Public Participation for the Development of Tourist Attraction on the Nawatwitee of Sustainable Cultural Heritage and Local Wisdom to Follow the Kings Philosophy of Sufficiency Economy

The objective of this study is to examine the role of public participation, local wisdom, and sufficiency economy to enhance tourism attraction. This study preferred to examine the relationship between public participation, local wisdom, sufficiency economy, sustainable tourism heritage and tourism attraction. To attain the study objective, a survey questionnaire was used for data collection. Population of the study is the government and private tourism organizations, and employees of these tourism organizations working in Thailand were considered as respondents. The survey received 205 valid responses and used in data analysis. This study used Partial Least Square (PLS) to test the relationship between variables. Results of PLS structural model proposed the important contribution of public participation in tourism attraction. Public participation has the potential to enhance local wisdom and sufficiency economy which has relationship with sustainable tourism heritage. Further, the increase in sustainable tourism heritage increases the tourism attraction