Journal of Sustainable Tourism Development

A Study of Campground Business Model Under the Bio-Circular-Green (BCG) Economy Framework

Pairin Wechtunyagul, Eakachai Jagshriprom, Suchada Apiratana — Wed, 24 Dec 2025 00:00:00 +0700

This article aims to analyze the key components of campground business models that align with the Bio-Circular-Green (BCG) Economy framework and to design appropriate management guidelines for sustainable resource utilization at the community level. It further proposes a foundational innovation model derived from integrating campground business practices with the principles of the BCG Economy. The study employed qualitative content analysis based on document reviews, case studies, and in-depth interviews. The analytical process followed the framework proposed by Miles et al. (2019) and was conducted in three stages: data reduction through coding and categorization based on the BCG and Global Sustainable Tourism Council (GSTC) frameworks; data display using comparative matrix tables; and conclusion drawing and verification through methodological triangulation and expert validation to ensure credibility and contextual relevance. The findings revealed that many campground operators currently lack a systematic and practically applicable business model aligned with the BCG Economy, which limits sustainability and competitive capacity. The study identified a foundational innovation model for successful and sustainable campground businesses consisting of five key dimensions: 1) digital technology, such as contactless payment systems; 2) renewable energy and green technology, particularly the use of solar energy for electricity generation; 3) creative facility design, including smart tents with climate control operated via smartphones; 4) user experience–focused services, such as experiential activities including hiking, stargazing, and outdoor cooking; and 5) the application of contemporary concepts, including glamping (glamorous camping) and eco-friendly camping. The model emphasizes the pivotal role of local communities in developing ecotourism attractions and promoting sustainable environmental practices that generate positive economic and environmental impacts. The study culminates in the proposed BCG Campground Business Model, which offers a concrete and innovative framework reflecting the potential for sustainable campground business management within the green economy context.

Glamping as a Recreational Accommodation Space: Mechanisms for Well-being and Directions for Sustainable Development

Tachapon Tongterm, Promlikit Ura, Sudaporn Samakphol — Wed, 24 Dec 2025 00:00:00 +0700

Glamping reflects the dynamic transition of recreational activities from survival-based camping to a restorative form of leisure that meaningfully integrates comfort with immersion in nature, becoming a contemporary recreation model that aligns with the lifestyles of the digital age in which individuals seek balance between technological engagement and natural connection. This article aims to 1) analyze the dynamics and structural differences of glamping as a recreational innovation, 2) develop the Glamping Recreation Framework (GRF) to explain mechanisms that promote holistic well-being, 3) examine the Thai context to assess the potential of glamping as a creative recreational space and an emerging economic base, and 4) propose strategic development directions to elevate glamping into a sustainable recreation model. The study is grounded in conceptual analysis and an integrative synthesis of relevant literature to articulate the GRF and evaluate the contemporary potential of glamping in Thailand. The synthesis indicates that glamping is not merely a form of luxury accommodation but operates as an integrated recreational system that harmonizes physical and psychological needs through processes of rest, restoration, and social engagement. Its underlying mechanism can be explained through the GRF, which integrates attention restoration, flow state, and deep engagement into a coherent experiential pathway, enabling glamping to function simultaneously as a restorative well-being setting and a platform for balanced social interaction. Analysis of the Thai context further highlights the bipolarity of contemporary recreation, whereby comfort is interwoven with intentional digital disconnection, producing leisure experiences that address happiness, tranquility, and contemporary social value. In addition, this article proposes strategic development directions to advance glamping toward a sustainable recreational system by aligning principles of regenerative tourism with GRF-based experiential design, emphasizing circular resource management, ecological design, and structured cooperation among government agencies, entrepreneurs, and local communities. These strategies aim to reinforce glamping’s role in promoting well-being, strengthening the grassroots economy, and supporting environmental sustainability.

Developing the Potential of Homestay Tourism Communities Involves Leveraging Local Wisdom and Enhancing Service Skills for Effective Tourism Management in Ban Dong Noi, Phra That Sub-District, Na Dun District, Maha Sarakham Province

Kunteera Arsasri, Natapasa Dechanubeksa — Wed, 24 Dec 2025 00:00:00 +0700

This research aimed to 1) examine the local and tourism management context of the Ban Dong Noi Homestay Tourism Community in Phra That Sub-district, Na Dun District, Maha Sarakham Province 2) explore the tourism development needs of the community and 3) enhance the community’s tourism management capacity through the development of local wisdom–based food practices and service skills. This study employed a participatory research and development approach. The participants consisted of 50 members of the Ban Dong Noi Homestay Tourism Community Group. Data were collected using semi-structured interviews and analyzed qualitatively. The findings revealed that Ban Dong Noi is an innovative OTOP tourism community that effectively utilizes local cultural heritage and natural resources. The villagers maintain a simple way of life based on the Sufficiency Economy Philosophy. The community is located near significant historical and cultural sites, including the ancient Nakhon Champa Sri civilization and Phra Boromthat (stupa) Na Dun. It also offers diverse tourism activities, such as ancestor worship rituals, folk art performances, and community-based product learning centers. Regarding tourism development needs, the community expressed strong demand for capacity building in two key areas: the preparation of traditional foods and local desserts for welcoming tourists, and the enhancement of service skills to create positive first impressions. The study concludes that strengthening local food-based tourism offerings and improving service skills are critical factors in enhancing the tourism management potential of community-based homestay tourism.

The Relationship between the Service Marketing Mix and Purchasing Decision for Health Food among Thai Adolescents Gender as Moderating Variable

Pongsavake Anekjumnongporn — Wed, 24 Dec 2025 00:00:00 +0700

Thai adolescents have shown an increasing tendency to purchase health foods, influenced by service marketing mix strategies. However, empirical research that examines gender differences in this relationship remains limited. Therefore, this study aimed to investigate the moderating effect of gender on the relationship between the service marketing mix and health food purchase decisions among Thai adolescents. Convenience sampling was employed, and data were collected through questionnaires from 400 Thai adolescents. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis. The results indicated that the relationship between the service marketing mix and health food purchase decisions was significantly moderated by gender. The interaction effect between gender and the service marketing mix significantly influenced health food purchase decisions among male, LGBTIQAN+, and female Thai adolescents (p < 0.01). In addition, Thai male adolescents demonstrated a higher tendency to purchase health foods compared with LGBTIQAN+ and female adolescents. These findings provide valuable implications for developing marketing strategies tailored to different gender groups and offer guidance for continuously improving and revising health food business plans to better meet the needs of Thai adolescents.

Potential Development of Safe Food Raw Materials: Network Management Model and Marketing Mechanisms in Suphan Buri Province

Wed, 24 Dec 2025 00:00:00 +0700

This research employed a mixed methods approach, integrating in-depth qualitative research with a quantitative questionnaire that was validated by experts. The objectives were to 1) examine the context of safe food raw materials in the crop, fisheries, and livestock sectors that have received production standard certifications (GAP, GFM, PGS, and Organic Thailand) across 10 districts, including production capacity 2) investigate the context of network participation and develop a network management model and 3) analyze marketing mechanisms for safe food products to support marketing activity planning. Purposive sampling was employed to select the study participants in Suphan Buri Province, covering 18 stakeholder groups from the crop, fisheries, and livestock sectors across 10 districts. The key findings revealed that 1) raw materials from all sample groups demonstrated strong potential for production and processing standard certification, which is a critical factor enabling certified products to achieve market competitiveness 2) the network management model developed from the contextual analysis of community enterprises, entrepreneurs, capacity-building training, and focus group discussions was synthesized into the LCMS Model, which facilitates the upgrading of networks into cluster-based development. The LCMS Model comprises Leadership, Continuous Product Development, Management, and Supporters, indicating that successful community enterprises and entrepreneurs are characterized by strong leadership, continuous product development, systematic network management, and support from both public and private sectors and 3) the target groups utilized both online and offline marketing channels and had relatively stable market demand, although some groups faced limitations in market access. Appropriate marketing activities included event organization, business matching with trading partners, the establishment of product market centers, and participation in OTOP product selection processes. This research resulted in a strategic model that can serve as a sustainable mechanism for network and marketing management, contributing to increased economic value at the local level.

The Development of Tourism Activities for the Senior Tourists through Community Participation: A Case Study of Bang Luang Market community 122 Rattanakosin Era, Bang Len district, Nakhonpathom province

Apidet Changchai — Wed, 24 Dec 2025 00:00:00 +0700

Thailand is entering a fully aging society, with the population aged over 60 years projected to exceed 30% by 2030, resulting in significant social and economic impacts. However, tourism destinations and activities developed by communities to specifically accommodate senior tourists remain limited. This participatory action research aimed to 1) examine the community’s potential and needs for developing tourism activities for senior tourists 2) develop tourism activities for senior tourists through community participation and 3) examine the outcomes of community-participatory tourism activities for senior tourists. The research was conducted in three stages. In the first stage, data on potential and development needs were collected through document analysis, in-depth interviews, and focus group discussions with 15 purposively selected key informants, including the village headman, municipal council members, senior resident, entrepreneurs, senior tourists, and researchers, as well as questionnaire surveys administered to 400 community residents. The second stage involved the development of tourism activities for senior tourists through focus group discussions with relevant stakeholders. In the third stage, the outcomes of the activities were evaluated by collecting satisfaction data from 400 senior tourists selected through accidental sampling, along with focus group discussions with stakeholders to reflect on the implementation process. The findings revealed that 1) the community possessed strong potential and demonstrated a high level of need to develop as a senior tourism destination (𝑋̄ = 4.08, S.D. = 0.79) 2) stakeholders collaboratively developed seven tourism activities, including raft singing, elder storytelling, tasting famous local food, selfie photography, fish feeding, visiting sacred sites, and recreational activities with Kasetsart University students and 3) senior tourists reported a high level of satisfaction with the tourism activities (𝑋̄ = 4.50, S.D. = 0.50), while stakeholders expressed a strong desire for continuous development. This research highlights the value of community participation in developing sustainable tourism destinations for senior tourists and provides recommendations for improving infrastructure, tourism activities, human resources, and collaborative networks.