THE STRATEGY FOR COMMUNITY-BASED TOURISM DEVELOPMENT OF WIANG NUEA SUB-DISTRICT MUNICIPALITY, WIANG CHAI DISTRICT, CHIANG RAI PROVINCE

Abstract

The objectives of this research were to analyze the potential of community-based tourism of Wiang Nuea Sub-district Municipality, Wiang Chai District, Chiang Rai Province and to formulate the strategy to develop the model of community-based tourism of Wiang Nuea Sub-district Municipality, Wiang Chai District, Chiang Rai Province. The samples of this study consisted of three groups of stakeholders including 10 administrators of Wiang Nuea Sub-district Municipality, 10 tour operators and community enterprises, and 10 local people
as tourist site owners, totaling 30 individuals. The strategy for community-based tourism development of Wiang Nuea Sub-district Municipality was formulated by 30 stakeholders in government, private, academic, and public sectors of Wiang Nuea Sub-district Municipality in the workshop as well as public hearing attendees to hear and express their comments on the strategy which were 60 representatives from 12 villages (5 people/village). The research instruments were semi-structured interview, observation, villagers’ stage, and strategy suitability assessment scale. Data were analyzed and validated using content analysis,
mean ( ), and standard deviation (S.D.). The results of this research showed that the potential of Wiang Nuea Sub-district Municipality could be summarized as follows; In terms of strengths, Wiang Nuea Sub-district has many famous historic sites and artifacts registered by Fine Arts Department. In terms of weaknesses, the implementation of activities in Wiang Nuea Sub-district lacked of the youths participation. In terms of opportunities, Wiang Nuea Sub-district has historic sites that can attract visitors/outsiders from other provinces to visit the area, generating jobs, income, especially key festivals. In terms of threats, domestic political changes have influenced on local way of life in Wiang Nuea Sub-district. Its highlights or identity are many key historic sites and artifacts that are famous and completely registered by Fine Arts Department. They are Buddhist ancient site at Pa Yang Noi, Phra Chao Kue Na Ancient Remains, and Wat Phra Boran Wiang Derm where people pay respect to. The strategies for community-based tourism development of Wiang Nuea Sub-district Municipality, Wiang Chai District, Chiang Rai Province were developed under the vision “to emphasize on strengthening the community for sustainably cultural tourism”. The major strategy consisted of sub-strategies as follows: the first strategy had three approaches; the second strategy had two approaches; the third strategy had five approaches; and the fourth strategy had two approaches. The community was the encouraged participant as the implementer in the development process based on analytic results of the suitability of vision, goal, mission, and approaches to the tourism development in Wiang Nuea Sub-district Municipality, Wiang Chai District, Chiang Rai Province.