Community needs for creating tourism development strategies under the next normal era: A case study of Baan Ronghuad Community, Nakhon Chai Si District, Nakhon Pathom Province

Abstract

This research aims to: 1) investigate the community needs for tourism development, 2) analyze strategies for community-based tourism development, and 3) measure tourists' satisfaction levels with the community's pilot tourism project under the Next Normal era. The research uses quantitative and qualitative research methods. The sample comprised ten representatives from the Baan Ronghuad community, selected for their experience as innovative community tourism entrepreneurs, and 400 tourists who had purchased products or services within the community. Data were collected through structured interviews, participatory action research, and questionnaires, and were analyzed using statistical package with descriptive statistics.

The findings of the research revealed three key results. First, the community expressed a need to develop tourism strategies that could restore and increase income in line with evolving tourist behaviors in the Next Normal lifestyle. The focus was on the development of business potential through improved advertising, public relations, and efficient management practices. Second, the strategy for developing tourism in the Baan Ronghuad community must follow an integrated business development approach, comprising four strategic groups: proactive strategies (SO1–SO2), improvement and weakness-correction strategies (WO1–WO3), rigorous implementation strategies (ST1–ST2), and careful implementation strategies (WT1–WT2). Third, tourist satisfaction with the community’s tourism components was found to be at the highest level (mean = 4.54, SD = 0.03). This research contributes knowledge for developing creative strategies and enhancing community-based tourism that is consistence with the next normal way of life.