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THE GUIDELINE FOR CULTURAL TOURISM DEVELOPEMENT
IN PUEIHUADONG COMMUNITY, PUEI SUB DISTRICT,
LUE-AMNAT DISTRICT, AMNATCHAROEN PROVINCE
KHANITTHA NAPAPET
A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF MASTER OF INNOVATION TOURISM MAJOR
FACULTY OF LIBERAL ARTS
UBON RATCHATHANI UNIVERSITY
ACADEMIC YEAR 2016
COPYRIGHT OF UBON RATCHATHANI UNIVERSITY
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TITLE
AUTHOR
DEGREE
MAJOR
ADVISOR
KEYWORDS
ABSTRACT
THE GUIDELINE FOR CULTURAL TOURISM DEVELOPMENT
IN PUEI HUA DONG COMMUNITY, PUEI SUB-DISTRICT,
LUE-AMNAT DISTRICT, AMNATCHAROEN PROVINCE.
KHANITIHA NAPAPHET
MASTER OF LIBERAL ARTS
TOURISM INNOVATION
ASSIST. PROF.SUWAPHAT SREGONGSANG, Ph.D.
CULTURAL TOURISM, TOURISM DEVELOPMENT, PUEI HUA DONG
COMMUNITY, YUSKUL
This research was guidelines for cultural tourism development in Puei Hua Dong
Community, Puei Sub-District, Lue - Amnat District, Amnatcharoen Province. The
purposes of this study were to study (1) the problems of cultural tourism in community
at Puei Hua Dong Community, Puei Sub-District, Lue - Amnat District, Amnatcharoen
Province. (2) The needs of tourists for cultural tourism and (3) to propose the ways to
solve the problems in the area. The people meaner to collect the data interviewed
the local people, 2 Thai tourists and focus group. The result of the study could be
divided into the following parts of cultural tourism:
1. The cultural tourism of Puei Hua Dong Community, Puei Sub-District, Lue -
Amnat District Amnatcharoen Province was classified into four areas; a) tourism
attractiveness b) tourism support c) management and d) community participation.
2. For the demands of tourists in this area, they would like to know the significance
of the local culture as well as the local traditions which attract the tourists. The analysis
of the data found that the demands of tourists in cultural tourism were the
interpretation signs of each important places, to experience the way of like in terms of
the silk weaving of the community with explanation and the process silk of production
or the benefit of the silk, Tourist activities should not be sent the time for too long and
There should be a regular tourist shop. Therefore, the community should consider the
needs of the tourists for the cultural tourism which should be developed alongside
tourism management.
3. There were many problem in Puei Hua Dong Community, Puei Sub-District,
Amnatcharoen Province that cause the lack of development and meet the needs the
tourists. For example, accommodation, activities, and interpretation. The results from
the analysis could be classified according to the concept of cultural tourism as follows:
development of tourism attraction, Tourism development, management development
and community participation development
The benefits of cultural tourism in Puei Hua Dong Community, Puei Sub-district,
Lue - Amanat district, Amnatcharoen Province. Were the impression of the hospitality
by local people in the community and the students from Anuban Lue- Amanat School,
including to learning about the history of the community to learning about the history
of SE-MA-PAN-PEE, experience the production process and buy community products
and souvenirs.
The problems of the cultural tourism in Puei Hua Dong Community, Puei Sub -
district, Lue - Amanat district, Amnatcharoen Province. Comprised of the lacking signs
in tourist attractions and laking of the tourist facilities interpretation such as restaurant,
accommodation and tourist information center including the public relation for tourism.
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23
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1) m'an1VI'U~'lle:J'Ub'llt>l'1Je:J~n"ilm'il.l~bMmb~e:J..:~num'av\e:J~b~EJ'J (Zoning or
the various activities) 1~ EJ 1 offb 'Vlf"ll 'U La ~?I~ tJ 1 Vll.J boU 1l.l1'li1EJ b 'li'U 'a~'U'U?I1'a?I'Ub'Vl!3l'Vl1..:1 .niJ!311?tt>l{ "
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m"il:r~\9l~~'UEJ1 'IX-ll'e:Jl,l(l bbri'l!nv\e:J..:~ b Vi EJ'J 1 'Ubb VI~..:Jv\ e:J..:J b VimViri1~qJ ~ 'li..:J m"il:Wli'~mY-~u..:J i~l1!31'11 Vl~e:J
bb~'U~'U b ~ e:J 1 Vl.n1Yol'i'Jl.JVI~e:J-lle:Jl.J(l~'U \51'U'lle:J'lbb VI~..:Jv\e:J..:J b ~EJ'J~U nv\e:J..:J b ~EJ'J n1~~"il~ 1 'tJb8 e:J'U " .. 4) ~'lb?l~l.lbb(l~~w.J'U 1?1 m'U~vJe:J..:Jb ~EJ'J 1m\\f1EJ..:Jb Yil.l~'U b ~ e:J'li'JEJ(l~f"l11l.l
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27
5) nwu1n~vtlJ1tn.nu~A'uH'eJ~1~:U~~~~G'i'1VI-ru~m~vhrn~~1~'\.J L'li'W rn~
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tJ~~neJ'U~'Jt.J Vl'l.bt.J~1'\.J(;)1~ ~ "1.18~-r~~LMt.J'JoUeJ~ LLft~~::~'ULL'\.J'J~~P\8 Vl'li'Jt.J~1t.J"1.18~~~1'W~'J'Wf1ft1~ ~1'\.Jflljmfl LLft~~1'\.JVl8~~'\.J ~'JlJ~~8 ~rim~1lJ 1 'li"ll8~-r;j'U1ft LL(;)iju'Vl'U1'V1~1A'ru 1 'Wfll~L U'W~'JLL 'Vl'W " ... "
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2.3.2.2 :Uf11l11P~ ~'W'Vl~t'1'11 (2544) n~11l11'Un1~~m~vieJ~L~t.J1'118~1'Vlt.~:U::n111tJ~ ' "
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~~m~m~vi8~L~m (7-S Model) L~8lJ1U~'U1inurn~vi8~L~t.J'JlJ~~.O 2.1) Strategy VllJ1t.J~~ f1ft~'Vl-5~?l~Vl8'W1~L'i1'Ul:'i~fl'J1lJe.J?IlJf1ftlJf1~'\.Jn'\.J
28
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TN bb~'W n 1~ ~1b il'W~1'W~i.'l1lJ1~ttt.Ji)u~1\il bb~t\Pi' 8-!1 b tl'W 1 t.J\911lJ'W btl'U1t.l'll8~ n1~vl 8~ b ~tl1bb ~~'111~
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2.3) VllJ 1t.J fi-:J ~ t'U'U1 'W n1~ ~Iii f11~ n1~vl8~ b ~ tl1~~ij r111lJVIlJ1tJ ~
m8'UA~JJ1t.J5~~~'U'Um~~lilm~.U8JJ~ ~t'U'Um~~1bil'W~1'W m~t.Jnu~m~ m~L~'W n1~~lilm~ ' " OJ
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2.4) Staff 'I.JA~1m'IJ'ULU'Wci1'W~1flty~vh1~Lnlilm~~1Lil'Wn1~\9h~ ~
~1 L ~-;;]~~1~1 t.llil'1v~ 11il tJ L0~1t'UAA~~vhwu 1~'U~ m~l! nvi 8~ L ~ tJ1-;;J :::1'1 8~~-;;J1~ru18 ~ 1~~8'UA8'U ' '
blil tJ ~Iii i.'I~~'UAA~~iim1JJ~::: L~tJ lil ~ 8'U A8'U iim1JJ ~ niwl''U ~1'W iim1JJ '!'U ~lil'lffi'U 1 ~1"111lJ ' "
'1J1tJL Vla8'1Jf1vle:J..:!L~tJ11il'1tJI"111lJL~lJ 1-;;J ~fl11lJ-;;J~~ 1-;;J~e:JG1\916 vl1~1'W&i'\.l~:::i.'I'U~~~1L ~-;;JLL~:::i.'11lJ1~tlvl1
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2.6) Style n1~~1lJflmtVI';h~ Staff LL~::: Skill LL\9i~~A'W-;;J~ij~'\.JLL'U'U1'W
n1~~1Lil'W..:!1'W~I'i1..:!fl'W bliltl'l.lf1~LLU..:!88f1btl'W 2 n~lJ ~e:J '
2.6.1) Autocratic Style Vl~e:J Top Down Style
2.6.2) Democratic Style Vl~e:J Bottom - Up
2.7) Share m~mJ~il'WLL~mt.l~tJ'Wt.l~~i.'I'Un1~~m1lJ~IilL~'W fl11lJi~~
u11 t.Jcim~~lilm~m~vi8~L~m 1\il~~i.'llil " . -2.3.3 m~~lilf11~L ~e:Jm~vi8~L ~tJ11'18~1"hi!~fi~mllJi.'11lJ1~ti~:U:::-r'U11il'll8~~'W~ (Carrying
capacity) 3 t.J~~m~~8
2.3.3.1 A11lJi.'11lJ1~ti~:Ut'!'U1m'WLil~mtJil1~ (Physical carrying capacity) VllJ1tJfi~
i.'lil1~VI~8"'f1'\!J'(Ut'lJe:J~~'W~:Ut Lte:JeJ1'W1 tJ 1 ~ L tl'Wi.'ltl1'W~vl e:J~L ~ tl1
2.3.3.2 r111lJi.'l1lJ1~ti~-;;Jt'!'U11il'V11~~~AlJ (Social carrying capacity) VllJ1tJfi~ c{ 0 t :Kd II~ .dQ./1 d r-f
1"11 1lJ i.'11lJ 1~ tl'Vl :U t e:J 1'W1 tlfl11lJi.'l t lil 1 f1 \9\1 ~ ~ 'lJ e:J ~~'W'Vl LL VI~ ~'Vle:J~ L 'Vl tl1 L ~e:J'W f1'Vl e:J..:! L V1 tJ 1 VI~ e:J
fl11lJi.'11lJ1~tl'lle:J~i.'ICl1'W~vle:J..:! L ~t.l1~ i.'11lJ1~ tt1 ~'U~ f11~LLtl ~lJ1L ~ tJ1 1\il~~~lil bliltJ'\.l f1~i.'IC11'W~vl 8~L ~ tl1
29
2.3.3.3 Fl11lH'I1lJ1'H1~~~~'U1~L'ti<l'UL1flli'VHJ1 (Ecological capacity) VllJ1~ti~
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LL vi~ ~~ii15m~LL"tL 'Vlf'l'Ufl"Ue:J~ f11~~til f11~~1~ n'ULtil ~~eN rh'il~ fi~A 11lJ~1lJ1 ')"~~~~e:J~~'U 1~"118 ~ ., ' ., Yl'U~ Ltil~ii1Tim~~~i1
1) m~mt~1~~1'U1'UU'n'Vie:J~L ~m L ~e:J1ll1 ~un'Vie:J~L ~~1hJ~1lJn'U 1 'Uvittil~ I tJ I IJ' I II I
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~I d. 'II .d1 .d 1.2) Lf1'UA15~')lJb 'U~lJL '1J1"1!lJ~ti1'U'Vl'Vle:J~L'Vlm
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'Vl~-w~1m1'U~'U~,r'U 1 n~m')lJ~1~ 1ii~~dfie:J 3.1) f11')EJEJn1 tJm')~1~'Ue:Jn~m'U~
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' "' fl11lJU1~~tiltilh~'U Ltil~'lllJ"U'Uiici1'U~1lJ1'Um~~tilf11~ 1~LLri f11~~tilf11')~1'U~'U~ (Zoning) f11')
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l'ie:Jl.l '-~~~VI"' nVI"' tJU') ~ m':i L 'li'-!n'-1 ~~ e.J"' m~ 'Vl'U~ Ln ~~'-1-:u 1n nl':ivle:J~b vlt.~1J '-!31~~ e.J" n ') ::'Vlu~ ''-~ • 'U1mb"~~~'-~"'U bb"::-:u1n m':i Pln~I'W'Ullll ni'tlln1')~1'-l1 VlqJ l!m)lbb '-!ne.J" m~'Vl'U-:uln miv\e:J~b vim
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~l'-!1.'1~bb1~"€ll.J
Brune ( 1996) m::h1'iie.Jam::wu'Ue:J~miv\mLvlEni1~~~~'-~'U1mba~~~'-~"'U 1 '-!~I'-!'U1n 1~bLn 1.'1~~~~1'-lbb"~i.'l~l~iltJ 1~ ~bbnFI'-11 '-!Vle:J~ri'-1 1 '-!VI"ItJ bbVIci~ n1ivlemvlm'1i1tJ1 ~FI'-li1~1'-l'Vh 1 '-!Vl€1 ~~'-!
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l.llli.'l 1.'11iiUJ (2539) nci 11llmiv\8~lvlti1 ri81 ~bil~~1'-lbba~i1tJ 1~19ie:J'Uflfl"':ii1'-11'-ll.l1n • • u."~ m')i1~1'-~~1l-l 1 '-!n-:umil-lmi'Vie:J~b vl t~11~ tJ~') ~bL"~ 1 '-~ n-:um':il-lLMt~1L~8~~'-~ 1 b 'ti'-1 mi'l11Lvlm
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31
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32
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33
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34
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(Assimilation) 1:;Vl11~l~'U511l.lLri1nu1~'U511l.l 1 VllJ LL~tn~mruL~1'lleJ~l~'U511l.l Lri1ne:J1'JLL~~~
fl11~e:J~1'U(Reaction) l~'U511l.l 1 VllJ fl11vl e:J~ L ~ tJl'Vh 1 ~ Lfl~ fl11'W\Jtl'l.J1:;Vl11d~'U511l.l 1 VllJ'1JeJ~
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2) fl11~e:J~1'Ul~'U511l.l (Reaction of culture) Lfl~'J111l~'U511l.J'1Je:J~
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3) m~~€l'1J1tJl~'U511l.l (Commoditization of Culture) Lfl~~1111111
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35
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fl1'jl"i1 ~~vi111Xl'~'U5'j'jl.JLU~EJ'ULLU~.:J1'\Jmh.:~L~e:J'U~e:J8 (Cultural Drift)
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36
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44
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45
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46
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2.6.1 fl111JVI1J1f.ln'l'iiifi1'U~11J (People Participation)
2.6.1.1 uruL~Pl ~(Pl~~l'\llJ'U1 (2542: 28) 11ill-M'm11l'VIl.J1tJ'IJeJ\Ifl1-siia-:J'U~ll.J'IJeJ\1'111l'U'U '" .
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2.6.1.3 ~~'U~ 11111i-s~n~ (2527: 18) m~ii~l'U~11J'IJeJ\IU'S~'U1'11'U 'VIlJ1tJfl\l . ' n ~~'U1'Ufl1-sm~vh~'\.J-s~'U1'U'U:i:im1l.J ~lJA'S 1 \!L "li'1ii6i1'U~ll.J 1 'Un 1'Srl 1'VI'UI11 n 1'S L '\.J~tJ'ULL '\.J~\IL ~eJIPi'1
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47
2.6.2 m::'U'l'Un1':iii~·:nJ~'nJ (Participation)
2.6.2.1 tn~'Ud'Uf1T~ihht..d1l.J (Participation) '1JeNf'll'W1 'U'IJl.!"1l'Ub~81~'Ufl'Uf11'~-rm!tl
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48
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mll.IMe:J~ mi Vi~e:Jm~~~b~nl"l1llJMe:J~nT~ 1 tJ b -w~1~ L~u11Ltlu~~~LnumllJG1lllliCl L'1iu mirie:J
1ul~mill1uLljel~lJll 1 tJ tJi~b 'Vl~B'Ub~81 'Ub~e:Ju-w~~~mt~u u 20oa U'nv\e:J~L~81~~~h~~b~'U'Vll~ 1 tJ Llje:J~~~ n~11 "il~Me:J~ dilill"l1ll.l ~lilVil'~ bow il~ Lnlil mll.ln~1~~l'UI"l1lll'IJ~e:Jii1Dt~ bb~~e:Jl"ilG\'lJ b~ n
m1lJ~~ 1"il1 umi b~'U'Vll~ Vi~e:Jm"il b tJ~t~ 'UL~'U'Vll~ 1 tJ blj e:J~~u~tJ~e:Jiilnt~n11 2. 7.3 iJ~~v~ijij'VI5~fl~il~CJ~n«J«JlJ"'lil~.Ynvia.!IL ~v1
2.7.3.1 U"il-:5't!'Vll~tJi~'1JlmmG11Pl~ (Demographic Factor) '11nv\e:J~L~tl1~b~'U'Vll~lJl
"ill n n~lJUi~L 'Vl~~ljtJit"1Jlnil.llf1 '1 f1li LLG11il ~e:J e:Jf1'1!eN'I1nv\ e:J~ L ~ 8111il8lJ lf1bb~1 "il~ bL\Pl n~ l~"ill n
'11 nv\ e:J~L ~ tJ1~ L~'U'Vll~lJl"ill ntJi~ b 'Vll'll~iitJ ~t "111 mue:J t1 '1 L '1iu '11 nv\e:J~ L ~ m "illntJi~ b 'Vll'll~'U~~ii I I t,/ I
tJit'1JlflilJ1mtluei'u~uHi!~"'Je:J~ 1~n fie:Jn"h 1 'Wu~1'UI"l'U li'ViG11lJ1iClii~ui51'U'Vl1~bl'lli~i5n"ilVi~ " "' "'
b WtJ~'We:J 1 'Uf1lib~'U'Vl1~vle:J~ b ~ tl1~1~Ui~b 'Vll'l!M ~ tllJL U'Uf1~lJ~e:J ~i1 'U i~~tJf1~1~~~it~tJG1~1 'U"'~I"llJ ' " "
n1ibLG11il~ e:Je:J n'Vl1~'W ~&\mill~ 1~ '1 ~ e:JlJ bb\Pl n ~ 1~Vi~e:J\Pl i ~ nu'li1lJ n tJ'IJ'nv\ e:J~ L ~ 81 "illntJi ~ b 'Vll'll~~ 1"11 tJ ~
~~iitJi~'1J1n'Se:J~~tJi~lJ1ruvrn~1'\.JA'U bU'UM'U
2. 7 .3.2 u"il-:5'EJ'Vl1~b'VlA1'U 1~~ (Technology Factor) U"il-:5'EJ'Vl1~L'VlA1 u1~~ 1~LLri U"il-:5'EJ
1 un1ie.J~IPl ~ufi1vr~e:Je.~~~P~.firu"t1'Vll~ miv\em ~tJ1i1lJ ~~ f11i 1 ~f1litJ~f11i~ 1'\.JA11lJG1~m nG1tJ1EJ~e:J
Uf1vle:J~b ~ EJ1~1 EJ b -d'U b 'VlA 1 u1~ ~'Vll~ f11i~tl G11i 1~Lbtl i~tJtJfl1i"ile:J~a1itl~~,j'~tJ 'Ubl"l~e:J~U'U f11i
e:Je:JmJIPli11ilEJ~1i"'Je:J~~1EJf11iU'U~l~ '1 ~~1-ti'i~tJtJAe:JlJ~1L\Ple:J~~L~EJf1rJ1 CRS (Computer
Reservation System) ~·Hm~~l"l11lJG1~1i11fiG1tJ1m11ilb~1 U'nv\e:J~b~tl1~e:JlJiil"l11lJ~'U1"ilbb~~bb~lil~
~~ 1"111lJl1uA~"'Je:J~m ~tJ~mi~1 tJ "
2.7.3.3 U"il-:5'EJ'Vl1~flliblje:J~ (Political Factor) U"il-:5't!'Vl1~f11ibljeN bU'UU"il-:5'EJ~fli~'VltJ
~ eJ ~\PI ~1Vif1 iilJ f11ivl eJ ~ b ~EJ111il EJ bO'W 1 ~~ e:J1J nv\ eJ ~ b ~ EJ1 ~ 1 EJ b Vi~~'IJ' f1vle:J~ L ~ tJ1 11il tllJ1f1 b~'U 'Vl1~
v\em~EJ1~1EJLVI\Ple.J~Vi~n Ae:J n1i'Wn~e:J'UVI8e:Ju h ~~,!u '11nvie:J~L~m8eJlJ 1lJiJEJlJ~"il~b~'U'Vll~hJ1 u • bb Vi~~v\eJ~L ~ t~1~ biilililn.JV11'V11~ mi bljeJ~ b -du tJi ~b 'Vll'llBG1ilL e1~ ~ii ~mu~vieJ~L ~EJ1~~1EJ~1l.lll1n
€\ ~~~~ fi'~ii 1'111~u~mu~a11"1ru'Vl1~1'111 G1'U ll"l~G1~ ~'11 n bbG11~tJ ruilEJlJ b~'U'Vl1~ 1 tJ b~ EJlJ'1JlJ LL~ n bnlilu ruvn u ~ u u
'Vl1~~1'\.Jf1libiieJ-:JeJ~IPl~eJiilLJm vh 1 ~bfililm1l.l 1J.JtJ~eJiil.fiEJm1lJ 1JJ~tmn1 'Uf1l~L~'U'Vl1-:J 1 tJvieJ~b~m
Vi~81 UbbG11~tJru ~1EJLV11P1~~~11'11nvieJ-:Jb~m 1lJ'Vli1tJl1"iltLfililu ruvr1~'\.Jb~eJ11il LL~~iib Vi\Plf1lirurieJ q u " u q
57
l'U 1P~m-s1l'IJ8 -!!'IJ11tl1 Lfl ~11'1 ~t>1fl8 ~ L 1 6'11 vh 1 ~\J~mru'l'J nv\8 .:~ L ~ ~n~ L~'U'Y11-!! L -1!11 tJ1 'U a ~~1 L 8f!ii
~1'U1'U bJ1J1n'l'Jn
2.7.3.4 il~~EJ'Y11-!!LPI~'tl~fh (Economic Factor) LPI~~~il~uudJ'UiJ~~E.Jl1~fl~ ~ ~
ri8 1 ~Lil~ m~vl8.:~ L ~EJ1 LLf!~u.:~u8 n-w ~~n ~~1l'll8-!!U nv\ 8.:! L ~ EJ1LL~fl~'IJ1~1~~1 EJ vnnu nv\8.:~ L ~EJ1
fl~1J 1~~b~'U'Y11-!11J1~1flU'S~b'Y1Pl~ii~'Ufj1'U'Y11-!I LPI~'tffjfl~~ b 'IJ'U Uflvl8-!!b ~tn'IJ11niU'U ~flflfl:5'~8 E.Jb 'U , dJI .... -.,, \1 \J
eJ'U~u~'U 1 ~b u'U~~8-!Ifl1~'1J8.:~bn8uVJntl~~b 'YlPI m~Lb~~-!188fl~1'UV'I~~m~1Jm~ 1 -rr~1mL"~ 1m t11 'U I I tJ I
II 1 1.1 Cii1 Q.l tJ t.l Q.J l.l I -=1 V .dt ~ ~
VJfl 1 m'U L'IJ'U ~1'U'Yl"Wfl m'U81Vi1~ ~1'U'U'U'Yl'U1fl1~ ~1'U'Y18.:JL'Y1EJ1 m'Un1~SZ!8'118.:J'Yl~~"n ~~
b~8n1-ii'u~fl1'S8 ~1 'U 1 ~-!! bb ~1Jl1~8bb l1~-!!vl8-!lb ~E.J'J~~~U~-!1 b U'U~'U l'l'S-!1 n'Ui11Jl11 flU flvl8 -!lb~ EJ1~
L~'U'Y11-!11l 1~ 1 n n~1ltl~~ L 'YlP~~ ~'U;i1'U m.:~ Lm'tf;i fi~~h1ri 8 EJ~ m ~ LL~~.:~ 88 fl'IJ8 .:~u nvl 8-!1 L ~ m ~ 81l t~n , .... ell \1
~1n~fllnE.Jm-w 1 'Ufl1~b~'U'Y11-!Ivl8-!IL~m bb~"~~~.:~n~~ 1 -rr~1EJ 1 'U~~~unfl1.:J5.:~~1 2.7.3.5 il~~EJ~1'U"'-!1~1JLLfl~11)lJ'Uli~'S1J (Socio-Cultural Factor) il~:5'EJ~1'Uduu11ii
~" m~'Y1U1J1fl~ 8 m·m~~-!18 8 fl'U 8-!1 -w~~ m~1Junv\ 8 .:~ L ~ m L -w ~1~unvl 8-!1 L ~ m ~ nil~:5'EJ 'Y11.:J ~ 1'U
" "'.:~ ~1l LLfl~ 11)ll'Uli-s~1Jl1~ 8l1fl 81l1l 1 t'lfl 8 ~ LLf! ~ ri 1 EJ 'Y1 v ~ 8 v n1J 1 L ut!~ P~u ~~'II v .:~ n ~1l ~u L Vi~ 1'l'J'U '
~ P~'U ~~ LLfl:rJI)lltJt'i~ -s1l'IJ8.:~li'v.:~ ~'U 1~-.1 8.:~ ~u'Vi~.:~~ ~ L u'Uv1 1 n1Vi'U ~'~~~-u EJ1l LLfl~ri 1'WEJ1J 1 u n1 ~L~'Um.:~
m~offv~'UA1 m-sL~'U'Y11.:Jvi8.:~L ~EJJ'IJ8.:~ n~1J~'U ., ~.:~ii~"~ 8m~u-ruu-s.:~C.Jat'l.tl ru6f1nwvl8.:~L ~m~~ ' I '
v~ 1 'U~~~u 11'1LLfl~~t1LL uu 1~'~
~1tlil~~EJ~ila'V15-wf!~8"W~~ m~:wunvi8-!!L ~ EJ1 1~LLn 1) il~:5'EJ'V11-!!tl~~'IJ1 nw11~t>14 (Demographic Factor) 2) il~~EJ'Y11-!IL'Yl~l'Ulf!8 (Technology Factor) 3) il~~EJ'Y11-!Ifl1~LileJ~
(Political Factor) 4) il~~EJ'Y11-!ILPI~'tffjfl~ (Economic Factor) 5) il~~EJ~1'U"'-!1~1JLLfl~i'l)lltJt'i'S~1J .. (Socio-Cultural Factor)~.:~~.:~ 5 il~~E.Jdii8'Y15-wf!~eJfl1~vl8-!IL~EJ1L:U.:J11)lltJt'i~~1JL'IJtJn'U L~eJ-!1~1fl L tlt!il~~EJ~LL~~'~~8v n1J1~1nunvlv .:~L ~ EJ1 1 ~-ru1fi.:~~111l~8.:~ m~'llv~u nvlv~L ~EJ1~~v~n 1'l1l 1L ~ m
" 1'Ll~mu~,Yt.!1 ~~u~u8nfi~~111l~v.:~m<J1t.!VJfl1 ~1u hj'J1~~Luu v1m'l ~wn m-sL~um.:~ ~1u LL~1LL~ Luu-w~~ m'l1l~LL~I'l-!! v8 fl1l11 'U ~tl'Uv-!!~111l ~8-!!fl1~'118-!!U nviv.:~ L~ m1TuLv-!! ~.:~1 'ULL u 1~1'1;1 c:li~t.J L~ 8n'll11l1lL~~ 1~~"1i'v1lfl1 t!i't'l t~tl~~ ~.:~ri~ 2 flm11m1Lm1~Vi1 t!~ 1'U m 1:w~ 8.:~ n1'l'll8-!! " " ' '11nvi8.:~L ~EJ1~il~v11)ll'Uli~~1l'll8-!!U1'UL tl8t.J'M1~.:~ ~hum tl8mhfl8~mi1'Ll1~ ~.:~wj'~ ei1'U1~L~~'1J 1 t!
n1 'lLL~I'l.:JeJ8 fl'Y11.:J~ 1u-w~~ m~1lm 11J~ v.:~ fl1'l~ 1.:11 ~'IT nviv.:~ L ~mii~ eJ'1!1l'UtJ
2. 7.4 wq~n~~:W"Ilv·njnviv·u ~~11'Llm'i~~au1~viv·u ~~1
~'lJLaP~ ~t>1~-!!11)lltJ1 (2548) n~11'i1 w~~fl'l'l1l'Uv~unvlv.:~L~EJ11um~v11'l~t.!h vi8.:~L ~EJ1 Vi1l1EJ 5.:~ tll)fi~m'll8.:~u m1 8.:~ L ~ EJ1~b~EJ1oU8 .:~1~'~ EJI'l 'l.:~ nu m'l1~-rul1 ~8 m'l1 iu~n 1-s
'Y11-!!fl1'lvl8-!! b ~ E.l1 'l11J~-!Ifl'l~ U1'Ufl1'l~ 1-!1 1 1 tJ fl1'lvl 1'1 ~'Uhb~'U'Y11.:Jvi 8~b ~EJ1 ~-!I'W8 ~~~'ltlfi.:~ '
w~~ m'l1l'Uv.:~unvi8.:~L ~EJ1 1 'Ufl1'lvll'l~tJ 1 ~vl8.:~ L~tn11iliut'18'U~1Fi''1Jv~ 9 i'Ut'18'U~.:J~8 1 udflv "
58
.fr'W~ 1 f11'~ci-3LG1~lJ~~l~'Yll~nl')v\8~L~~1 (Tourism Promotion) LU'Wnl')eJl'W'"W
~l1G1l')'Yll-3nl')v\8~L~~11oHLLri n~lJL thVilJl ~ 1~ ~ ~l'W~8~il~ 1 LL~~'\11111 ~~ l'W~L~8l-rr8-3 'Vh 1-H
'11nvi8-3L ~~1 1~-ru"lh1G1l')L l1~l,r'W tJ I I I I I
-D''WVi 2 l"l1llJ~8~nl')v\8~LVi~1'tJ8~'tTnv\8~LVi~1LL~~~I"l'W (Need) dJ8't1nv\8-3LVi~1
n~lJL thmn~ 1~-rU'Yl')lU-rr8lJ~'Yll-3nl')v\8~ L ~81 LL6i'l fl~~ ri81oHLfl~l"l1llJ~8~nl')v\8~L ~81~'WJll~ 1 'W ' ~
~~ 1 ~'tl8~'1Tnv\8-3L ~~1LL~~~I"l'W
.fr'W~ 3 ~~~~hrill1-ru1Jnvi8~L~~1 (Motivation) LU'WLL')~m~~'W1-H8mnvi8~L~81~~ ~ '
bii~~lni:l~~~ 2 U')~nl')A8 Push Factor LU'WLb')~e.J~n~'W1oHLfl~l"l'JllJ8mnvl8-3L~~1LL~~ Pull
Factor LU'WLL')-3&i-3~~1~1l11tJ"lllJLL'\11~~vi8~b~m,!'W 1 ~
.fr'W~ 4 nl')~~~'Wh"ll8~'11nvi8~b~~l (Decision Makino) dJ'WLL')~m::;~'W~ln~~~~h :::. ' ~
~::;vh 1-H'Ln~Jlll'i~n'rfru'Yll~nl')v\8~L ~~1 (Tourist Image) "1J8~LL~~~Vl8~~'W~'WL~8U')::;n8Unl') ~~~'W h-;h~::; 1 tJvl8-3L~m~1l1'W~~G1~ 1~~1"hu~Ci~ml1JtJ')::;l1~~ tJ~8~fi~ G1::;mnG1ulmL~::;mllJ
' 8.ih1J~lJln~G1~LU'WLnru'ii
' .fr'W~ 5 nl')1l-3LLe.J'Wrh1-rr~l~nl')v\8~L~~1 (Planning for Expenditure) ~8 nl')
b~~~lJJl~LLe.J'WAl1-n'~l~'Yll-3nl')v\8~L ~8lllAl1 i~l~~~'\11lJ~~~~Ln~~'W 1 'W nl')v\8~L ~~1G1t;n'W~ ,!'W1 L"li'W AlV'll'\11'W::;L~'W'Yll-3 Al8l'\11l') Al~~n rh-rn'r!lV'l8lUl~ Al1-n'~l~t8'tl8-3~')~~n LU'W~'W
-ff'W~ 6 nl')L~~~lJnl')L~'W'Yll~ (Travel Preparation) ~8 fll')L~~~lJ~11'WL~8-3"1J8~fll') ~8~t>i'1Wl'\11'W::;~~~L~'W'Yll-3 fll')~8~')l~nl')v\8~b~~1 fll')~'W~'IJfll')L~'W'Yll-.3 L"li'IJ l1'11~~8L~'IJ'Yll~
fll')8'4fYl(J)LiltJ'S::;L'YlP! LU'IJ~'IJ
.ffu~ 7 nl1L~'W'Yll~vi8~b~m (Travel) bU'Wnl')88nb~'W'Yll~~lnUl'Wb~8vi8-3b~~1 ~ ' -=i, ~ II -=t Ql tJ
~'Wn 1~'Yl~'Yl8~ L 'Yl~1LG11~ LL~1Cl~ n~UUl'W
.fr'W~ 8 U')::;G1um-sru'l1nvi8~L~~1 (Experience) L~m!nvl8-3L~~11~iim')tJ'S::;Lii'IJe..~~ fll1L~'IJ'Yll-3vi8~L~~1 8l~LU'IJG1t;n'W~ MllV'lbb1~6i'8lJ ~f'l'W m-su~m-s ~-3Bl'IJ1~1"1JllJG1~~1n n~::;
~
Me..~~'tJ8-3tJ')::;G1um-srum-svla-3L~m ~~8l~Lbu~Mttl'W 2 ~n'r!ru~ ~a
(1) iimllJ~~w8h
(2) bJiimllJ~~wah
.ffu~ 9 Vi'P~'IJf'l~'tJ8-3Unv\8~b~~1 (Attitude) L~8unvi8~L~~11~-rutJ-s~G1um')ru~ln m-svi8-3L~mLLa1 fl~~Ln~Vi'Pl'WA~~am')v\8~b~~1~"~~~d tlll1ln1l'ITnv\8~L~EJ11~-rumllJ~~w81~ fl~::;iiVi'P~'IJf'l~~~~ am-svla-3L ~~11"1~~-cl' 8l~vh 1-HL 'tJln~umvi8~L~~1Bnl"l~~l1~au8n b~l1-H'uAA~
' ~'WlJ lvia~L ~~1 tllmn'IT n'Vi8-3L ~~1 1~-rumllJ hi~~l'i8 hfl~~iiVi'P~'WA~hi~~8m-svla-3 b ~~11"1~..,-Q
59
ad ~ 11
2.8 'Vlt)~!Jbflf.l1fl\Jfl113.19lil~n1~
.... .,~ II "t 2.8.1 'Vlt)~!Jfl1"\J"tl'Ufl113.19lil~n1~"tlil~3.11~ Lfl1
'Vl~'t;~~h~'u~'Ufin1lJ~e:J.;Jf111 (Hierarchy of Needs Theory) lJUb'U'U'Vl~'t;~~.;J~~lJ ~~mn\Jm~~-!11:;,) ~eJU~1~lJ ~e:J'U.l.l1~ht1 (Abraham H.Maslow, 1970) Hh~'We:JH e:J1:;,JflciT"Jb~l1
~~1~ ~1flqj"Ue:J-!I'Vl~'\;~dnflle:J m1 ~ ~ 'UJ 11 'U~~e:J-!I"U e:J~m1l.l~ e:J-!1 m'S"Ue:J.;JlJ~'\;~ lJ~'t;~VJ nl"l'U~'Wiil"l'"J 1lJ
~m m1e:J~\9lae:J~L 1a1e:J~1-:JhJ~'W'1~ ~~a~~ 'iJ'Wm1l.l~ e:J-:JnJ~~dJ'Un~lJ~~'hvi'u 11\ 'iJ'UVi~'W~-ti'W m1l.l " eJ ~ d 0 d a... v Jf ~::~~ \9le:J-!In1~1~~U'U'W'Vl\911'Vl~~nfle:J fn1lJ\9le:J-:Jn11~'W~1'W'Vl1-!ln1ti.f11~LLa~'Ul.f11~ (Basic Physiological
and Biological Needs) ~La~ 'S~vlU~-!1~~~ nflle:J fin1lJ~e:J-!! f111~:;,JnJ1~~Uf111lJ ci'1~ ~:;,JVI~e:J l"ll1lJ 'U '
~e:J-!In1~\.h~~fl,;\9l'W (Self-Fullfillment Vi~e:J Self-Actualization Needs) fn1lJ~e:J-!If111~1-!l 1 ~~
mlJ~1vlU~'W:;,J1 n~11 'IJ~-!!1~~-!!.Q 'U
2.8.1.1 fn1lJ~e:J-!In11'Vl1.;J~1.;Jf11ti (Physiological needs)
~ 'iJ'U f111lJ~ e:J-!1 f11'S~'U'~''U \i1'W~ii e) 1'U 1:;,)lJ1fl~ ~~~~"~~-!! ~fl\91 ~ ~'U 1 ~-u~~~ ~:;,) 1 f1 .. ' ' l"ll1lJ ~e:J-!If11~~-!!VilJ~L 'iJ'WI"ll1lJ~e:J-!I f111~"1ilti f111~11-:J~i\9l 1~LLri l"l11lJ~ e:J-!1 f111 eJ 1Vi1~ tl1~lJ e:Je:Jf161JL:;,J'W f11~~fl~e:J'U'We:J'WVI~U fn1lJ~e:J-!!f111'Vl1.;JL~I"1 l"ll1lJ~e:J-!!f111fin1lJe:JUB'W \9lae:J~:;,J'Wfn1l.l
' ~e:J-!If111~ :;,)~() f1 m~~'We:J1 til~ -ru~lJ er~ bb 1-!1-rrU"U e:J.:J~1-:J n1tlb V1ci1ih~ L~til-ffe:J.;J l~ ti\9l1 .;J tlUI"n1lJ eJ ~~e:J ~
'U ' 'U
"Ue:J.;J~1-!If11ti LLa~"Ue:J-!1 a'W'Vl~ ~ fn1lJ~-!I~e:J 1:;,)~1~-ru 1 'U~'Ud:;,)~ fl~~~'U 1 ~Lfl~l"ll1lJ~ e:J-!1 f1111 'U~'U~~.;j ' 'U
fll1 LLa~51~1"ll"la 1~'1J1~~Ufl11lJalJ L Vial~:;,)~ ~'U eJ -!ll"ll1lJ~ e:J.:Jf11~~'U~1'Udn:;,J~ bJ\ ~-ru f111 m~ ~'U 1 ~ Li~~m1l.l~e:J.:Jm-s1'W1~~u~~-:J~'W e:J~1.;J11nml.l 51m1lJ~e:J-:Jf111e:Jci1-:JVi~.;JEJ.:J1l.11~-rum1l.l~-:J~e:Jh
'U
'tJI"ll"lan:;,J~e:J~mti1~m1l.l~e:J.:Jf111~'W\9lae:J~hJ ~wi11~m1l.l~e:J-:Jf111~'W 11l-iu11fl!JVI~e:Jna1m'iJ'W m1l.l~tl-!lf1111~~U1e:J-:Ja-:J1'1J
2.8.1.2 l"ll1lJ~e:J.;Jn1~m1lJUae:J~Dti (Safety needs)
m1lJ~m m1'Vl1-!l~ 1'U ~~.;j n1ti 1~-rum1lJ~.:J~e:J 1:;,)LLalul"ll"lan :;,)~~w.J'U1m11uci ' 'U
~'W1VIl.i~e:J1'1J ~-!I~'WdL~tifll1fn1lJ~e:J.;Jf111fn1lJUae:J~DtiVi~e:JI"ll1lJ~~m.1'Wfl-!l (Safety or security) 'U
Maslow nci1111 l"ll1lJ~e:J,:)f1111"ll1lJUae:J~.tltid:;,J~~ .;Jbf1\911~~~ti 1 'W'Vl11m~a~ 1 'W~~ m~n1 ~~e:J.;J:;,J1fl 'Vl11fl LLa~L~ f1 b~ f11 ~ e:J-!If11'S fn1l.l'!l1ti ~ Viae:J LLa~ ~ e:J.;Jvl-:J~1e:J 1~ti ~~'U
m 1l.l~ e:J-!1 f1111"ll1lJUae:J ~ .tlti :;,J~EJ -:Jii 8'VlTI~a~ e:JUI"ll"laLLlJ';h :;,J~~1'WYi'W1ti ~~ n1 u '
LLal LLm 'UUI"ll"la~'Vi1-!!1'U 1 'U\i1'W~ L'iJ'W~fllJI"l'S e:JH '!i'W ~'S'fl'\;1~~'U lJflUru~ Vi~e:J'Vi1-!!1'U~~tiltlUf111 '\ "" 'll It \1 ""
u1~n'W~I-:J 1 LLa~~~vi1VI~~m~m1-s'n<t;1~ti1U1mvle:Jf111l.luae:J~D'ti"Ue:J-:J~~'W L'li'W LL~'Vl~ ~mma
•,
. .
60
~vh 1-M'lJ~~"f~n "tlmwul'~" m1lJI'leJ'lfl1'im1lltlmwli1~ 1 tlL~eJ'l~tl1 l\l~LMm-5eJ'lflUfl1'iL~1iqJf1\.J
~'1~1'1 1 b'V1~1iJ e:J1"11(1,!1fl'i'ilJ J1vlllJ bb~tl~tl1 'VIl fl1'il\l~11\l" A11lJaU~tl hJLtJtl'i~ b~~U'lJeJ'la'l~lJ ' ' ..,
LL"~ b 'VI~fl1'iru~tl1 Vi~~1~~~'lflUMl1'WL '111~1-Q
2.8.1.3 m12J~il.:Jn1'a~'J12Ji'mb"::~'J12JbUtJb:51"lHH (Belongingness and love
needs)
m1lJ~e:J'lfl1'i~l1lJ -rmL~~ m1lJL tluL~1'lleJ·H tJu~l1lJ~eJ-:Jfl1'i.ffu~ 3 ~l1lJ ~ e:J-:Jn1 -sd ~~ bn~~u b~e:J~l12J~ e:J-:J m-sY11-:J~ 1u ~1'1 n1~ bb"~~l1lJ~ e:J-:J n1-s ~l1lJtJ" eJ~ .n~ 1~-ru n1 -s
IP1 e:Ju~u e:J-:J LL~l 'lJ~~"~ e:J'l m-s 1~1'u m 1lJ1' n LLm~ m1JJ L u tlb ~1'lle:J'l1 ~ ~ m-s~~1-:J~l1lJa'JJYru5nu ~~u
L 'llu ~l1lJa'JJYru5m~ 1 u~-se:Ju~1'l'VI~eJnu~~u ~m1Jnm ~ 1 un~lJI\l~b tJuL U1'VIlJ1 ~~1R'ru~1V1-ru " ' "
ih~e:JuhJ 1~ma-w1~e:JV1-:J~-:JL~mhwuLvieJu1 (1,!1~-YiueJ-:J ~1ii'VI~eJm-sm'VI~eJ~n11~"~ue:J~"-:JhJ
un L~~tl~b ·ih 1 -s -:J L~ ~u~~1-:J1nmJ1tll\l~ Ln ~ ~ l1lJ~ e:J'l fll'ib tJuL~1'lle:J-:Je:J ~1-:J~-:J Lb"~l\l~ Lb~l-:J'V11e:J ~ 1-:J
m n~~~ 1~1'un1-s~e:JlJ-ru~1nn~lJL vie:Ju '
2.8.1.4 A11lJ!Ji'e:J-:Jfl1'S1~-rum1lJUU~e:J~fl~e:J-:J (Self-Esteem needs)
b~e:J~l1lJ!Ji'e:J-:Jfl1'S1~1'UA11lJ-rfl bb~~ fl1'S1oM~11lJ-rflbLn ~~tlb Utl1 tJ1~e:J ~1-:Jii "
b 'VI~r-.mbb"::vh 1 '!X'lJ~~" bn~m1lJ'W-:J'We:J hLb~'J 'W~'l~~n$lu1 u.ffu~ 3 n~~"~"-:JLL"::iim1lJ~e:J-:Jfl1'S1 tl .ffut>ie:J 1 UlJ1bL Yltl~ n~11fie:Jlltl'l!t~~e:J'l n1-s~~~ 1~1'u~11lJUU~e:J ~n Ve:J-:J e:Je:J m tJu 2 ~n'l!tru~ fle:J
'
1 fV c.~ v..d fl1'S~fl~e:J-:JtlUt'le:J~1fl~e:Jtl (Esteem from others)
'IJ
1) Ad1lJ~e:J'lfl1'SUU~e:JI'ltlbeJ-:J (Self-respect) fie:J ~l1lJI'i'e:J-:Jfl1'Siirl1tl1~ ii
~11lJL~m!u1uiP'lube:J-:J iim1llbb ~-:Jbb -s'l iim1lJ~1lJ1'it11 UIP'ltl Le:J-:J ii~"alJ~Yl~hlt>i'e:J-:Jvi-:J-w1e:J1~~~~u LL" ~ii m 1lJ L tJu ~ ~ -s ~ Yl n ~ut>i' e:J'l n1 'i~ 1\l~ ~~ n11 L 'll1ii ~ ru ri 1 LL~~ ii ~l 1lJ ~1m -s t'l~ ~~ tl'i~ ~u
' " ' m1lJ~1L~~1u-:J1um-sn~t>i1-:J 1 bb"::ii~iiP'l~L~u$1-:J
2) Ad1lJI'i'e:J-:Jfl1'i1~-rum-s~n8e:J-:JUU~e:J~1fl~~tl (Esteem form others) Fte:J 'IJ
A11lJI'le:J-:Jfl1'iiiLii~-s~wa~ m-s1~1'u~n~eN 1~-rum'i~e:JlJ-ru 1~-rum1lJ~u1~ ii~mum-w ii~m~~-:J
L tJu~n~1l'll1tl LL"~L uu~~tl"lllJEJu~ ii~11lJI'le:J-:Jfl1'i~~~ M-rum1ll~n~e:J-:J"IIlJL "~~~ 1 u~-:J~L 'll1m::vh
~-:Jvh 1 'IX~~fll11'ltlLe:J-:Jii~ rufh11m1lJ ~1lJ1'St'l'lJ e:J-:J b 'll11~-rum-s~e:JlJ 1'u~ 1 n~~u " ' 'IJ
. •
61
2.8.1.5 Fn111~eNn1~~~~L.rr1hM'WLe:J~e:J~1~LLYl~1~ (Self-Actualization needs)
fl~ri1~'U~'W~MYl18 51Al11J~e:J~n1~ri1~'U~'Wrie:J'W'l1~vi11 1XLnMA111JW~'We:J 1~ e:J ~ 1~iJth::: ~'Vlff .fl1'W AJ111~e:J~ n1~L -rr1h VI'WLe:J~ e:J ~1 ~ LL Yf~1 ~ n ~::: LiiM~'W Maslow e:Jfftl18A1111
~e:J~f11~L i11 ~~'WLeJ~eJ ~1~ LLYf ~ 1~ 11 L uum 11JU~1~fl'W11 'W'Vl n~~'Vl ne:J ~ 1~~ ~'UA A;;'JG11111~fl~::: 1~-ru ' ' '
LL;;'l :::PI f18 .fl1'W'Ue:JW1J1 LL;;'J::: iJm 111 tJ~1 ~fl'W 1~ ~ :::tJ -rutJ ~~VI 'WL e:J~ 'W~~ LL ~ ~oU'U'IJ eJ ~ L 'IJ1~ ~ f1 ~~vh '
ow~&\ m~11~~ ~ntJA1111G11111~fl'lleJ~M'W n~1llM 8G11tJ m~L i1 hM'WLeJ~eJ ~1~ LL Yf~1~L uum111~e:J~n1~ ' ' " r 4 ~ q lU • tJ o QJ cv ct .di ct
eJ81~'\.1'W~'IleJ~tJA A;;'J'Vl ~ ~u~~ ~ fl ~ VM ~~ ~ M'U e:J~ PI n8 mow LL~ m 111M e:J~ f11~;;'11V!U'U'W ~~11U'VltJ1'Vl'\.1~eJ11
8'Vlff'W;;'lntoimde:JilG1m-w 2 tJ~:::m~ fie:J
1) Lrim•n111~ e:J~f11~,1'W 1~ LnM~'WL'Vl8~'We:Jfl~~:::~u'lleJ~fil111181f1 (wanting)
2) Lde:JAJ111~ e:J~ f11~ 1 'W~~~'U~~1f1l11~-rum~MeJ'UGi'WeN LL~1 LL;;'l:::A~iJeJ~1 'W "
AJ111~eNf11~'Vl1~f11WI1'WLL;;'l~6/hm'W
2.8.2 'VlCJ~~fl'J111~il.:Jn1'i"l..f:HIL11il':wffi' (Murrey's Manifest Needs Theory)
tJ~~f1eJ'U~18fl111J~eJ~f11~ 4 tJ~:::n1~ fie:J A111J~e:J~f11~fil1111~1L~i\l (Needs for
Achievement) fl1111~e:J~m~ijm"'1J'W'W5 (Needs for Affiliation) fl1111~e:J~f11~BG1~::: (Needs for
Autonomy) ~~fil1111~e:J~ f11~L '\.1~1de:1 1~ LflM~'W'W~eJ11 tl'W lM 8U1~~1'WG1~ U1~~ 1'W~1 n1~LL;;'l~ hJ 'U
~1 L tJu~eJ~ LnM~'WL~ Em tJuri1~u 2.8.3 'VlCJ~~fl'J11J~il.:Jn1'i"l..il-1LLilf!LV~il{L'Wa{ (Alderfer's Modified Needs)
U~~f1tl'U~18 Fn111~tl~f11~iJ~l~eJ~ AJ111~tl~f11~iJ"'11'W''Wll.fl1'Wtl'UUfilfil;;'J~'I.J LL;;'J~fil1111 'U '
~tl-lf11~AJ111L~1qJAJ111n11'\.1'1J1 A1111~e:J~f11~~~ 3 d1lJ~1LU'W~tl-lLflML~~NLU'Wri1~U
2.8.4 'VlCJ~~fl'J11J~il.:Jn1'i'\.1~mL 'i\I~.:JL~"l..il\ILL1J flflihLfi'W ~ (Mcclelland Achievement
Motivation Theory)
L U'W'Vl()'l!f~~\Jfilfil;;'J~~m 111~ e:1~n1 ~La-w 1~ €l ~ 1~111 n n'i1m 111~t1~ m~~'W '1 m 111~ t1~n1~
m111~1L ~1\JL tl'Wm111U~1~fl'W1~'U ~~~ L u 1'\.11118~~il~n'l!fru~Yf1'Vl18 'Vl~'l!f~dvh fil1111L i11 ~ ()~ ~tJ LL uu
" f11~1\l~hfil1111~tl~f11~'W'W~11J 3 tJ~~f11~ ?'ie:J fil'J111~e:J~f11~el1'W11\l (Needs for Power) fil1111 'U ...
~tl~f11~~f1~1J (Needs for Affiliation) A111J~e:J~f11~AJ111~1L~~ (Needs for Achievement) 'U
2.8.5 il\I,Yvrh,.,'WV~fl'J11J~il\ln1'iL~'W'Vl1\lvtil\IL~V'J
ui\l :ij8fi1'\.1'WVJ fil1111~e:J~m~L~'W'V11~v\e:J~ L ~ ~1 '\.11118 ()~ ui\l:ij 8~vh 1 1XLnM m111~ e:1~ m~
L~'W'Vl1~vltl~ L ~ m'lltl~11'4'1!1-6L u~8'WLL u;;'l~ 1 u ~~u~~8 n 1'\.1'WMA1111~e:J~n1~m~L~'W'V11~v\t)~L ~ 81~ ~11"1'1Jiitl~,.,;;'l18~1~18n1J 'WtJGi~u1~ 13 ui\l:ij8~-l~e:J1udfie:J
62
2.8.5.1 Fl111Wil~ty'VI1\l Ll'll"i~]"fl~ 1 tl'lh\l~LI'll"i~]"fl ~L~~t!Ji\l L~eJ\lfl1"ib~tl'VI1\lvJe:l\lL ~En ~d.h..nn u~,;'V1~1\l ., eJ1~'lleJ 1 ~IT"in~'l11L ~ ~n'lh8~Vln~'llvh1LLri"Wiln·.:ntl'lleJ\llP1tlL~tl'V11\lvieJ\JL ~tn 1t~
I ' '
~~1\l 1 LLIP11 tl'li1\JLI'll"i~]fl~\Plfl~1~"ifl~tb~~tJUqJVi1:1..11 n1"iL~tl'VI1\lvJeJ\JL~tntl'W~eJ8"1ltJL"I!1~\l~18
2.8.5.2 fl1"iL~11~tl'lleJ\l"i18 1~ffi .U~18 1~'lleJ\l'll"i:::'ll1'11tl L~B'll"it'll1'11tlii"i18 1~ffii~18
1~L~11~tl n~tiiL~tlLVi~eJLtltJ llvJeJ\lb ~ 81 tl1iiL~tlb Vi~81JeJ8tl81~vJeJ\lb ~tnb tlbb Vi~\lvJ8\lb ~CJdbfl~ 1
tl1ii b~tlb Vi~ 8111 fl n eJ 8 1flvJ8\l b ~ 811 U tJ\l Lb Vi~ \lvJ eJ \l L ~ 811fl~ 88 nl U ~\lij f;,J~vl1b ~ LflVJ fl1 "i L~tl'VI1 \l . " ' "' ., 'VI8\lb 'VI81111fl'lltl
2.8.5.3 A1boU~ 18 fl1"i L~tl 'VI1\l vi eJ \l L ~ 81 1111 flYl8\l ~tl1Vlii A 11<U' ~1 81 tl fl1 "ib~ tl'VI1 \l
vJ8\lb ~81a\l n ~tiitlflvJ8\JL ~fnL~tl'VI1\ll UUeJ 8 Vi1flYl8\l~tlbVliirl11oU~1 m~tl'VI1\lvJ8\l L ~ 81~1 fi~tii "
ilnvi 8\JL ~81L~tl'Vl1\l1 tJl.l1fl ~\ldL 'W"i1~ilnvi8\l L ~81U"itLfl'VIl.Jd~'lltliil.l1nn·hu nvi8\l b ~ ~ntJ "itbfl'VI
"i18l~a\l \1
2. 8.5 .4 -sauEJ11'll8\ltJ-s:::'ll1'11tl YleJ\l~tl1VJ ~tJ -s::: '111'11t~ii-sau8l.l'lleJtJfl1-sb~tl'Vl1\lvl8\lb ~ 81
n~:::vl11 ~iifl1"ib~tl'Vl1\lvl8\JL ~81111 fl Yl8\l ~tl1VJ~tJ"i:::'lJ1'Utl hJU8l.Jfl1"iL~tl'Vl1\lvleJ\JL ~81tl~tvl11 ~ .q I ~ tl
fl1"ibVltl'VI1\l'VI8\JL'VItJ1tlm.J~\l
2.8.5.5 "''VIITL818~1\l LtJtlD~~8Vi~\l~iif;,J~~8fl1"ib~tl'Vl1\lvl8\JL ~tJ1b~8Fltlb tlYl8\l~tl1Vl
iin1-s b~tl'VI1\lvl8\lb ~tJ1 n~tvh 1 ~\nVJ ~'VIITL81eJ ~ 1\JVi~eJ bflVl fl1"ioUfl~\l ntl v111 ~Yl8\l~tl~tlii fl1"i \1
' " b~tl'VI1\lvl8\lb VitJ1111fl~tl!Pl111 1 tJ~1tJ
2.8.5.6 m-smt~1tJ~1'lJ8-:JtJ-s:::'lJ1fl"i'VI1\JJ;)lJI'l11alP11 Yl8\l ~tl1~iity1~iJmmt~1tJ~11 tJ
tJ\l~ ~1\l 1 111 n ~ 811ii m-s L~tl'V11\ll um1111 ~nt1mn~1 tJ n ~:::LnVJ m-s'lJtJ1tJ~1'lJ8\lfl1"iL~tl'VI1\l
vieJ-:Jb~tnm111tJ~1tJ
2.8.5. 7 n~TJl\l tltJb \Jt~u~~tJ B n~·m~-:J~iif;,J~~ eJfl1"ib~tl'VI1\lvl8\lb ~tJ1 Atlb -s1:ut
b~tl'VI1\lvi8\lb ~ m 1~M'8-:Jii b 1~1'J1\l ~\liib 1~ 111 -:Jm n n~-:Jiit8 ma b~tl'Vl1\lvi8\l b ~ tn 1~l.J1 n~t1
2.8.5.8 fl1"iW9lJtl1Vi~ eJ~~1 \l bb Vi~\l vi eJ\l b ~ tJ 1 hj·;h:ut W91Jtl1 bb Vi~\lvl eJ\l L ~ tJ1 b~11Vi~eJ
~~1-:Jbb Vi~.:Jvi8-:Jb~m1VI~~tl ~1tlb \Jt~u~~t! 1 ~iin1"ib~tl'VI1\lvl8-:JL ~tJ1b ~11111n~t1 2.8.5.9 q~ fl1 ~ n1-s b tJ ~ tJtlbb tJ ~ \l f)~ n1 ~ 1 tl bb~~ttJ"itb 'VI I'll vh 1 ~ bfl~ n1 "i b~tl'VI1\l
vl8\lb ~tJ1 b ~8VIU~~fl1~~1~b Vil.l1t~l.l ~eJl.l~\lf;,l~ 1 ~bii~fl1"ib~tl'VI1\lvl8\lb ~t!db ~11~tl tl8fl:U1fl,!tl
f\~ fl1~5-:Jii~1tlG1'1;)ru 1 tlfl1"iri1Vitl VJ"' n~ru:::~\l~\lVJ~ 1 :u 1 ~b~tl'VI1\lvleJ\lb ~tJ1b ~eJ'II11Fl11l.l ~1tJ\l1l.l'lleJ\l ~,~ u ~
bb Vi~\lvl8\lb ~tJ1~1tJ b 'lit! ilnvi8-:JL ~tn~~tL~tl'VI1-:J1 tJL~tl~nn~ 8-:Jl tJ'li1-:J f)~ Vitl11~iitJ~11 1rui111:::\Pl n
~u fl11111fl'W8 111 ~8:u::: 1 tJ~~8nU1lP1 eJ-:Jtl1tl n:u::: ~eJ-:J1 tJ'1l1-:J L~8tl'W f) I'll~ fl1t!tl'll8-:JV) ntl L \Jt~~tl
2.8.5.10 m-s~n~1 m-s'lltJ1tJ~1'lleJ-:Jfl1-sPin~1bL~::: 1m.:Ja~1\l'VI1\l 6Y-:JA11~btJ~tJtl Lb tl~-:J
'1i1tJ 1 ~A'Wiim-sPin~1a\l~tl bL~::: l~b~tJtl~L~eJ\l"i11'1J8-:JG1-:JAl.l~tl :Utvl11~Ln~A11l.l8tJ1fl~ 8tJ1m;:;tl \1 \1 \1
. .,
63
2.8.5.11 ~e:JlJ1~'1l'W m~~~'W1'Vl1..:JL'Vlfll'WL~~hht.J1 ~m~1~~ru1LeHm'W~"1h1~1~fl1'j
v\a..:JL~m'lla..:J~e:JlJ1~'1l'Wihh::a'V15m-wlJ1n~'W L 'li'W m~Le.JmL -w~ m-wm..:J 1 Vl'j?i'-wl1 ~1'W~11LVit.JlJ L u'W
~'W ~1'WVll 1~tht'll1'1l'Wiii1'W1'WlJ1fl~1lJ1~ti'YU"1h1~1~f11~vle:J..:JL ~tl1 h)e:J~1..:J~1~..:J LL~tiie.J~mt~'U 1 ~ ' ..
L n~ f111lJ {;) eJ ..:J n 1 ~ L~'W'V11..:Jvl eJ..:! L Vi tl1lJ 1 n 'li'W
2 .8.5.12 fl1'S~~1~vle:J..:JL~tl1 f11~~~'W1'StUUn1'S~~1~vle:J..:JL ~tl1~iJ'lJ-sta'V15m'W'li1 tJ
1 ~fl1'S~~ lii1'HU1t.JU~ fl1'Svle:J..:JL ~t11~ ..:Jij e:J~ nr111il~ ~..:J~'W L 'li'W 'StUUfl1'SL~'W'V11..:J rie:J'W~e:J'W'IJ1'St 'IJ
fl1ti'H~..:J 'H~e:J 'StUU fl1'Sa..:J"1h1 ~1'S ~..:J ~ fli"11L th'HlJ 1tl eJ ~ 1-.:J ~J1L~lJe:J LlJ'U{;)'W 'W eJ fl~1fl~'UEJ..:Jii fl1'j 'IJ
~13Jij e:J'V11..:Jfl1'j~ m~'StWJ1..:J~'lJ<jt fle:JUfi'jn~vl e:J..:JL ~ti1~..:JLL 'W1~..:J LL~t LL 'W1'We:J'W 1 'Wfl 1'j~~·vh Le:J fl~1'j 'IJ •
l11L ~t.J1'j1t.Jfl1'jl'i1..:J ~ Le.JmL-w~1~~ru1e:Je:J n1 'll ~..:JLn~m'j~..:J h 1 ~iim~L~'W'V11..:Jvle:J..:JL~tl1lJ1n~'W 2.8.5.13 'W lt.JU1t.Jri..:J L~~lJfl1'jvle:J..:JL ~tl1'1l~..:!'Y!U1~ U~~U'W'W ltJU1t.Jfl1'ja..:JL~~lJfl1'j
vle:J..:JL~t11'1le:J..:J'Y!iifl11lJa1RfiJI'ie:Jfl1'jL~'W'V11..:Jvl e:J..:J L ~ tl1lJ1 n L 'li'W fl1<j'lJ<jt fl1P!Ufl1~vle:J..:JL~t111 'Vltl fl1'j .. eJ1'W1 t.Jfl11lJ~t mn 1 'W fl1'jL i1 a a n'll'jt L 'VlPI f11'j e) 1'W1 t.Jfl11lJ ~t~1nil1'W Lfl'j ..:J~~1..:JVi'W\'i1'W'Vl1..:J fl1'j ... via..:JL ~t.J1 fl1'je:J'ifll11'l1 ~L i1'1llJG1m'W~a11"i'f1J"1ffi..:J'V11..:J'j1'1Jm'j fl1'j'tht.J~~'W1LL~ta'i-rn,;wr-wmn 'j
m'jvi a..:J L ~ m m'ja..:J L~~lJG1'1!u&1,J'W~ u 'jtn auu'j n ~vi a..:J L ~ m L u'U(;)'W ~1'WLLI'iii e.J~I'i a fl1'j L ~lJ~'W'Ile:J..:J "'( 'IJ •
2.9 'VIq't!t~L~t~1n\JLL ':i·:r~~L\1
2.9.1 LL ':i~\l~L\ILLfttn1':i\l~L\l .. .. LL 'j ~~~ 1 ~ 'HlJ 1tJ fi~ "'U 1~ ~..:J'U 1..:J e:lEl1~~€lEl fl1 tJ 1 'W ~1'1J e:l~, lflfiG'l~iJ ~G'lvl11 ~ 'Uflf~G'l{;) e:l~
" \1 ""' ..
mtvh 'H~e:JLfl~e:J'W1'H1 'H~ail-w~~m'jlJ 1 'W~fl1!tnJt~iiLth'HlJ1tJ" (Walters, 1978) nci11~n'I!EJ'H~..:J Ma LL 'j~~~hLtl'WL 'HI'le.J~'Ile:J~m'jmtvi11i'WLe:J..:J
" ' f11'j~~h 'HlJ1tJ~~ "~m1t~e:J~mt.J 1 'U~1~LU'W'W~..:J vh1 ~~1~mt.Jiifl1'jLfl~e:J'W 1"H11 'llt'W
" 'IJ
~Pl'V11~~~L th'HlJ1tJ~1ilL~e:Jn 1l'LL~1 ~..:Ji!fl~tL U'WLU1'HlJ1tJ~~a81'Wm1t~..:JLL 1~~e:JlJ" (Loundon "
and Bitta, 1988)
~1nm1lJ'HlJ1tJ~tL i1'W h1-J1 LL 'j ..:J~..:J1~~t LMt~1ia..:Jnua..:Jr1'lJ<jtnau~a11"i'ru 2 'lJ<jtfl1'j 'IJ v
64
hm:;v\'w~~~fWn.J~'I.JLYl81~'U'i'i~LthVJl.Jl~~ti18·:Jn1'~ (Domjan, 1996)
l\llfll'1l8~'Ul mLG'l:;fl'JllJVJl.Jl ~\91.:~ mi T"J ~.:JG1'itl1M'1l fll'il\l.:J h L'\J'W m:;m'I.J fll'i~'UflfiG'l ' " '
~nm:;l'i''I.JI\lln~.:~L ~11~ ~l\l.:Jh1 ~m:;vilVJ~8~'W'i'W L tl81 ~'U'i'iG'l1'1P1Cltl'i:;G1.:~Fi'Ul.:J8~l.:J ~.:~1\J:;LM'I.J 1M'1l 'U 1 ~ ,
'~"~~~ m'il.J~Ln ~1\llmL 'i.:~~.:~ 11\JL U'I.J'\'II~~m 'il.J~m '1iL u'I.JL w~ .:~m'i!Pl8'UG1'1.J8.:1 ~.:~L ~1tln~u'i'il.J ~l LL~ tile1.:~
L U'I.J'\'11~~ fl'i'ilJ~iifl'JllJL offl.Jsff'I.J iiViP~'Vll.:JI\l~.:J~.:J iiL Ul'VIl.Jl~oUI?lbl\l'I.JlltileJ~fll'i 1 tl~~\?111?1 LLG'l:;'\'11~~ fl'i'il.J
~Lill?l~'WL U'U~G'l~'UL ~8~l.Jli\JlflLL 'i~~~ nl'l'I.JVJ~8 LL 'i ~m:;til'I.J~L~~ n1lLL 'i~l\!~11\1 ' "
fll'i~~h ~8 m:;m\Jm'iin~~L ~l h~Lill?l~'W 1 'U~1~flfiG'l LLG'l:;vh1'1XEJ~lnvil'l"!~&1m'il.J ~1.:11 88fll.JlL1?1~~~1L8~8mnviliPlllJ~~1L8~tl'il'i~'Wl VJ~8vil'l"'~~m'ilJIPlllJ~~~~hfi'W~'W8mn1~
vilf11M \91~~\Jfll'il\l~h~.:~ii 2 'lJU\?1 ~8 fll'i''J~hm~1'W (Intrinsic Motivation) n'Ufll'il\l~hm~'U8fl " " "
~b~~flll Extrinsic Motivation fll'il\l~hm~ 1 'U'Ul~Vir1L~~n1l Self - Motivation "
2.9.2 'Vl~~~LL'i~~~h (Theory of Motivation) ~ci'lf1qJii 5 'Vl~~~ ~8 2. 9.2.1 'Vl~~~fl1llJG1'lJ~'Ul5'i:;VJll~ fl'Jll.Jti18~fll'iLL 'i~oU'ULLG'l:;Lf1~8~~8 (The Need
Drive Incentive Theory) iiVJ~ n fll 'i';h fl1 ll.J ti18 .:1 fll'i'U 8~ ~ flfiG'li\J:; L U'U LL 'i ~i'U1 ~~fl fl G'l LbG11?1 ~
'\'llfl~fl'i'ilJLYl81 ~'U'i'iG'ILU1VI1J1~ 1 'ULfl~8~~8~ii8 ~ ., ' " 2.9.2.2 'Vl~~~~~L~1 (Cue Stimulus Theory) ~~L~lLU'U~1fl'it~'U1'iX~flfiG'lbLG11?1~
2.9.2.3 'Vl~~~LLvf~fll'iL~~'Uf (Cognitive Theory) ~flfiG'll\ltLLG11?1~'\'II~~fl'i'il.Jfl11lJ
tile1~m'i 1M' ~liifll'iL ~18l'il.JruLnl?l~'I.J 2.9.2.4 'Vl~~~LLvf~fll'ib~~'Wf (Psychoanalytic Theory) ~flfiG'lv:;LLG11?1~'\'II~~fl'i'ilJ1M
rhtl'itG1~AI\J:;~VJ~mW1flvt'Vl'i1'U8t 1 'i L1?1~fll'ifl11?1fl:;b 'Ub VIIP1fl1'iru~1~VJ1!1 " '
2.9.2.5 'Vl~~~~IPliLfl'i1:;'Vi (Psychoanalysis Theory) iiVJ~flfll'il1LLG'II?1~'\'II~~fl'i'ilJ
"U8~'4flflm U'I.J fll'iG1'1.J8.:J'I"'~~ fl'i'ilJ'lJ8 .:J'ljflfiG'l L U'I.J fll'i G1'W8 .:~mll.Jti18~ fll'i~ Lil'Ufll?1111 'lJ ~IP111~1'Wn
2. 9.3 LL 'i~~~1v~ri81 ~Lnl?l'l"'~~m'il.Jfl1'i~l?l~'U h 1 'Ufll'iL~'U'Vl1~'1l8~umi8~L ~~1 tl'itfl8'UM1 t1
8~Fitl'itfl8'U~'U~i1'W 4 tl'itm'i ~8 40
2.9.3.1 ~~fl'it~'Ufl11l.Jti18.:Jfl1'i1'UnWVi8~b~t!J (Energizers of Demand) Vll.Jlt!~~ fl11l.JU1G1'Wh'l18~~.:~~~h~1~ 1 '1l8~G1m'U~v\8~ L ~~1eJ'WL U'W~~im1l1 ~unvi8~ L ~t11~1?1~'Wh~l\lt L~'U'Vll~ L Yl8m'ivi8~L ~t11 1 tl6~G'Im'W~I'l.:~ n~11 VJ18'1h~L1m~unvi8~L ~tJ1G11l.Jl'iCl~l\lt L~'W'Vll.:J L Yl8
fll'i~fl~8\JVI~8vi1fivfl'i'il.J~l~1 L'1J'I.J 1'WVI~I?ltl'itliJlG1''tJI?1_1'Vi 1'1.JVI~I?l~fl~8\JU'itliJlU
2.9.3.2 ~.:Jfl"''Ufl'i8~fl11l.Jti18~fl1'i (Filters of Demand) Vll.J1t!~~ ~~~1~1 ~vh1'1X m 1l.Jti18~ fl1'i'Vl1~ fl1'ivi 8 ~ L ~t11Cl mt .r'UVJ~8vi 11'\Xu nvi 8~ L ~ t11iim 1l.J~~nti18~ m'i 1 'Un1 'i L~'U'Vl1~G'll?1
" "
65
'V11.:1~-:JAlJ L'li'W fl~l.Jei\~~.:1 (Reference Group) '0'f'!'WA~'V11-:J~l'Wl\Jl!'Wli'!i'!ilJ U:U~8'V11.:1~1'W~I'li'V181
L 'li'W AJ1lJL~8-:J'V11.:1fl1'!ivleNL ~81 A11lJA~ L i1'WLL"~fl1'!i8 e:JlJf'UA11lJLL'IJ~n1 Vlli'1Je:J.:!Uflvle:l.:!L ~81LL~m~
2.9.3.3 ~.:~m~'Vl'U (Affecters) VllJ180.:1 oUe:llj~'li11~1'!i\911.:11 ~Uflvle:J.:JL~811~fu~.:~ 'V11.:1\>li .:ILL"~'V11-:JeJ e:JlJ ~ 1 flbL '\11~-:JoU e:llJ"VI~€JVI'l.b 8.:1 1'W~ 'Vi l'\lltJ 1~1 'W fl1'!i~.:l L~~lJ fl1'!i'1J18 ~ .:1 ~.:I 1:-J "1 ~
'IJ . ' ...
unvieJ.:~LVimLn~w~~m'!ilJ'Vl1-:~m'!iL~EJ'W~ Vff'l'WA~ LL"~lJeJ-:~mw'1JeJ-:~LL '\11~-:~v\e:J-:~L Vimu'W 1 LLI'ln~1-:~n'W
e:Je:J nhJ CV I .=; df Q.l I ..=I ~
2.9.3.4 'U'Vl'U1'Yl'1J€J-l'Wfl'Vl€J-:JL'Yl81 (Rates) VllJ18(1-:J ~m'W.fl1'W'1J€J-:J'Wfl'Vl€J-:JL'Yl81'Vl
LL\>lnl'l1-:~ n'W 1 tJ1 'W~m'Wn1'!iruVI~€l'li1-:~ L 1m~ LL\91 n~1.:~ n'W~~~~-:~ 1:-J~ 1 ~Ln~w~~ m'!ilJ n1'!i~~~'W hVI~eJ
'!iULL 'U'U'V11-:J m'!ivie:J.:~L ~EJ1t!'WLLI'l nl'l1-:~ n'W e:Je:J n1 tJ L 'li'W 'l!nvie:J-:~ L ~81~L U'W'l!nPim!f1 'l!nv\e:J-:~ L~81~L U'W " ~1VItJ1A'!i€J'UAf1
2.9 .4 LL ~.:Jlil.:J LlilL um '!iv\ eN L ~~ 1LLa::n'!i::~u 1 oMfl'lJ L;;'lJ'V11.:JvJeJ.:J L ~~1 ~ .
LL ~-:~~-:~h1 'Wm~v\e:J.:~L~ 81LL"~m~~'W 1 ~A'WL~'W'V11-:JvJ€J-:JL~m 11 tl~~fl€J'U~18 'IJ '
(1«8-w~ ~1m~Qa1w\ja6, 2553) ~-:~d 2.9.4.1 LL~-:J~~h~1'Wfl18Jil'YHL~~~I'll'V181 (Physical and Psychological Motive)
1~ LLri A11lJ~€J-:J fl1~ fl1~W fl ~eJ'W~-:1 ~l-:1 fl1 8bb~~ ~\91 h L~ €JVI~flVI'U~ 1fl A11lJ,j'1L:U LLa~AJ1lJ ~-:! 81fl
~1-:1., 1tlVI1lJlJa-:J'UL~€lfm;1~'1JJI1'W €l1'UJ1Ld fn'l!f1hAI'l1lJA1LL'W~U1'1J€l-:!LL'W'V16 L~'Wrh~1-.i1EJJ1 I ' '
L~'W~ii L~'WL~e:J1u l'ln'I.Ja1 fl1~L~81'1JlJLi~~lJ'1J1~ n1~~€l'1J€J-:J m~vieJ-:JL~81L~mL~1-:JV11A11lJ L 'W~~L'W~'W LLa~ 1~'Wn~€J'W~I'l h'lleJ-:JI'l'WLeJ-:1~18
2. 9.4.2 LL ~ -:~~-:~h'Vl1-:J~ 1'Wl\Jl!'Wli'!i ~lJ LL~~ fl1~Pin'l!f1 (Culture/Personal Education 'IJ
Motive) L U'WLL ~-:1~-:Jh 1 'W fl1~€J81n ~€J81nL i1'W€J EJ1n~~nA'W ~m'W~ LLa~tl~~L 'Vlf'l~1lJ LA 8~~nmri e:J'W " \1 \1 \1
~'WheJ81fl~LMEJ1nuP1~tJ~ l\Jl!'Wli~~lJ ~'WI'l~ ~mtll'l8m~lJ 'W1!JP1atJ P1atJ~~'W1J1'W L'Vlf'ln1~ ~m'W~~1f'1qJ'V11-:JU~~l~f'l1~\91~ Li~~lJ'1J1~ LLa~L ~€J n1~Pin'l!f11 ~lJA11lJiA11lJL oU1 h-.J1L :ffe:J'1J1~~'W 1 lJ
Ad1lJ~A11lJL oU11 ~11L :ffe:J'1J1~~'W., lJAdllJb U'W €J ~€) ~l-:1 1 ~ 'Vi11 ~Ln~ n ~m~lJfl1~vi€J.:JL ~ 81L ~-:Je:J'Wfn,; " I \1 q
2.9.4.3 Lb ~ H -:~1 ~'V11.:1 ~ l'W ~ .:1 A lJ LLa ~ A1 1lJ ~1f'1ru~ ~'\1111.:1 'U A A a (Social 'IJ " '
Interpersonal/Ethnic Motive) 1~LLri fl1'!i 1 U'W'UU~L~ 8l.Jru1~VI~€Jb ~€J'W L~8l.J~m'W~Ln~fl1~ M'Wu "
Vl~e:Ji~nnuij\91~ 1 Vlli ~-:~m~~~l'h.:~L ~e:J'1l1~f'l1~'W1 nul'l'W L tJ'W m~LL~1-:JV11ijl'l~mw tJ~~~um~ruLLa~ ~.:ILL 1~Gl€JlJ 1 Vlli1 l~8VI~flVI'W~1fl~-:!LL 1 ~Gl€JlJ~A'WLAEJdJ'Wfl1~i1A~11 ~1flfl1~~1~1~Vlf'l'WA~'1J€J.:I
' 'l!nvie:J-:JL ~81~~VI11.:~'1J~~L'Vlf'l1 'Yl8 U 2533 'W'U11'l!nvi€J-:JL ~8d~'W'1J€J'UeJLi81~81l.JI'l~'1J€l-:!A'W 1 'V18lJ1n
' .
66
1 'Y1 till m 13JL U'Ui3t'l'S 'th1' nil3J1'Stl 1'Y1 LL~ ~m 13..1 Lt e:J e:J 1'Yl'S ~-:J't1\rhr~113J ~3J~'W1h~vr:h-:Jur~ r~~ ~-:J LL~ \1~ '
~1-:JL~e:J'll1~ m~'U1 1~'Wli'S'S3J nL U'ULL 'S-:J\I-:J1\1~611flru~vh1 ~Lii191AJ13JI'i'e:J-:Jf11'SL~'U'Y11-:JL~e:J hJvh " u
2.9.4.4 LL'S-!l\I-:Jh'Y11-:Jtll1'Uf11'Svl1-:J1'ULL~~'B'Sfh (Business/Work Related Motive) " '
1til LLn f1 1'S 1 tJ L\I'S\11~191~e:Jli'Sfi \1~-:J fl1A 1'~m~~ Le:J fl'll'U\91 ~e:J191 \I'U f11'S~ 191t'l3J e.m f11'SL oU1~13JU'S~'lJ3J;;;'3J3J'U1 ' .... '
'U1'W1'll1~'lle:J-:J 1~n
2. 9 .4.5 LL 'S -:J \1 -:J 1 \1 'Y1 1 -:J tll1 'U f1 1 'S U 'U L Vi -:J LL ~ ~ ~ -:J L ~ ~ 191 L ~ ~ 'U "
(Entertainment/Amusement/Pleasure/Pastime Motive) 1til LL ri n 1 -s1 '\J L ~ tJ 1 'lJ 3J ~1 'U ~'U n '
(Theme parks) ~m'W~U'ULVi-:J~1-:J 1 m-s1til~rhnLL~~n\lm'S3JU'ULVi-:J ~-:J1~m13JL~~191L~~'W L"li'W
'1J'U1'U~1L~'S191'SCI'4Ue.l1'll1~ f11'SLL~191-:JLL~-!l-L~ti-:J f11'SLL-d-:J'SCI m-shit'I.JL~Enti13J';h-:J f11'SLL~1-:J~1~-:J
L ~~191 L ~~'U'lle:J-:J LLtJl "~'UAA~~ij~ m~ru~~~ 1 n~~1 tJ f11'S 1til191'll3Jli'S'S3J'll1~~i(91;;;'(911 E) -:JL U'U n \1 n'S'S3Jf11 'S ' "
2.9.4.6 LL'S-:J~-:Jh1'Wtil1'Ufi'l1~'U1 (Religious Motive) 1tilLLri m-sllle:Jm~1~'\J~13JbL~1-:J
'Uill ~ f1'1;1Li'S'S3J~ tJmnnfi L oU1~13J~Bn'S'S3J'Y11-:Jfi'l1G1'U 1~t'l 'ULr11'S~tJ'Une:J f11'S 1~ '\J bA1'S~G1 Cl1'U~ ' u
~n~~'Y1~1Ji1-l 1 m"Svi1'4qJvi1m'W m"Su~\11r~ "111t1 1 ~Lnl9lr~113J~'1l'Y11-lhLLrit!nv1e:J-:JL ~tid LL~~Ciel11 L U'U m-s~ n ~e:J'U'Y11-:J~t'l htil1t1
2.9.4.7 Lb'S-:J\I-:Jh'Y11-:Jtll1'UG1Cl1'U.fl1~bL~~LfitJ'S~.fli1 (Presettino and Status Motive) " " ~
f11'S L~'U'Y11-:J'U 1-:J 9'1~-:Je:J1\IG1~1-:J~e:JL~ ti-:J tJ f1 ~1'\.J~ LL" ~ Lfl tJ 'S~ .fli3'1Je:J-:Jt'l'U 1 ~G1-:J~'U L -d'U f11'SL~'U'Y11-:J 1 '\J .... " "
u-s~'ll3J~3J3J'U 1 ~ 191\Jl e:Jli-sn\1 ~~e:J~n'l;1~e:J 1 'U~1-:J'\J-s ~ L 'Ylfi'l .,~., m-s 1tilllle:J mG1L~'U'Y11-:J 1 uv11n\lm-s3J ' '
~1-:J 1 L~~1if\l~vh1~LU'Ur1'Wi1Lfim~LL~~~~A3J~~'U n 1'SL~'U'Y11-:Jvl e:J-:JL ~tid e:J1\Ii1\tll Ln191~'UL ~'S1~ LL 'S -:J\1-:J 1 \le:J ~ 1-:J 1191e:J ~ 1-:J~U -:J LoW ti-!le:J ~1~ L~ tJ 1
" bb~e:J1\!Ln\91\11mL 'S-:J\I-:Jh~~1tle:J~1~e.JG13Je.JG11'Ufl'U 1 '\J L -d'U m-s1 U~f1'1;1~11"1113J~ LL~~me:JmG11til1'u
" " " ' ' G1'1lm~ 1 'WL1~1L~tJln'U ~-:Jt!'U~-:J bJilLL 'S-:J\1-:Jh 1191 L U'WLL -s-:Jm~l'i''WViL~'W'li191ViG1191
~ '\J ~ ~
67
2.9 .s n~::'U1\Im~~~1.~ 1."' m~via~L ~v1~ii ~H'I ~avH)~n~~11un'Via~L ~v1 .. l"U')1mru ')~fJ'U!31~ (2551) n~T:ri1LL ').:J';i].:Jl:il1'Wrn')L&l'UV11.:~ LL ').:J';i].:Jh'l-1~e:J~.:~m~~'W1'1X
\1 \1 •
A'U L&l'UV11~b tl'W~~ ~1r1fl)~bb1.'1111-:J1 '!XL i1'Wm1lJ ~e:J.:~ fn')'Ue:J.:J'I!nvie:J~ b~ tn ~1lJ1')t~lii1Lb 'Un11'l 2 '\.J')~ b.flVl
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2.9.5.1 U';i]~EJ~~ (Pull Factor) 'l-1lJ1t.J~.:J U';i]~t.J~mJmt.J'Ue:Jnl'i'1'UAA"~.:~ci.:~b~~lJ'I-1~€l \1 •
~.:1~1111'1XA'UL&l'UV11-:J1'1.J~~1-:J '11\9lbbll
1) il~~t.JV11-:JI'l1'Ubl'l')'l!f\1fl';i] (Economic Factor) \h~LV11'11111~lJ~.fl1~ .. ' u u ~
Lm'l!l~n';i]Vi~~m.Jbami1'W1EJ 1'1XA\11'W'I.J')~b Vll'ltl'UlJeJ1'U1';i]V11-:J fn')'ile:J~.:J (High purchasing power)
Lb"~ffiem1~L&l'Um.:~1'1.Jfi'.:~~m"'~~1.:~ '111'lmn
2) U';i]~t.JV11.:l.fJlJI'l1~\i11 (Geographic Factor) U'n~\i1iVltJ1 Adler fedler
( 1964) 1~ '!XivFii11V11-:J~')~m')lJlJ~'I!Itj1-)11 "A'Wl! n';i]~ Lb~1-:J'I-11~-:J~\i1'Ube:J.:JhliJ'I-1~mL~1-:J'I-11~.:~~
bb\i1f1~1-:J rl'U \tJL~e:l"U\11b"UEJ~~~\i1'U \ljij" ';i]1 f1'1-1~f1~\i1iVlt.J1'Qe:J1';i]f1~111\9l'J1 ~f1'1!1fiJ~.fllJ\h~b Vll'lbb"~ \1
.niJmrnl'l~ bb\i1n~ 1~ 1 'I.JL ~e:J"U\11 L "Uti~~~ \i1'U~ 1lJ1') t~~.:~ 1111111'1XA'Ub~'UV11-:J 11'l bb"~-ifv?i\11~ .:~ n~ 11m ';i]'l11lJ 1 \1 \1
U') ~ tJ n~1offnu bb \I':JA\11 V11 .:JU';i] ~t.JV11-:J [)lJ 1'\1 ~\i1111'l11 ,r f1vl€l.:JL ~ tJ')';i]~\ltilJ L&l'UV11 .:~1 'I.J f)~~ fl1'U~ ' \1
vie:J .:~ b ~t.J1~iJ~n'l!lru~ .ni1th~ b 'VII'! .nl1v1rnl'l bb"~~.n 1~ bb 1111~ vlJ~ LL\i1 n~1.:~ 1 '\.J';i]1fl'Ue:J.:i\i1'W b~ v b~t.J'W ~ \1 \1 \1
'I.J'j ~~'U fn') ru~LL\i1 f1~1~ €l €l n1 'I.J 'l-1~€lb ~ e:l'l-11~ .:J"U\11 L "Ut.J 1 'U ~.:I~ \i1'U hiii ~ f1'1!1tu~V11~.fli11'11 "'(i11~.:~ b U'U \1
\l';i]~ t.J ~~~ ~ 1r1' qJ~vh 1'\X'IJ nviv~ L ~ EJ1 L~'Wm.:~ 1 'I.J ~.:~ "'m'W~ii"' n'l!lru~ LLI'l n~1.:~th~ L 'V1!31'1-1~e:JV1 v~~'W'lle:J~
1'1'\.Jbel~
l~'Uli')')lJ bLa~U ')'jVl\11\11'\J (Norm) 'U€1.:1 ~.:JAlJ 1111~-:JAlJ'I-1~-:Jn 1WWI11f1 1ilt.JlJ 1 'Ufl1') b~'UV11-:J'Ue:l.:JA'W1 'U ... ~.:~AlJJ'U 1tJ'lJru~L~mn'U -r~'Uli'j'jlJ 'lJ'UUu'j'jlJbtJt.JlJ'I.J')~b~ru \J'j~b~ru~1'UbVll'lrna \J'j~-r~~'~1"'1'14
"'1l.J 1')tl b U'U~.:J~~I11111~v111'1XA'W 1 'U~.:JAl.J ~'UL~'WV11-:Jl.J1 ~.:~Vim ~'U'll e:J.:JI'l'U 11'l \1
4) U';i]~t.JV11.:1~1'Ufl1'jbiie:J.:~ (Political factor) \J'j~LV11'11111~ii"'m1f11')cWV11-:J
f11') blJ e:J.:i,j''UA.:J ~ e:llJ Lt eJ eJ1'\.J1tl 1'\XA'U 1 'UU'j~ b Vll'l~ 'UL~'UV11-:JlJ1U')~ b Vll'll'l'U 1~ bba ~ 1 'U'Utu~ b~ t.J1 tl'U
'U 1EJU1EJ'lJ€l~'S\1'U1aeJ1';i]~'U'I-1~€lci.:Jb"'~lJ 1'\XA'Ub~'UV11-:J1 UU')~bV1!31~'\.J 1~L 'lJ'UL~t.J1tl'U ... 5) U';i]~t.JV11-:Jb VlA 1 'U 1" ~ (Technology) f11'j~~'U1V11~LV1A 1 'U 1a~V11.:1~1'Uf11'j
~v"'1') fl1')Al.J'U 1f1l.J 1m~"'~1-:J~'U\11'\.J ~.:JeJ1'W1t.JA11l.J"'~m mLa~~~U'UbVi.:JbU'\.JU';i]~ t.J~btve5 1'U1 t.1 .. 1'\Xf1'UL~'U'V11~ 1\9l "':: \111 (1')1\11 L ~')bba::'I.J"e:J\11 ~t.J~.:J~'U 'Ue:l fl';i] 1 nd fld1lJ~1'1-1,J 1V11-:J L VlA 1 'U 1a ~'1J€l.:IU1-:J 'I.J'j~ bV1!3ln"'1lJ1')m utJ~~~~\11\11 h'l!nvie:J.:~L ~t.J') 1~
\1
6) ~e:l (Media) ~e:JiJ8VlTI~a~e:JA~1lJAI111"11ilt.Jl.J fl1'jl'i'\11~'U h'lle:J.:JA'UL~e:J.:J';i]1f1
~ vl.J1a"UtJ ';i]:: ci 1t.J'V1 v 111"1l11"' 1')V11~ fl1'jvl e:J .:~ L ~ t.J1 ci'I.J 'j ::"U1"U'W LLa::"' 1l.J 1') "'"' ~ 1.:1 .n 1~~';i]'I1'1Je:J .:~"' ti1'W~ LL ~ \1
-.
68
1 'UV11..:J~'i..:J n'UoU1l.J 51oUe:ll;J~'tl-s1n!)1 'Ub :U..:J~'Un e:11~ b 'tl~tJ 'Ubb 'tl~..:JVli"''UI'l~ bb~~ m-sl'i'I'I~'U 1 ~ 1 'Un1'ib~'UV11..:J
'!Je:J..:J~nvie:J..:J b ~ m1~ L 'll'Ub~ mn'U
2.9.5.2 tl~~m.J~n (Push Factor) VllntJCi..:J 1'111l.Ji~n 1'111l.J~e:J..:Jn1'S~bili'I~'U.fl1tJL'U l'i'1'UI'11'1mb~~m~~'U1lXI'l'Uiim1l.J~e:J..:Jn1'S~~~b~'UV11..:J ~..:J Abraham H.Maslow (1954) 1~n~11L'U
' ' b~e:J..:JU~~m.J~n H-:h "!'l'U~~ii-w')~m-sl.lm"Sbb?ti'I..:Je:Je:Jn~1..:J ~ b~e:J~e:J'U?t'Ue:J..:J!'111l.JIPi'e:J..:Jm-s'1Je:J-:J~'Ube:J-:J"
~-:J~'U !'111l.J~e:J-:J m-s~ bb~n~1..:Jtl'U'1Je:J..:J~ nv\e:J-:J b ~tJ1bb~~~!'l'U ~-:Jb tl'UU\l~tJ~rl1Vl'UI'I'W')~ m-sl.lm-s ' .,
4.1 I .. CLI <=II
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Need)
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1~-ffm.J"~mu5"J'U~l.JmruLL"~I'l ~ ~1'11l.J 11'1 tltl~~~~A'lle:J~ m~~m!l1 ll~1t1"~ L~ t~l'l1 'ULL~"~~'UI'l e:J'U " " '
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3.1.1.1 t1~1'1lru'1l11U1'U 1 ~111'Vl1~m~vie:~~ L ~ti"JL :U~1\JAJ'Uli~~l.l ~1'U1'U 1 f1'U " "
3.1.1.2 "ll1~'Vle:~~11 ~L~t~~1'VIl-l1'U~l.l"ll'ULtle:Jt~~11'1~/ ~fl'U~l.l'll'U ~1'U"J'U 1 f1'U
3.1.1.3 ~tl1L~l-l~LI'l~ ~1'U1'U 1 f1'U
3.1.1.4 "ll11U1'U 5 f1'U
3.1.1.5 m~f1~~1'lll tw~n':il L~1e:J111~11'ltw~Plm 3.1.1.6
0 Q.l I d Cill IV Q.l 0 Q. 0
1) ~1'Ufl~1'Ufl1~'Vle:J~b'Vlti"Jbb~~f1W1':il~'VI"JI'le:J1'U1':ilL':il~qj':il1'U"J'U 1 f1'U
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3.1.3.2 ~1'1vi1LLUU~lJm~ruLLUU~.:J Lfl1(l~~1(l (Semi- structured interview) LLUU
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3.1.3.4 '111 LL UU~lJ.fl1~ru~~~1(l~\JL~tJ81'i8 81":\l1'S6~1J~f1~1 L ~ 8\9111":\l~8UA11lJ Qf11'i'e:J(l LLa~tJ'SU1J1(lLLm'll
3.1.3.5 '111 LLUU&llJ.fl1~ruOUU~lJ\I'S flJb DoW Ill 11flJ1fi.:J~"Ui1Ad1lJ~81'1 Aae:J(l'S~VI'J1.:Joff8
1"11ml.l LLa~-r\91 t'lD 'S~ ~(JA~~~1(l~tJ bl'l ~-w lil1 'SflJ 1 L Ut.l 'S1~i e:J~(j 1 m5m-s'W~1 'SflJ1 LL UUf11'SVI1 A1~lJD'S~ '
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79
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1) U1eJnbVlf!l:WU\9\~b'Vlf!l\J1~\))1\J~bUEleJ .J1U1U 1 flU
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3.3.1.2 U~1"1Jru"1J11U1U I ~~1'V11.:Jm~vimLvieJ1b~.:Ji'~Uli~~:W .J1u1u 1 flU u "
3.3.1.3 'li1.:J'Vlel~1/ ~b~eJ'l1VI:w1U'tj:W"1JUbUEleJ~1111-:J/ ~flU'tj:W"UU .J1u1u 1 flU
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3.3.1.5 "1l11U1U 5 flU
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1) ~1'\Jn-:J1Un1~vlel'lbVleJ'dbb~~fhn~-:J'VIi'l'leJ1U1\Jb\J~'l)liJ1'W1U 1 flU
2) ~m1~u5~~:wl))1umue:JeJ lil1u1u 1 flu
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5) h'lb~eJUEJU\J1~~eleJ1U1\J ("1J:W"1JUbUeleJ~111l.:J) .j'1u1u 1 flU ' '
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80
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n1';ieJ1'U1E.J m1~a::~1 n 1 ~LLnu nvieJ~ L ~ E.J1 ~ ~u-1'UL tJ e:1 E.J~1~ ~fl1~il~~rl1'U1 E.Jm 1~a:: mn L ~me:1~1'u
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u~m';iunvieJ~L~E.J1 L'1i'U ~1'Umm~ ~1'U'll1E.J~'UA1LU~L~~~ ~1'U'll1E.J~'UI~,1~~::~n ~flJ'jlJeJ~U';it~1 "
-;;J~vleJ~L ~E.J1'1JeJ~'1J~'1J'U LL~tfn';i~91J'U1~ 1'U:V~U~n1';ioffeJ~~"1J11r;11';i'Vl1~ n1';ivlel~ L ~ E.JJ (Travel " , q "
Information) 1tJ<~I~'1J'U L~eJU~n1';ioUeJ~~'V11~n1';ivle:J~L~E.J1'V11~191J'Utl~';i~'1lm'1J~'1J'U1-Hunvie:J~L~E.J11~ ~ " '
'Vl';i1UoUe:J~~e:J~1~~15~ ~ n~~rr~~e:J~rhi1~5~fl11~a1~1';ifl~-;;J::1'u 1~'lle:J~~'U~ (Carrying capacity) "
~~d (1) m1~a1~1';ifl~:v::1'u1m'UL:U~n1E.Jfl1~ (Physical carrying capacity) "'~1E.J5~ am~"'~e:J "'n~rut'lJeJ~~'U~-;;J::LteJe11'U1E.J 1 ~LU'Ur;1fl1'U~vie:J~L~E.JJ (2) fl11~r;11~1'jfl~-;;J::1'u 1~'V11~a~fl~ (Social
1 II I I
carrying capacity) "'~1E.Jfi~ fl11~a1m';iflVi-;;JteJ1'U1E.Jfl11~atmn~1~ 1 'lJe:J~lil'UViLL"'~~vieJ~LViE.J'J
Lvle:Junvie:J~L~E.J'J (3) fl11~a1~1';ifl~-;;Jt-ru1~L:U~ih1fl11'V1E.J1 (Ecological capacity) "'~1E.J5~
135
Ad 1l.JG'I1l.J1'HI"!l e:J~~~ bb "J ~~tll.J'Vl1 ~TI11l.J"!l1~1 'W G'ltn'W~,!'Wbb~~ 1 'W'\J~ b "Jru 1n~ Lfi CJ~ tl'UG'I t:n'W~bb '}1~ ~ v\a~ L ~m,!u 1 un111a~ ~UTI1n"il m1v\a~ L ~ En~~l1'1 'W~'W~'Vl'S'WEJ 1mTI11l.!"!l1~LL ,..,~~v\ a~ L ~CJ"JLL~~~
' LL ~~ "il~iiifim1 LL~~ L 'Vlflilfl"lle:J~ m1~~ m1~ ~~nut~ w•i'a~l-hu~fi~fl11l.!&=~1l.!11fl~ "il~ 1a~ -ru Hi'"!la~
~u~ t~EJiiifim1~~d (3.1) m1m~"il1t1~1'W1'Wunv\a~L ~EJ1 L~a 12J1-H'unvia~L~m hb1l.!nu1 u.ffi~ ~,..,ti~"!la~lfu~"il~'1hEJ~~ ~~m~'Vlu~a fl111i'Vl-r-w EJ 1m 1 ulfu~,!u ~~ e:Jl"il"il~ m~vl1 hit~ EJ
(3.1.1) fl11Lb tJ~ L "lJ(;l bL ,_,a~vltl~b ~CJ 1 b'iJ'WL "11 (;) ~ e:JEJ 1 b 'li'W '\J~L "JtlJ"!ll.!VbYlPI~ LiJu\9l 'W (3 .1.2) btl'U
rhTI11l.!L iiEJl.!L oU1'11l.!&=~mu~vi a~ L ~EJ"J (3 .2) fl11~~'W1~'W~Lmci~vi a~L ~EJ11 ~Ln~ ~~m~'Vl'U~ a
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(3.3.1) fl11e:Je:Jfl1tl'Ui1t11EJ'W€lflG'Itn'W~ (3.3.2) ~~PI'WfJ'\J~fl11Uflvl€l~L~EJ"J (3.3.3) ~~il'Vl11Pif111 "
tJ1~Liw1~1~ 1 (3.3.4) fl11t'h'l!nvia~t~m1tJ(;l1l.J~~~~~ 1 'W~e:Jl.!~~'\J11CJ1EJU1~fle:J'U (3.3.5) m1~~ vi1'Vl1~b Vl1 'W~e:Jl.!~~ LL~'WU1 EJ'IJ11EJ1 EJ'}1~€Jb€J flG'I11 bb 'W~ U 1 (3. 3. 6) 01CJ.f11'WG'I1~~ LL~~ rl1'\J 11 EJ 1 CJ
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fll.!'W1fll.!"'J'Wri--1 ~~n ~1'Wa1m1 fl11'\J~fl11'V11--lfl11vle:J--1L~EJJ 11l.!~--lfl11-rm!l·1fl11l.!tl~a~i)'EJ m
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bG'IlJ1~'WU ~Lfi~~'W 3 LL ~~~"JCJrl'W 1 'W"IJll"!l'W ~LbG'I~--1~--lfl1~~--l~'W311'W'1l€l~"IJll"'1'W b U'W~oU1~~J1'1l€J~ "1Jll"11'W "1Jll"'1'Wiim~-w'Vla ~11 ,..,ll L tlui'IJlJ'WTI11ll~"'J11D1'Wvi1nulJ1~~LLI1ial1EJuii'W'41~ vi11 ~u1u b ua CJ~'J~ ~ 1~~a-J1L uu,\1 ~"'Ja~m~via--1 b ~ CJ 11 u ~~,-r~a 1u 1"ilL "il~fY LLI1i n au'\J1uL ua CJ~"J~~ 1~ii n1 1
~~ fl1if11ivl€J~L ~CJ"JL ~€1 1 ~Uflvl€1~ b ~ EJ"J 1~ L oU1l.J1pffl~1'}11fl 11l.J~L~CJ"Jrl'Ubb ,_,~~ L '\Ji1tlJG'Itn'WLL~~ "
i'IJlJ'WTI11l.Jfl11'Vl€J~1'1l€J~'IIlJ"!l'W ~~ 1 -H'iifi"ilmil.J iilJAflL'VlPin Ae:JCJ e:Jfi'IJ1CJoU€Jl.Jft vi11 '}1l~-r'\Jfl"J1l.JG'I'W 1"iJ ~ ' "
L uua ~~~l.J1fl LL~U"il"ilU'Wfl1ivl a~L ~ m L :U~i'IJlJ'WTI1ilJ'1le:J~'IJ1'WL uaEJ~1~~ 1111~-rumiilEJll L tia~"il1fl '
1) '111~, lflA~1m'Vl1~f111vl€J~L~CJ"J~lJ1~LL~ 1 'Wri"J'W'1l€J~fl11vl€J~L ~CJ"JL :U~i'\JlJ'WTiiilJ"'JlJ"'J'W 2) '1J1~fl11 ~ " '
Lttl~,..,'IJ1~-ru~~"!le:JU 1 'Wfl1i~~fl1ivle:J~L ~m 3) "!lll"'J'W'1l1~~utJi~lJ1ru 1 um1u-rutJ1~LL ,..,~~via~L ~CJ"J ' '
136
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LD'W8~'ll8\IA'U 1 'W"Illl'll'W fi8 'W8'Wbbvi~1~1 ~'WLLviLi'lii~ 'l-11n'l!m·18..:JL~tJ11'i8..:Jn1"S~~L'ih 1'\.J L~tll'lll.l
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u~'l-111~~n1"S 'll1~n1111\ILLe.J'U\11'W'Vl1\ln11vl8\IL ~tJ1 Bn~\IEJ\I'll1~m1l.l~1llii81 'Un11~~n11
vl8\IL ~tJ1~1nWU1tJ\11'U.fl1A'Yii/L8n'll'U 6) 1lJiiU1tJ~81"1d1lJ'I-1lJ1tJ'Vl1\ln1'lvl8\lb ~m ~\I ~,-)1l.J11"1 ~ '
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n 11vl8 \1 L ~ tJ1 L :U..:J'J'~'UiJ'l'llJ'll8\l'lllJ'll'U 1 ~~~ij ~1'UL~ tJ1i8\1~~1lJ1'l(lW~ 'U1 n'l'lvl8\l L ~ tJ 1 L :U\1 ' "
1~'UiJ'l'llJ'll8\l'lllJ'll'U 1~Vl'l1u()\lufll'j,11'Vl1\ln 11'Vi8\lb ~tJ1b :U..:J1~'UiJ'l'llJ'll8\l'lllJ'll'U b ~8~~~ 1~vh m'l ' ·~ ' 11\lbbe.J'Ub~8W~'U1n1'lvl8\IL~tJ1b:U\11~'Wil'S'llJ'IJ8\I"Illl'll'U ~\11 'U~1'U \IUU'l~l.J1ru 'lJAmn'l bbe.J'Un1 'l
vl8\lb~tJ1L :U..:J1~'WiJ'l'llJ'IJ8\I'lllJ'll'U Lb"~n1'SU'l~'ll1"'l.JW'UTIV11\In1'lvl8\IL ~tJ1'IJ8\I'lllJ'll'U 1~ tJ~ 8~1"111~ ' '
(Adhikary, 1995) 1~L~'W8'lULLuum"S~~m"Sm"S'Vi8\IL~tl1 (7 - s Model) L~8l.l1'\.J.Yu1inum'l "
vl8\IL ~ti1~'11~LLn (1) Strategy 'l-1lJ1tJ()\I n"~VlTI~~~Vf8'W 1 ~b i1'W(i..:Jm1l.le.J~l.ln "l.ln~'Utl'W'l~'l-111'1
'J'(Pl~U'l~~\lf>i n1'l~~~1~Ur1d1l.J~1~q] n1'lr1'JU~l.J bb"~'IJ8Ub'IJ(Pl'IJ8\Ifl~n'l'lllvi1\l '1 'll8\ln1'lvl8\IL~tld
L:U..:J8'1{rn,; 1~ t~m"SL~8nn"~VlTI~L'I-1lJ1~~lJ~~~ ~'11'18'1'\.J'l~ n8u 1 '\.J~1 t~n"~'VlBl. 'Wn1'l11\ILLe.J'W m'l
~hLi1'U\11'U~~1lJ1'l(lU~U~1~ LL" ~til8\l b D'U 1 U(Pl'll.J'U 1tJU1 tJ'IJ8\I n1'lvl8\l L ~ tJ1LL 'IA\I'll1~~1 tJ (2)
Structure 'l-1lJ1tJ5'11A'l\I~~~\11'W8\If'in"S~\Ir111~~L~ti1i8'1tlUn1'l~~~1~U.ff'ULL"~m'lLLD\I'I-1U1~1~ ml.l1~ ~l.l L~'l1~ 1A'l\1~~1\l~~~~ LD'Unru LL~~~~~ru~'W11 '\.J~m1l.l~1L ~~ 1 'Un1'l~~ n1'ln1'lvl8\l L~tl1
~ IV U \1
(3) System 'l-1lJ1tJ5..:! 'l~UU1'Wn1'l~~n1'ln1'Svl8\IL ~tl1~\lij r111lJ'I-1lJ1tJ~r1'l8Ur1~lJ1 '\.J5..:J'l~UUn1'l
~~n1'li8l;J" 'S~UUn1'l~1Li1'W..:i1'U n'l'lU~tmn'l'l n'l'lL~'U n1'l~~n1'lVl'Y~t11n'llJ'4~~n11(Pl"1~LL"~
1~uu~'U "' ~1tl 1~t~'Vlm~uutil8..:Jii m1'\.J1~ ~~'W~1llii8n'ULL"~iim1l.l"'l.lw'U5n'U 1 'UVln.ff'U(Pl8'W ( 4) I ' '
Staff 'lJI"1"1m'IJULD'U~1'U~1~q]~Vh1~Lfl~n11~1Li1'Wn1'lvi1..:1 '1 ~~L~~~~1\11U~1tJ~ 1~m0~1~
UAA"~vi1'1-1U ~~u~m'l'li'n'Vim L ~ tl1~~til8..:J~~~"Sru18 ~1\118UA8U 1~ tJ~~~1'lUAA"~ljm1l.l" ~ LB tl~ ' '
18UA8U ljm'll.le.Jn~'UtlU\11'W ljm1l.l'Yu~~"118U 1~m1ll'1hm'l-1~8'11n'Vi8\IL~tJ1~1tJm1lJL~llh lj "
A11l.l~~..:~h~8"'(Pl~ vi1'11'W~U'l~~u e.J"~'lL ~~LL" ~~1l.l11m1h 1 ~'11nvl8\IL ~tJ1'W..:J~8 h LD'W~1~t1J (5)
Skill 1 'Wn1'lV11\11'W'V! n8 ~1..:Jtil8..:J81fllt!m1ll'1l1'W 1(1] \11'W :;i..:~~~lj'\.J1~~'Vlfim~ 1~tJ~'W 8~ nuil~ ~tJ 3
8~1\lfi8 r111l.J~ Vi'n~~ LL"~Vli"''UA~vi8\11'U (6) Style n1111l.Jtl'U'l~'l-111\l Staff LL"~ Skill bb~"~A'U "
~~lj1'\.JLLUU1'Wn1'l~1Li1'W..:i1'U~vi1\ltl'U 1~tJ'\.Jn~LLD\188nLD'U 2 n~l.J fi8 (6.1) Autocratic Style " '
'1-1~8 Top Down Style (6.2) Democratic Style '1-1~8 Bottom- Up (7) Share n11LLD\IU'U
137
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bU8tJ~1~~fl1~'111~~~'1Jbb'U'Un1~~~n1~m~vl8~b~tJ1 (7 - S Model) "1.18~8~fl11~ (Adhikary) l.l1
tJ'Su 1sU'b~ 8\J~vn~~~ n wvi8~b ~tJ1"1.18~"1.1l.l"I.I'W 1 'IX611b ~-;;J tta~al.lu~uht uu~a~ ~~ Ll.lb~(;'t~~ 7 -;;J~·1h tJ ' " '
oW\JlJ'W 11 'IX"lll.l"I.I'Wb U'Wbb 'l-1~~vl8 ~ b ~tJ1 b :u~ l\Jll'Wu~ ~l.l~ih1nvl8 ~ b ~ tJ11 '1Xm1l.la'W 1-;;J b ~l.ll.l 1 n~'W b U'W '
"'' ' 4.3.1.4 m~l.la1'W~1l.l"ll8~'11l.l"ll'W
i1ru'l-11~1t.~m~~ri1t.~~1l.l"ll8~fl'W 1 t.~"l.ll.l"ll'W"ll8~u 1'Wt tl8tJ~1 ~~ Ylu-J1 "lll.l"ll'W~ " . '
ilty'l-118~ 3 ~1'W 1~ttn 1) 'lll.l"ll'Wttl'Wri1'W'I-1~~"1Jmm~~~rhJm~l.lm~vl8~t~mt:U~11Jll'Wu~~l.l ~~
"l.ll.l"I.I'W~mw18 ~11 'l-1l.lfl~UVlnfl-s'1 b~8'W t1 nvl 8~ b ~ tJ1a1l.l1~m '!i11 tJ~n'l!l'11~ tb~'V'lu11 'lil.J"IJ'W 1lJii ~ , 'I " \1
85mtJm~l.li5m~vi1 'l-1~81lJffifl~'UT~tJ1tJ 1'1Xt1nvl8~b~tJ1l4~ 1~11 ~~if~88~ h a1l.l1~(11.UtJ~~ LtJ"llti
8 ~1~h tb(;'t~m~Vl8~Tvi18~1~h ttl'W~'W ~wh1 '!Xu nvl8~b ~tJ11~ t~tJ~ttf'i"lll.lbt~1lJa1l.l1~(1Vl~1u
'!i8l.l(;'t 1~ 2) "l.ll.l"ll'Wiiri1'W ~1l.l'l-1~m.J~'I-11 ~~~ m~ m~vl 8 ~ b ~ tJ1 b :U~l\Jll'Wu~~l.l"ll8~"1.1l.l"I.I'W 'V'l'U11 " ' .
tJ~~"I.I1"1.1'W 1 'W'lll.l"ll'W 1lJii~1'W~1l.l 1 tJm~u~'l-11 'i~~ m'im'ivl8-:J b ~m ri1t.1 1 'l-1qjm'i~~ m'im'ivl8~b ~tJ1
-;;J~()n~~n1~(;'t~l.J1-;;J1nwu1tJ~1'WmF~'S~ l.l1~ ~'111"1ll.l"I.I'W 3) "l.ll.l"I.I'W~ri1'W~1l.lt:U~tfl'i'l!l'~n-;;J -;;J1n \I cl.t \J \J , 'I <1.1
n ~ n 'i~l.l m 'ivl 8~ b ~ tJ1 b :U~l\Jll 'Wu'i'i l.l Yn.J11 'lll.l"ll'Wii m 'i'VI 8 ~11 'l-1l.l a1l.l1 'i()U1l.l 1:51WU 1 tJ 1 '\Xnu
t1 nvl8~ b ~ m ~~ 1~'Sum1l.latJ 1-;;J-;;J1n t1 nvl 8~ b ~ tJ1 b U'W 8 ~1~l.l1 n 8 n~~"l.ll.l"I.I'W iT~~ ~~1'1i1rusn"l.ll.l"I.I'W-;;J1 n . '
vl8~b~tJ1"ll8~"1.1l.l"I.I'W 'l-11nt1nvlm~m~8~n1'i~'WR1 n-;;J~1tJ~81'11l.IU1'Wb~8'W'I-1~8~fl'W8 OTOP 'lil.J"IJ'W • 'IJ ~
8 n~~ 1 t.1 m~~~ n~m'il.lm'ivl8~ t ~ tJ1"1J8~"1.1l.l"I.I'W~ ~ii'IJ'i1"1Jru"IJ11u1t.~ ~~ t tlt.~m -H'!i8l.J(;'ttM tJ'Jnum1 'I u ~ ~
vl8~t~m 1 'W"Ill.l"I.I'Wbb(;'t~~b tltJ~'I11t!nvl8~ b ~t11vi1n~m'il.l tt~-;;J~ 1l.l1~-su~al'1 8Ubt Vl'W ~~vh~1tJm1l.l • \1 \1
a~mh ~1n~ ~rutJaq'l!l'ru mt.~n~"ll (2558: 190-191) 1~85mtJ1111 m1~~1'W~1l.l"ll8~fl'W 1'W'lll.l"ll'W
1 tJ m1~~ n 11vl8~ t ~ tJ1b :u~l'\Jll'Wu1'il.l:51 b tltJ~ ~~~ 8~~1l.lii8 nu ~~ri1t.1 bM m'!i8~mtJtJ8n~1 tJ t 'lit.~n'W
bblJ11fl'W 1 'W"I.Il.J"IJ'W ~~ii~1'W~'dl.J~1 n n 1'i~1l.l ~ 1 tJ 1'1'W b8~ (Self-mobilization) bb~ n ir~fl~~fl11l.J:51b U'U • ~~~vl8 ~'S n'l!l'1fl11l.J~l.l~'W crtl'U'I-1tJ1 tJ~1Wl1 tJ'W 8 n1 'W \i1'W~ ~ '\Xf'i1 bb 'W~ 1.11'1-1~ 8 ~ atJ'ua'W'Wbb(;'t ~
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