Increasing the Potential of Community Tourism for Sustainable Tourism Development Chiang Mai Province

Abstract

          This research aimed: 1) to study the potential for sustainable community-based tourism in Chiang Mai province, 2) to examine the factors influencing sustainable development in Chiang Mai province, and 3) to propose a model for enhancing the capacity of community-based tourism for sustainable development in Chiang Mai province. The research employed a mixed-methods approach. For the quantitative research, the sample consisted of 360 tourists traveling to Chiang Mai province. Data were collected through questionnaires and analyzed using descriptive statistics, including mean and standard deviation, as well as structural equation modeling. For the qualitative research, data were collected through in-depth interviews with key informants with 40 tourism business operators. The tools used were structured interviews and focus group discussion records, with results analyzed using a content analysis.

           The research findings indicated that:

           1) Chiang Mai was a province known for its cultural and natural significance. The key aspects of community-based tourism potential in Chiang Mai were categorized into five main areas: cultural diversity, abundant natural resources, support from government and private sectors, infrastructure development, and building a tourism community network.

           2) The management capacity had the greatest overall influence on sustainable community-based tourism, followed by the ability to meet tourists' needs and the potential of tourism resources, respectively.

           3) To achieve sustainable development of community-based tourism in Chiang Mai, it is essential to consider several key factors: effective management, enhancing the potential of tourism resources, and meeting tourists' needs. These developments will help balance resource conservation, community revenue generation, and creating valuable experiences for tourists, leading to long-term sustainable community-based tourism development.