Enhancing Learning on Community-based Tourism: Cases of Thai Tribal Communities
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Abstract
This study used participatory action research to enhance tribal communities learning regarding Community-based Tourism (CBT) management. Five tribal communities in Northern Thailand were selected as units of analysis. Participatory Action Research (PAR) was employed include planning, acting, observing and reflecting process. In total, 50 community members voluntarily joined as local researchers whilst 108 community members voluntarily responded to community potential assessment process. Thai and foreign tourists were accidentally sampled to reveal their push and pull factors influencing their CBT travel behavior. Questionnaires, reflecting meetings and brainstorming were used for data collection. Descriptive statistics and content analysis were used for analyses of collected data. The results showed different levels of community potential perceived by respondents. There were similar push and pull factors influencing Thai and foreign tourists’ CBT travel behavior. Major push factors influencing tourists’ behavior were the need to visit places that never been visited before and to learn new experiences in a different culture. Major pull factors were the beauty of natural attractions and environments as well as the honesty and friendliness of community people. Appropriate CBT routes were mapped by 50 community members and the authors.
Keywords: Community-based Tourism, Participatory Learning, Tribal Communities
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