Success Factors in Managing an OTOP Nawatwithi Tourism Community under the Sufficiency Economy Philosophy: A Case Study of Ban Phi Nuea, Nan Province

Abstract

The objective of this research is to analyze the success factors in managing the OTOP Nawatwithi tourism community based on the Sufficiency Economy Philosophy, utilizing a case study of the Ban Phi Nuea Community in Nan Province. This study employed a mixed-methods research approach. Quantitative data were collected via 5-point rating scale questionnaires from a sample of 248 residents, while qualitative data were gathered through in-depth interviews with 17 key informants. The findings were subsequently validated through a member check process involving 50 participants.

The results indicate that the overall factors contributing to management success were at a high level (Mean=4.01± 0.22). Specifically, the community prioritized Product and Service Management the highest (Mean=4.21±0.30), serving as a key mechanism for driving economic value and community income. This was followed by Personnel Management (Mean=4.14±0.30), which acts as a core element in conveying local knowledge and community spirit through local storytellers. Facility and amenity management ranked lower (Mean=3.93±0.25). Furthermore, the community validation confirmed the findings were accurate and highly consistent with the local context (Mean=4.54±0.26). This reflects that the community's success stems from strengthening internal foundations, particularly human capital and product development, grounded in the Sufficiency Economy Philosophy (SEP). Furthermore, these findings lead to a proposed community development model for sustainable tourism that integrates community participation (Human Capital) with local identity and wisdom (Cultural Capital) to create innovative services. By utilizing SEP as a strategic immunity in management, this model fosters a balance between economic growth and the preservation of community roots.