Management of Community-Based Tourism in Northeastern Thailand

Abstract

            This research study aimed to propose guidelines for management of community-based tourism in northeastern Thailand. The study employed mixed method research design which concurred both quantitative and qualitative methods. Research instruments included questionnaires and in-depth interview. Samples of the study were composed of 1) 297 committees and members of community-based tourism groups in the northeast; and 2) 323 tourists who visited community-based tourism cites in northeastern Thailand. Two sampling techniques were utilized containing: 1) the probability sampling that used multistage sampling technique and this was used for asking community-based group committees and members; and 2) the non-probability sampling technique that used quota sampling technique and this was used for asking tourists. The analysis of data employed statistical methods including frequency, percentage, mean, standard deviation, and exploratory factor analysis.

Findings revealed that

              In community based groups’ opinions, there are five important factors affecting management of community-based tourism. This includes product and marketing, community, organization, relation, and personnel. The variance can be explained at 72.871 percent. From the tourists’ perspectives, there are four factors—products, service, marketing, and technology. The variance can be explained at 63.324. Then all the factors were taken into account for identifying guidelines for management of community-based tourism in northeastern Thailand. It results in six factors including 1) community; 2) organization; 3) product; 4) marketing; 5) relation; and 6) technology.