| dc.description.abstract | The objectives were to; examine the current condition of Don Wai Riverside Market;
address the market’s development challenges based on the Nawatwithi’s concept of
community-based tourism; and formulate a Nawatwithi development model for the market.
This qualitative study employed in-depth interviews and non-participant observations to
collect the data from a total of 10 key informants comprising public-sector administrators,
public officers, entrepreneurs, and tourists. A thematic analysis was used to analyze the data.
Findings revealed that; in the current condition of Don Wai Riverside Market, reflected a
substantial volume of tourists amid the lack of One Tambon One Product’s (OTOP) retail
supports; four market’s development problems, included; the missing cooperation between
community members, entrepreneurs, and market owners; the lack of promotional pushes for
the OTOP merchandises; the absence of tourism human resources; and the inadequacy of
tangible public-relations efforts; and a Nawatwithi development guideline should include four
elements, which were; a cooperative campaign for community members, entrepreneurs, and
market owners; a solid promotional boost for the OTOP merchandises; a tourism training
program for a better recruitment yield of tourism personnel; and an improvement on public
relations for suitability and efficiency enhancement scheme for public relations. | en_US |
