FACTORS INFLUENCING THE EFFECTIVENESS OF HERBAL CITY UNDER NATIONAL MASTER PLAN ON THAI HERBAL DEVELOPMENT

Abstract

            The objectives of this research were 1). To study the present condition and relationship of herbal city management model under national master plan on Thai Herbal Development 2). Factors influencing the effectiveness of herbal city of herbal development under national master plan by using quantitative research method, sampling group was executive and operator, herbal city project, the representatives of The Federation of Thai Industries, the representatives of Provincial Chamber of Commerce, Herbal City Development Team and Thai Herbs entrepreneur in 4 provinces for 280 people. The ratio of sampling group 1:20 of observable variables totally 14 variables using random sample sampling method, data collection analysis from questionnaire by using structural equation. Research result found that innovative factor was medium mean level at 3.4 when considered in each part found that all parts were medium mean level during 3.29 to 3.27. Organization and human capital was high level when considered in each part found that mission of government office and herbal establishment model were medium mean level at 3.46 and 3.36 respectively. Human management was high mean level at 3.72. Supporting system was medium mean level at 3.35 when considered in each part found that all parts were medium mean level between 3.13 and 3.47, effectiveness was medium mean level at 3.34 when considered in each part found that herbal product development, marketing process and sustainability were medium mean between 3.07 and 3.35 while research and development and happiness of people were high mean level at 3.59 and 3.54 respectively and innovation influencing the effectiveness at the path coefficient value .37 at statistical significant level .05 and indirect influencing through organization and human capital. Supporting system was path coefficient value .05 at statistical significant level .05