Guidelines for Promoting Charming Identity-Based Tourism of Ban Pha Hee Community, Mae Sai District, Chiang Rai Province

Abstract

This research aimed to: 1) examine the context of identity-based tourism that represents the unique charm of Ban Pha Hee community; 2) study the management of identity-based tourism that reflects the distinctive charm of Ban Pha Hee community; and 3) propose guidelines for promoting identity-based tourism in Ban Pha Hee community. The sample used in this study consisted of two groups. The first group included residents of Ban Pha Hee community, comprising community leaders and entrepreneurs involved in tourism within the community, without a fixed sampling size, totaling 58 participants. The second group consisted of tourists visiting Ban Pha Hee community, whose population size was unknown. The sample size for this group was determined using W.G. Cochran’s formula, resulting in 138 respondents. The research instrument was a five-level rating scale questionnaire. The statistical methods used for data analysis included mean, standard deviation, and F-test, particularly in the aspect of community traditions and culture (by item).

            The findings revealed that:

1. The context of identity-based tourism in Ban Pha Hee community shows a strong and authentic identity charm, which is considered the most important element of community tourism.

            2.The management of identity-based tourism in Ban Pha Hee community emphasizes community participation and the development of tourism attractions. This is followed by the equitable distribution of income among community members and the distribution of roles and responsibilities among community members.

1. Policy recommendations for promoting tourism in Ban Pha Hee community include the development of basic infrastructure and facilities, improvement of traffic and transportation systems, and the promotion of activities and learning resources that reflect the community’s unique identity.