SUSTAINABILITY THROUGH COMMUNITY-BASED TOURISM IN NORTHERN THAILAND

Abstract

Purpose – The purpose of this paper is to explore the dynamics of Community-Based Tourism (CBT) in Northern Thailand, examining its impact on sustainable development within the region. Methodology – Through a qualitative design, this study utilizes an interpretative approach to analyze the principal factors that shape the evolution of CBT from the perspectives of various stakeholders—local communities, government agencies, tourists, industry professionals, and academic experts. Conducted from January to November 2023, the methodology comprises in-depth interviews across the provinces of Chiang Mai and Chiang Rai, utilizing a set of 20-30 open-ended questions categorized into 15 key areas such as economic impacts, environmental sustainability, social dynamics, and cultural preservation. Findings – The findings reveal that CBT serves as an additional economic stream complementing traditional agriculture, engages communities in preserving their cultural heritage, and emphasizes environmental conservation. However, it also faces challenges such as financial difficulties, lack of awareness, and conflicts within communities. Notably, the research identifies the significant role of social capital and local leadership in empowering communities to manage CBT initiatives effectively. Originality of the research – This study’s originality lies in its comprehensive examination of CBT’s role in fostering sustainable development in a unique socio-cultural and ecological setting, providing valuable insights for other regions implementing similar sustainable tourism models.