Journal Paper Format

International Journal of Advanced Science and Technology Vol. 29, No. 03, (2020), pp. 12822 - 12833

An Analytical Study of Factor Analysis on Community Tourism Decision Making for OTOP Tourism in Phu Kamyao District, Phayao Province, Thailand

Pratya Nuankaew School of Information and Communication Technology, University of Phayao, Phayao, 56000, Thailand E-mail: [email protected]

Abstract The purposes of this research are to study the decision making factors and the participants' activities and satisfaction factors that affect the OTOP Inno-Life community- based tourism style in Phu Kamyao District, Phayao Province, Thailand. The research found that communities and local organizations interested in the participation of community and tourism attractive developments. They aimed to improve the community- based tourism style relying on the related factors, including management of water resources, community forestry, waste, and community lifestyle promotion. Besides, the results of community satisfaction on the factors affecting the decision to travel in Phu Kam Yao District, Phayao Province, show that the satisfaction with participation in both activities is at a high level. There are 4.45 mean values for satisfaction that supports the participation in communities, along with 3.92 mean values for the satisfaction with the knowledge from narrators.

Keywords: Community-Based Tourism, OTOP Inno-Life, Decision Support System, Factor Analysis

1. Introduction Tourism Community (Community- Based Tourism) is another form of tourism, which is popular at current. It is associated with the 20-year national strategy (2017-2036) and the 12th National Economic and Social Development Plan (2017-2021), led by the Department of Community Development, namely the OTOP Inno-Life Project. It focuses on reducing social inequality and improving the stability of the economic foundation. The innovation is combined with the lifestyle in local productions along with the community- based tourism in order to change the circumstance of the OTOP goods export to the local sales. It aims to conduct the characteristics, wisdom, lifestyles, cultures, and creativities of the community to attract tourists who have the purchasing power to purchase in the products in the local market. According to the concept of this project, the government declared that it would be an opportunity to provide jobs and increase income for the community. It is a true foundation for economic development. Phu Kamyao District is located in the west of Phayao Province, Thailand. It has a border with neighboring Districts. North is connected with Mae Chai District and Pa Daet District (Chiang Rai Province). East is connected with Dok Kham Tai District. South is connected with Dok Kham Tai District and Mueang Phayao District. West is connected with Mueang Phayao District. Subdivisions are divided into 3 sub-Districts with 41 villages, including Huay Kaew SubDistrict with 17 villages, Dong Chen SubDistrict with 16 villages, and Mae Ing SubDistrict with 8 villages. Based on the myth of Phayao, Phu Kamyao District is an ancient kingdom in the past of Phayao Province, approximately 900 years old, combined with abundant natural resources, lifestyle, culture, customs,

12822 ISSN: 2005-4238 IJAST Copyright ⓒ 2020 SERSC International Journal of Advanced Science and Technology Vol. 29, No. 03, (2020), pp. 12822 - 12833 traditions, and wisdom of people in the community that still maintain their traditional way. These characteristics of the traditional way can drive or encourage tourism in the community. Particularly, if organized tourism activities have sufficient value to attract tourists to visit in the community, it will result in people in the community, providing jobs, earning income, and having a healthy life forever. This result benefits for people in the community, which is the goal of government agencies in every sector, whether at the national, provincial, or local levels. According to the concept of development in OTOP Inno-Life community-based tourism of the government has to strengthen the foundation economy and distribute income to the community, combined with the capital in the nature, culture, and local knowledge of the people in the Phu Kamyao District. Therefore, researchers proposed the concept of development in the OTOP Inno-Life community-based tourism is suitable to the environment for the community in Phu Kamyao District, Phayao Province. The project conceptual framework can be divided into 3 phases, as shown in Figure 1. Phase 1 is a study process related to the factors that result in traveling to the community of customers and the pattern of development in the OTOP Inno-Life community-based tourism that corresponds to the needs of customers and the environment of Phu Kamyao District. The customers refer to tourists or tour agencies that bring tourists into the community. Phase 2 is a study process that involves the analysis and development of potentials, resources, or activities. It aims to organize tourism activities that are valuable enough to attract tourists to visit and buying goods in the community. Phase 3 is a study process related to the success factors that will result in the development of true and sustainable community tourism.

Figure 1: Project Conceptual Framework As the conceptual framework of the study of development in the OTOP Inno-Life community-based tourism in Phu Kamyao District, Phayao Province, shown in Figure 1, it demonstrates the Phase 1. The objective is to identify factors that influence the decision to develop the OTOP Inno-Life community-based tourism and the model corresponding to the environment in Phu Kamyao District. This study can benefit the community by applying the results of the study to support the decision making for the tourism development in the community that is appropriate to the community's environment.

1. To study the factors affecting the decision making of the OTOP Inno-Life community-based tourism in Phu Kamyao District, Phayao Province. 2. To study the community satisfaction on the factors affecting the decision to the OTOP Inno-Life community-based tourism in Phu Kamyao District, Phayao Province.

2. Literature Reviews Damrongchai Chiwasukha [1] has proposed an eco-tourism development model of Koh Chang in accordance with the strategy of the Low Carbon project of Designated Areas for Sustainable Tourism Administration (Public Organization). The objectives were 1) to study the pull and push factors affecting eco-tourism of Koh Chang according to the strategy of the Low Carbon project of Designated Areas for Sustainable Tourism Administration (Public Organization), and 2) to synthesize, examine the application of the development model from pull and push factors affecting eco-tourism of Koh Chang according to the strategy of the Low Carbon project of Designated Areas for Sustainable Tourism Administration (Public Organization). This research is a mixed methods research, which is qualitative and quantitative research. Qualitative research was used to study the first objective from 1) in-depth interviews of 10 key informants selected from senior executives of the public, private, community, and local communities, experts, and eco-tourism workers of Koh Chang; 2) group conversation, 12 persons per group, specifically selected from specific 8 Koh Chang development partners consisting of 2.1) travel agency group 2.2) resorts and hotels 2.3) restaurants 2.4) transportation 2.5) environmental conservation association 2.6) central, regional department 2.7) local administrative organizations and 2.8) local community. The quantitative research is used to study the second objective 2 by synthesizing and examining the development model from the qualitative research results. In addition, the query tool is used with the 450 samples by sampling several steps: 1) specific sampling of the area from 1. Laem Ngop bus terminal area and minibus in Trat Province 2. AO Thammachat pier and Centre Point Ferry dock areas of Koh Chang 2. ) specific sampling Thai tourists who have visited Koh Chang at least once. Analyzing data using descriptive statistics by frequency distribution, percentage, mean, standard deviation, and test the hypothesis with One-Way ANOVA and Scheffe's method. The results showed that: 1. Qualitative research from in-depth interviews indicated factors affecting eco-tourism of Koh Chang according to the strategy of the Low Carbon project of Designated Areas for Sustainable Tourism Administration (Public Organization) included 6 push factors including 1) legal or regulatory factors 2) investment factors 3) aesthetic context factors of Koh Chang 4) tourist experience building factors 5) innovation leadership factors 6) the green tourism, and 4 pull factors, which are 1) logistics management for tourism factor 2) service quality factors 3) Business opportunity building factors 4) innovation management communication factor. Regarding the qualitative research from the group discussion, there is an opinion in accordance with the above findings by applying for the creation of the development model for the campaign of the eco-tourism characteristic strategy of Koh Chang according to the strategy of the Low Carbon project. 2. The above qualitative research is synthesized as an eco-tourism development model of Koh Chang according to the strategy of the Low Carbon project of Designated Areas for Sustainable Tourism Administration (Public Organization), which is called GOOD GREEN, including G = Government Support, O = Consideration of Consumer Needs, O = Promotion Organization, D = Diamond Cluster Template, G = Sustainable Growth, R = Rethink at the standard level, E = Establishing a close relationship. E = Enhancing success. N = Developing empathy. After that, the GOOD GREEN model was examined with quantitative research. It found that the 5 hypotheses of the opinion of Thai tourists towards the use of the "GOOD GREEN" model of public and private organizations. Thai tourists have different genders and opinions with statistically significant at the level of 0.01 for hypothesis 1 (t = - 3.302 ; 12824 ISSN: 2005-4238 IJAST Copyright ⓒ 2020 SERSC International Journal of Advanced Science and Technology Vol. 29, No. 03, (2020), pp. 12822 - 12833 p = 0.001). Thai tourists consider different ages and no difference in opinion for hypothesis 2 (F = 0.700 ; p = 0.631). Thai tourists consider different levels of education and no difference in opinion for hypothesis 3 (F = 1.547 ; p = 0.214). Thai tourists consider the profession differently and no difference in opinion for hypothesis 4 (F = 0.445 ; p = 0.817). Thai tourists consider the monthly income differently and no difference in opinion for hypothesis 5 (the F = 0.541; p = 0.745). However, considering the opinions of Thai tourists on using the "GOOD GREEN" model in the overall use was revealed that the average value provides 3.40, which is at the highest level of approval. Suthipporn Chotirattanasak [2] proposed an analysis of factors that influence sustainable cultural tourism in Bangkok. The objective of this research is: 1) to study the level of factors that affect sustainable cultural tourism in Bangkok, and 2) to study the causal structure of the factors affecting the sustainable cultural tourism in Bangkok. This research is mixed methods research by using quantitative and qualitative research methods. The population used in the research was 55,800 people, including Thai and foreign tourists, and Government officials involved with tourism and registered private tourism operators. The samples used in the quantitative study were 400 people. The tools used for data collection were questionnaires. At the same time, the numbers of samples in the qualitative study were 15 people by using in-depth interviews and descriptive data analysis. The results of the research revealed that: 1) the level of factors in providing services of tourist attractions and environmental factors of cultural tourism at a medium level. The factors of tourists' characteristics and the factors of sustainable cultural tourism are at a high level. 2) The causal structure of the factors that influence sustainable cultural tourism in Bangkok includes the factors of tourist services, environmental factors of cultural tourism, and tourists' characteristics. These factors have a direct influence on sustainable cultural tourism, which is equal to 0.86-0.28 and 0.63, respectively. On the other hand, the environmental factors of cultural tourism have an indirect influence on sustainable cultural tourism through the factors in services of tourist attractions, and tourist characteristics, which is equal to 0.014. All of the causal factors can be explained by 77% of cultural tourism sustainably. Natwipha Ewasakul [3] proposed an assessment of the value and capacity of tourism: a case study of Bangsaen Beach in Chonburi Province. The objective was to assess the value and capacity of supporting tourism and recreation of Bangsaen beach in Chonburi Province. It also aimed to study the behavior of tourists and various tourism factors that are related to the value of Bangsaen Beach in Chonburi Province. Primary data was collected from surveys, and execution together with questionnaires. The sample group consisted of 400 Thai tourists, which were randomly selected from all Thai tourists in Bangsaen beach in Chonburi Province. The theoretical framework was applied, which comprises environmental valuation techniques consisting of Zonal Travel Cost Method (ZTCM) and Individual Travel Cost Method (ITCM), and capability evaluation techniques in support of tourism and physical recreation, such as a Crowding Perception study. The results revealed that the value of tourism and recreation utilization of Bangsaen Beach, Chonburi Province obtained from ZTCM, and ITCM methods have a very different value, in which the value is equal to 2,604,804,320.83 baht/year and 3,710,903,067.44 baht/year respectively. The factors related to the number of trips to Bangsaen beach, Chonburi Province are the travel cost and the age of tourists. The travel cost has an inverse relationship with the number of trips with statistical significance at the level of 0.05, and the age of tourists has a direct relationship with the number of trips with statistical significance at the level of 0.05. A study of capability evaluation in support of tourism and physical recreation found that the weekdays can accommodate a maximum of 10,947 people/day while the appropriate number of tourists is 9,840 people/day. The holiday period can accommodate a maximum of 14,176 tourists/day, and the appropriate number of tourists is 13,468 people/day in comparison to the number of current tourists. During the weekdays and holidays, there are an average of 3,000 tourists/day and 9,100 12825 ISSN: 2005-4238 IJAST Copyright ⓒ 2020 SERSC International Journal of Advanced Science and Technology Vol. 29, No. 03, (2020), pp. 12822 - 12833 people/day, respectively. It found that it is still under the capacity in support of tourism and physical recreation for both during weekdays and holidays. Therefore, from the tourism situation of Bangsaen beach in Chonburi Province at present, there is unnecessary in using price mechanisms to control the number of tourists. Boonluea Meeprawat [4] proposed a study of motivation factors affecting tourism at Bang Pa-In Palace of Thai tourists. The purpose of this study was to study factors of incentives towards tourism of Bang Pa-In Palace of Thai tourists and compared with personal factors, which studied from a sample of 400 Thai tourists visiting Bang Pa-in Palace. The tools used for data collection were questionnaires, data analysis using frequency distribution, percentage, mean and standard deviation. The statistics used to test the hypothesis were T-test. F-test was used for independent samples. For finding the differences, the difference of the average in pairs was tested with the Scheffe's method. The results revealed that most of the samples were female, aged between 30 - 35 years with education in bachelor's degrees, employee positions in a private company, alary between 12,001 and 20,000 baht, marital status, and living in another Province. The motivation factor in overall at a high level was the emotional aspect at the highest level and comparing personal factors. Traveling in Bang Pa-In Palace, it found that the difference of gender, age, education level, occupation, status, and residence did not cause factors of incentives towards tourism in Bang Pa-In Palace, except for different incomes causing factors of incentives for traveling differentially.

3. Research Methodologies Research Tools 1.1 Satisfaction Questionnaire is a 5 level scale questionnaire. 1.2 Group discussion activities are conducted by the experts in the development of OTOP Inno-Life community-based tourism and throughout comments.

Samples The sample group in this research stipulated in the regulations of the grantor, which is divided into 2 parts. There are the sample groups within the University of Phayao and sample groups outside the University of Phayao with a total of 64 sample groups, shown as follows. 2.1 Sample group at the University of Phayao is composed of 30 students and 4 academic staff, a total of 34 people. 2.2 Sample group outside the University of Phayao consists of community leaders and local government in Phu Kamyao District, Phayao Province, and the total amount of 30 people.

Research Procedures Research procedures in this research limit the scope of research in phase 1 from 3 phases of the OTOP Inno-Life community-based tourism development project in the Phu Kamyao District, Phayao Province. The research method of Phase 1 consists of 4 steps, including step 1: developing the variables for decision-making of communities, step 2: developing the tool for variables acceptance, step 3: collecting opinions on variables, and step 4: summarization and meta-evaluation as shown in Figure 2.

Figure 2: The Process of Developing and Extracting Variables from the Communities

According to Figure 2, the details and research procedures of this research project consist of the following steps. Step 1 Developing the variables for decision-making of communities: There are 4 sub- steps which are 1) studying the policy framework of The 12th National Economic and Social Plan and related works, 2) summarizing the factors that affect the decision to travel in the community-based tourism for the development of OTOP Inno-Life community- based tourism in Phu Kamyao District, Phayao Province, 3) extracting variables from the community through the community activities, knowledge management, and activities participation, and 4) summarizing the operations to develop the tools for variable acceptance. Step 2 Developing the tool for variables acceptance: There are 2 sub-steps which are 1) analyzing, synthesizing, and drafting the questionnaires for variable acceptance, and 2) examining and certifying the format by experts. Step 3 Collecting opinions on variables: There are 4 sub-steps which are 1) analyzing the population and sample groups regarding the statistical principles of analysis, 2) collecting data from people in the area by selecting the samples based on the statistical analysis, 3) analyzing data based on the principles of applied statistics, and 4) analyzing data based on the data science. Step 4 Summarization and meta-evaluation: There are 4 sub-steps which are 1) summarizing data analysis based on applied statistical principles, 2) summarizing data analysis according to data science principles, 3) comparing results based on data analysis using applied statistics and data science, and 4) presenting the development of OTOP Inno-Life community-based tourism in Phu Kamyao, Phayao Province. Besides, the researchers aim to apply the results of this study to the further development of OTOP Inno-Life community-based tourism in Phu Kamyao, Phayao Province, in phase 2 and phase 3. Finally, the analysis process of OTOP Inno-Life community-based tourism can be applied to Phu Kamyao, Phayao Province.

The Research Statistic It includes the percentage, mean, standard deviation, and dependent t-test. The results compared with the evaluation criteria as follows. Mean is 4.51 - 5.00 denotes the highest level Mean is 3.51 - 4.50 denotes high level Mean is 2.51 - 3.50 denotes medium level Mean is 1.51 - 2.50 denotes low level Mean is 1.01 - 1.50 denotes the lowest level

4. Experimental Results The results of the study of factors affecting the decision to travel in the OTOP Inno-Life in Phu Kamyao District, Phayao Province The researchers conducted the study of factors affecting the decision to travel in the OTOP Inno-Life in Phu Kamyao District, Phayao Province, according to the steps designed in Phase 1. It implemented the data from the study and analysis to obtain the following results. The activity to exchange the knowledge about lifestyles and cultures of OTOP Inno- Life at Mae Ing subDistrict and Huay Kaew subDistrict in Phu Kamyao District, Phayao Province on June 10, 2019. Students, teachers, community leaders, and villagers in the area participated to exchange knowledge in the community. Students collected the data for implementing in the next activity. The activity is shown in Figure 3.

Figure 3: Activities to Exchange Knowledge on Lifestyles Activities for analyzing factors induce the community tourism decision making for the development of the OTOP Inno-Life in Phu Kamyao District, Phayao Province, on June 17, 2019. It took place in the meeting room, Phayao city, in the School of Information and Communication Technology, University of Phayao. Students, teachers, community leaders, and villagers in the area participated in the activity by exchanging knowledge in the community. Students collected the data for implementing in the next activity. The activity is shown in Figure 4.

Figure 4: Activity of the Analysis of Factors

The results of the community satisfaction based on factors affecting the decision to travel in the OTOP community-based in Phu Kamyao District, Phayao Province The researchers conducted to study the satisfaction of the community on the factors that affect the decision for OTOP community-based tourism in Phu Kamyao District, Phayao Province. The learning results are analyzed with basic statistics compared to the criteria. The results are summarized and shown in Table 1 to Table 4 as follows. The satisfaction rating of Activity 1: exchange in the learning of lifestyles and cultures for OTOP Inno-Life at Mae Ing subDistrict and Huay Kaew subDistrict in Phu Kamyao District, Phayao Province on June 10, 2019.

Table 1 The Number of Respondents Satisfied with Activity 1 List Number (person) Percentage 1. Number of participants 64 100 2. Proportion of male 33 51.56 3. Proportion of female 26 40.63 Total number of respondents 59 92.19

Table 1 shows the number of respondents to activity satisfaction. It found that 59 participants responded to the activity satisfaction questionnaire. It represents that 33 people, which are 92.19% presenting the majority of respondents being male. Besides, 26 females are 40.63%.

Table 2 Mean of Satisfaction Level of the Respondents with Activity 1

List Satisfaction level Lowest Low Medium High Highest Processes of Organizing Activity 1. Appropriateness of the project 0 2 15 24 18 management (0.00%) (3.39% (25.42%) (40.68%) (30.51%) 2. Period / duration of project 0 3 20 23 13 arrangement (0.00%) (5.08% (33.90%) (38.98%) (22.03%) 3. Appropriateness and readiness of 0 2 17 26 14 locations (0.00%) (3.39% (28.81%) (44.07%) (23.73%) 4. Appropriateness and availability of 0 1 15 27 16 audio-visual aids (0.00%) (1.69%) (25.42%) (45.76%) (27.12%) Knowledge Providing from Narrator 5. Knowledge providing from narrator 0 1 14 32 12 (0.00%) (1.69%) (23.73%) (54.24%) (20.34%) 6. Complete content 0 2 18 20 19 (0.00%) (3.39%) (30.51%) (33.90%) (32.20%) 7. Linking content in activity 0 1 20 22 16 (0.00%) (1.69%) (33.90%) (37.29%) (27.12%) 8. Knowledge and understanding before- 2 1 15 25 16 after activity (3.39%) (1.69%) (25.42%) (42.37%) (27.12%) 9. An opportunity to answer questions in 0 1 16 24 18 the activity (0.00%) (1.69%) (27.12%) (40.68%) (30.51%) 10. The knowledge can be 0 1 17 27 14 distributed/transferred (0.00%) (1.69%) (28.81%) (45.76%) (23.73%)

According to Table 1, the average level of satisfaction of respondents in the activity's participation, it found that the satisfaction of participants in the workshop is presented as follows. Processes of Organizing Activity: 1) Appropriateness of the project management; mean is 4.43, which means that the respondents are satisfied at the highest level. 2) Period/duration of project arrangement; mean is 4.21, which means that the respondents are satisfied at the highest level. 3) Appropriateness and readiness of locations; the average is 4.32, meaning that the respondents are satisfied with the highest level. 4) Appropriateness and availability of audio-visual aids; an average of 4.43, which means that the respondents are satisfied at the highest level. Providing knowledge from narrators: 5) Knowledge providing from the narrator; mean is 4.38, which means that the respondents are satisfied with the highest level. 6) Complete content; mean is 4.40, which means that the respondents are satisfied at the highest level. 7) Linking content in the activity; the mean is 4.34, which means that the respondents are satisfied at the highest level. 8) Knowledge and understanding before-after activity; mean is 4.28, which means that the respondents are satisfied with the high level. 9) An opportunity to answer questions in the activity; mean is 4.45, which means that the respondents are satisfied with the highest level, and 10) The knowledge can be distributed/transferred; mean is 4.36, which means that the respondents are satisfied with the highest level. The results of the satisfaction rating of activity 2: factors that affect the tourism community is to develop the OTOP Inno-Life community-based tourism in Phu Kamyao District, Phayao Province. It took place in the meeting room, Phayao city, in the School of Information and Communication Technology, the University of Phayao at 8.30-16.00 on June 17, 2019.

Table 3 The Number of Respondents Satisfied with Activity 2

List Number (person) Percentage 1. Number of participants 58 100 2. Proportion of male 33 56.90 3. Proportion of female 20 34.48 Total number of respondents 53 91.38

According to Table 3, the number of respondents to the satisfied with activity 2 indicate that 53 participants responded to the activity satisfaction questionnaire, which represents to 91.38%. The majority of respondents are 33 males that accounted for 56.90 %. Meanwhile, 20 females are accounted for 34.48%.

Table 4 Mean of Satisfaction Level of the Respondents with Activity 2

List Satisfaction level Lowest Low Medium High Highest Process and process of organizing activities 1. Appropriateness of the project 0 1 18 17 17 management (0.00%) (1.89%) (33.96%) (32.08%) (32.08%) 2. Period / duration of project 0 0 24 22 7 arrangement (0.00%) (0.00%) (45.28%) (41.51%) (13.21%) 3. Appropriateness and readiness of 0 0 22 18 13 locations (0.00%) (0.00%) (41.51%) (33.96%) (24.53%) 4. Appropriateness and availability of 0 2 23 17 11 audio-visual aids (0.00%) (3.77%) (43.40%) (32.08%) (20.75%) Knowledge Providing from Narrator 5. Knowledge providing from narrator 0 1 20 14 18 (0.00%) (1.89%) (37.74%) (26.42%) (33.96%) 6. Complete content 0 1 20 16 16 (0.00%) (1.89%) (37.74%) (30.19%) (30.19%) 7. Linking content in activities 0 1 18 20 14 (0.00%) (1.89%) (33.96%) (37.74%) (26.42%) 8. Knowledge, understanding before- 0 2 22 15 14 after activities (0.00%) (3.77%) (41.51%) (28.30%) (26.42%) 9. Give an opportunity to answer 0 0 20 18 15 questions in the activity. (0.00%) ( 0.00% ) (37.74%) (33.96%) (28.30%) 10. The knowledge can be 0 2 17 20 14 distributed/transferred (0.00%) (3.77%) (32.08%) (37.74%) (26.42%)

According to Table 2, the average level of satisfaction of respondents in the activity's participation, it found that the satisfaction of participants in the workshop is presented as follows. Processes of Organizing Activity: 1) Appropriateness of the project management; mean is 3.94, which means that the respondents are satisfied at the high level. 2) Period/duration of project arrangement; mean is 3.68, which means that the respondents are satisfied at the high level. 3) Appropriateness and readiness of locations; the average is 3.83, meaning that the respondents are satisfied with the high level. 4) Appropriateness and availability of audio-visual aids; the average of 3.70, which means that the respondents are satisfied at the high level. Providing knowledge from narrators: 5) Knowledge providing from the narrator; mean is 3.92, which means that the respondents are satisfied with the high level. 6) Complete content; mean is 3.89, which means that the respondents are satisfied at the high level. 7)

Linking content in the activity; mean is 3.89, which means that the respondents are satisfied at the high level. 8) Knowledge and understanding before-after activity; mean is 3.77, which means that the respondents are satisfied with the high level. 9) An opportunity to answer questions in the activity; mean is 3.91, which means that the respondents are satisfied with the high level, and 10) The knowledge can be distributed/transferred; mean is 3.87, which means that the respondents are satisfied with the high level.

5. Conclusions This research consists of 2 main activities including 1) the activity of learning about lifestyles and cultures of the OTOP Inno-Life community-based tourism in Phu Kamyao District, Phayao Province on June 10, 2019, at Mae Ing subDistrict and Huay Kaew subDistrict in Phu Kamyao District, Phayao Province, and 2) analytical activities of factors affecting the community-based tourism decisions for the development of the OTOP Inno-Life in Phu Kamyao District, Phayao Province on June 17, 2019. It was started from 8.30-16.00 at the Phayao Meeting Room, the School of Information and Communication Technology, University of Phayao. 122 participants are 190.63%, which is more than the sample set. Therefore, it can be concluded that this research was done through community involvement. Furthermore, university collaboration is consistent with Damrongchai Chiwasukha [1] Suthipporn Chotirattanasak [2] Natwipha Ewasakul [3], and Boonluea Meeprawat [4] for supporting and encouraging the governmental organizations and academic departments, such as universities that need to be involved with the community for promoting and supporting the research efficiency and reliability.

6. Discussions The research committee had a meeting to analyze and summarize the results of the project to find ways to improve the model and project methodology for maximum outcomes. It can be concluded that the research project should be extended due to the communities and leaders aware and interested in the development of community, tourism, and OTOP Inno-Life in Phu Kamyao District, Phayao Province in order to keep up with the changes in today's society. The meeting proposed the students to apply the research results to be used in the development of business computer projects in the next semester. Also, students and communities can further develop to be applications for future community business development. Development of knowledge received from academic services and faculty knowledge provided and knowledge publication. Primarily, researchers and the business computer program, School of Information and Communication Technology, disseminated and publicized the results and activities to the communities and leaders in Phu Kamyao District, Phayao Province. Besides, it also extended the results about the community requirements and problem-based learning to students for further improvement. For example, a community enterprise group, Nam Prik group, requires students in business computer majors to help in developing the product packaging and online marketing. The students in the business computer program have an interest and connection in order to develop business computer projects in the future.

References [1] Damrongchai Chiwasukha (2017). Eco-tourism development model of Koh-Chang based on the strategy of the Low-Carbon project for designated areas for sustainable tourism administration (Public Organization). Thesis, Department of Computer Science, Faculty of Science and Technology, Valaya Alongkorn Rajabhat University, under the Royal Patronage.

[2] Suthipporn Chotirattanasak (2015). Analysis of factors that influence sustainable cultural tourism in Bangkok. Thesis, Office of Academic Resource and Information Technology Center, Bansomdejchaopraya Rajabhat University. [3] Natwipha Ewasakul (2006). Recreational valution and carrying capacity : a case study of Bangsaen beach, Chonburi Province. Thesis, Mahidol University. [4] Boonluea Meeprawat (2012). Motivating factors affected on Bang Pa-In palace tourism of Thai tourists. Thesis, Department of Computer Science, Faculty of Science and Technology, Valaya Alongkorn Rajabhat University under the Royal Patronage. [5] Potsirin Limpinan (2019). Promoting Mahasarakham Tourism by using Augmented Reality. Journal of Information Technology and Innovation Management, 6 (1), 1-16.

Authors

Pratya Nuankaew received a B.Ed. Degree in Educational Technology in 2001, M.Sc. degree in Information Technology in 2008 from Naresuan University, and a Ph.D. degree in Computer Engineering in 2018 from Mae Fah Luang University. He is currently a lecturer at the School of Information and Communication Technology, University of Phayao, Phayao, Thailand. His research interests are in online mentoring model, mentoring relationships, social network analysis, ubiquitous computing, learning analytics, digital education, and educational data mining.