SUCCESS FACTORS AND SUSTAINABILITY OF SOCIAL ENTERPRISES IN COMMUNITY-BASED TOURISM IN THAILAND
Keywords:
Success Factors, Community-Based Tourism, Social Enterprise, Business SustainabilityAbstract
A handful of Community-based Tourism Social Enterprise (CBT-SE) in Thailand have been recognized as successful cases. Academically, what made those CBT-SE successful remained unknown. This study aims to identify the success factors of CBT-SE in Thailand that might lead to CBT-SE business sustainability. The sample group included 350 stakeholders from four successful CBT-SE cases in Thailand. Data were collected by using questionnaire and structured interview. The analysis of data was undergone by both quantitative and qualitative methods including descriptive statistics, thematic analysis and confirmatory factor analysis. The findings revealed three essential success factors: 1) Leadership, 2) Authenticity and Identity, and 3) Stakeholder Participation and Ownership that all case studies have in common. These factors should have been considering when managing and developing other CBT-SE for success and sustainability.
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