Strategies for Enhancing Community-Based Tourism Carrying Capacity in Pak Nam Prasae Community, Rayong Province

Abstract

This article aimed to (1) examine the tourism carrying capacity of Pak Nam Prasae Community in Rayong Province and (2) propose strategic management approaches for strategies for enhancing community-based tourism carrying capacity in Pak Nam Prasae Community, Rayong Province. The study employed a mixed-methods approach, with qualitative research as the primary method and quantitative research as the supplementary method. The study investigated 1) the physical and facility-related carrying capacity through in-depth interviews with five tourism management stakeholders, five local community representatives, and five local entrepreneurs; 2) the socio-cultural carrying capacity using data collected from 335 households residing within the community who were directly affected by tourism; and 3) the psychological carrying capacity based on responses from 399 Thai tourists visiting the Pak Nam Prasae community. Purposive sampling was used, and data were collected through questionnaires, document analysis, and in-depth interviews. Descriptive statistics were employed in conjunction with qualitative analysis. The findings revealed that (1) regarding physical capacity and facilities, the area provides sufficient services, such as restaurants, beverages, restrooms, and parking lots, to manage the impacts of tourist volume effectively. In terms of socio-cultural capacity, the community was operating at an "Approaching Carrying Capacity" level—meaning the current tourism activities were still acceptable and had not negatively impacted local culture and social norms. Psychologically, tourist satisfaction was reported to be high, with no significant negative impacts on visitors' perceptions. However, aspects such as visitor interactions and perceived crowding were slightly below the acceptable threshold. (2) Strategic recommendations for enhancing tourism carrying capacity included: Proactive Strategies—upgrading existing tourism activities and developing new ones tailored to niche markets using localized research-based knowledge management; Corrective Strategies—improving online interpretation systems and non-personal communication tools, establishing visitor management plans for both peak and off-peak seasons, and enhancing communication channels to support tourist decision-making; Preventive Strategies—designing tourism activities aligned with the community's context and real-world conditions to ensure quality visitor experiences; and Responsive Strategies—collaborating with the private sector to improve service infrastructure and amenities.