Creative community-based tourism management model in Thai villages around Sukhothai world heritage and associated historic towns

Abstract

Creative community-based tourism (C-CBT) has been introduced in Thailand to promote sustainable tourism and provide a more immersive and personal experience to tourists. Communities around the Sukhothai world heritage site and associated historic towns have participated in the C-CBT strategy so that their villages can be included as a tourist destination. While several communities have been successful in initiating the C-CBT model, some have been struggling. This study aimed to examine the key factors concerning C-CBT management among the potential communities, analyse tourists’ expectations and propose the C-CBT management model. The following three groups were subjected to an in-depth interview: tourists, villagers and entrepreneurs in the communities. The three communities were selected from the 58 communities as the key communities representing three types of C-CBT in the research area: cultural/traditional, rural/village and homestay/farm stay tourism. These representative communities were selected from three clusters of the world heritage site: Si Satchanalai, Sukhothai and Kamphaengphet, north–south, respectively. The C-CBT management model involves three approaches: a short-term plan, an annual plan and a long-term plan spanning one to five years. Research examined three main elements of C-CBT management: creative tourism resources potential, management organization, long-term target. This study suggests strategies to develop the communication skills of the village’s communicators, who can authentically and effectively represent their village to visitors. This person should be trained to be the next local guru, a village facilitator or a community management team leader.