Community-Based Tourism Cluster Management: A Comparative Study of Two Cases

Abstract

This research article aims to examine a Community-Based Tourism Cluster Management Model using two successful community tourism destinations in Thailand—Bang Nam Phueng Community in Samut Prakan Province and Mae Kampong Community in Chiang Mai Province—as case studies. The objectives of the study are: (1) to examine the cluster management of community-based tourism in both areas, (2) to investigate the conditions that contribute to successful community-based tourism, and (3) to identify an appropriate model for managing community-based tourism clusters.

A qualitative research methodology was employed, including in-depth interviews, participant observation, and document analysis. The findings reveal that the success of cluster management depends on strong leadership, active community participation, clear regulatory systems, equitable benefit distribution, and external support from governmental agencies and local businesses. The proposed model reflects the interaction between internal clusters (local service units and community enterprises) and external clusters (supporting agencies and partner networks). When these components function in an integrated manner, they enhance competitive advantages and strengthen the long-term sustainability of community-based tourism. The results provide both policy and practical implications for developing community-based tourism through a cluster-based approach, with the aim of improving competitiveness and ensuring balanced and sustainable development.