Developing a Creative Ecotourism Program in Muang Khong Community, Chiang Mai, Northern Thailand
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Abstract
This research aimed to support the small, rural northern Thailand town of Muang Khong in Chiang Mai Province, in developing a creative ecotourism program. This mixed-methods study utilized participatory action research, in-depth interviews, questionnaires, and brainstorming sessions with local stakeholders such as government officials, entrepreneurs, and community members who jointly organized the tourism program under study. The study gathered information about local tourism attractions that pertain to the area's history, way of life, and culture in order to create tourism-related media and programs.
The results revealed that volunteer tourists who participated in this study expressed their highest satisfaction with the area’s tour programs in terms of activities, learning opportunities, and facilities. They also reported high satisfaction with cellular signal accessibility, tourism operators’ competence in providing information, and accommodation hosts’ hospitality. In addition, the results revealed that further identifying and strengthening Muang Khong’s natural and cultural assets could attract more tourists. This study contributes to research-based tourism development in the study area by emphasizing collaboration between multilevel governance and the community.
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