Enhancing the Grassroots Economy through Community-Based Innovation and the Development of Creative Tourism Routes: A Case Study of Ban Koh Hua Chang, Mae Phrik District, Lampang Province

Abstract

This participatory action research was conducted with four primary objectives: to analyze the potential and existing community capital of Ban Koh Hua Chang,  examine the needs and applications of the community’s capital in developing a creative tourism route through community-based innovations aimed at enhancing the grassroots economy of Ban Koh Hua Chang, develop creative tourism routes with community innovation to support the grassroots economy of Ban Koh Hua Chang, and evaluate satisfaction with the creative tourism routes utilizing community innovation to bolster the grassroots economy of Ban Koh Hua Chang, Mae Phrik District, Lampang Province. The primary informants of this participatory action research were 85 individuals from three groups involved in creative tourism in Ban Koh Hua Chang: representatives from government agencies and local organizations, representatives from the private sector and individual entrepreneurs, and representatives from community groups with relevant experience. Research tools included a semi-structured interview and a questionnaire. The data were collected through focus group discussions, in-depth interviews, small group meetings, and practical development of tourism activities. The last group of participants consisted of 105 external tourists, who provided data through satisfaction surveys. Data analysis involved content analysis, categorization, descriptive statistics, percentages, and means. The research results revealed that Ban Koh Hua Chang had five distinct potentials:  diverse agricultural occupations and local produce, particularly orange tangerines; potential for development as a community-based tourism destination; high community participation in local development activities; strong support from government agencies; and community networks.  The community's existing capital was significant across five key areas: (1) natural resources, where the local environment and soil in Mae Phrik, sandy loam/loamy clay with good drainage and a pH of 5.5-6.5 were highly conducive to growing citrus fruits, especially oranges, which was a Geographical Indication (GI) product thriving on distinct day-night temperature differences; (2) human capital with residents possessing valuable skills in processing and handicrafts; (3) cultural capital reflecting the rich local wisdom; (4) social capital derived from strong community participation; and (5) tourism capital, with the village actively promoted as an OTOP  tourism village.  It was also found there was a strong desire to promote tourism. This would be achieved by leveraging local identity and resources and developing tourism activities that focusing on learning and experiential engagement for tourists, ultimately aiming to generate income for community members.  In terms of developing creative tourism routes through community innovation to strengthen the grassroots economy, the research showed that the community collaboratively planned the creative tourism routes. This planning resulted in creating 10 activity bases, each representing an innovative product, designed as day-trip excursions.  Finally, through evaluating tourist satisfaction with the 10 creative tourism activities, the findings revealed that the products most strongly reflected the community's identity. The venues received high satisfaction, and the entrepreneurs were hospitable, emphasizing hands-on learning. Overall, tourist satisfaction was at a high level.