Enhancing the potential of creative community-based tourism to develop the area based on the local identity of the Si Ayutthaya group
Article Sidebar
Main Article Content
Abstract
The objectives of this research were: to enhance communication channels for community-based tourism marketing to target tourists within the community, and to strengthen the capacity of the community-based tourism management model and network for the sustainable development of the tourism network in the Si Ayutthaya group. This research was conducted using community-based research (CBR) and the participatory action research (PAR) methodology. The operational procedures involved three main components: first, developing tourism routes, programs, and a promotional website for the Ban Don Tanot community; second, training thirty elementary school students as local tour guides; and third, implementing the ASEAN Homestay Standard while pursuing certification for community-based tourism standards. The results demonstrated significant improvements in tourist satisfaction regarding destinations, services, facilities, accessibility, and pricing. Key achievements included the successful launch of a community tourism website, the development of promotional materials highlighting community-based tourism activities and products, and the training of thirty young community storytellers. Notably, thirteen households achieved ASEAN Homestay Standard certification. These outcomes emphasize the effectiveness of Community-Based Tourism (CBT) initiatives in fostering sustainable community development and enhancing local tourism competitiveness. The success of this research provides a valuable model for similar community-based tourism initiatives seeking to improve their marketing strategies and operational standards while maintaining authentic local experiences.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All rights reserved. Apart from citations for the purposes of research, private study, or criticism and review,no part of this publication may be reproduced, stored or transmitted in any other form without prior written permission by the publisher.
References
Aneksuk, B. (2014). Journey of homecoming: Concepts and theories of cultural tourism. Naresuan University Publishing House. [in Thai]
Cáceres-Feria, R., Hernández-Ramírez, M., & Ruiz-Ballesteros, E. (2021). Depopulation, community-based tourism, and community resilience in southwest Spain. Journal of Rural Studies, 8, 108–116. https://doi.org/10.1016/j.jrurstud.2021.10.008
Chang, K. C., & Wang, K. E. (2023). Pleasure and restriction: The relationships between community tourism experience value and visitor management. Journal of Outdoor Recreation and Tourism, 42, Article 100613. https://doi.org/10.1016/j.jort.2023.100613
Charoensit, J., Emphandhu, D., & Phongkhieo, N. T. (2022). Travel motivations to visit CBT communities adjacent to national parks in the southern region of Thailand. Humanities, Arts and Social Sciences Studies, 22(1), 50–61. https://so02.tci-thaijo.org/index.php/hasss/article/view/242137
Choibamroong, T. (2009). The role of local government in sustainable tourism development based on the sufficiency economy philosophy. King Prajadhipok's Institute.
Community Development Department. (2018). OTOP Tourism Community Nawat Withi Project Manual. Community Development Department, Ministry of Interior. https://www.oic.go.th/FILEWEB/CABINFOCENTER3/DRAWER051/GENERAL/DATA0000/00000042.PDF [in Thai]
Designated Areas for Sustainable Tourism Administration (Public Organization). (2015). Community tourism. DASTA.
Dionisio, M., Silva, C., & Nisi, V. (2019). Fostering interaction between locals and visitors by designing a community-based tourism platform on a touristic island. In D. Lamas, F. Loizides, L. Nacke, H. Petrie, M. Winckler, P. Zaphiris (Eds.), Human-Computer Interaction – INTERACT 2019, Lecture Notes in Computer Science, vol 11747 (pp. 768–787). Springer. https://doi.org/10.1007/978-3-030-29384-0_46
Dodds, R., Ali, A., & Galaski, K. (2016). Mobilizing knowledge: Determining key elements for success and pitfalls in developing community-based tourism. Current Issues in Tourism, 21(13), 1547–1568. https://doi.org/10.1080/13683500.2016.1150257
Eluwole, K. K., Banga, C., Lasisi, T. T., Ozturen, A., &, Kiliç, H. (2022). Understanding residents' empowerment and community attachment in festival tourism: The case of Victoria Falls. Journal of Destination Marketing & Management, 23, Article 100674. https://doi.org/10.1016/j.jdmm.2021.100674
Eom, T., Han, H., & Song, H. (2020). Discovering the perceived attributes of CBT destination travelers in South Korea: A mixed method approach. Tourism Management, 77, Article 104013. https://doi.org/10.1016/j.tourman.2019.104013
Font, X., Torres-Delgado, A., Crabolu, G., Martinezc, J. P., Kantenbachera, J., & Miller, G. (2021). The impact of sustainable tourism indicators on destination competitiveness: The European tourism indicator system. Journal of Sustainable Tourism, 31(7), 1608–1630.
GSB Research. (2018, June 4). Community based tourism (CBT). https://www.gsb.or.th/gsbresearch/published-works/1434/ [in Thai]
Gutierrez, E. M. (2023). Re-examining the participation and empowerment nexus: Applications to community-based tourism. World Development Perspectives, 31, Article 100518. https://doi.org/10.1016/j.wdp.2023.100518
Juo Ling, J. A. (2011). The PRA tools for qualitative rural tourism research. Systems Engineering Procedia, 1, 392–398. https://doi.org/10.1016/j.sepro.2011.08.05
Kline, C. S., Cardenas, D., Viren, P. P., & Swanson, J. R. (2015). Using a community tourism development model to explore equestrian trail tourism potential in Virginia. Journal of Destination Marketing & Management, 4(2), 79–87. https://doi.org/10.1016/j.jdmm.2015.01.001
Krittayaruangroj, K., Suriyankietkaew, S., & Hallinger, P. (2023). Research on sustainability in community-based tourism: A bibliometric review and future directions. Asia Pacific Journal of Tourism Research, 28(9), 1031–1051. https://doi.org/10.1080/10941665.2023.227647
Kummitha, H. R., Kareem, M. A., & Paramati, S. R. (2023). The residents’ participation in tourism based social entrepreneurship organization: Evidence from residents’ perception on ecosphere social enterprise. Journal of Outdoor Recreation and Tourism, 44(Part B), Article 100687. https://doi.org/10.1016/j.jort.2023.100687
Lee, T. H., & Jan, F.-H. (2019). Can community-based tourism contribute to sustainable development? Evidence from residents’ perceptions of the sustainability. Tourism Management, 70, 368–380. https://doi.org/10.1016/j.tourman.2018.09.003
Lin, C.-P. (2021). The salience of stakeholders in religious tourism: A case study of the Dajia Mazu pilgrimage. Annals of Tourism Research, 86, Article 103091. https://doi.org/10.1016/j.annals.2020.103091
Lo, Y.-C., & Janta, P. (2020). Resident's Perspective on developing community-based tourism - A Qualitative study of Muen Ngoen Kong Community, Chiang Mai, Thailand. Frontiers in Psychology, 11, Article 1493. https://doi.org/10.3389/fpsyg.2020.01493
Mayaka, M., Croy, W. G., & Cox, J. W. (2019). A dimensional approach to community-based tourism: Recognising and differentiating form and context. Annals of Tourism Research, 74, 177–190. https://doi.org/10.1016/j.annals.2018.12.002
Moayerian, N., McGehee, N. G. & Stephenson, M. O., Jr. (2022). Community cultural development: Exploring the connections between collective art making, capacity building and sustainable community-based tourism. Annals of Tourism Research, 93, Article 103355, https://doi.org/10.1016/j.annals.2022.103355
National Tourism Policy Committees. (2019, February). Criteria for Thailand’s community-based tourism development. Designated Areas for Sustainable Tourism Administration (Public Organization). https://www.dasta.or.th/uploads/file/202108/1629368685_b2ddd72914e81812b5ee.pdf
Page, S. J. (2019). Tourism management (6th ed.). Routledge.
Perkins, R., Khoo, C., & Arcodia, C. (2022). Stakeholder contribution to tourism collaboration: Exploring stakeholder typologies, networks and actions in the cluster formation process. Journal of Hospitality and Tourism Management, 52, 304–315. https://doi.org/10.1016/j.jhtm.2022.07.011
Pham Hong, L., Thi Ngo, H., & Thi Pham, L. (2021). Community-based tourism: Opportunities and challenges a case study in Thanh Ha pottery village, Hoi An city, Vietnam. Cogent Social Sciences, 7(1), 1–12. https://doi.org/10.1080/23311886.2021.1926100
Phunnarong, S. (2021). Factors affecting the success of community-based tourism (CBT) in homestay form. Journal of Community Development Research Humanities and Social Sciences, 14(4), 14–27. https://doi.org/10.14456/jcdr-hs.2021.32
Pongsakornrungsilp, P., & Pongsakornrungsilp, S. (2023). Mindful tourism: Nothing left behind-creating a circular economy society for the tourism industry of Krabi, Thailand. Journal of Tourism Futures, 9(3), 366–380. https://doi.org/10.1108/JTF-01-2021-0001
Rajornrungsat, P. (2010). Community-based tourism. Odeonstore. [in Thai]
Reggers, A., Grabowski, S., Wearing, S. L., Chatterton, P., & Schweinsberg, S. (2016). Exploring outcomes of community-based tourism on the Kokoda Track, Papua New Guinea: A longitudinal study of Participatory Rural Appraisal techniques. Journal of Sustainable Tourism, 24, 1139–1155. https://doi.org/10.1080/09669582.2016.1145229
Ruiz-Ballesteros, E., & Gonzalez-Portillo, A. (2024). Limiting rural tourism: Local agency and community-based tourism in Andalusia (Spain). Tourism Management, 104, Article 104938. https://doi.org/10.1016/j.tourman.2024.104938
Sandler, A., Shani, A., & Shilo, S. (2023). Hosts' perspective on home-based commercial hospitality: Evidence from the desert city of Arad, Israel. International Hospitality Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IHR-03-2023-0020
Shafieisabet, N., & Haratifard, S. (2020). The empowerment of local tourism stakeholders and their perceived environmental effects for participation in sustainable development of tourism. Journal of Hospitality and Tourism Management, 45, 486–498. https://doi.org/10.1016/j.jhtm.2020.10.007
Tolkach, D., & King, B. (2015). Strengthening community-based tourism in a new resource-based island nation: Why and how? Tourism Management, 48, 386–398. https://doi.org/10.1016/j.tourman.2014.12.013
Yuedi, H., Sanagustín-Fons, V., Galiano Coronil, A., & Moseñe-Fierro, J. A. (2023). Analysis of tourism sustainability synthetic indicators. A case study of Aragon. Heliyon, 9(4), Article e15206. https://doi.org/10.1016/j.heliyon.2023.e15206