Development Guidelines for the Promotion of Community-Based Tourism in Sanlomjoy Community, Suthep Subdistrict, Muang District, Chiang Mai Province

บทคัดย่อ

This research aims at studying contexts of community-based tourism of Sanlomjoy Community, Suthep Subdistrict, Muang District, Chiang Mai Province, by analyzing both internal and external tourism contexts in order to propose community-based tourism guidelines for the community. Qualitative approach was done by site visit, interview, and focus group discussion, with 15 informants as purposive sampling. It was found that there were four aspects for community-based tourism of Sanlomjoy Community. 1) The community possessed its natural and cultural tourism resources. 2) The community was able to manage tourism by organizing Tourism Promotion Club. 3) The community prepared tourism activities through learning for tourists. 4) The community provided opportunities for members to propose ideas, plan, make decisions, proceed, and practice, as well as sharing profits. Internal contexts were the strengths and weaknesses while external contexts were opportunities and threats. In other words, natural and cultural resources were the strengths of the community whereas lack of public relations and budget for facilities were weaknesses. In terms of opportunities, tourism policies were prepared, so the community was supported by the Designated Areas for Sustainable Tourism Administration (Public Organization). The threat for the community was the COVID-19 then number of tourists decreased. In order to propose community-based tourism guidelines, attraction development, accessibility to the site, amenities, tourism activities, and marketing should be prioritized.