Enhancing the Potential of Thai OTOP Nawatwithi Community-Based Tourism in Ban Soeng Wai, Taluk Thiam Subdistrict, Phrom Phiram District, Phitsanulok Province

Abstract

This research aims to 1) study the potential of developing innovative OTOP tourism communities in Ban Saeng Wai, Tambon Taluk Thiam, Amphoe Phrom Phiram, Phitsanulok Province, according to the SWOT principle; 2) analyze SWOT factors classified by individual characteristics; and 3) propose guidelines for enhancing the potential of such tourism communities. The research was quantitative, using a questionnaire survey of 287 samples, representing households in the area. Data were analyzed using descriptive statistics, including frequency, percentage, mean, standard deviation, and hypothesis testing using t-test and F-test. It was found that 1) the overall development potential was at a high level, with the highest potential being tourism attraction, followed by management, value creation, personnel potential, and tourist information services, respectively. 2) The SWOT analysis found that the community’s strengths were its clear local identity, such as lifestyle, culture, and OTOP products that reflected local wisdom, such as the Black Chicken Enterprise, products made from pumpkin seeds, processed bananas, and local brooms. Weaknesses included a continuous lack of budget for promoting tourism and a lack of comprehensive development of personnel potential. Opportunities lie in support from government agencies. Both in terms of knowledge and budget, while the obstacle is that people still lack the understanding and skills necessary to carry out tourism activities. Some lost their wisdom when community leaders or experts in the past died. 3) Suggestions for development are to enhance resources, especially economic capital, and promote integration with government agencies to provide sustainable support, including clearly dividing target customers and developing products and services to meet the needs of specific groups. This is to enhance the potential of the community to drive tourism effectively and sustainably.