT The research was conducted as survey research. The objectives were: to study, survey, analyze and synthesize the situation of Home Stay Tourism; to create the criteria for management evaluation of Thai Home Stay; and to evaluate the potential of Home Stay Tourism management beneath the Thai Home Stay Standard. The criteria creation for management evaluation of Thai Home Stay was based on Thai Home Stay standard of the Ministry of Tourism and Sports using 8 standards and 43 indicators. There are 7 Accommodation indicators, 6 Food and Nutrition indicators, 5 Security indicators, 7 Management indicators, 6 Tourism activities indicators, 4 Environment indicators, 4 Value-added indicators and 3 Marketing supporting indicators. Questionnaires, a structural interview form, Home Stay assessable form and Check-list form were used as tools for data collection. The 6 Home Stay targets were Sasorm village, Thalong village, Tamui village, Wernbueg village, Kaengtana village and Nongchard village. The Survey was done with tourists who travelled during December 2006. The duration of this research was between November 2006 and April 2007. The research finding showed that Sasorm Home Stay and Nongchard Home Stay were at an excellent level, Thalong Home Stay, Tamui Home Stay and Wernbueg Home Stay were at a good level, but Kaengtana Home Stay must be improved. The Home Stay targets showed that there were 112 households (20.82%) opening houses for tourists from a total of 538 households and the rest (79.18%) have the potential to run Home Stay business in the future. Recommendations from this study are the two excellent Home Stay villages should continuously maintain their standards and open to tourists all season. The three good Home Stay villages should upgrade to an excellent level and one Home Stay village must be improved by using standard criteria of Thai Home Stay. The recommendations for future research are study on other households that do not open as Home Stay Tourism investigating whether they have carrying capacity to run a business or not. The findings can be used to plan Home Stay Management for the areas that do not meet the standard criteria of Thai Home Stay standards. KEY WORDS: HOME STAY/ TOURISM RESOURCES/ READINESS POTENTIAL/ COMMUNITY BASED ECOTOURISM/ CRITERIA/ EVALUATION 276 pp. Fac. of Grad. Studies, Mahidol Univ. Thesis / v การสร างเกณฑสําหรับการประเมินการจดการการทั องเที่ยวแบบโฮมสเตยไทย : กรณีศึกษา จังหวัด อุบลราชธานี ประเทศไทย (CRITERIA CREATION FOR MANAGEMENT EVALUATION OF THAI HOME STAY : A CASE STUDY OF UBONRATCHATHANI PROVINCE,THAILAND) วิ ภาดา อันล้ําเลิศ 483768 ENRD/M วท .ม. (การวางแผนสิ่งแวดลอมเพื่อพัฒนาชุมชนและชนบท) คณะกรรมการควบค ุมวิทยานิพนธ : สมพงษ ธงไชย, D.Tech.Ed., นฤดม สาริกบุตร, D.M.S., นงนภัส เที่ยงกมล, Ph.D. บทคัดยอ การวิจัยในครั้งนี้เปนการวิจัยเชิงสํารวจ มีวัตถุประสงคเพื่อศึกษา สํารวจ วิเคราะห สังเคราะห สถานการณการ จัดการการทองเที่ยวแบบโฮมสเตย สรางเกณฑสําหรับการประเมินการจัดการการทองเที่ยวแบบโฮมสเตย และประเมิน ศักยภาพในการจัดการการทองเที่ยวแบบโฮมสเตยภายใตมาตรฐานโฮมสเตยไทย โดยสรางเกณฑสําหรับการประเมินการ จัดการการทองเที่ยวแบบโฮมสเตยตามมาตรฐานโฮมสเตยไทยของกระทรวงการทองเที่ยวและกีฬา โดยใช 8 มาตรฐาน 43 ตัวชี้วัด ไดแก ดานที่พัก 7 ตัวชี้วัด ดานอาหารและโภชนาการ 6 ตัวชี้วัด ดานความปลอดภัย 5 ตัวชี้วัด ดานการจัดการ 7 ตัวชี้วัด ดานกิจกรรม 6 ตัวชี้วัด ดานสภาพแวดลอม 4 ตัวชี้วัด ดานมูลคาเพิ่ม 4 ตัวชี้วัด และดานการสงเสริมการตลาด 3 ตัวชี้วัด การเก็บขอมูลจาการใชแบบสัมภาษณแบบมีโครงสราง แบบสังเกตและแบบตรวจสอบรายการ กลุมโฮมสเตย เปาหมาย 6 หมูบาน คือ หมูบานซะซอม หมูบานทาลง หมูบานตามุย หมูบานเวินบึก หมูบานแกงตะนะและหมูบานหนอง ชาด รวมทั้งแบบสํารวจนักทองเที่ยวที่เดินทางมาทองเที่ยวในชวงเดือนธันวาคม 2549 ระยะเวลาในการดําเนินการระหวาง เดือนพฤศจิกายน 2549- เมษายน 2550 ผลการวิจัยพบวา มี 2 หมูบานเปนโฮมสเตยที่อยูในระดับดีมาก คือ โฮมสเตยบานซะซอมและบานหนองชาด มี 3 หมูบานที่โฮมสเตยเปนโฮมสเตยที่อยูในระดับดี คือ โฮมสเตยบานทาลง บานตามุย และบานเวินบึก และมี 1 หมูบาน คือ แกงตะนะโฮมสเตยนั้นอยูในระดับที่จะตองปรับปรุง และจากกลุมโฮมสเตยเปาหมายพบวามีจํานวนครัวเรือนที่เปดบาน ตอนรับนักทองเที่ยวทั้งหมด 112 ครัวเรือน จากทั้งหมด 538 ครัวเรือน คิดเปนรอยละ 20.82 จากทั้งหมด และพบวา ครัวเรือนที่เหลือรอยละ 79.18 จากทั้งหมดนั้นมียังมีศักยภาพในการรองรับการทองเที่ยวแบบโฮมสเตยไดในอนาคตตอไป ขอเสนอแนะในการนําผลการวิจัยครั้งนี้ไป คือ 2 หมูบานที่เปนโฮมสเตยที่อยูในระดับดีมาก ควรจะรักษาระดับ มาตรฐานตอไปและควรเปดรับนักทองเที่ยวใหไดตลอดทั้งป 3 หมูบานที่เปนโฮมสเตยที่อยูในระดับดีควรจะพัฒนาใหอยู ในระดับดีมาก สวนอีก 1 หมูบานที่เปนโฮมสเตยในระดับที่ตองปรับปรุงควรใชเกณฑของ 5 หมูบานที่ไดรับมาตรฐาน โฮมสเตยในระดับดีมากและดีนั้น พัฒนาและปรับปรุงใหไดรับมาตรฐานดังกลาวเชนกัน ขอเสนอแนะในการวิจัยครั้ง ตอไป คือ ควรศึกษาศักยภาพของครัวเรือนที่ยังไมเปดรับนักทองเที่ยวใหมีการรองรับการทองเที่ยวแบบโฮมสเตย และควร นําผลการวิจัยที่ไดไปใชวางแผนการจัดการการทองเที่ยวแบบโฮมสเตยสําหรับพื้นที่ที่ยังไมผานเกณฑเพื่อใหเปนหมูบาน โฮมสเตยตามมาตรฐานโฮมสเตยไทยตอไป 276 หนา CONTENTS Page ACKNOWLEDGEMENTS iii ABSTRACT iv LIST OF TABLES viii LIST OF FIGURES ix CHAPTER I INTRODUCTION 1 1.1 Background 1 1.2 Significance of the Issues 4 1.3 Conceptual Framework Explanation 8 1.4 Objectives 10 1.5 Scope of the Research 10 1.6 Definitions 12 1.7 Research Methodology and Procedure 13 1.8 Expected Results 16 CHAPTER II DOCUMENTARY RESEARCH 17 2.1 General geographical area to display the background of the study area 18 2.2 Conceptual Trend and Relevant Theories 28 2.3 Relevant Documents and Related Researches 43 2.4 Research document results conclusions and discussions 53 CHAPTER III RESEARCH METHODOLOGY 62 3.1 Documentary Research 62 3.2 Survey Research 67 vii CONTENTS (continued) Page CHAPTER IV RESEARCH RESULTS 83 4.1 Results of the Study: Survey and Basic Data Collection classified by area 86 4.2 Results of the Study: Survey of Tourism Situation and Tourism Resources 93 4.3 Results of the Study: Tourism Management 96 4.4 Evaluation Results in Resources Capability in Tourism Resources Management 97 4.5 Analysis results on tourists’ opinion towards Home Stay tourism in the study area 99 4.6 Analysis of the Feasibility in establishing Home Stay in accordance to Thai Home Stay Standard in the Study Area 99 CHAPTER V DISCUSSION 129 5.1 Situation on Home Stay Tourism Resources 129 5.2 Home Stay Tourism Model 130 5.3 The Feasibility of Home Stay Model 132 CHAPTER VI CONCLUSION AND RECOMMENDATION 136 6.1 Expected Benefits 136 6.2 Conclusion 137 6.3 Recommendation for Application of Research Results 137 6.4 Recommendation for future research 138 REFERENCES 140 APPENDIX 147 BIOGRAPHY 276 LIST OF TABLES Page Table 2-1 History of Amphoe Khongjeam and Amphoe Sirinthorn 23 Table 2-2 Criteria for Home Stay Tourism Management Evaluation 54 Table 3-1 Criteria for Home Stay Tourism Management Evaluation 72 Table 4-1 Tourism resources 94 Table 4-2 The average evaluation of Accommodation 102 Table 4-3 The average evaluation of Food and Nutrition 105 Table 4-4 The average evaluation of Security 109 Table 4-5 The average evaluation of Management 113 Table 4-6 The average evaluation of Tourism Activities 117 Table 4-7 The average evaluation of Environment 120 Table 4-8 The average evaluation of Value-added 123 Table 4-9 The average
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