Supply chain strategy management of community-based tea and coffee tourism: Case study Chiang Rai community-based tea and coffee tourism
Keywords:
Tourism supply chain, Community based tourism, Tea and coffee tourism communitiesAbstract
Community-Based Tourism is a form of tourism that gives communities a significant role in managing and administering tourism resources, with consideration for the sustainability of the environment, culture, and local economy. This research focuses on studying the challenges and opportunities that arise in the supply chain of community-based tourism in Chiang Rai province, Thailand, which is one of the areas with high potential for developing eco-tourism and cultural tourism. The research collected data using interviews and questionnaires to analyze the processes in the supply chain, challenges, and opportunities for tourism development in Huay Nam Kuen village and Pang Khon village. It was found that in the supply chain, local resources are used efficiently, and there is good management at the community level. However, there are several challenges to face, such as the lack of support for modern technology and communication, unpreparedness to accommodate tourists in some areas, and the lack of training in tourism business management.
The research results propose important strategies for developing community-based tourism in Chiang Rai province, including 1. educating villages to improve tourism management, 2. establishing responsible groups or using influencers to create electronic media content to increase the villages' access to social media platforms, and 3. designing community tourism activities with consideration for the different contexts of tea and coffee lifestyles.
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