Guidelines for Promoting Community Tourism in Bang Sawan Subdistrict, Phra Saeng District, Surat Thani Province
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Abstract
Community tourism involves management by the community and conservation of community tourism resources toward sustainability. Currently, there is no comprehensive study of solutions for organizing activities to promote community tourism throughout the entire sub-district. The purposes of this study were to: 1) examine the conditions of community tourism promotion; 2) study the needs for activities to promote community tourism and satisfaction with the marketing mix of community tourism attractions; and 3) develop guidelines for organizing activities to promote community tourism in Bang Sawan Subdistrict, Phra Saeng District, Surat Thani Province, in order to suggest comprehensive guidelines for organizing community tourism promotion activities in Bang Sawan Subdistrict. This research employed a mixed-methods approach. Data were collected through interviews and group discussions with 21 community representatives involved in community tourism management, 3 government representatives, and 1 representative of local tourism operators, totaling 25 participants. Additional data were collected through questionnaires administered to 403 tourists. The data were analyzed using descriptive statistics including frequency, percentage, mean, standard deviation, and content-based analysis.
The study results revealed that: 1) Current tourism promotion conditions include various activities such as water sports, rafting, canoe tours for nature observation, traditional sports competitions, worship at sacred sites, photography opportunities, check-in spots, and sales of local food and fruits. 2) Guidelines for organizing community tourism promotion activities should include additional activities such as YouTuber contests and photography competitions at tourist attractions, local food contests, local food buffets, tourism packages with hotels, outdoor learning programs, meditation practice centers, and policy recommendations for connecting creative tourism with accessible public relations.
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