Strategies for Community-Based Tourism Development in Thung Sri Village Towards Sustainable Tourism Management

Abstract

This study aims to analyze and formulate strategic guidelines for the sustainable development of community-based tourism in Ban Thung Si. The research investigates the strengths, weaknesses, opportunities, and threats (SWOT) influencing the community’s tourism management and identifies strategies to promote sustainable tourism development. A qualitative research approach was employed. The key informants included five individuals selected for in-depth interviews, comprising community leaders and officials from relevant government agencies. Additionally, a focus group discussion was conducted with 25 participants—village headman, chairperson and secretary of the community-based tourism group, group members, village assistants, treasurer, and local wisdom scholars—all selected purposively due to their significant roles in local tourism management. Research tools included in-depth interview guidelines, focus group discussion questions, observation forms, and document analysis. The data were analyzed using content analysis by categorizing information according to the research themes and synthesizing it to propose strategic recommendations.

The findings reveal that: (1) Ban Thung Si community possesses notable strengths in natural resources, traditional lifestyles, and strong social cohesion, while facing limitations in knowledge capital, human resources, and management capacity. (2) A strategic framework is proposed across four key areas: (1) Environmental strategy, focusing on conservation of tourist sites and promotion of clean energy; (2) Economic strategy, promoting community tourism enterprises, marketing, and local products; (3) Social strategy, emphasizing community participation and capacity development; and (4) Cultural strategy, enhancing local wisdom and community identity. These strategies are developed through community consensus and reflect a balanced integration of internal context and external opportunities, aligning with the principles of sustainable community-based tourism management.