Strategies for Managing, Conserving, and Restoring Tourism Resources in Community-Based Tourism in Upper Northern Thailand during the Pandemic
Keywords:
Strategic management, Tourism resources, Community-based tourism, Pandemic, ThailandAbstract
This research employed a mixed-methods approach with the following objectives: (1) to study the management, conservation, and restoration of tourism resources in tourism communities in the upper northern region during epidemic situations; (2) to examine the factors related to the management, conservation, and restoration of tourism resources in tourism communities; and (3) to propose strategies for the management, conservation, and restoration of tourism resources in tourism communities in the upper northern region of Thailand during epidemic situations. The sample consisted of 43 communities consisting of Chiang Mai, Chiang Rai, Lamphun, Lampang, Phrae, Nan and Mae Hong Son provinces. The instruments used included questionnaires and focus group discussions. Data analysis involved descriptive statistics and multiple regression analysis. The research findings revealed: 1) general information about the communities, tourism support received from agencies, the overall level of tourism resource utilization in the communities, and the management of tourism resources in tourism communities; 2) the analysis of related factors showed that the education level of community leaders, the tourism support received, and the level of tourism resource utilization in the communities collectively explained 36.90% of the variance in the management, conservation, and restoration of tourism resources in tourism communities in the upper northern region during epidemic situations (R2=0.369, F=2.919, P<0.05); and 3) six strategies for the management, conservation, and restoration of tourism resources in tourism communities in the upper northern region during epidemic situations, derived from the PDCA cycle analysis. Particular emphasis should be placed on Strategy 1: Management, Conservation, and Restoration of Tourism Resources in Tourism Communities and Strategy 5: Promotion of Marketing and Tour Services in Tourism Communities.
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