The Keys to Sustainable Success in Community-Based Tourism in Thailand: A Comprehensive Case Study

Abstract

This research explores the development and impact of community-based tourism (CBT) in Thailand, emphasizing its potential for promoting sustainable development and empowering local communities. The study begins with an overview of CBT, illustrating its significance as a sustainable tourism model that benefits both local populations and the environment. A comprehensive literature review identifies theoretical frameworks and prior research, revealing critical areas requiring further exploration. Utilizing a qualitative case study approach, the research involved purposive sampling of key stakeholders, including local community leaders, tourism operators, government officials, and NGOs across five CBT sites, resulting in a sample size of 20 participants. Data collection methods included semi-structured interviews, field observations, workshops, and an analysis of secondary sources. Thematic analysis revealed essential factors influencing the success of CBT initiatives, including local engagement, leadership, and resource utilization. The findings highlight that successful CBT in Thailand is deeply rooted in strong community involvement and sustainable practices that reinforce one another. The I research identifies significant policy gaps, leading to practical recommendations aimed at enhancing CBT implementation. These include establishing regular community forums and mentorship programs to facilitate participatory decision-making and knowledge transfer, developing closed-loop waste management systems through local environmental partnerships, and strengthening marketing strategies via collaborative networks and digital storytelling workshops. Ultimately, the study advocates for policymakers to create a dedicated CBT development fund and certification programs to uphold sustainability standards. By embracing these recommendations, CBT can evolve as a model for sustainable tourism, fostering community empowerment and promoting equitable and environmentally conscious practices within the tourism industry

Keywords: community-based tourism, sustainable development, Thailand, tourism policy, local engagement

6617190028 Annon Tuli. 2568 (2025), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), The Keys to Sustainable Success in Community-Based Tourism in Thailand: A Comprehensive Case Study, นำเสนอในที่ประชุมวิชาการ (Conference), The 8th International Conference on Business, Informatics and Management May 30, 2025 : KMITL Business School, Bangkok, Thailand, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Marketing, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย