Journal of Critical Reviews
ISSN- 2394-5125 Vol 7, Issue 12, 2020 FACTORS ON DEVELOPMENT OF COMMUNITY-BASED TOURISM (CBT) IN PHITSANULOK PROVINCE OF THAILAND
1Pakin Witchayakawin, 2Yuhanis Abdul Aziz*, 3Anuar Shah Bin Bali Mahomed, 4Nawal Hanim Binti Abdullah
1Ph.D Student, School of Business and Economics, Universiti Putra Malaysia. 2Supervisor, Associate Professor, School of Business and Economics, Universiti Putra Malaysia. 3Co-supervisor, Associate Professor, School of Business and Economics, Universiti Putra Malaysia. 4Co-supervisor, Senior Lecturer, School of Business and Economics, Universiti Putra Malaysia. *Corresponding E-mail: [email protected]
Received: 02.03.2020 Revised: 04.04.2020 Accepted: 06.05.2020
Abstract This qualitative research by case study approach focuses on identifying the factors on the development of community-based tourism (CBT) in Phitsanulok Province of Thailand. The in-depth interview is the primary tool, gathering data from 10 key informants who are community leaders, CBT and homestay operators as well as a CBT project founder from June to July 2019. Cluster random sampling technique was used in three dominant CBT villages in Phitsanulok Province. An open coding technique by Nvivo12PLUS program was used to analyze the data. The findings show that the seven most important factors covering community participation are: ownership, outside support and supportive policy, marketing, value creation and supply chain, empowerment and people potential, leadership, and partnership. Surprisingly, three new effective factors are entrepreneurship skill, type of activities, and tour package design. It implies that visitors could accommodate one more night in Phitsanulok due to the activity types that appear to be an effective factor in developing and encouraging their stay.
Key words: Factors, Development, Community-Based Tourism
© 2020 by Advance Scientific Research. This is an open-access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/) DOI: http://dx.doi.org/10.31838/jcr.07.12.12
INTRODUCTION Mekong River-based Tourism Product Development”. Also, this The exploration on development factors of community-based project promotes tourism in the Mekong River as a trans- tourism (CBT) is the primary purpose of this research. boundary river in Southeast Asia, and the project runs through six Phitsanulok Province of Thailand has highlighted itself as the countries covering Cambodia, Lao People’s Democratic Republic beautiful Buddha image destination for many centuries, while the (Lao PDR), Myanmar, Viet Nam, and Thailand [2]. The primary CBT was only developed in recent years. The CBT is a form of Thailand tourism policy aims toward the sustainable, ecosystem, tourism attraction in Phitsanulok, where locals can sell their CBT and area development as well as marketing support [3]. products to global markets. The United Nation World Tourism Additionally, the area development policy aims to improve Organization (UNWTO) reported that international tourist tourism in Rivera areas and CBT by starting a campaign “Amazing arrivals throughout the world had a very solid result in 2017 by Thailand Go Local” in 2018 to stimulate tourist's interest in increasing 7% as the second strongest year since 2010 [1]. Based visiting the 55 Mueang Rong or the less visited provinces on information reported by various destinations in the world, the (“Mueang” means a city or a province; “Rong” means the second number continuously increased 6% by climbing up to 1.4 billion rank) to raise the growth of the economy in less visited provinces in 2018 [1]. In 2016, UNWTO announced that Community-based as shown in figure 1. Tourism (CBT) activities are used to promote the project “UNWTO
Fig. 1: Map of 55 Mueang Rong [4]
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Figure 1 shows the location of the 55 Mueang Rong throughout Sustainable Tourism (DASTA) was set with the responsibility of Thailand which is covered by this campaign. The campaign community-centred benefit projects. Then, the Thailand provides for Thai tourists to receive an income tax deduction Community Based Tourism Institute (CBT-i) and Thailand CBT should they visit any of the 55 provinces. Phitsanulok Province is Network Coordination Center (CBT-N-CC) were founded in 2006 also included and offers other extra benefits and activities such as and then followed by the Community Based Tourism International (1) bargain for locally made products, (2) organize meetings, Research for Development Center (CBT-IRDC) in 2011. The incentives, conferences and exhibitions in the local area or purposes of these organizations can be summarized as focusing on province, (3) enjoying local links as a connected travelling route local decentralization, establishing community areas for tourism by several modes of transport, (4) eat local food that is promoted development, giving priority to job creation, generate and as a highlight in a particular locale, (5) set community events to distribute income for the community by integrated management, stimulate economy, (6) promote local heroes as a promotion of use tourism as a development tool, developing various tourism local human resources, and (7) strengthen the locale by the activities in the community, a policy to develop tourism to integrated collaboration of government and private sector [5]. increase revenue, to develop and market CBT programs, share lessons learned and methodologies, establishing a CBT network, Definition of Community-Based Tourism (CBT) providing applied research and education at the intersection of ASEAN defined CBT and its principles as a tourism activity, tourism development, sustainability, and community [7–11]. community-operated and owned, as well as coordinated or managed at the level of community to contribute to the In 2019, Tourism Authority of Thailand (TAT) made a community well-being through the sustainable livelihoods memorandum of understanding (MOU) with DASTA for two years supporting and valued socio-cultural traditions and natural and to integrate working for three dimensions of sustainable tourism cultural heritage resources protection [6]. The Designated Areas and local product promotion, involving (a) working to support for Sustainable Tourism Administration (DASTA) also defined the knowledge and potential development at community level; (b) meaning of CBT as a form of tourism that brings travellers into the working to assist community tourism marketing by selling the community to experience unique local attractions and activities projects of agent familiarization trips, consumer fair, and travel and it is not a mass tourism trend. CBT brings not only immediate fair; (c) working to push community tourism promotion by online benefit but also sustainable economic, social, cultural and and offline channels as well as to promote tourism villages in a environmental benefits for the future. The result would be long- project – Media Familiarization Trip. The MOU is under the term benefits for travellers as well as hosts. Good experiences will governmental agency – MOTS focusing on four missions, including ensure sustainable growth of the destination through a favourable (1) safe (to support more safety for visitors), (2) clean (promoting word-of-mouth reputation [7]. Thus, it can be assumed the cleanliness in tourist attractions), (3) fair (pushing fairness in definition of CBT as “a type of tourism based on the alternative tourism activities), and (4) sustainability (obtaining sustainable development approach to minimize negative impacts and tourism and environmental conservation). The four missions aim maximize community well-being that owns and operates at a to support the CBT for expansion of the revenue to communities community level by community participation with the purpose of of Thailand [12]. In the term of the CBT, there is no data of the ensuring environmental, social and economic sustainability.” visitor number and revenue in the entire CBT areas of Thailand but from directly exploring the data with each particular CBT The CBT in Thailand and Related Organizations operator such as Ban Rai Kong King Ban Chiang Community, Ban Thailand’s CBT was started by establishing Home Stay Standard Natonchan, and Bo Hin Farmstay during January 2019 (“Ban” Thailand under the Department of Tourism (DOT) and the means a village or community; “Bo Hin” means a pool with rocks), Ministry of Tourism and Sports (MOTS) since 2003. At the same the data are shown in table 1. time, the Special Area Development Administration for
Table 1: The Number of Visitors and Revenue of 4 Villages of Thailand in 2016 – 2018 Number of Visitors Revenue
Region Name of Village (Unit: Person) (Unit: THB)
2016 2017 2018 2016 2017 2018
North Ban Rai Kong King 1,000 2,000 2,800 60,000 800,000 1,200,000
Northeast Ban Chiang Community 270,000 290,00 300,000 100,00,000 120,000,000 132,000,000
Central Ban Natonchan 13,267 8,420 21,905 - 4,730,000 12,544,200
South Bo Hin Farmstay 4,200 4,200 4,200 2,730,000 2,730,000 2,730,000
Total 288,467 304,620 328,905 102,790,000 127,862,400 148,474,200
Source: CBT operators (personal communication). 1 USD = 30.4836 THB (Bank of Thailand, 14 Nov 2019)
Table 1 presents the number of CBT visitors and revenue from 288,467, 304,620, and 328,905 from 2016 to 2018, respectively. 2016 to 2018. The trend of arrivals in CBT in four villages fast rose The revenue of CBT in the four villages slightly increased from 102 since 2016. The highest number of visitors is 300,000 in Ban million in 2016 to 148 million in 2018 which is a positive trend for Chiang, in 2018. In contrast, the least number of tourists is 1,000 the economy of villages and the country. The number of visitors in Ban Rai Kong King, in 2016. Thus, the total number of visitors is
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and revenue of CBT are positive, while the quality of CBT has gained global standard and network as shown in table 2.
Table 2: The Number of CBT Villages with Standards and Network Coordination Villages Source Type: Total Region No. PROVINCE: Name of Village North 2 CHIANG RAI: Ban Tha Khan Thong; PHAYAO: Ban Bua ASEAN NAKORN RAJSIMA: Ban Busai; BURIRUM: Ban Cok Mueang; MUKDAHAN: Ban Phu; Northeast 5 [13] Standard: LOEI: Thai Dum Culture Village; NONG KAI: Ban Jom Jang 11 villages Central 1 SUPANBURI: Ban Lam South 3 CHUMPON: Tong Tom Yai; TRANG: Koh Libong; PHUKET: Phuket Old Town CHAING MAI: Ban Rai Kong King [The 36th ASEAN Homestay & CBT Award (2017); North 1 and Tourism InSPIRE Award 2015 (Best CBT)] Award: Northeast 1 UNDON THANI: Ban Chiang [The 36th ASEAN Homestay & CBT Award (2017)] [14,15] 4 villages SUKHOTHAI: Ban Natonchan [PATA Gold Award 2012 Asean Level for Wisdom Central 1 Conservation] South 1 TRANG: Bo Hin Farmstay [The 36th ASEAN Homestay & CBT Award (2017)] CHIANG RAI: Ban Cha Bu Si, Ban Pong Nam Ron and Ban Huay Khi Lek; CHIANG MAI: Ban Kao Dua, Ban Tham, Ban Hua Thuang, Ban Mae Kampong, Ban Mae Klang Luang, North 20 Ban Pha Mon, Ban Doi Pui, Ban Pha Tae and Ban Wiang Haeng; Phayao: Ban Wiang Bua, and Ban Rong Hai; MAE HONG SON: Ban Jabo, Ban Mae Lan Na, Ban Rung Arun, Ban Thailand Huai Tong Kom and Ban Huai Hee CBT MUKDAHAN: Ban Phu; ROI ET: Ban Ku Ka Sinha; AMNAT CHAROEN: Ban Pla Khao; Network Northeast 5 UBON RATCHATHANI: Ban Somsom and Ban Pao [9] Coordination Center: PETCHABUN: Ban Nong Mae Na; PHITSANULOK: Ban Rong Kla; SUMUT PRAKAN: Ban Central 8 Bang Nam Phueng; TRAT: Ban Huai Raeng and Ban Nam Chiao; CHANTHABURI: Ban 41 villages Khao Bai Si and Ban Khao Soi Dao CHUMPHON: Ban Khlong Ruea; TRANG: Ban Lam Khanun; NAKHON SI THAMMARAT: South 8 Ban Phomlok; PHANG NGA: Ban Koh Yao Noi; PHATTHALUNG: Ban Tamot; SURAT THANI: Ban Tham Phueng, Ban Khlong Noi and Ban Lee Leet
Table 2 outlines the number of CBT villages in Thailand and the Ayutthaya Period. Phitsanulok is located 377 kilometres north of level of standard by diverse sources. There was a CBT village in Bangkok. The province covers 10,815 square kilometres of the Thailand which gained the award of PATA, and three villages area, featuring mountains, plains and forest in the east and a river received ASEAN level - Ban Rai Kong Khing, Ban Chiang and Bo Hin basin. The Nan River, the lifeline of the province runs through the Farmstay got ASEAN awards, while Ban Natonchan gained a PATA heart of the city. The highlight of Phitsanulok is Phra award. There are 11 CBT villages which received the ASEAN Phutthachinnarat image. The perfect posture and picturesque standard. Most of the villages are in the northeast such as Ban shape in the Sukhothai style, this is recognized as Thailand’s most Busai and Ban Cok Mueang. There are 3 villages in the south such beautiful Buddha image and is situated in Phra Si Rattana as Ban Tong Tom Yai and Koh Libong, followed by two villages in Mahathat Woramahawihan Temple as a formal name or Wat Yai the north and one village in the central region. CBT-N-CC reported as known by local people. The temple is located by the basin of the that there were 41 CBT coordination villages throughout Nan River at the city center. Further, this is an authentic Thailand. Most of them are in the north such as Ban Cha Bu Si and Phitsanulok cultural tourist attraction. Phitsanulok comprises Ban Pong Nam Ron. There are eight villages in each region of the nine districts comprising Mueang Phitsanulok, Wang Thong, central and the south, while there are only five villages in the Phrom Phiram, Bang Rakam, Bang Krathum, Nakhon Thai, Wat northeast such as Ban Phu and Ban Ku Ka Sinha [9,13–15]. Bot, Chat Trakan, and Noen Maprang [17]. In terms of the tourism data, the number of international and domestic arrivals in Significance of CBT in Thailand Phitsanulok was 3.3 million in 2018 which was greater than the As mentioned previously the campaign of Amazing Thailand Go previous year by 2.49%. Also, the average expenditure in 2018 Local (Mueang Rong) in 2018, the CBT is an important promotion was 1,608 Baht, while in 2017 it was only 1,544 per visitor. as a national agenda. In addition, the newest agenda of the Thai Additionally, in 2018, the total revenue was 8,330.90 million baht government in 2019 needs to support the CBT for expansion of the which grew from the previous year by 5.40%. In contrast, the economy in villages. The rising revenue in the four villages as number of the rooms dropped 2.81% with 6,403 rooms in 2018 presented in table 1, the CBT can be used as a tool to reduce and 6,588 rooms in 2017 [18]. poverty. The information in table 2 represents the crucial CBT development to drive the villages into global levels such as PATA The CBT in Phitsanulok and ASEAN award. Although the highlighted tourist attraction of Phitsanulok is cultural and spiritual tourism by the Phra Phutthachinnarat The History & Tourism of Phitsanulok Province image, CBT is promoting it as a crucial tourist attraction in this Phitsanulok province is located in central Thailand enriching in province. Furthermore, the city is embraced with natural historical, cultural and natural attractions [16]. The province has attractions among the mountainous areas of the Phetchabun the formal name “Song Khwae” which means two rivers because Mountain. The characteristics of CBT in Phitsanulok are the places the city is located between two rivers - the Nan River and the close by nature, rural and urban. Therefore, this study focuses on Khwae Noi River. Since 1357, this city was established in the three dominant CBT villages in Phitsanulok, involving Ban Wat Sukhothai Period and then played a larger role as a buffer town Chan Village, Ban Plak Rad Village, and Ban Pha Rung Mee Village between Ayutthaya capital city and the northern kingdom in the as displayed in figure 2.
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Fig. 2: Phitsanulok Map and Areas of Study
Figure 2 represents the nine districts in Phitsanulok Province of through hard work and industry. Finally, reconciliation was a Thailand, while the areas of study focus on three villages. conscious component of the community development strategy Beginning with, Ban Wat Chan (Village Number
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Rica examined (1) Strategic designation branding (SDB) and (2) Natonchan community of Thailand. The CBT was developed by Collaborative destination marketing (CDM). The findings strong and knowledgeable leaders, portraying local wisdom, explained that there was unsuccessful CBT, SDB and CDM sharing benefits to all people, raising awareness of local activities in the area due to the lack of facilitators and standing uniqueness, revitalizing local products and improving facilities in operators as well as collaboration. As a result, these findings the village. The participation of ageing villagers by attending local indicated an urgent need for government, donor organizations, ritual welcoming ceremony, being creators and preservers (local universities and NGOs to collectively develop campaigns and textile), workers in local product shops, local entertainers and educate for human and social capital [30–32]. hosts, instructors of local cooking, being storytellers and joining the community’s activities such as joining in parade marching. In Nair and Hamzah provided a better understanding of the long- short, from a revision of the studies on the above it was found that term viability of CBT as a development tool from the best practices the CBT development is examined by several models and also of APEC which can be used as a model of nine steps to develop and needs management, marketing and participation practices [37]. sustain CBT. Besides, the nine steps divided into two sections: (1) developing CBT and (2) sustain CBT. The first four steps concern Factors of CBT Development beginning and developing CBT initiatives, which are available for The factors of CBT development were studied by many preceding projects and sites that are embarking on CBT. The next five steps authors. Graci [38] studied the CBT successful factors in Canada are used to address the sustainability of CBT projects, which are a and suggested that for CBT to be successful it needs to incorporate better fit for mature CBT projects that are gradually moving up the the six key attributes of capacity building that included ownership, value chain. The nine steps are revealed in information and community integration, building pride for cultural heritage, supported by the models developed from the case studies. Finally, environmental preservation, community empowerment, and each step of action is recommended to be a guideline of the partnership. Satarat [39] revealed the key findings from the four development of CBT [33]. In the case of CBT participation in the cases that CBT in Thailand generally emerged from both inside Philippines, Okazaki explained that a project organizer and the and outside factors, including economic difficulties, business sector participated in level of informing or consultation environmental degradation and government policy. The success and antecedents, while some residents participated in the level of of community-based tourism depends on various factors such as antecedents [34]. Likewise, Phanumat et al. illustrated that a the abundance of tourism resources, level of community multi-stakeholder participatory approach in tourism participation, strong leadership, the strength of community development is important to the sustainability of tourism organization, fair benefit distribution, effective natural resource development in Thailand as it brings various benefits to all management and sufficient outside support. stakeholders [35]. A study in Mae Kampong Village, Chiang Mai Province of Thailand found that Mae Kampong’s success is based on three factors: sheer Later, Polnyotee and Thadaniti [36] proposed a development luck, significant external support, and individual leadership strategy for sustainable tourism of Patong Beach in Phuket Island within the community [40]. Also, Nitikasetsoontorn found six of Thailand by four elements – tourist attractions, accessibility, factors to be statistically significant for the success in CBT factors facility, and security and safety, with social, environmental and of Sam Chuk and Klong Suan communities. These factors included economic problem solutions included. Also, the strategies participation in decision making processes, local ownership, included (1) political development - enable local participation, the collective responsibility, leadership and management, achieving power inside the community over the outside, and ensure rights authenticity, and achieving distinction. In contrast, neither local in resources, (2) environmental development - study capacity of innovation nor sharing of benefits enhances the community-based the area, manage waste disposal, and raise conservation tourism success of the two communities [41]. Furthermore, awareness. Additionally, the strategies are (3) social development Maneerote found that CBT success factors are (1) the CBT - raise the quality of life, promote community pride, and divide members acknowledge benefits of tourism management, (2) main fairly gender and age role, (4) cultural development - encourage components of CBT, (3) guidelines to prepare and develop respect between different cultures, foster cultural exchange, and tourism, (4) develop tourism in standard, (5) tourism marketing, develop local culture, and (5) economic development - raise funds and (6) tourism supply chain management [42]. Last, CBT-i to develop community, create more jobs in tourism, and raise proposed successful factors for CBT including partnership, people income for locals. Moreover, this strategy for development will be and product potential, consistent follow up, participation, useful to retain, sustain, preserve and conserve existing resources supportive policy, and marketing as well as value creation [43]. On for the next generation [36]. the whole, numerous factors have been examined in various places by several authors and they are presented in table 3. Finally, Witchayakawin and Tengkuan studied the CBT participation of ageing people and CBT development in Ban
Table 3: Summary of CBT Development Factors Factors Sources 1. Ownership [38,41] 2. Empowerment & people potential [38,43] 3. Partnership [38,40,43] 4. Management [39,41,42] 5. Abundance & product potential [39,43] 6. Participation [39,43] 7. Leadership [39–41]
8. Outside support & supportive policy [39,40,43]
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9. Marketing, value creation & supply [42,43] chain
Table 3 reveals the factors from preceding studies by several This empirical study is qualitative research by the case study researchers and CBT organizations. The factors were studied by approach. The data was collected from June to July 2019 from 10 three sources of each factor including partnership, management, key informants in 3 villages and 1 organization. They are 3 and outside support and supportive policy [38–43]. Ownership, community leaders, 6 CBT operators, and 1 project founder. The empowerment and people potential, abundance and product inclusion criteria of selection the key informants by (1) to select potential, participation, leadership, and marketing, value creation the village’s leaders and CBT operator who was directly involved and supply chain are studied by two sources of each factor. in CBT and community tourism such as village headman, homestay owners, community tourism coordinators, community STATEMENT OF THE PROBLEM tourism administrators, and the CBT project founder, (2) to The CBT of Thailand has insufficient skills of business and foreign choose the people who live in the villages or areas of this study. In language (36,44). It lacks enough community participation contrast, the exclusion criteria for key informants in this study are (36,45,46). The CBT lacks long-term development and doesn't to exclude the persons who cannot join the interview until the include future generations into the practice [47]. There was a project is finished. The in-depth interview is the data collection problem of CBT in Wang Thong District of Phitsanulok that method by using the structured interview form as the main villagers did not know how to form the CBT [48]. Pueak-on [49] research tool. Moreover, cluster random sampling is used for the found that there was a conflict between local people and the sampling technique in this study. Further, the types of primary government agency at Chompoo Sub-district, Phitsanulok data involve note taking, sound recording and photos. province about the agreement of dam construction. This was an Furthermore, the data was analyzed by open coding by internal conflict among people in Chompoo Sub-district about a Nvivo12PLUS. The questions in the interview form were as protest at the coal factory. The tourist attractions lack of follows: accommodation service such as homestays, and lack of a plan of 1) How is the ownership factor important for CBT development? development of tourist attractions has developed into a decadent 2) How are the empowerment and people potential factor situation. The biggest proportion of benefits from tourism has important for CBT development? belonged to the business sector. The problems include noise 3) How is the partnership factor important for CBT development? pollution from visitors, traffic jams, and increases in prices in the 4) How is resource abundance and product potential factor community. In conclusion, the problems of CBT in Phitsanulok important for CBT development? cover (1) lack of skill and knowledge to form CBT, (2) internal 5) How is the community participation factor important for CBT conflicts between local people and government agencies, (3) lack development? of infrastructure and tourism facilities, (4) lack of development 6) How is the leadership factor important for CBT development? plan, and (5) unfairness of benefit distribution, (6) confronting 7) How is outside support and supportive policy factor important tourism negative impacts such as noise pollution and traffic jams. for CBT development? Thus, from the statement of the problem, the current study needs 8) How is marketing, value-adding and supply chain factors to focus on exploring the factors on the development of CBT in important for CBT development? Phitsanulok. 9) Are there other important factors in the development of CBT? What are they and why? RESEARCH OBJECTIVE The study aims to investigate the factors on the development of The total of nine questions cover the nine reviewed factors on the CBT in Phitsanulok Province of Thailand. development of CBT in Phitsanulok.
RESEARCH QUESTION RESULTS What are the factors on the development of CBT in Phitsanulok of The findings revealed demographic profile and the factors on the Thailand? development of CBT in Phitsanulok.
RESEARCH METHOD Demographic Profile The demographic profile is presented in table 4.
Table 4: Demographic Profile Demographics F % No. Male 2 20 Gender 10 Female 8 80 40 and lower 3 30 Age 41 – 59 5 50 10 60 and above 2 20 High school & 3 30 lower 5 50 Education level College & 2 20 10 bachelors Master & above Community leader 3 30 Role in CBT operator 6 60 10 community Other 1 10
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1 – 5 7 70 CBT experience 10 6 & above 3 30
Table 4 shows the total number of key informants. The 10 subjects Factors on CBT Development include 8 females and 2 males. The age groups are 41-59 years old The factors of CBT development in Phitsanulok Province are 5 subjects, 40 and lower 3 subjects, and 60 and above 2 subjects. identified to be in three groups. The first group has very important 5 subjects graduated in college and bachelors level, followed by factors, including community participation, empowerment, high school and lower 3 subjects, and master and above 2 subjects. leadership, marketing, outside support, ownership, and The largest number of participants have a role in their community partnership. The second group's important factor is resource as CBT operators, followed by community leader 2 subjects, and abundance. The last group is new factors, involving other only 1 subject. The greater number has the experience of entrepreneurship skill, type of activities, and tour package design CBT 1-5 years 7 subjects, followed by CBT experience 6 years and as shown in table 5. above 3 subjects.
Table 5: Factors of CBT Development Code Sub-code Density (D) Resource 1. Resource abundance and product potential important, identify the community Abundance 2. Resource abundance and product potential important, can sell products 4 3. Resource abundance and product potential important, products developed and conserved 4. Resource abundance and product potential not very important, people can create them Community 1. Community participation very important, a-must have in community Participation 2. Community participation very important, for build-up something 3 3. Community participation very important, tourism needs safety from participation Marketing 1. Marketing, value creation and supply chain very important, makes customers motivated 2 2. Marketing, value creation, supply chain absolutely important, can make birth of CBT Outside Support 1. Outside support and supportive policy very important, fund is needed 2 2. Outside support and supportive policy very important, the most important for success Ownership 1. Ownership very important, co-investor being 2 2. Ownership very important, sense of belonging Empowerment 1. Empowerment and people potential very important, to improve English 1 Leadership 1. Leadership very important, arrange comprehensive responsibility 1 Partnership 1. Partnership very important, can help to connect with customers 1 1. Tourists stopped here for more nights because we provided CBT and homestay activities (new) Type of activities 2. For CBT, activities and tour package design factors are important (new) 2
Entrepreneurship 1. Locals need entrepreneurship skill because CBT is a business to comprehend profit and loss (new) 1 Package design 1. For CBT, activities and tour package design factors are important (new) 1 Total 20
Table 5 displays the codes of factors for CBT development in important factors with density 1 sub-code of each factor. Finally, Phitsanulok Province and the density of each code. There is only the new factors include entrepreneurship, type of activities with one important factor which is resource abundance with a density density 2 sub-codes, followed by entrepreneurship and package of 4 sub-codes. The very important factors involve community design with density 1 of each factor. The total density is 20 sub- participation with density 3 sub-codes and followed by marketing, codes. The link of each factor is shown in figure 3. outside support, and ownership with density 2 sub-codes of each factor. Empowerment, leadership and partnership are also very
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Fig. 3: Factors of CBT Development
Figure 3 reveals the link of each factor of CBT development in study by Nitikasetsoontorn the success factors of CBT in Sam Phitsanulok Province. The codes can be categorized by (a) very Chuk and Klong Suan marketing in Thailand were - participation important factors, (b) important factor, and (c) new factors. First, in decision-making processes, local ownership, collective community participation is a very important factor due to it is a responsibility, leadership and management, partnership and must factor to have in a community that is used to build-up outside support, achieving authenticity, and achieving distinction construction as a building, and tourism needs safety from [41]. The new factors on CBT development in Phitsanulok community participation to protect their area. Second, marketing included (1) entrepreneurship, (2) tour package design, and (3) is a very important factor because it (marketing, value creation type of activities that can be explained as the followings. and supply chain) can make customers more motivated and can create the birth of CBT. Third, outside support is a very important Type of Activities factor owing to it (factor of outside support and supportive policy) According to the study of Sebele, profits obtained from the is a need for CBT starting, and it is an important factor for success. Community-Based Natural Management (CBNRM) project in Next, ownership is a very important factor due to it being a co- Khama Rhino Sanctuary Trust of Botswana are used for various investor concept and creates a sense of belonging. Subsequently, activities, including the payment of school fees, the buying of food the partnership is a very important factor due to it can help to and clothing and the construction of traditional dwellings or huts connect with customers. Next, empowerment is a very important [50]. Witchayakawin mentioned activities in CBT of Kho Yao Yai in factor owing to it (empowerment and people potential) can southern Thailand which included forest and mangrove tree support people getting better English language skills. Last, growing that was co-operated by school members and villagers. leadership is a very important factor, because it can have a Moreover, other activities in this island are observing the shrimp comprehensive responsibility in CBT. The resource abundance is paste production, seeing monkeys collecting coconuts, watching only one important factor due to it (factor of resource abundance, the process of rubber tapping, investigating fishery way of life, and product potential) can identify a community, sell products, boating, and exploring by rental motorbike on the island [51]. develop and conserve resources, and can be created by people. Witchayakawin & Tengkuan indicated CBT activities in Ban The new factors on CBT development in Phitsanulok Province Natonchan in Central Thailand consist of joining the ritual found in this study are (a) type of activities; (b); and (c) package ceremony, observing the way of life presented by locals design. Firstly, the type of activities is a factor to develop CBT due (traditional songs, crafted local wooden doll, music instrument, to it is an import factor to make visitors stay longer. Secondly, producing, muddy textile weaving), and visiting rice fields and entrepreneurship skills are a necessity for CBT operators, as they fruit gardens [37]. The type of activities in CBT depends on local need to understand how businesses operate. Lastly, package treasures and resources that present the uniqueness of a location design is recognized as an important factor due to it being a link such as in southern Thailand presenting the rubber tapping and with the type of activities in CBT. fishery industries, while the CBT activities in central Thailand are representing the textile weaving and rice fields. DISCUSSION The success of CBT in Thailand depends on an abundance of Entrepreneurship tourism resources, level of community participation, strong There are two types of serial entrepreneurs, (1) serial leadership, the strength of community organization, fair benefit entrepreneurship in venture capital-financed firms and (2) serial distribution, effective natural resource management, and entrepreneurship in general [52]. Entrepreneurship consists of sufficient outside support [39]. But the findings of the current bundling resources and deploying them to create new study show that the resource abundance (factor of resource organizational and industry configurations [53,54]. The case of a abundance and product potential) is not in the very important family-based enterprise in Söderslätt region of Sweden, “Healthy factor group to people who can create them. The very important Pig Farm” is shown as an example of a successful, innovative factors covering ownership, empowerment, and partnership of entrepreneur in farm tourism [55]. In terms of CBT development, results of the current study support the study of Graci that found CBT operators need to have entrepreneurship skills due to being the six key success factor attributes of capacity building for CBT venture capital financed and invest with some key resources in were – ownership, community integration, building pride for their villages. cultural heritage and environmental preservation, community empowerment, and partnership (38). Regarding the results of the
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Package Design ∑ 표푓 푊푒𝑖푔ℎ푡푒푑 푠푐표푟푒푠 % 푠푐표푟푒 = 푥 100 Wang et al. explained the group package tour (GPT) is one of the Maximum Score main modes of outbound travel [56]. The most unique feature of the GPT is the tour leader. A tour leader endorsing GPT pamphlets had more effective advertising than the traditional advert design. LIMITATION The CEO as an endorser elicited higher purchase intention than This research does not cover all CBT areas in Phitsanulok where tour leader as an endorser. There are some previous studies the CBT and community levelled tourism are potentiated such as discussing the topic of the tour package. A tour package covers Wang Som Sa Village, Ban Rong Kla Village, and the areas of diverse tourist attractions and additional contextual information, Nakorn Thai District. This study included only leaders of the including destination, hotel, price, landscape, and activities. All of village and CBT operators and not the holistic opinion of people in this information would significantly influence tourists to select the community such as teenagers, children, and ageing people suitable tour packages. Ge et al. developed two cost-aware latent who are involved with CBT. Also, the leaders of the community factor models to recommend tour packages by considering both either did not cooperate or refused to give information to the cost constraints and the tourist’s interests [57–59]. researchers. There is a limitation of the current results by unclear level of importance, which should be identified its level. The Regarding the community development theory (3R), consisting of findings of the current study report the development factors by relocation, redistribution, and reconciliation, the redistribution three groups – important factors, very important factors, and new addressed the need for the underclass to develop skills and factors, which do not evaluate by the elements of the scoring businesses. It might increase by hard work and was a conscious process under the features rating for the clearer results by component of the community development strategy [22–24]. The indicating the level of importance [60]. redistribution can link to the entrepreneurship skill and tour package design. The villagers need to have entrepreneurship skill IMPLICATION to develop the CBT business at the local level. They need to re- The factors of skilled entrepreneurship, type of activities, make, design or redistribute their CBT products and tour package community participation, empowerment, leadership, and to gain more benefits for development in villages. ownership show that they are very important and new factors to develop the CBT. Village leaders and provincial administrative CONCLUSION officers need to consider these i when developing an action plan. The ten factors on CBT development for Phitsanulok Province of Marketing, outside support, and tour package design are key Thailand should be focused on community participation, mechanisms of CBT in the customer section. Cooperation is a leadership, ownership, empowerment, marketing, outside powerful connector among people in CBT to cooperate in support, partnership, entrepreneurship skill, tour package design, designing tour packages among villagers and the representatives and type of activities. 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