Approaches to Enhance Values of OTOP and to Leverage Tourism Resources to Develop Community Economy: A case study of Srisawat district, Kanchanaburi Province

Main Article Content

รศ.ดร.เสรี วงษ์มณฑา ดร.วรสุวิทย์ โพธิสัตย์

Abstract

The research entitled Approaches to Enhance Values of OTOP And to Leverage Tourism Resources to Develop Community Economy : A Case Study of Srisawat District, Kanchanaburi Province is a qualitative research, using participant observes involved in a focus groups and workshop among people who are responsible for promoting OTOP products and tourism in Srisawat. The participants include public officers, private entrepreneurs, political officers, and community members. The objectives are to study OTOP products and tourism resources in the area, to find how to create value for OTOP products, and to leverage tourism resources. The findings reveal that Srisawat has a variety of OTOP products, including organic vegetables, fruits, and handicrafts. Tourism resources include both natural endowment and man-made attractions.Marketing strategies are needed to create value for OTOP products. Tourism resources can be leveraged by developing several types of tourism. There should be a twelve-month calendar of tourism. Both OTOP products and tourism need are integrated marketing communication campaign telling stories and legends of OTOP products and tourism attractions through various channels, including mass media, digital media, persona, and events.

Keywords

Article Details

Section
บทความวิจัย

References

Burkart and Medlik. (1985). Tourism : Past, Present and Future. New York : Harper & Row.

Journal of Experimental Psychology: Applied, 6, 207–221.

Lauterborn, B. (1990) New Marketing Litany: Four Ps Pass : C-Words Take Over. Advertising Age, 61(41), 26

One Tambon One Product Concept Date of Information October 18, 2010, accessible from www.mfa.go.th/Thaitambon.The results of the economic development of the bamboo wicker group in Pa Bong. Saraphi district, Chiang Mai province. Master of Economics, Community Development, Faculty of Economics, Chiang Mai University

Office of the National Economic and Social Development Board (2007). National Economic and Social Development Plan No. 10, 2007-2011. Bangkok: National Economic and Social Development Board

Office of Business Promotion and Development Department of Business Development, Ministry of Commerce Date of Data Retrieved 25 January 2010, accessed fromwww.dbd.go.th/mainsite.

Somsri Charoenkiatkul et al. (2556). And recipes Srinakarin Karnchanaburi. Bangkok Green Apple Publisher

Sirichai Witsarit (1982) Integrated Rural Development: A Strategy for Hope for Rural Development. 22 (1 January 1982)

Oranuch Silesmanee. (2004). Desirable coastal characteristics of coastal tourists.
Thailand.(geography). Bangkok: Graduate School. Srinakharinwirot University

Robinson, M. D., Johnson, J. T., & Robertson, D. A. (2000).Process versus content in eyewitnessmetamemory monitoring

Wanna Wongwanich. (1996) Tourism Geography. Book Center, Thammasat University, Bangkok.

World Tourism Organization and United Nations Environment Programme. (2004). World Ecotourism Summit – Final Report. Madrid, Spain.