MANAGEMENT AND DEVELOPMENT OF OTOP NAWATWITHI TOURISM IN THE UPPER NORTHEASTERN REGION OF THAILAND

Abstract

This study aimed to: 1) examine the conditions and problems of OTOP Nawatwithi tourism; 2) investigate management capacity and development using the PDCA cycle and innovation; 3) assess community potential, the external environment using PESTEL, and community business models using the Community Business Model Canvas (CBMC); and 4) propose recommendations for tourism management and development in Thailand’s Upper Northeastern Region. This qualitative study analyzed secondary data and information from 18 purposively selected key informants with relevant knowledge and experience. Data were collected using recording and in-depth interview forms, analyzed through content analysis, and presented descriptively. The findings revealed that: 1) the region has considerable natural, cultural, local wisdom, and lifestyle resources, but communities vary in readiness and operational continuity. Key problems include unclear identities and unique selling points, limited product quality and standards, marketing constraints, insufficient participation, and dependence on external support. 2) The PDCA cycle was incompletely implemented, particularly in monitoring, evaluation, and applying results for improvement. Innovation should cover products, services, tourism activities, marketing, technology, and participatory management. 3) PESTEL analysis identified opportunities and constraints involving policy, economic, social, technological, environmental, and legal factors. CBMC analysis indicated that despite distinctive community resources and identities, systematic connections among product value, networks, and markets remained limited. 4) Development should follow an “Identity-System-Network-Market” framework by transforming community identity into tourism value, establishing PDCA-based management, strengthening collaborative networks, and connecting communities with target markets to ensure continuous and sustainable tourism management and development.

Keywords: OTOP Nawatwithi, Tourism Management, Tourism Development, Upper Northeastern Region of Thailand