Comparative Analysis of Community-Based Tourism Management: Case Studies from Bhutan and Thailand
DOI:
https://doi.org/10.57260/csdj.2026.288058Keywords:
Comparative analysis, Community-Based tourism management, SWOT-TOWS analysis, Eusu Gewog Haa Dzongkhag district Bhutan, Buakkhang subdistrict ThailandAbstract
This study aims to conduct a comparative analysis of community-based tourism (CBT) management between Bhutan and Thailand through a qualitative research approach. Sample group from purposive sampling, including focus group discussions with key stakeholders. The research instruments consisted of content analysis tables, guidelines and questions for focus group discussions and document analysis. Analytical method with SWOT Analysis and TOWS matrix. The findings indicate that both countries adopt participatory CBT development frameworks in which the public sector, private sector, and local communities play integral roles in strengthening tourism capacity and governance. In Eusu Gewog, Haa Dzongkhag (District), Bhutan, CBT management is strongly conservation-oriented and regulated through centralized governmental policies that strictly control tourist numbers, access to tourism areas, and seasonal travel in order to ensure environmental and cultural sustainability. Conversely, CBT management in Buakkhang Subdistrict, Chiang Mai Province, Thailand, is grounded in Cultural Community-Based Tourism, emphasizing Yong ethnic cultural heritage, community participation, and the “Nawatwithi” (local innovation-driven) model. This approach prioritizes the preservation of local identity while fostering community-based economic development amid increasing urbanization. The comparative findings identify six key approaches to sustainable CBT development in both contexts: 1) community-led tourism governance; 2) capacity building and human resource development in community-based tourism; 3) network formation for participatory CBT management that enhances community pride and identity; 4) operational development aligned with CBT standards, regulations, and governance frameworks; 5) development and strategic use of information and communication technologies for CBT promotion; and 6) targeted marketing strategies aimed at attracting appropriate visitor segments, particularly tourists with strong interests in culture, nature, and environmental sustainability. These approaches contribute to minimizing negative tourism impacts while enhancing sustainable income generation for local communities.
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