The Role of Participatory Communication in Driving Sustainable Community-Based Tourism: A Case Study of Yakang Khanom 100-Year-Old Floating Market in Narathiwat Province

Abstract

Background and Objectives: Communication is an important mechanism for promoting community participation and providing opportunities for people to take part in the development process. This study aimed to analyze the participatory communication process for sustainable community-based tourism management, using the Yakang Khanom 100-Year-Old Floating Market, Narathiwat Province, as a case study.
Methods: This qualitative study employed non-participant observation and in-depth interviews with 12 key informants, comprising three government officials, five members of the Yakang Khanom 100-Year-Old Floating Market Committee, two local youths, and two traditional dessert vendors. The informants were purposively selected based on their direct experience and their ability to provide information relevant to the research objectives.
Results: The findings revealed that the participatory communication process at the Yakang Khanom 100-Year-Old Floating Market consisted of three key stages: (1) Planning stage, the process was initiated by the community committee, which recognized the potential of the area to be developed as a tourist destination to generate income while preserving traditional desserts and the cultural identity of the Malay community; (2) Implementation stage, community forums, group meetings, and LINE groups were used as primary communication channels to provide opportunities for community members and stakeholders to exchange information, share ideas, and propose development approaches, with emphasis placed on respecting local identity and context; and (3) Monitoring and evaluation stage, the community was provided with opportunities to participate in monitoring the progress and outcomes of the implementation, with the information and feedback obtained being used to continuously improve the process.
Application of this study: The findings can be applied as a guideline for designing communication processes to promote community-based tourism. The community committee can serve as a central mechanism for coordinating collaboration among community members, government agencies, and stakeholders. Face-to-face and digital communication channels can be used in combination to facilitate information exchange, joint decision-making, and monitoring and evaluation. These efforts should be undertaken alongside the preservation of cultural identity and local wisdom to strengthen community capacity and support the continuous development of community-based tourism.
Conclusions: Participatory communication plays an important role in supporting sustainable community-based tourism management. The process comprises interconnected stages of planning, implementation, and monitoring and evaluation, with the Yakang Khanom 100-Year-Old Floating Market Committee serving as a key mechanism for coordinating participation among community members and relevant agencies. This process not only supports tourism development and income generation but also contributes to preserving the community’s cultural identity amid rapidly changing social contexts.