The Development of Community-Based Tourism Relevant to the Local Identity of Ao Noi Subdistrict, Mueang District in Prachuap Khiri Khan Province

Abstract

This research examines the identity of the Ao Noi Subdistrict Community and provides guidelines for promoting community tourism through the qualitative research methods. Data were collected via observation, interviews, and group discussions, and were analyzed using content analysis. The study reveals the dominant of local identity, which plays a crucial role in driving further tourism development. Specifically, this identity encompasses various aspects, including the agricultural way of life; the Khlong Bueng Reservoir initiated under the Royal Projects of Ban Yan Sue; the Ao Noi Royal Rice Mill Agricultural Cooperative; and the Ao Noi temple. Based on these findings, guidelines are recommended to enhance community tourism. These include identifying and defining the local identity to create a memorable image for tourists, crafting tourism activities that align with the local identity, establishing community routes, branding local products, developing effective marketing strategies, and encouraging

community-based tourism participation.