GUIDELINES FOR SUSTAINABLE DEVELOPMENT OF COMMUNITY- BASED TOURISM: THE CASE STUDY OF ESAN LANNA COMMUNITY AT BAANMAIRAJBUMRUNG, DOKKHAMTAI DISTRICT IN PHAYAO PROVINCE

Abstract

This research aimed: -1) to compare the marketing mix factor of community-based tourism, 2) to survey the community participation, 3) to analyze the guideline for enhancing operator, community and government sector, 4) to propose the guideline for sustainable development of community-based tourism: Esarn Lanna. This study was conducted in both quantitative and qualitative research methods. The questionnaire collected from 385 Thai tourists sampling group was used as a tool of quantitative study. The structured interview conducted to 15 stakeholders with the content analysis was used as the tool of qualitative study. The results of the research were found that: - 1) the majority of the samples were married females aged 41-50 years old. They were under-graduated government officers with monthly income of 10,001 - 15,000 Baht; 2) the most significant marketing mix factor was people. Next were price, promotion, product, service process, physical evidence and place, respectively. The interview data indicated that the community required culture and identity conservation for the benefit of the tourism. Moreover, the community should have the same direction of area development to maintain their social identity, the action plan to prevent from the social problems, the damage of natural resources and culture in the tourist attractions. The long-term development plan should be set to educate the local people to pay more attention to preserve the culture and identity of the community and heighten their quality of service.