Promotion of Local Wisdom in Community-based Tourism Management in Ethnic Communities in the Lanna Civilization Cluster

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Bussaba Sitikarn
Athitaya Pathan
Nanchaya Gateubol
Piyanuch Prangkham


This research and development project aims to: 1) develop the travelling routes of community based tourism (CBT) basing on the tourism resources, 2) analyses of problems and obstacles of CBT management 3) analyses of tourism stakeholders demand  and knowledge on CBT management; 4) enhance capacity building of human resources in CBT management and; facilitate marketing networks of CBT. Qualitative research approach was applied for data collection including: observations, interviews, focus groups and participatory rural appraisal with tourism stakeholders including public sectors, private sectors and local communities. Content analysis and descriptive analysis was employed for data analyzes.

The study revealed that 1) seven types of tourism routes are identified as tourism linkage on R3A and R3B. These included Ecotourism, Agro-tourism, Heritage tourism, Buddhism tourism, Ethnic tourism, Gastronomy tourism, and Culture based tourism.    2) The main problems and obstacles of CBT management are lacking of; amenity, accessibility, cross cultural communication and understanding and government support in addition to tourism stakeholders are lacking of knowledge and skills on tourism management. 3) Tourism stakeholders wish to gain knowledge on sustainable CBT management, types of CBT, management of visitor and hospitality and adaptation of information technology for marketing.   4)  Enhancing tourism stakeholders’ capacity building on CBT management and related issues by application of local wisdom. This activity was conducted via workshop and training. Thus, tourism stakeholders gained better knowledge and related skills and it is in a good level. Thus, they can apply local wisdom in development of tourism products and activities. 5) Marketing network was operated using on line and off line channels, including VDO, brochure, seminar and tourism promotion at 5 Chiangs of both informal and formal tourism networks in the GMS countries


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Sitikarn, B., Pathan, A., Gateubol, N., & Prangkham, P. (2018). Promotion of Local Wisdom in Community-based Tourism Management in Ethnic Communities in the Lanna Civilization Cluster. Journal of Management Science Chiangrai Rajabhat University, 13(2), 170-192. Retrieved from
Research Articles
Author Biographies

Bussaba Sitikarn

*Ph.D. (Tourism Planning), Oxford Brookes University, UK (2004). Currently a Assistant Professor and Director of Excellence Centre for Tourism and Service Innovation Research and Development (TSIRD), School of Management, Mae Fah Luang University.

Athitaya Pathan

** M.B. (Event Management), Victoria University, Australia (2010).  Currently Tourism Management Program Director, School of Management, Mae Fah Luang University.

Nanchaya Gateubol

***M.B.A. (Logistics and Supply Chain Management), School of Management, Mae Fah Luang University, (2014).

Piyanuch Prangkham

****MSc. (International Hospitality and Tourism Management), Sheffield Hallam University, UK (2013). Currently a Lecturer in Hospitality Industry Management Program Coordinator, School of Management, Mae Fah Luang University.


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