Patterns of Creative Tourism of Community Enterprises in Ubon Ratchathani Province

Abstract

          This research has the objectives: 1) patterns of creative tourism of community enterprises in Ubon Ratchathani province and 2) to study the success factors of patterns of creative tourism of community enterprises in Ubon Ratchathani province. This was a combination of quantitative and qualitative research. The study area was the Kin Khao Sao Huean Sa Som homestay community enterprise of Khong Chiam district, Ubon Ratchathani province. The tool for quantitative research was a questionnaire to collect data from 80 representatives of the Kin Khao Sao Huean Sa Som homestay community enterprise and the samples were selected using purposive sampling. Data were analyzed using descriptive statistic. The tool for qualitative research was a semi-structured interview to collect in-depth information from the target group, 20 representatives from the Kin Khao Sao Huean community enterprise of Sasom homestay, government and private sectors in tourism and the samples were selected using purposive sampling. Content analysis was used.
          The results of the study showed that the patterns of creative tourism of community enterprises in Ubon Ratchathani province in homestay innovation were at a high level in every aspect (= 3.82). Criteria and indicators for sustainable tourism were at a high level in every aspect (= 3.84). There were outstanding nature and cultural tourism and Isaan local wisdom. The analysis of success factors for community-based creative tourism found that its strength was the abundance of natural resources that various activities could be organized to support tourists. The weaknesses were the language skills of people in the community and the lack of technology application to help collect data and develop online marketing. The opportunity was the continuous support from government, private, and local agencies. The obstacle was basic public utility. Therefore, the development to create community-based creative tourism must come from the cooperation of the community in implementing the policy along with driving and creating new innovations especially applying technology to meet the demands of tourists for better quality.