The Potential Development of Creative Tourism Using Integrative Business Model: a Case Study of Khunchaitong Village, Surin Province
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Abstract
This research aims to study the pattern, operational context, problems and obstacles of Khunchaitong village tourism, as well as analyze components in the integrative business model, and develop the integrative business model for enhancing the potential of Khunchaitong’s creative tourism in Surin province. This research employed a qualitative method using a semi-structured interview and a focus group technique to collect data from homestay tourism entrepreneurs and tourism’s stakeholders of Khunchaitong tourism. The results presented that Khunchaitong tourism began with the aim to solve the problem of elephant begging on the streets, and received support from the Save Elephant Foundation, Chiangmai province to operate the tourism. The tourism operation has started since December 1, 2016, and organized by the community homestay entrepreneur group. The community provides tourists with experiences to participate and learn the way of local preserved elephants, local cultures, volunteer activities, and natural tourism attractions. The problems of Khunchaitong tourism consist of 1) the potential of members and group in English communication with tourists, conflicts of members in different opinions, lack of knowledge in tourism program and souvenir design, and the use of information technology 2) the cleanliness of the village and the lights at night 3) the lack of marketing on domestic tourists, and 4) the lack of supports from external organizations. The analysis of the business model components was based on the business model canvas concept. Opinions from tourism entrepreneurs and stakeholders were integrated in order to develop the integrative business models that cover components, including customer segment, value proposition, channels, business alliances, customer relations, main resources, main activities, revenue stream, and costs of the business. The model can be applied as a guideline that benefits parties involved in tourism operation.
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