Development of Tourism Management Potential in Nan Old Town, Nan Province

Abstract

This study aimed to examine the tourism situation affecting the potential of tourism management in the Nan old town, Nan Province. The sample consisted of 400 local residents from Nai Wiang Subdistrict, Mueang District, Nan Province. The research instrument was a questionnaire, which was tested for validity through content validation and reliability, yielding a Cronbach’s alpha coefficient of 0.94. The data analysis was conducted using descriptive and inferential statistics, including percentage, mean, standard deviation, and multiple regression analysis. The results of the study revealed that: 1) The overall tourism situation in Nan Old Town, Nan Province, was at a high level, with a mean score of 3.93. The factor with the highest mean was outstanding tourist attractions or key attractions, with a mean score of 4.54; 2) The overall potential for tourism management in Nan Old Town, Nan Province, was also at a high level, with a mean score of 4.08. The factor with the highest mean was the management of cultural tourism resources, with a mean score of 4.38; and 3) Multiple linear regression analysis using the Enter method was conducted with three independent variables: tourism attractions, supporting partner organizations, and natural disasters that had occurred in the past. The results indicated that these variables were significantly related to the development of tourism management potential in Nan Old Town, Nan Province, at the 0.05 level of significance. The predictive equation was as follows: Y = 1.42 + 0.80X₁ + 0.41X₂ + 0.37X₃. Furthermore, the analysis demonstrated that the tourism situation was positively correlated with tourism management potential in Nan Old Town, Nan Province, with statistical significance. The most influential factor was tourism attractions (X₁), with a standardized beta coefficient of 0.80. An increase of one unit in this factor resulted in a 0.80-unit increase in tourism management potential, which was statistically significant at the 0.05 level.