Developing of Local Experiential Tourism Value Chain: Sila Homestay Case Study: Khon Kaen Province to Raise the Level of Sustainability according to The SDG Goals

Abstract

          Local experiential tourism is a crucial tool for developing the economy, society, and culture of communities, aligning with the Sustainable Development Goals (SDGs). This study focuses on developing the value chain of local experiential tourism through the case of Sila Homestay Community Enterprise in Khon Kaen Province. The research aims to: 1) analyze the value chain of local experiential tourism; 2) identify issues and develop marketing strategies for experiential tourism activities; and 3) enhance the tourism value chain in alignment with the SDGs. This qualitative research involved in-depth interviews with 13 key informants, including community enterprise members and media experts. The data were analyzed to explore the tourism value chain, assess the business environment, and develop strategies using the TOWS matrix, SDGs, and brainstorming techniques. The findings revealed that the primary and supporting activities in the tourism value chain of Sila Homestay play an important role in creating value for tourism products and services. However, a lack of systematic analysis has led to missed opportunities for generating income and employment for community members. The researchers, therefore, implemented strategies, including developing promotional materials and conducting community outreach programs, aimed at sustainable development aligned with SDGs, specifically Goal 1 No Poverty, Goal 4 Quality Education, Goal 8 Economic Growth, Goal 9 Resilient Infrastructure, and Goal 11 Sustainable Cities and Communities.