Investigating An Impact of Collective Partnership in Strengthening Community-Based Tourism Management: Evidence From Pu Muen Nai Tribe Village, Thailand

Investigating An Impact of Collective Partnership in Strengthening Community-Based Tourism Management: Evidence From Pu Muen Nai Tribe Village, Thailand

Tanya Promburom, Thongbang Thotsadorn and Chookiat  Kananusapkul

Chiang Mai University, Freelance tour guide, and  Ecotour Company

This research aimed at constructing a prototype for developing Eco-tourism management by using the Community-Based Tourism (CBT) management concept and applying Business to Business (B2B) marketing strategies to maintain the tourism market for the community and securing the sustainability of the Eco-tourism business. Both qualitative research stressing participatory action and quantitative analysis were used in this study. Findings revealed that Eco-tourism operators would be able to provide marketing perspectives and to create a marketing channel for community-managed tourism. The development of Eco-tourism marketing from the cooperation between the local community and Eco-tourism operators had led to the establishment of linkage between the community and the relevant external business organizations. As the research involved micro-level development and its locally-specific nature, findings may have limitations for direct application in other Eco-tourism contexts. This research had generated concrete benefits for the local community in social, economic, cultural, and environmental aspects. Collaboration among the community, Ecotourism operators, and researchers should be activated at the initial period of the CBT research and development project to permit the joint determination on tourism development directions. This research ventured into the application of organizational marketing principles in the CBT model to establish a relationship between relevant external business enterprises and community enterprises which allowed two parties to jointly develop Ecotourism management plans and activities for mutual benefits and sustainable business operations.

Reference: Promburom, T. Thotsadon, T. Kananusapkul. 2011. Investigating an Impact of Collective Partnership in Strengthening Community-Based Tourism Management: Evidence from Pu Muen Nai Tribe Village, Thailand. International Journal of Agricultural Travel and tourism. Vol.2 No.2, 2011. p.138-151.  

More Information: http://www.tourism.mju.ac.th/d...