Integrating Mixed-Method Approaches to Develop Strategic Experience Design for Community-Based Tourism under the BCG Model
Keywords:
community-based tourism, experience design, Bio-Circular-Green economy Model (BCG Model), importance-performance analysisAbstract
Community-Based Tourism (CBT) plays a vital role in strengthening grassroots economies and sustaining Thailand’s tourism sector under the Bio–Circular–Green (BCG) Economy Model. However, studies on experience design directly grounded in the BCG concept remain limited. This research aims to develop a strategic experience design framework using a mixed-methods methodology. Quantitatively, data were collected from 400 tourists at the Ban Nam Chiao Community-Based Tourism Enterprise in Trat Province and analyzed using Importance–Performance Analysis (IPA) to compare expectations and perceptions, as well as to identify strengths and areas for improvement, with the questionnaire demonstrating high reliability (Cronbach’s alpha = 0.969). Qualitatively, a Focus Group Discussion (FGD) with 12 stakeholders was conducted to explore community resources, cultural identity, and tourism management contexts. The integration of both data sets with theoretical frameworks led to the synthesis of the “CBT–BCG Experience Design Model,” comprising seven stages: visioning and participation, resource development, theme formulation, touchpoint design, BCG-based integration, capacity building, and risk management. This model was evaluated by experts and confirmed as feasible for practical application. The findings resulted in a strategic framework that enhances experience quality, adds value to tourism activities, and strengthens the competitiveness of community-based tourism alongside sustainable development under the BCG concept.
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