Materials and methods
This research was conducted by means of a survey. The collection of
the qualitative and quantitative data was carried out by using questionnaires and
interview forms. Three target groups were identified: tourists, local workers and
enterprises, and community leaders who lived in Loei, Chaiyaphum, Khon Kaen,
and Nakhon Ratchasima, respectively.
The sample size of these target groups which the research was
conducted was a total population of 340 samples, and distributed as follows:
1. 200 questionnaires for tourists using purposive sampling;
2. 100 questionnaires for local workers and enterprises using
purposive sampling; and
3. 40 interview forms for community leaders using purposive sampling.
The research instruments used were questionnaires and interviews.
The questionnaires used rating scales to judge the attitudes of the target groups.
The Likert scale was the most frequently used variation of the summated rating
scale. Summated scales consist of statements that express either a favorable or
unfavorable attitude towards the object of interest. The target groups were given
a numerical score to reflect the degree of their positive attitudes, and the scores
were totaled to measure the target groupsû overall attitudes. The target groups
(tourists, and local workers and enterprises) chose one of five levels of
agreement. (Cooper and Schindler, 2003)
There were two sources of secondary data; one was from the internet
and the other came from documents related to tourism, especially the target
areas controlled by TAO (Tambon Administrative Organization). This information
came from the private and government sectors; the Tourism Authority of
Thailand, the Office of the National Economic and Social Development Board, the
Bank of Thailand, and other related sources. In addition, the results of related
research were also used in this research.