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A Study of the Sustainable Management Model of Ecotourism Homestay Enterprises in the Upper North of Thailand

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A Study of the Sustainable Management Model of Ecotourism Homestay Enterprises in the Upper North of Thailand A STUDY OF THE SUSTAINABLE MANAGEMENT MODEL OF ECOTOURISM HOMESTAY ENTERPRISES IN THE UPPER NORTH OF THAILAND Chayapadhana Loetamnatkitseri A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Public Administration School of Public Administration National Institute of Development Administration 2018 ABSTRACT Title of Dissertation A Study of the Sustainable Management Model of Ecotourism Homestay Enterprises in the Upper North of Thailand Author Mr. Chayapadhana Loetamnatkitseri Degree Doctor of Public Administration Year 2018 The objectives of this research were 1) to study the management approaches of 12 ecotourism homestay enterprises in the upper north of Thailand by focusing on natural resources and environmental management, capital and labor, marketing and public relations, tourism activities, and network building, and to propose a model of ecotourism management and government support for the sustainable success of the ecotourism homestay enterprises; 2) to examine the knowledge management of the ecotourism homestay enterprises in the upper north of Thailand in terms of knowledge collection, creation, storage, analysis, sharing, and application; and 3) to evaluate the success of the ecotourism homestay enterprises in the economic, ecological, and cultural aspects. The study area covered 5 provinces in the upper north of Thailand, which consisted of Chiang Mai, Chiang Rai, Mae Hong Son, Nan, and Lampang. There were 12 homestays included in the study: Ban Mae Kampong Homestay, Ban Nong Arb Chang Homestay, Doi Pumuen Homestay, Maejo Bandin Homestay, Ban Tha Khan Thong Homestay, Ban Apha Pattana Homestay, Sila Phet Homestay, Ban Had Pha Khon Homestay, Ban Luk Tai Homestay, Ban Sam Kha Homestay, Ban Muang Pon Homestay, and Ban Tor Pae Homestay. Considering the management approaches of the ecotourism homestay enterprises in the aspects of natural resources and environmental management, the results suggested that all homestay enterprises in this study paid attention to the iv conservation of forests and natural resources because they were aware that the forests are a source of water, which is a basic human need. They conserved the forests and water by avoiding deforestation, occasionally growing trees, carrying out forest ordination ceremonies, constructing weirs, and building water reservoirs. Those that violated the forest conservation agreements would be punished by the community committee according to the law and community rules. In terms of labor and investment, the villagers participating in each homestay enterprise had to invest their own money and labor. Homestay funds were subsequently established. Regarding marketing management, the homestay enterprises gradually carried out their marketing activities. The Department of Tourism helped to promote their tourism activities on the official website of the Ministry of Tourism and Sports. The homestay enterprises were found to join and participate in the northern tourism network, which was driven by the Ministry of Tourism and Sports, the Department of Tourism, and the Tourism Council of Thailand. Regarding knowledge management, the homestay enterprises collected knowledge from various sources, which included research studies conducted within the homestays, training, seminars, the success stories of other homestays, and knowledgeable experts that helped to solve their problems, such as government officials, university teachers, and staff members from private organizations and foundations. As for the knowledge creation process, the homestay enterprises created knowledge through conducting research, visiting successful homestays, and participating in training and seminars. The results suggested that most of the homestay enterprises rarely focused on knowledge storage. In terms of knowledge analysis, it was carried out in some research-based homestays, which included Ban Mae Kampong Homestay, Ban Nong Arb Chang Homestay, and Ban Sam Kha Homestay. The homestay enterprises shared their knowledge through the community’s wire broadcasting system, community meetings, visiting other homestays, participating in trainings and seminars, and discussing with government officials during government officials during the development follow-up visits. After sharing and exchanging knowledge with other villagers in their community, they would determine appropriate guidelines for knowledge application. v The success of each homestay was assessed in the same way as a business unit is evaluated. The results showed that 6 out of 12 homestay enterprises were successful in terms of income and could continue to operate. In the ecological or environmental aspect, all homestay enterprises could properly maintain their community environment and were well aware of the negative effects of environmental destruction. Regarding cultural conservation, the ethnic people in each homestay continually conserved their traditional cultures and traditions and carried out their tribal activities every year. The government agencies that had a direct duty to support the homestay enterprises were the Ministry of Tourism and Sports and the Department of Tourism. The Ministry of Tourism and Sports was responsible for determining strategic plans and policies and played a key role in carrying out the marketing and public relations activities. The Department of Tourism had the technical responsibility of formulating regulations, standards, and evaluation methods; providing knowledge, training, and experts; conducting evaluation processes; issuing standard certifications; and facilitating basic infrastructure development such as roadways, electricity, and water supply. Based on the research results, the national tourism plan and policy were mainly designed for tourism in general and did not place importance on the ecotourism homestay enterprises. Moreover, the Department of Tourism also paid more attention to community-based tourism. All of this led to a lack of concrete support for promoting the ecotourism homestay enterprises at the policy and implementation levels. The Department of Tourism was directly responsible for training and evaluating the homestay enterprises. ACKNOWLEDGEMENTS This dissertation could not have been completed without the support of Associate Professor Dr.Pairote Pathranarakul my dissertation advisor, who gave me helpful guidance and follow-up advice. I also would like to express my gratitude to Professor Dr.Surasit Vajirakachorn, chairman of the dissertation committee, and Assistant Professor Dr.Patarapong Kroeksakul, dissertation committee member, for their insightful comments and suggestions, contributing to the completion of this study. My sincere gratitude is extended to all of the lecturers in the Graduate School of Public Administration, National Institute of Development Administration, for providing me with academic knowledge and quality experience. I am as well grateful to all the key informants, including the homestay leaders and related staff members, for their cooperation and contribution to this study. I would like to dedicate this dissertation to Ms.Suntree Loetamnatkitseri and Mr.Sinchai Loetamnatkitseri, my mother and father, Ms.Chulamas Chiakjan, my wife, and Ms.Kittikan Saeng-Ngam, who always give me encouragement and motivation. I also would like to thank all of my fellow students for their kind support during my doctoral program. I hope that this dissertation will contribute to the sustainable management of the ecotourism enterprises in the upper north of Thailand and will be helpful to those interested in this field. Chayapadhana Loetamnatkitseri August 2018 TABLE OF CONTENTS Page ABSTRACT iii ACKNOWLEDGEMENTS vi TABLE OF CONTENTS vii LIST OF TABLES x LIST OF FIGURES xii CHAPTER 1 INTRODUCTION 1 1.1 Problem Statement and Significance of the Study 1 1.2 Objectives of the Study 5 1.3 Scope of the Study 6 1.4 Definition of Terms 7 1.5 Contributions of the Study 10 CHAPTER 2 LITERATURE REVIEW 11 2.1 Knowledge Management Approaches and Models 11 2.2 Community Enterprise 20 2.3 Community Development 29 2.4 Basic Principles of Sustainable Tourism 34 2.5 Related Case Studies 38 2.6 Research Framework 41 CHAPTER 3 RESEARCH METHODODLOGY 43 3.1 Research Design 43 3.2 Research Procedures 45 3.3 Types and Sources of Data 45 3.4 Unit of Analysis 45 3.5 Research Instruments 48 3.6 Data Collection 48 3.7 Unit of Analysis 48 viii CHAPTER 4 MANAGEMENT APPROACHES OF THE HOMESTAY 50 ENTERPRISES 4.1 Case Studies of Ecotourism Homestay Enterprises in 52 Chiang Mai Province 4.2 Case Studies of Ecotourism Homestay Enterprises in 94 Chiang Rai Province 4.3 Case Studies of Ecotourism Homestay Enterprises in 113 Nan Province 4.4 Case Studies of Ecotourism Homestay Enterprises in 128 Lampang Province 4.5 Case Studies of Ecotourism Homestay Enterprises in 139 Mae Hong Son Province 4.6 Summary of the Management Approaches of the Homestay 154 Enterprises in the Upper Northern Part of Thailand CHAPTER 5 KNOWLEDGE MANAGEMENT, GOVERNMENT 170 SUPPORT, AND ASSESSMENT OF SUCCESS 5.1 Knowledge Management of the Ecotourism Homestay 170 Enterprises in the Upper North of Thailand 5.2 Government’s Roles in Supporting and Promoting 204 the Ecotourism Homestay Enterprises in the Upper North of Thailand 5.3 Assessment of the Success of the Ecotourism Homestay 215 Enterprises in the Upper North of Thailand 5.4 Sustainable Management Model of the Ecotourism 219 Homestay Enterprises in the Upper North of Thailand CHAPTER 6 CONCLUSION, DISCUSSION, AND 226 RECOMMENDATIONS 6.1 Conclusions
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