Management of Natural Resource Capital to Enhance Community Based Tourism to Support the Grassroots Economy of the Ban Pang Ma-O community in Wang Ngoen Subdistrict, Mae Tha District, Lampang Province

Abstract

This research aims to 1) analyze the natural resource capital in the Pang Mao community and assess the needs of the community to support grassroots economic tourism, 2) utilize the community's natural resource capital to promote grassroots economic tourism in Wang Ngern Subdistrict, and 3) identify strategies to manage natural resource capital in order to enhance tourism and stimulate the grassroots economy of Wang Ngern Subdistrict in Mae-Tha District, Lampang Province. This study employs a qualitative approach, using semi-structured interviews as the research instrument. The informants include 7 community leaders, 3 local government executives, representatives from community enterprise groups, occupational groups, homestay entrepreneurs, mushroom farmers, fruit farmers, and 30 restaurant entrepreneurs from the Pang Mao community, totaling 40 participants. Data analysis involved content analysis, categorization, and data reduction techniques.

The research results indicate the following key findings: 1) The natural resource capital in Ban Pang Mao is unique within Lampang Province, as it produces high-quality shiitake mushrooms. Government and private agencies actively support and provide knowledge about shiitake mushroom cultivation. The community practices rotational crop planting, cultivates a variety of fruits, and benefits from social capital through cooperation among its members. The community possesses knowledge and experience in agriculture, engages in community tourism, and utilizes these resources as a foundation for sustainable living through organic farming. Additionally, cultural capital, such as local identity and community culture, plays a significant role. The residents recognize the potential of their local resources for community tourism and are motivated to promote this sector. 2) The application of natural resource capital involves integrating various resources through the participation of stakeholders, both within and outside the community. This includes developing local policies, enhancing product quality, establishing pricing structures, creating distribution channels, and implementing sales promotions. The community on experiential value exchange, word-of-mouth marketing, and maintaining strong customer relationships to bolster community tourism efforts. 3) The study highlights the importance of managing natural resource capital to support tourism, which stimulates the grassroots economy. Effective resource management involves engaging stakeholders and employing marketing strategies based on the 4 P's (Product, Price, Place, Promotion) and the 4 E's (Experience, Exchange, Everywhere, Evangelism) to drive community tourism sustainably.