Community-Based Tourism Development for Sustainable Tourism Management: A Case Study of the Community in Mae Ai District, Chiang Mai Province
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Abstract
Background and Aim: Community-based tourism represents a crucial approach for sustainable economic and social development. Mae Ai District in Chiang Mai Province possesses significant potential through its distinctive Tai Yai culture and outstanding natural resources. However, it currently faces challenges including unbalanced tourism development, unequal benefit distribution, and environmental and cultural impacts. This research aimed to 1) examine the development of community-based tourism in Mae Ai District under Butler's Tourism Area Life Cycle concept and survey the tourism environment, 2) investigate community-based tourism management under collaborative management approaches, and 3) develop strategies for community-based tourism toward sustainable tourism management.
Materials and Methods: The study employed qualitative research methods, including in-depth interviews with 29 participants, focus group discussions with 8 participants, and participant observation conducted over 18 months (January 2023 to June 2024). Key informants comprised 37 participants selected through maximum variation purposive sampling from four groups: Tai Yai community leaders and members (12 participants), tourism entrepreneurs (6 participants), government officials (5 participants), and tourism experts (6 participants). Data were analyzed using thematic analysis following a framework combined with content analysis techniques. The analytical process involved systematic coding, theme identification, and triangulation across multiple data sources to ensure credibility and confirmability of findings.
Results: Research findings revealed that Mae Ai District is currently in the Stagnation Stage according to Butler's concept, having progressed through five development phases from 1997 to the present, with 35,000-45,000 tourists annually (based on data from tourism officials, sub-district administrative organizations, and community records). Collaborative management assessment showed varied development levels with four components rated as good (meaningful participation, trust building, joint decision-making, participatory management), five as moderate, and one as fair. Four main stakeholder groups were identified: local communities (high participation), government sector (medium participation), private sector (medium participation), and non-governmental development organizations (low participation). Five main development strategies emerged from stakeholder validation: strengthening community participation, developing management capacity, conserving and developing cultural identity, sustainable environmental management, and creating collaborative networks.
Conclusion: This research contributes new knowledge by expanding the understanding of Butler's theory in the context of community-based tourism in developing countries, demonstrating that community strength and collaborative management can serve as protective factors against decline during the stagnation stage. The integration of collaborative management concepts emerges as a crucial mechanism for sustainable community-based tourism development. The findings provide evidence-based guidelines applicable to similar ethnic communities in northern Thailand and comparable contexts throughout Southeast Asia.
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