The Development of Creative Community Tourism Model based on the Sufficiency Economy Philosophy: The Community of The Lower Wang River Basin, Chiang Mai Province

Abstract

The research on “The Development of Creative Community Tourism Model based on the Sufficiency Economy Philosophy: the villages of the lower Wang river basin, Chiang Mai province” aims to study the community’s potential in creative tourism management and to develop a creative community tourism model based on the sufficiency economy philosophy in the lower Wang river basin villages using participatory action research process through the survey method, interviews, focus group discussion and questionnaires.

The research results showed that from the tourism potential analysis in the four villages of the lower Wang River basin in Mae Win sub-district, Mae Wang district, Chiang Mai province, it was found that these communities have both natural and cultural attractions and a community lifestyle that is consistent with the sufficiency economy philosophy. However, community members still lack of knowledge and skills in tourism management and the lack of a tourism model suitable for the community context, which is a major weakness in tourism development. Most community tourism is operated by the outside entrepreneurs and during the crisis of the Covid-19 epidemic, the number of tourists decreased dramatically. The community needs tourism manage with the core of reducing dependence on external economy and serving domestic tourists. When developing a creative community tourism model based on the sufficiency economy philosophy, the community participatory management is emphasized. The results of the development can enhance the potential of community members to manage the tourism themselves. The community can create a learning experience and gain tourist satisfaction, which will help promote income distribution to the community in the future including encourage conservation awareness among hosts and tourists for achieving sustainable development.