Construction and Application of Sustainable Tourism Theory: A Case Study of Ban Mae Kampong, Huay Kaew Sub-district, Mae On District, Chiang Mai Province

Abstract

     Thailand’ alternative tourism has been criticized both in terms of paradigm and process.  People believed that it is not the way to develop the tourism to become the sustainable and genuine one.  The purpose of this research is to construct a new theory to be applied to alternative tourism. This theory will be a logical offer to the thinking and practical methods.  Globalization and local capitals have to be considered.  Some other theories are also applied in this study.  The Participation Action Research Process (PAR) and the knowledge integration is used.   Ban Mae Kampong is the sample of the study.

             The study reveals that according to the theory, it is important to make the local capitals strong by to find virtue of the local capitals  these are tourism resources (includes the natural resources, the social and cultural ones).  The local capitals connect people to the tourism businesses.  So, they need to be revitalization first.  Then their virtue will turn into value in the form of tourism packages.  In order to produce tourism packages, creativity will play an important role to increase the benefit of the virtue and the value.  The knowledge management from both the local area and the outside community.  The local people will have to adopt entrepreneurship in order to access, control and have an ownership of their resources.  This includes that the local people’s  participation in the market management and the public relations.  The final outcome will be the sustainable and genuine tourism.