PROMOTION OF COMMUNITY-BASED TOURISM IN KHAO KOB SUBDISTRICT, HUAI YOT DISTRICT, TRANG PROVINCE

Abstract

          The objective of this research article is to study the promotion of community-based tourism and propose guidelines for promoting community-based tourism in Khao Kob Subdistrict, Huai Yot District, Trang Province. This study employed a mixed-methods research approach. The sample group consisted of 357 residents living in Khao Kob Subdistrict, Huai Yot District, Trang Province, selected using a sample size calculation formula. The key informants included 20 community leaders selected by purposive sampling. Research tools included a closed-ended questionnaire and in-depth interview form. Data were collected through the questionnaire and in-depth interviews. The statistical methods used for data analysis included percentage, mean, and standard deviation, with data analyzed descriptively. The research findings revealed that the overall level of community-based tourism promotion was rated at the highest level. The proposed guidelines for promoting community-based tourism consisted of four key areas: 1) Community-Based Management Promotion: There should be participation in the planning process, with clear directions and policies, allowing for genuine involvement from all sectors. 2) Cultural Heritage Promotion: Activities should be organized to encourage learning about the beauty of local culture, including the revival of traditions that define the community’s identity. Learning opportunities should be open to both tourists and locals to ensure cultural stability and sustainability. 3) Natural Resource Management Promotion: Practical activities should be organized that align with the local way of life and are environmentally friendly. 4) Local Product and Service Promotion: All available media channels should be used to publicize information about high-quality local products created from local wisdom, in order to encourage repeat visits from tourists.