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. Research Objectives 12823 ISSN: 2005-4238 IJAST Copyright ⓒ 2020 SERSC International Journal of Advanced Science and Technology Vol. 29, No. 03, (2020), pp. 12822 - 12833 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