Developing the Potential of Community-Based Tourism Based on the Cultural Identity of Ban Pa-Ao, Pa-Ao Subdistrict, Mueang District, Ubon Ratchathani Province.

Abstract

This study aimed to (1) strengthen community capacity toward becoming a model community for tourism development, (2) improve the quality and value-added of community-based tourism products grounded in local cultural identity, and (3) formulate tourism marketing strategies along the cultural identity route of Ban Pa Ao. The research employed Participatory Action Research (PAR) and was conducted from July 2021 to June 2022 in Ban Pa Ao community, Ubon Ratchathani Province, Thailand. A total of 84 purposively selected participants were involved, including community leaders, religious leaders, local sages, representatives of occupational groups, homestay operators, activity-base facilitators, and community marketing volunteers. Data were collected through in-depth interviews, focus group discussions, and participatory meetings/workshops, and were analyzed using descriptive analysis and thematic synthesis to co-create development guidelines with the community.

The findings indicate that.

1) the community enhanced its self-governance for tourism management through a joint working committee involving the Subdistrict Administrative Organization (SAO), community leaders, homestay entrepreneurs, and occupational groups, alongside the development of tourism activities and a “Cultural Road”

2) culturally identity-based tourism products were developed—namely, herbal-coated salted eggs and fabric-based handicrafts—and their quality was upgraded to meet the Thai Community Product Standard (MCPS).

3) cultural tourism routes were designed in collaboration with neighbouring communities, accompanied by the development of community marketing agents and online communication channels, including the “Pa Ao Na Thiao”
(Pa Ao Worth Visiting) promotional page. These efforts generated more than 70,000 THB in income for occupational groups and achieved over 10,000 instances of audience reach/awareness. Overall, the results demonstrate the effectiveness of participatory processes in revitalizing and concretely upgrading community-based tourism through the foundation of cultural identity.