Factors on Development of Community-Based Tourism (Cbt) in Phitsanulok Province of Thailand

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Factors on Development of Community-Based Tourism (Cbt) in Phitsanulok Province of Thailand 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] Journal of critical reviews 75 FACTORS ON DEVELOPMENT OF COMMUNITY-BASED TOURISM (CBT) IN PHITSANULOK PROVINCE OF THAILAND 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 Journal of critical reviews 76 FACTORS ON DEVELOPMENT OF COMMUNITY-BASED TOURISM (CBT) IN PHITSANULOK PROVINCE OF THAILAND and revenue of CBT are positive, while the quality of CBT has gained global standard and network as shown in table 2.
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