本研究之題目為"台灣與泰國地方特色產業消費行為因果模式
之比較研究"。台灣與泰國於地理、經濟、政治、商業、生活型態、文化、傳統等方面的均
不相同，因此，台灣與泰國之OTOP 勢必具有差異。OTOP 之關鍵成功因素為擴展行銷組合
(7P's)，分別為產品、價格、地點、促銷、人員、程序以及實體，如產品類別、 OTOP 中心
之行政與作業管理、人員語言能力、其他設施、OTOP 中心的地理位置等。本研究著重於比
較台灣與泰國OTOP 專案，為本研究之動機。
本研究之理念建構為探討目前於台灣與泰國OTOP 中心在於消費者行為的關鍵成功因
素，並同時辨識能促進消費者行為的新關鍵成功因素。本研究著重於台灣與泰國消費者對
於OTOP 產品之滿意度以及重複購買意圖。本研究之研究方法透過假說的方式進行驗證。本
研究利用為團體訪談法，訪談對象為OTOP 中心的經理與員工，以及於曼谷、台北兩地之OTOP
中心購買過OTOP 產品之消費者。
研究問題
問題一：何為OTOP 中心之關鍵成功因素？
問題二：何為影響OTOP 中心之消費者屬性？
問題三：OTOP 中心之關鍵成功因素，在泰國與台灣之消費者認知間是否具有顯著不同？
問題四：何時消費者會對OTOP 中心產生滿意度與再購意願之行為？

The objective in this research is “A comparative study on cause-effect model of OTOP consuming
behaviors between Taiwan and Thailand.” Both of Taiwan and Thailand have difference such as geographical,
economical, political, commercial, the way of life, cultural, tradition, etc. Thus, Thailand and
Taiwan OTOP is certain difference. The element of key success factor on OTOP is “Extended Marketing
Mix” (7P’s) that is focus on product, price, place, promotion, people, process and physical evidence
such as the categories of products, Administrative and Operation Management in the OTOP
center, staff proficiency in the language skill, other facilities, the location and construction of OTOP
center or shop. This research is comparative in Thailand and Taiwan OTOP project in the conclusion;
this is the reason for this research study.
The conceptual framework describes about the consumer behaviors of OTOP products by maintaining
current the key success factors of OTOP Centers in Thailand and Taiwan and at the same time identifying
new Key Success factors that can generate the consumer behavior. This research is aim to the
customer behaviors of OTOP product by focus on the consumer satisfaction and consumer repurchasing
in the OTOP products between Thailand and Taiwan. Research methodology used proposition to prove
on this study. Research population is focus on the group interview that is interviewing the manager and
employee in OTOP center, and consumer who have buying OTOP product in Bangkok, Thai OTOP
center and Taipei, Taiwan OTOP center.
Research of Question
Question1: What would be the Key Success Factors of OTOP Center?
Question2: What attributes of consumers will influence the attitude to OTOP Center/Shop?
Question 3: Are there significant differences of consumers’ cognition on the key success factors of
OTOP Center/Shop between Thailand and Taiwan consumers？
Question 4: When the consumer who has more positive attitude to OTOP has more satisfaction and
repurchasing behavior?

目錄
I
表目錄
VI
圖目錄
XIII
CHAPTER 1
-
INTRODUCTION
1
SECTION 1
-
RESEARCH BACKGROUND AND MOTIVATION
1
SECTION 1.1
-
The increase trend of OTOP
1
SECTION 1.2
-
How many categories of OTOP products?
2
SECTION 1.3
-
What are the business, market and profit of OTOP?
3
SECTION 1.4
-
What are the purposes of OTOP project in Thailand and Taiwan?
4
SECTION 1.5
-
The future plan development of OTOP in Thailand and Taiwan
6
SECTION 1.5.1
-
Taiwan OTOP Promotion Plan
6
SECTION 1.5.2
-
Thai OTOP Promotion Master Plan 2008-2012
8
SECTION 2
-
THE CONCEPTUAL FRAMEWORK
10
SECTION 3
-
THE PURPOSE OF THIS RESEARCH
11
SECTION 4
-
RESEARCH SCOPE
11
SECTION 5
-
KEYWORD OF RESEARCH
12
CHAPTER 2
-
LITERATURE REVIEW
14
SECTION 1
-
THE INTRODUCTION OF OTOP
14
SECTION 1.1
-
The Birth of OTOP
14
SECTION 1.2
-
Brief Overview of OTOP in Journal
15
SECTION 2.1
-
OTOP Philosophy
17
SECTION 2.2
-
OTOP Projects and Small and Medium Enterprise
18
SECTION 2.2.1
-
Taiwan OTOP Projects and SME
18
SECTION 2.2.2
-
The Future Plan of Taiwan OTOP and SMEs
20
SECTION 2.2.3
-
Thai OTOP Project and SME
20
SECTION 2.2.4
-
The Future Plan of Thai OTOP and SMEA
22
SECTION 2.3
-
The Local Cultural Industries
23

SECTION 2.4
-
THE KEY SUCCESS FACTORS OF OTOP CENTER IN TAI-WAN AND THAILAND
24
SECTION 2.4.1
-
Marketing Mix
25
SECTION 2.4.2
-
Product
25
SECTION 2.4.3
-
Price
28
SECTION 2.4.4
-
Place
28
SECTION 2.4.5
-
Promotion
29
SECTION 2.4.6
-
People
30
SECTION 2.4.7
-
Process
31
SECTION 2.4.8
-
Physical Evidence
34
SECTION 2.5
-
LOCAL CULTURAL PREFERENCE
35
SECTION 2.5.1
-
The Local Cultural Industries in Thailand and Taiwan
36
SECTION 2.5.2
-
OTOP Promotions and Policy
42
SECTION 2.5.2.1
-
Taiwan OTOP Promotion Policy
43
SECTION 2.5.2.2
-
Thai OTOP Promotion Policy
46
SECTION 2.5.3
-
Local wisdom or Conservative and Commercialize
49
SECTION 2.5.4
-
Tourism
50
SECTION 2.6
-
MOTIVATION OF CONSUMER
52
SECTION 2.7
-
INNOVATIVE PERSONALITY
54
SECTION 2.8
-
ATTITUDE TO OTOP
56
SECTION 2.9
-
CONSUMER SATISFACTION
58
SECTION 2.10
-
CONSUMER REPURCHASING BEHAVIOR
60
CHAPTER 3
-
RESEARCH METHODOLOGY
61
SECTION 3.1
-
Conceptual Framework
61
SECTION 3.2
-
Research Questions
62
SECTION 3.3
-
Research Method
64
SECTION 3.3.1
-
Documentary Research Method
64

SECTION 3.3.2
-
In-depth Interviews (IDIs)
65
SECTION 3.4
-
Research Population
65
SECTION 3.5
-
Sample Group
66
SECTION 3.6
-
Research Instrument
67
SECTION 3.6.1
-
General Background information
68
SECTION 3.6.2
-
General Knowledge or Information about the OTOP Center
69
SECTION 3.6.3
-
Local Cultural Preference
70
SECTION 3.6.4
-
Motivation of Consumer
71
SECTION 3.6.5
-
Innovative Personality
72
SECTION 3.6.6
-
The key success factors of OTOP Center/Shop?
72
SECTION 3.6.7
-
The Attitude toward OTOP
73
SECTION 3.6.8
-
The Consumer Behavior
74
SECTION 3.6.8.1
-
The Consumer Satisfaction
74
SECTION 3.6.8.2
-
The Consumer Repurchasing Behavior
75
SECTION 3.6.9
-
The Suggestion
76
SECTION 3.7
-
Data Collection
77
SECTION 3.8
-
Data Analysis
77
CHAPTER 4
-
RESEARCH RESULT
78
SECTION 4.1
-
THE SURVEY PROCESS AND THE SAMPLE ANALYSIS
78
SECTION 4.1.1
-
General Background Information
79
SECTION 4.1.2
-
The general knowledge or Information about OTOP Center/Shop
85
SECTION 4.2
-
VERIFICATION OF PROPOSITION
88
SECTION 4.2.1
-
The Local Cultural Preference
89
SECTION 4.2.2
-
Motivation of Consumer
101
-
SECTION 4.2.3
-
Innovative Personality
111
SECTION 4.2.4
-
The Key Success Factors of OTOP Center/Shop
116
SECTION 4.2.5
-
Attitude toward OTOP
118
SECTION 4.2.6
-
Consumer Behavior
129
SECTION 4.2.7
-
Consumer Satisfaction
131
SECTION 4.2.8
-
Consumer Repurchasing Behavior
132
SECTION 4.2.9
-
Suggestion
133

CHAPTER
PAGE
-
SECTION 4.3
-
COMPARISON ON CAUSE-EFFECT MODEL OF OTOP CONSUMING BEHAVIOR BETWEEN TAIWAN AND THAILAND
138
SECTION 4.3.1
-
General Background Information
138
SECTION 4.3.3
-
The Local Cultural Preference
141
SECTION 4.3.4
-
Motivation of Consumer
143
SECTION 4.3.5
-
Innovative Personality
145
SECTION 4.3.6
-
The Key Success Factors of OTOP Center/Shop
150
SECTION 4.3.7
-
Attitude toward OTOP
151
SECTION 4.3.8
-
Consumer Behavior
153
SECTION 4.3.9
-
Consumer Satisfaction
155
SECTION 4.3.10
-
Consumer Repurchasing Behavior
157
SECTION 4.3.11
-
Suggestion
158
-
SECTION 4.4
-
RESEARCH PROPOSITION
161
CHAPTER 5
-
THE CONSLUSION AND DISCUSSION
165
SECTION 5.1
-
THE CONCLUSION IN THIS RESEARCH
165
SECTION 5.1.1
-
The conclusion of the research result on the general knowledge or information about OTOP Center/Shop in this research
160
-
SECTION 5.2
-
THE DISCUSSION IN THIS RESEARCH
171
SECTION 5.1.1
-
The conclusion of the research result on the general knowledge or information about OTOP Center/Shop in this research
160
-
SECTION 5.2
-
THE DISCUSSION IN THIS RESEARCH
171
SECTION 5.2.1
-
The discussion of research result on general background information
171
SECTION 5.2.2
-
The discussion of research result on the general knowledge or infor-mation about OTOP Center/Shop
173
SECTION 5.2.3
-
The discussion of research result on the local cultural preference
174
SECTION 5.2.4
-
The discussion of research result on the motivation of consumer
175
SECTION 5.2.5
-
The discussion of research result on the innovative personality
177
 
V 
 
目錄
CHAPTER
PAGE
SECTION 5.2.6
-
The discussion of research result on the key success factors of OTOP Center/Shop
178
SECTION 5.2.7
-
The discussion of research result on the attitude toward OTOP
182
SECTION 5.2.8
-
The discussion of research result on the consumer behavior
184
SECTION 5.2.9
-
The discussion of research result on the consumer satisfaction
185
SECTION 5.2.10
-
The discussion of research result on the consumer repurchasing beha-vior
185
SECTION 5.2.11
-
The discussion of research result on the suggestion
186
SECTION 5.3
-
LIMITATION IN THIS RESEARCH
188
REFERENCE
190
APPENDIX
APPENDIX 1
-
INTERVIEW QUESTIONS AND QUESTIONNAIRES
206
-
INTERVIEW QUESTIONS AND QUESTIONNAIRES (ENGLISH)
207
-
INTERVIEW QUESTIONS AND QUESTIONNAIRES (CHINESE)
217
-
INTERVIEW QUESTIONS AND QUESTIONNAIRES (THAI)
227
APPENDIX 2
-
SAMPLE OF GENERAL BACKGROUND INFORMATION
240
-
SAMPLE OF GENERAL BACKGROUND INFORMATION (TAIWANESE’S INTERVIEWEES)
241
-
SAMPLE OF GENERAL BACKGROUND INFORMATION (THAI’S INTERVIEWEES)
243
APPENDIX 3
-
PICTURE OF OTOP CENTER
245
-
PICTURE OF TAIWAN OTOP CENTER, TAIWAN
246
-
PICTURE OF THAILAND OTOP CENTER, THAILAND
249

TABLES
PAGE
CHAPTER 1
SECTION 1.4
-
What are the purposes of OTOP project in Thailand and Tai-wan?
 
TABLE 1.4.1
-
The purposes of OTOP project in Taiwan and Thailand
4
CHAPTER 2
SECTION 2.1
-
MARKETING MIX
TABLE 2.4.2
-
OTOP Product Champion (OPC) of Product Classification
26
TABLE 2.4.2.1
-
OTOP categories products in Taiwan and Thailand
27
TABLE 2..4.5
-
Example OTOP website
29
CHAPTER 3
SECTION 3.4
-
RESEARCH POPULATION
TABLE 3.4.1
-
The Research Population
66
SECTION 3.5
-
SAMPLE GROUP
TABLE 3.5
-
The collect data from Interviewees
67
SECTION 3.6
-
RESEARCH INSTRUMENT
67
TABLE 3.6.1
-
The Questions of the General Background
68
TABLE 3.6.2
-
The Question of General Knowledge or Information about the OTOP Center
70
TABLE 3.6.3
-
The Question Local Cultural Preference
71
TABLE 3.6.4
-
The Question of Motivation of Consumer
71
TABLE 3.6.5
-
The Question of Innovative Personality
72
TABLE 3.6.6
-
The question of key success factors of OTOP Center/Shop
72
TABLE 3.6.7.1
-
Interview Question/ of Attitude toward OTOP
73
TABLE 3.6.7.2
-
The Questionnaire of Attitude toward OTOP
73
TABLE 3.6.8
-
The Question of Consumer Behavior
74
TABLE 3.6..8.1
-
The Question of Consumer Satisfaction
75
TABLE 3.6..8.2
-
The Question of Consumer Repurchasing Behavior
76
TABLE 3.6.9
-
The Question of Suggestion
76
 
VII 
 
表目錄
TABLES
PAGE
CHAPTER 4
SECTION 4.1
-
THE SURVEY PROCESS AND THE SAMPLE ANALYSIS
TABLE 4.1.1.1
-
Number and percentage for the general background information of the interviewees
79
TABLE 4.1.1.2
-
The result information of comparison on General Background Infor-mation from Taiwanese’s Interviewees and Thai’s interviewees
84
SECTION 4.1.2
-
THE GENERAL KNOWLEADGE OR INFORMATION ABOUT OTOP CENTER/SHOP
85
TABLE 4.1.2.1
-
Number and percentage of the interviewee classified by have the consumers ever heard about OTOP Center/Shop before?
85
TABLE 4.1.2.2
-
Number and percentage of the interviewee classified by which media that the consumers ever heard about the OTOP Center/Shop?
86
TABLE 4.1.2.3
-
Number and percentage of the interviewee classified by what are most important of objectives OTOP Center/Shop?
87
SECTION 4.2
-
VERIFICATION OF PROPOSITION
88
SECTION 4.2.1
-
THE LOCAL CULTURAL PREFERENCE
89
TABLE 1
-
Number and percentage of the interviewee classified by in the con-sumer’s opinion do the consumers think the local cultural preference can influence on their purchasing or not? And why?
89
TABLE 4.2.1.1
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees
90
TABLE 2
-
Number and percentage of the interviewee classified by what are the most important factors of local cultural preference will influence to OTOP Center? And why?
 
92
TABLE 4.2.1.2
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees
93
TABLE 3
-
Number and percentage of the interviewee classified by do the con-sumers think the local cultural industries, local wisdom or conservative and commercialization and tourism will influence people cultural preference in OTOP Center/Shop?
95
TABLE 4.2.1.3
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees
96
 
VIII 
 
表目錄
TABLES
PAGE
TABLE 4
-
Number and percentage of the interviewee classified by do the con-sumers think the local cultural industries, local wisdom or conservative and commercialization and tourism which part is the most important will influence people cultural preference in OTOP Center/Shop?
98
TABLE 4.2.1.4
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees
99
SECTION 4.2.2
-
MOTIVATION CONSUMER
101
TABLE 1
-
Number and percentage of the interviewee classified by what is the consumer’s motivation for visiting OTOP Center/Shop?
102
TABLE 4.2.2.1
-
The result information of comparison on Motivation of Consumer from Taiwanese’s interviewees and Thai’s interviewees
103
TABLE 2
-
Number and percentage of the interviewee classified by which factor of consumers motivation is most important for influencing them to go to OTOP center?
105
TABLE 4.2.2.2
-
The result information of comparison on Motivation of Consumer from Taiwanese’s 1nterviewees and Thai’s interviewees
106
TABLE 3
-
Number and percentage of the interviewee classified by which part of service factor or products factor is more important will influence in the consumer motivation to OTOP center?
108
SECTION 4.2.3
-
INNOVATIVE PERSONALITY
111
TABLE 1
-
Number and percentage of the interviewee classified by do the con-sumers believe that the consumers who go to the OTOP would have the innovative personality?
111
TABLE 4.2.3.1
-
The result information of comparison on Innovative Personality from Taiwanese’s Interviewees and Thai’s interviewees
112
TABLE 4.2.3.2
-
The result of statistic analysis on the innovative Personality
115
 
IX 
 
表目錄
TABLES
PAGE
SECTION 4.2.4
-
THE KEY SUCCESS FACTORS OF OTOP CENTER/SHOP
116
TABLE 4.2.4
-
The result of statistic analyzed on the Key success factors of OTOP Center/Shop
116
 
SECTION 4.2.5
-
ATTITUDE TOWARD OTOP
118
TABLE 1
-
Number and percentage of the interviewee classified by what do the consumers think about OTOP center?
118
TABLE 4.2.5.1
-
The result information of comparison on attitude toward OTOP from Taiwanese’s Interviewees and Thai’s interviewees
119
TABLE 2
-
Number and percentage of the interviewee classified by the consumer think about OTOP Center/Shop in Taiwan and Thailand is successful or not.
121
TABLE 4.2.5.2
-
The result information of comparison on attitude toward OTOP from Taiwanese’s Interviewees and Thai’s interviewees
121
TABLE 3
-
Number and percentage of the interviewee classified by from their experience, what is the strength or weakness of OTOP product and OTOP Center in Taiwan and Thailand?
123
TABLE 4.2.5.3
-
The result of statistic analyzed in the attitude of consumer to OTOP center
124
TABLE 4.2.5.4
-
The result of statistic analyzed in the question “Attitude toward OTOP center”
128
SECTION 4.2.6
-
CONSUMER BEHAVIOR
129
TABLE 4.2.6
-
Number and percentage of the interviewee classified by consumer behavior
129
SECTION 4.2.7
-
CONSUMER SATISFACTION
131
-
TABLE 4.2.7
-
The result of statistic analyzed in what is the consumer level of satis-faction when you visit OTOP Center/Shop?
131
-
SECTION 4.2.8
-
CONSUMER REPURCHASING BEHAVIOR
132
TABLE 4.2.8
-
The result of statistic analyzed in what are the consumer’s opinions of repurchasing OTOP products?
133
 
X 
 
表目錄
TABLES
PAGE
SECTION 4.2.9
-
SUGGESTION
133
TABLE 4.2.9.1
-
The result information of comparison on the suggestion from Taiwa-nese’s interviewees and Thai’s interviewees
134
TABLE 4.2.9.2
-
The result information of comparison on the suggestion from Taiwa-nese’s interviewees and Thai’s interviewees
136
-
SECTION 4.3
-
COMPARISON ON CAUSE-EFFECT MODEL OF OTOP CONSUMING BEHAVIOR BETWEEN TAIWAN AND THAILAND
138
TABLE 4.3.2.2
-
The result information of comparison on the general knowledge or information about OTOP Center/Shop from Taiwanese’s Interviewees and Thai’s interviewees by the question “Which media that you ever heard about the OTOP Center/Shop?”
140
TABLE 4.3.2.3
-
The result information of comparison on the general knowledge or information about OTOP Center/Shop from Taiwanese’s Interviewees and Thai’s interviewees by the question “What are most important of objectives OTOP Center/Shop?”
141
TABLE 4.3.3.4
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees by the ques-tion “Do you think these 3 factors: Local Cultural Industries, Local Wisdom or Conservative and Commercialization and Tourism. Which part is the most important will influence people’s local cultural prefe-rence in OTOP Center/Shop?”
143
SECTION 4.3.4
-
MOTIVATION OF CONSUMER
143
TABLE 4.3.4.2
-
The result information of comparison on motivation of consumer from Taiwanese’s Interviewees and Thai’s interviewees by the question “Which factor of your motivation is most important for influencing you to go to OTOP center?”
144
TABLE 4.3.4.3
-
The result information of comparison on the motivation of consumer from Taiwanese’s Interviewees and Thai’s interviewees by the ques-tion “What part of service factor or product factors will influence you motivation to OTOP center?”
144
 
XI 
 
表目錄
TABLES
PAGE
SECTION 4.3.5
-
INNOVATIVE PERSONALITY
145
TABLE 4.3.5
-
The result analysis on the innovative personality between Taiwan and Thailand (ANOVA)
 
145
SECTION 4.3.6
-
THE KEY SUCCESS FACTORS OF OTOP CENTER/SHOP
146
TABLE 1
-
The result analysis on the product factors between Taiwan and Thailand (ANOVA)
146
TABLE 2
-
The result analysis on the price factors between Taiwan and Thailand (ANOVA)
147
TABLE 3
-
The result analysis on the place factors between Taiwan and Thailand (ANOVA)
147
TABLE 4
-
The result analysis on the promotion factors between Taiwan and Thailand (ANOVA)
147
TABLE 5
-
The result analysis on the people factors between Taiwan and Thailand (ANOVA)
148
TABLE 6
-
The result analysis on the process factors between Taiwan and Thailand (ANOVA)
148
TABLE 7
-
The result analysis on the physical evidence factors between Taiwan and Thailand (ANOVA)
149
TABLE 8
-
The result analysis on the key success factors (7P’s) between Taiwan and Thailand (ANOVA)
149
TABLE 4.3.6
-
The result of the key success factors from interview questionnaire
150
SECTION 4.3.7
-
ATTITUDE TOWARD OTOP
151
TABLE 4.3.7.3
-
The result information of comparison on attitude toward OTOP from Taiwanese’s Interviewees and Thai’s interviewees by the question “What is the strength or weakness of OTOP product and OTOP Center in Thailand and Taiwan?”
152
TABLE 4.3.7
-
The result analysis on the attitude toward OTOP between Taiwan and Thailand (ANOVA)
153
SECTION 4.3.8
-
CONSUMER BEHAVIOR
153
TABLE 4.3.8.1
-
The result number and percentage on the reason when the consumer buy OTOP product between Taiwan and Thailand
153

TABLES
PAGE
TABLE 4.3.8.2
-
The result number and percentage of the reason when the consumer never buy OTOP product between Taiwan and Thailand
154
TABLE 4.3.8.3.3
-
The result number and percentage on the categories of OTOP products are customers most interested in OTOP Center between Taiwan and Thailand
155
 
155
SECTION 4.3.9
-
CONSUMER SATISFACTION
156
TABLE 4.3.9.1
-
The result analysis on the consumer satisfaction between Taiwan and Thailand (ANOVA)
156
TABLE 4.3.9.2
-
The result information of comparison on the consumer satisfaction from Taiwanese’s Interviewees and Thai’s interviewees by the ques-tion “What is level of satisfaction when you visit OTOP Center/Shop?”
156
SECTION 4.3.10
-
CONSUMER REPURCHASING BEHAVIOR
157
TABLE 4.3.10.1
-
The result analysis on the consumer repurchasing behavior between Taiwan and Thailand (ANOVA)
157
TABLE 4.3.10.2
-
The result information of comparison on the consumer repurchasing behavior from Taiwanese’s Interviewees and Thai’s interviewees by the question “What are the consumer’s opinions of repurchasing OTOP products?”
157
SECTION 4.3.11
-
SUGGESTION
158
TABLE 4.3.11.1
-
The result information of comparison on the consumer repurchasing behavior from Taiwanese’s Interviewees and Thai’s interviewees by the question “Do you have any other suggestion or opinions for the OTOP on this study?”
158
TABLE 4.3.11.2
-
The result information of comparison on the consumer repurchasing behavior from Taiwanese’s Interviewees and Thai’s interviewees by the question “Do you have any other suggestions or opinion for product factors and service factors in OTOP Center?”
160
 
XIII 
 
圖目錄
FIGURES
PAGE
CHAPTER 1
FIGURES 1.5.1
-
Thai OTOP Promotion Strategies 2008-2012
7
FIGURES 1.5.2
-
Type of Assistance provided by OTOP
9
CHAPTER 2
FIGURES 2.1
-
Three Principle of OVOP
17
FIGURES 2.2.1
-
Taiwan OTOP Roadmap in 1989-2009
19
FIGURES 2.2.2
-
Sample picture of Taiwan OTOP Center or Shop 
19
FIGURES 2.2.3
-
Sample picture of Thai OTOP Center or Shop
21
FIGURES 2.2.3.1
-
Thai OTOP Roadmap in 2002-2008
22
FIGURES 2.4.1
-
Marketing Mix (4P’s)
25
FIGURES 2.4.6
-
The Extended Marketing Mix (7P’s)
30
FIGURES 2.4.7
-
The Policy Strategies and Implements Directions of Thailand and Taiwan OTOP
32
FIGURES 2.5.1.1
-
Thailand OTOP Logo 
38
FIGURES 2.5.1.2
-
Thailand Industrial Standards Institute (TISI)
38
FIGURES 2.5.2.2
-
Category of Community Producers
48
CHAPTER 3
FIGURES 3.1
-
Conceptual Framework
61

Reference

Adjei, M.T. & Clark, M.N. (2010). Relationship marketing in A B2C context: The moderating role of Personality traits. The Journal of Retailing and Consumer Service, 17, p. 57
Adachi, F. (2005). OVOP: One Village One Product Movement. The OVOP Movement in Japan and other ASEAN Countries Seminar, p. 16
Aksoy, L., Cooil, B., Groening, C., Keiningham, T. L., & Yalcin, A. (2008). The Long Term Stock Market Valuation of Customer satisfaction. Journal of Marketing, 72 (4), p. 61
An, S. (2008). One Village One Product Promotion in Cambodia. Paper presented at the OVOP International Seminar 2008. Liyang City, Jiansu Province, China, p. 2  
Askerud, P. & Engelhardt, R. (2007). Mapping a new world: A background paper for inclu-sion in the forth coming UNESCO World Report on Culture 2007. Bangkok, Thailand: UNESCO Office, p. 38
Atthirawong, W. & Neammancee, P. (2008). A Business Model for OTOP in Thailand: Case Study on value added Mango. Department of Applied Statistics, Science King Mong-kut’s Institute of Technology Ladkrabang, Bangkok, Thailand, p.  
Benjharid, P. (2008). The Management of One Tambon One Products: A Case Study of the Rubber-Leaved Flowers Group in Pattani. Price of Songkla University.Journal of Humanities and Social Sciences, 4(1), p. 
Booms, B. H. & Bitner, M.J. (2010). Marketing strategies and Organizational structures for service firms. Extended Marketing Mix (7P’s). Chicago, America, p. 31  
Boonma, V. (2006). The Success of OTOP Occupational Groups in a Dimension of Strong Community.Faculty of Graduated Studies, Mahidol University, Bangkok, Thailand. pp. 15, 19, 27, 42, 60 
Boonyarattanasoontorn,  (2006).Do poverty alleviation policies contribute to the welfare of poor people in rural communities? A Case Study of six Villages in Chiang Rai Prov-ince.Thammasat Univesity, Bangkok, Thaland, p. 47
Bunyakamongsrisuk, T. (2007). Taiwan Story: OTOP is not One Tambon One Product Years 2, p. 34, 69 
Burns, P. (2005). Corporate Entrepreneurship: Building an Entrepreneurial Organization, Palgrave. International Small Business Journal, 1(23), p. 11  
Center for the Study of Social Policy. (2007). Customer Satisfaction Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods: What the Research Tell Us. Washington D.C., America, 1, p. 61  
Chadwick, S. (Ed.). (2009). Relationship Marketing in Sports. United Kingdom, UK: Coven-try University, p. 31  
Chaiprapat, S., Limsakul, B., & Sirivongpaisal, N. (2008). A feasibility study on establishing distribution centers for One Tambon One Product (OTOP) project in Songkhla Prov-ince. International Journal Integrated Supply Management, 4(1), p. 53
Chanjaruporn, F. (2005). Survey of the Purchasing Decision and Opinions Regarding Herbal Cosmetic One Tambon One Product (OTOP) Products. Faculty of Health Business Management, Mahidol University, Bangkok, Thailand, pp. 18, 26, 29-30, 53, 60
Chao, C. W., Reid, M., & Mavondo, F. (2009). The influence of consumer innovativeness on really new product adoption. Monash University: Business and Economics, 8(2), p. 10
Charoensri, K. (2008). Multi-Cultural Society in Thailand. The Future of Multicultural Society in Thailand. Bangkok, Thailand, p. 13 
Chen, Y.Q. (2009). A Study of the Relationship among Employees’ Efforts, Customer Satis-faction, and Customer Value: From Dyadic Perspective. Faculty of Business Man-agement, National Cheng Kung University: Business and Economics, 
Chen, T.L., & Hong, P.F. (2008). The study of the Cultural Image Constructed Factors of Paiwanese Glass Beads. National Taipei University of Technology: Department of Industrial Design, 13(2), p. 
Choochuen, S. (2006). Problems in Policy Implementation: A Case of OTOP in Pattani Provinvce. Faculty of Art, Mahidol University, Bangkok Thailand, p. 61 
Clarity Marketing Ltd. (2005). The Marketing Mix: 7P’s of the Marketing Mix. Nottingham: United Kingdom, p. 31   
Cooper, D.R. & Schindler, P.S. (2006). McGraw Hill. Business Research Methods: In-Depth Interview, 9, pp. 64, 67 
Cresswell, J.W. (2007). Qualitative Research Designs: Selection and Implementation. The Counseling Psychologist, 35(2), p. 66  
Damrongpipat, N. (2009). Determinants of Souvenirs Purchasing Behavior among Internal Phuket Visitors. Department of Business Administration in Hospitality and Tourism Management, Prince of Songkla University, p.  
Deeratsami, P., & Raothanachorakul, P., (2009). Thai Researchers Consortium of Value Chain Management and Logistic Conference:Thai VCML Journal, p.20
Denzin, N.K. and Lincoln, Y.S. (3th Ed.) (2005). Handbook of Qualitative Research. Qualita-tive Research.  Thousand Oaks, CA: Sage Publication, Inc, p. 69  
Dongjin, L., Shenghui, A., & Kai, Y. (2008). Exploring Chinese Consumer Repurchasing in-tention for services: An Empirical Investigation. Journal of Consumer Behavior, 7, p. 63
Han, H. (2005). The Impact of Emotion on the Formation of Customers’ Repeat visit inten-tions in the Lodging Industry. Master of Science: Department of Hotel, Restaurant, Institution Management and Dietetics, Dankook Univarsity, Seoul: Korea, p. 62
He, Y. & Song, H. (2008). A Mediation Model of Tourists’ Repurchase Intentions for Pack-aged Tour Services. Journal of Travel Research and Tourism Management, 47(3), p. 63 
Hollingworth, C. (2006). The changing consumers. A speech at the Opening Sitting of the Cape Wine 2006: In Cape Town International Conference Centre, pp. 13, 54
Hsu, D. (2007). Taiwan SME Policies Formulation and Development Strategies. Small and Medium Enterprise Administration. Ministry of Economic Affairs Taiwan, 
Huang, K.H. and Deng, Y.S. (2008). Social Interaction Design in Cultural Context: Case Study of a Traditional Social Activity. International Journal of Design, 2(2), p. 37
Igusa, K. (2006). Globalization in Asia and Local Revitalization Efforts: A View from One Village One Product (OVOP) Movement in Oita. College of Asia Pacific Management, Ritsumeikun Asia Pacific University, Oita: Japan, p. 58
Ing, P., Ling, L.Y. & E, J. (2010). The influence of consumer characteristics on the acceptance of new seaweed food products. University Malaysia Sabah. Journal of Human Resource, p.  
Jaw, Y. L. & Chen, C.L. (2007). A Case Study of Globalization, Innovation and ICT applica-tion in Taiwan’s Cultural Industry: Information and Communication Technology. In-ternational Journal of Business Research, p. 39
Jantarach, R. (2007). Intention to Buy OTOP Food Products Among Consumers in Nonthaburi Province. The degree of Master of Primary Health Care Management, Mahidol Universit, p. 33, 68 
Jantarach, R., Sillabutra, J., & Isarannurug (2007). Intention to Buy OTOP Food Products Among Consumers in Nonthaburi Province.Journal of Health and Development, 5(2), p. 
Jiang, P. (2008). A Conceptual Framework of Marketing Chinese Tourists to the Western Cape Wine Routes. Cape Peninsula University of Technology: South Africa, pp. 30, 33, 35, 54  
Kader, R.A. Bin, M.R., & Che, A.H. (2009). Success Factors for Small Rural Entrepreneurs under the One District One Industry Programme in Malaysia. Contemporary Man-agement Research, 5(2), pp. 16, 57, 68 
Kemavuthanon, S. & Duberley, J. (2009). A Buddhist view of Leadership: The Case of the OTOP project. Leadershio and Organization Development Journal, 30(8), p. 66
Kongprasertamorn, K. (2007). Local Wisdom, Environmental Protection and Community Development: The Clam Farmers in Tambon Bangkhunsai, Phetchaburi Province, Thailand. Journal of Humanities, 10(1), p. 53
Kotler, P., Bowen, J.T. and Makens, J.C. (4 Ed.). (2006). Marketing for hospitality and tourism. New Jersey: Prentice-Hall, United State of America, pp. 29, 37
Kotler, P. and Keller, K. (12 Ed.). (2006). Marketing management. New Jersey: Pearson Education, United State of America, pp. 12-13, 29, 57, 59 	
Kurokawa, K. (2009). Innovation for rural development by OVOP Movement: Implication    from Japan and Thailand. United Nation Educational, Scientific and Cultural Or-ganization. OECD Conference Center, Paris, p. 18
Kurokawa, K., Tembo, F., & Velde, D.W. (2010). Challenges for the OVOP movement in Sub-Saharan Africa: Insights from Malawi, Japan and Thailand. Overseas Develop-ment Institute, London, United Kingdom, p. 17-18 58  
Kurtz, D.L. & Boone, L.E. (12Ed.). (2006). Principles of marketing. Ohio: South-Western, p. 55 
Kuswidiati, W. (2008).  A Case Study of Participatory Development in the One Village One Product Movement: Green Tourism in Ajimu Town, Oita, Japan and Agro Tourism in Pasuruan, East Java, Indonesia. Journal of OVOP Policy, 1(11), p. 4
Laine, M O. J. (2006). Key Success Factors of Virtual Communities.  Helsinki University of Technology, Department of Industrial Engineering and Management. Finland, p. 69 
Liebig, S. (2008). Local culture: Social Diversity as an Opportunity in Teaching and Learning. International Association for Intercultural Education (IAIE) and Cooperative Learning in Multicultural Societies: Critical reflections, p. 65 
Lin, C. D. (2006). MOEA: One Town One Product Shows Uniqueness of Taiwan. Taipei, Taiwan: Management Counseling Division MOEA, p. 22 
Livkunupakan, N. (2007). One Tambon One Product Empirical Evidence and Market Orien-tation from Five southern Border Provinces of Thailand.Ramkhamhaeng International Journal, 1 (1), p. 23
Longenecker, J.G., Moore, C.W., Petty, J.W., & Palich, L.E. (13 Ed.). (2005). Small Business Management: An Entrepreneurial. Recruiting Personnel: The Need for Quality Em-ployees. United States of America, p. 32 
Loseke, D. R. & Cahil, S.E. (2007). Publishing qualitative manuscripts: lessons learned.InSeale, C., Gobo, G., Gubrium, J. F., and Silverman, D. Qualitative Research Practice. Thousand Oaks, CA: Sage Publications, p. 69 
Lu, I.Y., Yang, C.Y., Chiu, S.C., and Tseng, C.J. (2008). The Study of Repurchase Intention in Sense of Experiential Marketing. Paper presented at the 6th Asian Network for Quality Congress, Thailand, p. 12, 63
Mack, N., Woodsong, C., MacQueen, K.M., Guest, G., & Namey, E. (2005). Qualitative Re-search Methods: A Data Collector’s Field Guide and In-Depth Interviews. USAID, Family Health International, North Carolina, USA, p. 67  
Mäkelä, M.M. and Turcan, R.V. (2006). Building grounded theory in entrepreneurship re-search. Forthcoming in J.P. Ulhøi & H. Neergaard (Eds.), Handbook of Qualitative Research Methods in Entrepreneurship, p. 66
McDanial, C. and Gates, R. (5Ed.). (2005). Marketing Research Essential. The Concept of Measurement and Attitude Scales, p. 12 
Nickson, D., Warhurst, C., and Dutton, E. (2005). The Important of Attitude and Appearance in the Service Encounter in Retail and Hospitality. Journal of Managing Service Quality, 15(2), p. 32  
Nobuyoshi, N. and Lutful, K. B. (2005). One Village One Product Movement Success Story of Rural Development in Japan and Learning Points for Bangladesh. The journal of Economy, 52(4), p. 16, 54
Nuzuar, I. (2005). A Marketing Evaluation of tourism Development in West Sumatera: A Case of Domestic Tourism. Master of Business Administration, University Utara Malaysia, Malaysia, p. 32 
Parrish, P. & VanBerschot, J. A. (2010). International Review of Research in Oprn and Dis-tance Learning. Cultural Dimensions of Learning: Addressing the Challenges of Mul-ticultural Instruction, 11(2), p. 12
Patchimnan, S. (2009). Report of The National Reconciliation Commission (NRC). Over-coming Violence Through the Power of Reconciliation: People or Human resource, p. 43  
Peter, P.J. & Olson, J.C. (2005). Consumer Behaviour and Marketing Strategy. University of Wisconsin and Pernnsylvania State University, America, 7, p. 59
Piccolo, D. and D’ Elia, A. (2008). A New Approach for Modelling Consumers’ Preferences. Journal of Food Quality and Preference, 19, p. 37
Policy Perspectives and Future Trends of Taiwan SMEs. (2008). Helping Local Cultural In-dustries to Create Value: White Paper on SMEs in Taiwan 2008. Taipei: Taiwan, p. 9, 50
Pongsakornrungsilp, S. (2009). The Important Factors in Consumers’ Purchasing Decision Making of One Tambon One Product Goods in Nakhon SriThammarat Province. School of Management, Walailak University, 14(2), p.  
Powanusorn, S. (2006). Behavior of Reinforced Concrete Members Prone to Shear Deforma-tion Part II: Effect of Interfacial Stress Slip. ACI Structural Journal, 103(5), p. 19 
Plungprasert, S. (2006). Market Capability and Development of Herbal Products in the One Tambon One Product Scheme in the 4 provinces of Lower-Northeastern Thailand. Master of Technology of Management, Suranaree University of Technology, Bangkok, Thailand, p. 4. 
Prayukyong, W. (2007). A Buddhist Economic Approach to Happiness and Capability Link-age in OTOP Craftsmen in Southern Thailand. Journal of Kasesart, 28, p. 60 
Preedakorn, P. (2007). Evaluation of Success in Outcomes and Ultimate Goals of the OTOP Project in the Central Region. University of the Thai Chamber of Commerce Journal, 27(2), pp. 15, 43, 69
Ritruechai, C. & Nuchprayoon, C. (2007). OTOP an Implication for Poverty Reduction in Thailand, p. 56
Routry, J. K. (2007). One Village One Product: Strategy for Sustainable Rural Development in Thailand. Bangkok, Thailand: Regional and Rural Development Planning, School of Environment, Asian Institute of Technology, pp. 14, 30 
Sangkakorn, K. (2006). People’s Participation in Community-Based Tourism: Northern Thailand Case Studies. Social Research Institute, Chiang Mai University, Chiang Mai, Thailand, p. 53  
Samkol, L. (2008).The Political Economy of the One Village One Product Movement and Its Implications for Cambodia. Journal of OVOP Policy, 1, p. 2
Sammasut, P. (2007). Assessment of Community Business Performance Achievement: A Case Study of OTOP Enterprises for Food Products. The Degree of Master of Science, Ma-hidol University, Bangkok, Thailand, pp. 38, 53, 56, 59 
Samingnawin, V. (2005). Consumer attitude towards OTOP food sector in Bangkok Metro-politan. Chiang Mai University, Chiang Mai, Thailand, p. 60  
Scott, J.P. (4Ed.). (2006). The SAGE Benchmarks in Social Research Methods Series. As-sessing and Social Documentary Research. University of Minnesota, Minnesota: America, p. 67
Solomon, M. R. (2009). Consumer Behavior. Motivation of Consumer: Motivation and Value, p. 55
Somkeatku, W. & Phattarawan, (2007). T. Factor Related to Foreign Tourist’s Purchasing Behavior of Coconut Pam Product in Koh Samui, Surat Thani. School of Management, Walailak University,
Somprasuk, T., Katanyooowattana, P., Phutthawong, W., Maneemool, K., Kanthawicha, S., Pongphab, S., Sanmanorach, J., & Hankome, B. (2010). P&P Pineapple Home Made: The best OTOP for the great Profit. Mae Fah Luang University, Chiang Rai, Thailand, p. 55
Sopheaktra, S. (2008). A Comparative Study between Japanese (Oita) and Cambodian OVOP Organizational Charts and the Three Elements of Sustainable Development. Journal of OVOP Policy, 1(10), p. 3    
Srabua, S. (2008). OVOP:One Village One Product Movement (Seminar 6). Thailand, p. 3
Sirarat, C. (2009). Local Wisdom. Knowledge and understanding of local wisdom in the so-cial context; relationship of local wisdom and ways of life and the community devel-opments; social and globalization impacts on local wisdom developments. Research of Khon Kaen University, Khon Kaen,:Thailand, p. 13
Strøm, G. (2006). Interaction design for countries with a traditional culture: A comparative study of income levels and cultural values. In T. McEwan, J. Gulliksen, & D. Benyon (Eds.), People and Computers XIX: The Bigger Picture, pp. 12, 37
Suh, Y. K., and McAvoy, L. (2005). Preference and Trip Expenditures: A conjoint analysis of visitors to Seoul, Korea. Journal of Tourism Management, 25(1), pp. 12, 37
Sura, K. (2008). Factors Influencing the Success of One Tambon One Product Mulberry Pa-per Enterprises in Chiang Mai Province. Ramkhamhaeng International Journal, 2(1), pp. 15, 27, 41, 68 
Sureephong, P., Chakpitak, N., Ouzrout, Y., Neubert, G., and Bouras, A. (2006). Knowledge Management System for Cluster Development in Small and Medium Enterprises.Paper presented at International Conference on Software, Knowledge Information Manage-ment and Applications (SKIMA). Chiang Mai: Thailand. Colledge of Art, Media and Technology, p. 19 
Swanson, K. K., and Horridge, P. E. (2005). Travel motivations as souvenir purchase indica-tors. Journal of Tourism Management, 27(4), pp. 10, 13, 55, 66
Syed, F. (2008). Total of Quality Management: Customer Focus and Satisfaction. Organiza-tional Charts and the Three Elements of Sustainable Development. Journal of OVOP Policy, 1(10), p. 61  
Tangkittipaporn, J. &Tangkittipaporn, N. (2006). Evidence-based investigation of safety management competency, occupational risks and physical injuries in the Thai informal sector. Journal of International Congress Series, 1294, p. 53
Tengpongsathon, K., Nanthachai K., Mason, R., & Rimkeeree, H. (2006). Consumer prefer-ence of rice-based products: cross cultural study between Thailand and Australia. Journal of Agricultural Technology, 2(2), p. 37
Thanathikom, W. (2005). Creative Entrepreneurship in Asia: Country Paper (Thailand 1), Asian Productivity Organization, and Tokyo. Entrepreneurship. Thailand Productivity Institute (FTPI), p. 39
Thailand Northeast Economic Development. (2005). Thailand’s National Economic and So-cial Development Board and the World Bank: Government Policies, p. 56 
The Chartered Institute of Marketing. (2009). Marketing and the 7Ps. A Brief Summary of Marketing and Hoe it works. United Kingdom, p. 27 
Tongboonrawd, B. & Sukpradit, S. (2007). The Rural Entrepreneurship and Government As-sistance: Evidences from OTOP One Tambon (Village), One Product cases in Thailand. School of Business, Malardalen Univesity, pp. 2, 17, 25, 39, 45 
Tongsom, P. (2008). OSMEP Reported the 2008 Results on SMEs Promotion Ready to Mate-rialize the 2009 Action Plan, p. 20
Tran, X. & Ralston, L. (2005). Tourist Preferences Influence of Unconscious Needs. Univer-sity of Utah, USA. Annals of Tourism Research, 33(2), p. 38, 55 
Tripathi, P. (2008). Project Report on Buying Behavior of Consumers towards Indigenous Products. Journal of Business World: Business Today, 10, p. 57, 59
Tsai, S. (2005). Utility, Cultural Symbolism and Emotion: A Comprehensive Model of Brand Purchase Value. International Journal of Research in Marketing, 22, p. 63
Vadhanasindhu, P. (2006). A Study on Factors affecting Purchasing Decision on Thai Silk Handicraft of International Tourist in Bangkok. Department of International Business, University of Thai Chamber of Commerce, p. 57, 59  
Vanasakul, P., Wankeao, P., & Arayaphong, S. (2008). The Battle of DTAC in Thailand’s Mobile operator market. Analysis:Marketing Mix for Service Company. Master Thesis International Marketing, Malardalen University. Eskilstuna, Sweden, p. 29, 33  
Vanichvisuttikul, S & Jungthirapanich, C. (2008). The Assessment of E-Commerce Awareness on Highly Valuable Traditional Products in Thailand: Proceeding in the IEEE In-ternational Conference on e-Technology, e-Commerce, and e-Service. Washington D.C.: United State, p. 53 
Wiboonpongse, A., Sriboonchitta, S., & Chaovanapoonphol, Y. (2005). Acta Horticulturae. Factors Affecting Good Agricultural Practice in Pineapple Farming in Thailand. Bangkok, Thailand, p. 19  
Wongkampoo, J. (2009). Thai SMEs and Impediments to Success. Bangkok, Thailand: Inter-national Institute for Trade and Development, p. 19
Wu, M.H. (2008). The Key Success Factors of Cultural and Creative Industries: A Study of Glazed Beads Industry in Santimen. National Pingtung Institute of Commerce, Ping-tung: Taiwan, p. 57 
Xie, J.J. (2009). Marketing Plan for KUUSKAJASKARI Island: Marketing Mix. Satakunta University of Applied Sciences, Satakunta, Finland, pp. 33, 35
Yeh, J. (2006).Chinese Taipei’s Strategies for Promoting Local Cultural Industries: Small and Medium Enterprise Administration (MOEA). Taipei: Taiwan: Management Counseling Division MOEA, p. 23
Yu, K.P. (2005). A study of marketing mechanism of locally cultural industry: the Consumer Psychology Analyses. Graduate School of Architecture and Urban Design, Chaoyang University of Technology, p. 45
Zhang, J. and Marcussen, C. (2007). Tourist Motivation, Market Segmentation and Marketing Strategies. The International Society of Culture, Tourism, and Hospitality Research, p.53 

Publication of Government Reference 

Department of Industrial Promotion. (2007). OTOP Policy and Implementation Report in 2007: key Implementation. The Report and Research Papers of OSMEP, p. 47-48
Discovery Taiwan Omnibus OTOP. (2009). Introduction of OTOP. Taipei: Taiwan, Small and Medium Enterprises Administration, Ministry of Economic Affairs, p. 8-9, 21
OECD-UNESCO. (2009). International Workshop on innovation for Development Convert-ing Knowledge to Value. United Nation Educational, Scientific and Cultural Organi-zation. OECD Conference Center, Paris, p. 18
OTOP Policy and Implementation (2007). The Report of Small and Medium Enterprises Promotion. Marketing-Oriented Product Development, p. 47-49 
OSMEP. (2009). Global Logistics and Sourcing Center in Thailand: Expand SMES-OTOP Private Hands Worldwide Distribution. Bangkok, Thailand: The Board of Office of Small and Medium Enterprises Promotion, p. 18-19, 53-54 
OVOP. (2007). Policy of the Journal of OVOP Policy. OVOP policy 2007, p. 6
Taiwan Policy Perspectives and Future Trends of SMES. (2008). The Small and Medium En-terprise Administration Plan: Local Cultural Development Fund 2008, pp. 9, 50  
Taiwan Small and Medium Enterprise Administration. (2007). The Government’s SME Poli-cies and Measure: White paper on SMES in Taiwan 2007.Taipei: Taiwan, pp. 45, 49 
Taiwan Small and Medium Enterprise Administration. (2008). The Local Industry Develop-ment Fund Implement Strategy: White paper on SMES in Taiwan 2008.Taipei, Taiwan, p. 10, 51
Taiwan Small and Medium Enterprise Administration. (2009). Establishment of the Local Industry Development Fund: White Paper on SMEs in Taiwan 2009. Taipei, Taiwan, p. 2, 10, 22-23, 28
Taiwan institute of economic research. (2008, January). Economic Analysis. The Development and Challenges for Professional Design Service Industry in Taiwan. Taipei: Taiwan, p. 22
Thailand Community Product Standards Mark (TCPS. Mark). (2008). Thailand Logo of OTOP, p. 40
Thailand of SMEs Promotion Plan for 2007-2011. (2007). SMEs Promotion Act. Bangkok, Thailad: The Office of SMEs Promotion, p.20
Thailand OTOP (2003-2008). About OTOP: Local Wisdom. Bangkok, Thailand: Department of Small and Medium Enterprises Promotion, pp. 27, 52
Thailand OTOP. (2007). Administrative Structure of OTOP Project: OTOP Management Structure 2007. Bangkok, Thailand: Office Small and Medium Enterprises Promotion, pp. 25, 30, 34
Thailand OTOP. (2008). Definition of OTOP entrepreneurs and OTOP products: OTOP products.Bangkok, Thailand: Office Small and Medium Enterprises Promotion, pp. 28, 48 
Thailand OTOP. (2008).Thai OTOP Promotion Master Plan 2008-2012: Summery Report 2003-2008. Bangkok, Thailand: Office Small and Medium Enterprises Promotion, pp. 6-8, 40, 45-46 
The Colombo Plan. (2009). Programme for Private Sector Development. Activities Imple-mented: Training Programme on One Village One Product Model for Sustainable Rural Development 2009, p. 3
The Status and Performance of SMEs report. (2005). Annual Report of Small and Medium Enterprise Administrtion. Taiwan OTOP Promotion Policy. p. 49

Website Reference

101 Shop Taiwan OTOP. (n.d.). About Taiwan OTOP. Retrieved 2005, from http://101shop.otop.tw/05-3.html, p. 34
Aditya. (n.d.). Personality and Consumer Behavior. Retrieved February 8, 2010, from http://www.scribd.com/doc/26556283/Personality-and-Consumer-Behavior, p. 13
ALCIVE. (n.d.). About ALCIVE. Retrieved 2006, from http://www.alcive.org/ , pp. 40, 42, 44 51-52
ALCIVE. (n.d.). About ALCIVE. Retrieved 2007, from http://www.alcive.org/ ,p. 23, 30, 33, 35, 38-39, 49, 51
AMS or Advanced Merchant Service. (n.d.). Merchant Account Glossary: Definition of Cus-tomer Satisfaction. Retrieved 2005, from http://www.merchant-accounts.com/merchant-account-glossary.htm#top, p. 61-62  
Answer Corporation. (n.d.). The definition customer behavior. Retrieved 2010, from    http://wiki.answers.com/Q/Customer_behaviour_definition_in_marketing, p. 55
WikiAnswers (n.d.). Customer Satisfaction. Retrieved 2010, from http://wiki.answers.com/Q/In_marketing_what_is_customer_satisfaction_Explain_the_importance_of_customer_satisfaction.
APEC OVOP (n.d.). About OVOP: Local Cultural Industries. Retrieved 2007, from http://www.alcive.org/, p. 23
APEC OVOP (n.d.). About OVOP: What’s OVOP? Retrieved 2008, from            http://www.apecovop.org/about.asp, pp. 6, 39, 44, 60

APEC OVOP (n.d.). About OVOP: Local Cultural Industries. Retrieved 2009, from http://www.alcive.org/ ,p. 23 
Apiwanthanaporn, T. (n.d.). Key Success Factor: Marketing drive for business growth model. Retrieved 2006, from http://www.marketeer.co.th/inside_detail.php?inside_id=1588, p. 13, 25
Atthirawong, W. and Neammanee, P. (n.d.). A Business Model for OTOP in Thailand: Case Study on Value Added Mango. Retrieved 2009, from http://cpfd.cnki.com.cn/Article/CPFDTOTAL-QHIS200907001016.htm, p. 55
Boyce, C. and Neale, P. Conducting In-Depth Interview: a guide for designing and conduct-ing In-Depth Interviews for evaluation input. Pathfinder International Tool Series, monitoring and evaluation – 2. USA. Retrieved 2006, from http://www.pathfind.org/site/DocServer/m_e_tool_series_indepth_interviews.pdf, p. 67 
Bristol.  (n.d.). Research Process: Qualitative Analysis. Retrieved 2007, from http://hsc.uwe.ac.uk/dataanalysis/?ss=2, p. 71
Brown, A.L. (n.d.). Consumer Buying Behavior Notes. Retrieved August 2007, from http://www.udel.edu/alex/chapt6.html, p. 56
Cacioppo, K. (n.d.). Measuring and Managing: Customer Satisfaction. Retrieved 2010, from http://www.qualitydigest.com/sept00/html/satisfaction.html, p. 61
Chen, D. (n.d.). Small and Medium Enterprise Administration: OTOP Design Awards com-bines originality with local culture, making life full of local characteristics. Retrieved December 6, 2007, from http://www.moeasmea.gov.tw/ct.asp?xItem=6958&ctNode=258&mp=2, p. 35
Chih, M. Y. (n.d.) Hotels receive language skill awards. Retrieved September 10, 2008, from http://www.taipeitimes.com/News/taiwan/archives/2008/09/10/2003422807, p. 33
Daft, R.L. (n.d.). Outlines and Highlights for Organization Theory and Design: Organiza-tional Purpose and Structure Design. Retrieved September 11, 2009 from http://book.douban.com/subject/4761673/, p. 57  
Definition.net. (n.d.). Definition of Satisfaction. Retrieved 2010, from http://www.definitions.net/definition/satisfaction, p. 61
Department of Trade and Industry (n.d.). OTOP Philippines Website (in English): Philippine Government. Retrieved September 12, 2008, from    http://www.otopphilippines.gov.ph, p. 2
Dr. Deryck, D. and Pattron, Ph.D. Research Methodology: Public Health Scientist and Con-sultant. Retrieved January 16, 2009, from http://www.authorstream.com/Presentation/drpattron68-138583-Research-Methodology-CONTENTS-Constitutes-Topic-Select-Limitations-method-Entertainment-ppt-powerpoint/, p. 66
Encyclopædia Britannica Online. Local Culture. (n.d.). Retrieved April 23, 2010, from http://www.britannica.com/EBchecked/topic/766184/local-culture, pp. 13, 37,65
Foreign Office The Government Public Relations Department. (n.d.). Inside Thailand Review: Sufficiency Economy Drive Education. Retrieved 2006, from http://thailand.prd.go.th/ebook/review/content.php?chapterID=59, p. 46 	
Hiramatsu, M. (n.d.). Japan’s One Village One Product (OVOP): Fundamental Concept of One Village One Product (OVOP). Retrieved 2008, from http://www.ovop.jp/en/, p.17  
Huang, A. (n.d.). Current Issue: SMEA help locals implement “One Town One Product”. Re-trieved December 22, 2006, from http://taiwanauj.nat.gov.tw/fp.asp?xItem=23612&ctNode=122, p. 51
Hwang, J. (n.d.). Current Issue: Community spirit. Retrieved 2009, from http://taiwanreview.nat.gov.tw/site/Tr/ct.asp?xItem=869&ctNode=119, p. 51
Industry Training Federation. What do we mean by skills? Retrieved 2007, from http://www.itf.org.nz/what-do-we-mean-by-skills.html, p. 33
IFLA. (n.d.). Section on Management and Marketing: Glossary of Marketing Definition. Re-trieved April 22, 2009, from http://archive.ifla.org/VII/s34/pubs/glossary.htm, p. 61 
ITAP International Inc. (n.d.). Building Human Capability- Globally: Cultural Preferences. Retrieved 2010, from http://www.itapintl.com/tools/culture-in-the-workplace-questionnaire-cw/culturalpreferences.html, pp. 13, 37, 66
Jenkins, H. (n.d). Marketing Mix: Price. Retrieved 2007, from     http://www.slideshare.net/hillarypjenkins/marketing-mix-priced, p. 29
Joining Mind Tools. (n.d.). Marketing Mix and 4P’s. Retrieved 2010, from http://www.mindtools.com/pages/article/newSTR_94.htm, p. 26
Kong Thai, Inc. (n.d.). Unique Gift from Thailand. Retrieved 2010, from http://www.kongthai.com/, p. 41
Kotler, P. (n.d.). Principles of Marketing. Retrieved 2010, from http://www.learnmarketing.net/Price.htm, p. 29
Kühne, B., Vanhonacker, F., Gellynck, X., Verbeke, W. (n.d.). Innovation in traditional food products in Europe: Do sector innovation activities match consumers’ acceptance?: Food Quality and Preference. Retrieved February 25, 2010, from http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6T6T-4YS9RN0-1&_user=10&_coverDate=04%2F04%2F2010&_rdoc=1&_fmt=high&_orig=search&_sort=d&_docanchor=&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=6bca9de9b3f3b444b2668f471d6d8c6f, pp. 12, 57
Lai, S.K. (n.d.). Taiwan OTOP website: Message from the Chief of Taiwan OTOP. Retrieved 2009, from http://otop.tw/about.php, pp.21-22
Learn Marketing.net. Marketing Mix Principle. (n.d.). Retrieved 2010, from http://www.learnmarketing.net/marketingmix.htm, p. 26
Leicester, J. (n.d.). E-Magazine of Tourism Authority of Thailand: Handcrafted Products of Thailand’s Village Communities. Retrieved May 6, 2010, from http://www.tatnews.org/emagazine/2178.asp, p. 53    
Lewins, A., Taylor, C. and Gibbs, G.R. (n.d.). Learning Qualitative Data Analysis on the web: What is Qualitative Data Analysis? Retrieved November 23, 2005, from http://onlineqda.hud.ac.uk/Intro_QDA/what_is_qda.php, p. 53
Lin, C.D. (n.d.). Small and Medium Enterprise Administration: One Town One Product shows uniqueness of Taiwan. Retrieved August 17, 2006, from http://www.moeasmea.gov.tw/ct.asp?xItem=398&ctNode=258&mp=2, p. 35
McCabe, R.M. “Why Airlines Succeed or Fail: A System Dynamics Synthesis”. Retrieved January 9, 2008, from http://gbr.pepperdine.edu/064/airlines.html#f4, p. 26  
Micro Enterprise Strategies Department, and Office of Small and Medium Enterprises Pro-motion. OTOP LOGO. Retrieved 2009, from http://www.thaigoodview.com/library/studentshow/2549/m6-1/no36-41/king/sec04p08.html ,p. 40
Oita OVOP International Exchange Promotion Committee (n.d.). About OVOP. Retrieved 2009, from http://www.ovop.jp/en/index.html, pp. 2, 14, 17
Onbass, T. (n.d.). Customer Satisfaction Definition: Customer Service and Satisfaction. Re-trieved January 16, 2009, from http://www.docstoc.com/docs/3542550/customer-satisfaction-definition/, pp. 12, 61
OTOP Department of Business Development. OTOP Select. (n.d.). Retrieved 2008, from http://www.dbd.go.th/mainsite/cd/otop/OTOP_EN/localhost/OTOP_EN/index0c51.html?option=com_frontpage&Itemid=1, pp. 41-42
OTOP 5 Star. (n.d.). Product Information. Retrieved 2009, from http://www.otop5star.com/product_year.php?select_year=2009&vStrLang=th , pp. 2, 42 
Pallett, F. (n.d.). why Learn German?: Because Employees with Language Skills are in De-mand. Retrieved March 27, 2010, from http://www.megapremium.info/reference-and-education/language/why-learn-german-because-employees-with-language-skills-are-in-demand/, p. 33
Pankajhambarde (n.d.). Consumer Motivation. Retrieved August, 2008, from http://www.slideshare.net/pankajhambarde/consumer-motivation-presentation, pp. 13, 55
Parophakan, S. (n.d.). Key Success Factor of OTOP Centers. Retrieved 2005, from http://www.thaitambon.com/Articles/Article65.htm, p. 26
Piana, V. (n.d.). Economics Web Institute: Repurchase. Retrieved 2007, from http://www.economicswebinstitute.org/glossary/repurchase.htm, pp., 12, 63, 66
Punyasavatsut, C. (n.d.). SMES in the Thai Manufacturing Industry: Linking withMNES. Re-trieved March 29, 2010, from http://cc.bingj.com/cache.aspx?q=smes+in+the+thai+manufacturing+industry&d=4707090961402387&mkt=zh-TW&setlang=zh-TW&w=d02b72d,370888f4, p.18
Pralopakan, S. (n.d.). Key Success Factors of OTOP Center. Retrieved 2008, from http://www.thaitambon.com/Articles/Article65.htm , p. 10
Reyna, S. M. (n.d.). Key Success Factors of Your Small Business. Retrieved 2008, from http://www.powerhomebiz.com/vol95/key.htm, p. 10, 25
Royal Thai Embassy (n.d.). SHOP OTOP. Retrieved 2009, from http://www.thaiembassy.sg/friends-of-thailand/p/what-is-otop, p. 31
Sanghera, B. (n.d.). Qualitative Research Methods: Documentary Research. Retrieved Octo-ber 1, 2007, from http://uk.geocities.com/balihar_sanghera/qrmdocumentaryresearch.html, p. 67
Scholl, A. Communication and Media Studies: Qualitative Methods. Retrieved 2008, from http://www.blackwellreference.com/subscriber/uid=1220/tocnode?id=g9781405131995_chunk_g978140513199522_ss1-1, p. 69
Singh, H. (n.d.). Consumer Motivation. Retrieved 2009, from http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorMotivationnotes.html

Small and Medium Enterprise Administration (n.d.). Program and Service: Local Culture In-dustries. Retrieved August 28, 2009, from http://www.moeasmea.gov.tw/ct.asp?xItem=2568&CtNode=327&mp=2, p. 50
Taiwan OTOP (n.d.). About Taiwan OTOP: The Birth of OTOP. Retrieved 2009, from http://otop.moeasmea.gov.tw/about.php, pp. 26, 30, 45
Taiwan of SMEA (n.d.).Local Culture Industries: Programs and Services. Retrieved October 28, 2009, from http://www.moeasmea.gov.tw/ct.asp?xItem=2568&ctNode=327&mp=2, pp. 38, 51-52 
Tang, E. OTOP helps promote Taiwan’s town products. Retrieved October 9, 2009, from    http://www.culture.tw/index.php?option=com_content&task=view&id=1433&Itemid=235, pp. 3, 49 
Teneric Ltd. (n.d.). Marketing Mix. Retrieved 2009, from http://www.teneric.co.uk/businessinfo/marketing-mix.html, p. 29 
Thailand OTOP project information. OTOP Product Champion. Retrieved 2006, from http://www.thaitambon.com/tambon/etopc49catlist.asp ,pp. 41-42 
Thailsnd OTOP City (n.d.). About OTOP Information: Product Information. Retrieved 2009, from http://www.thai-otop-city.com/product-information.asp, p.2
ThaiTambon.com. Background of Thai Tambon. Retrieved 2006, from http://www.thaitambon.com/English/Background.htm, pp. 2, 29-30, 40, 45, 47
Thailand Travel and Tours. (n.d.). Thailand Shopping: OTOP Project. Retrieved 2009, from http://www.thailandtraveltours.com/otop-thailand-otopthailand-otop-thailand-project.htm , pp. 38, 41
Thai National Culture Commission in Ministry of Culture. (n.d.). Retrieved 2009, from http://www.m-culture.go.th/, p. 42
The Creative Common Attribution. (n.d). Customer Satisfaction. Retrieved April 21, 2010, from http://en.wikipedia.org/wiki/Customer_satisfaction, pp. 12, 61 
The Shung Ye Museum of Formosan Aborigines. (n.d.). Taiwan Aboriginal Navigation. Re-trieved 2006, from http://www.museum.org.tw/SYMM_en/087.htm, p.39
Thongrung, W. OTOP scheme chugs along despite many obstacles in way of its success: The Nation. RetrievedDecember 7, 2009, from http://www.nationmultimedia.com/2009/12/07/business/business_30118084.ph, pp. 7-8
Tuntikarun, W., Ruckyam, U. OTOP Product Website. Retrieved 2006, from http://www.thaigoodview.com/library/studentshow/2549/m6-1/no36-41/king/sec04p13.html , p. 42
UNESCO. (n.d.). Backgrounder on Cultural Industries. Retrieved November 12, 2006, from http://www.unescobkk.org/fileadmin/user_upload/culture/Cultural_Industries/HK_Open_Forum/Backgrounder-FINAL.pdf , p. 24
USC Marshall. (n.d.). Consumer Behavior. Retrieved 2008, from http://www.consumerpsychologist.com/intro_Consumer_Behavior.html, p. 12
Watthannasupachok, T. (n.d.). Game Tips from Lord of the World’s OTOP. Retrieved May 14, 2007, from http://www.nidambe11.net/ekonomiz/2007q2/2007may14p2.htm, p. 25 
Wikipedia the free encyclopedia (n.d.). One Tambon One Product (Republic of China). Re-trieved February 5, 2009, from http://en.wikipedia.org/wiki/One_Town_One_Product_(Republic_of_China), pp. 28, 34, 49, 54
Wikipedia the free encyclopedia (n.d.). One Tambon One Product (OTOP). Retrieved De-cember 27, 2009, from http://en.wikipedia.org/wiki/OTOP, pp. 3, 18
Wikipedia the free encyclopedia. (n.d.). Marketing Mix. Retrieved April 24, 2010, from http://en.wikipedia.org/wiki/Marketing_mix, p. 30