A TOURISM MANAGEMENT MODEL FOR URBAN COMMUNITY-BASED TOURISM

บทคัดย่อ

This research aimed to enhance the capacity of a model community in the Khlong Sam Wa District, specifically at Phraya Suren Temple, to manage community-based tourism and develop sustainable network partnerships. Using a mixed-method approach, the study collected data through group discussions, practical training, capacity assessments, tourism evaluations, and model development. The sample included 30 participants: 12 tourists, 11 community members, and 7 specialists. Quantitative data were analyzed using descriptive statistics and standard deviation, while qualitative data were analyzed using categorical data analysis and interpretive summaries.

          The findings highlight the Phraya Suren Community’s rich tourism assets, such as century-old murals depicting the community’s history, and a unique agricultural landscape focused on rice and banana production. The community’s cultural heritage is deeply rooted in agricultural practices and Buddhist traditions, reflected in floating markets, rice cultivation rituals, boat songs, and traditional vessels. The community demonstrates strong capabilities in managing tourism, with a high level of satisfaction among stakeholders. The study identified 10 community networks involved in community-based tourism.

The developed urban community-based tourism management model, termed URBAN-CBT, comprises six key elements: 1) Urban Tourism and Smart Cities, 2) Connections and Networks, 3) Buddhist Tenets and Devotion, 4) Genuineness, 5) Tourism Narratives, and 6) Community-Based Tourism.