EFFICIENCY AND EFFECTIVENESS OF COMMUNITY-BASED TOURISM NETWORK MANAGEMENT: A CASE STUDY OF KO YAI SUB-DISTRICT, KRASAE SIN DISTRICT, SONGKHLA PROVINCE

Abstract

This research article aims to evaluate the efficiency and effectiveness of community-based tourism network management in Ko Yai Sub-district, Krasae Sin District, Songkhla Province. A qualitative research method was employed using focus group discussions with purposively selected key stakeholders, including community representatives, occupational groups, entrepreneurs, as well as public and private organizations. Data were analyzed using content analysis. The findings revealed that although the network possesses local capital assets and partners ready for collaboration,
it lacks a central coordination mechanism, clear roles and responsibilities, and a continuous monitoring and evaluation system. Quantitatively, dimensions with low mean scores included management (1.96), service quality (2.01), and public relations (2.27), whereas dimensions with moderate mean scores were cultural conservation (2.87), socio-economics (2.55), and natural resources (2.36). These results reflect that while the network has raised awareness of local potential to a certain extent, income distribution, market connectivity, and household participation remain unclear. The community lacks a centralized accounting system and clear benefit-sharing criteria. Operations rely heavily on a few core leaders, with a limited number of local guides and route coordinators. Marketing relies on online pages but lacks a continuous public relations plan and linkages with tour operators. The new body of knowledge generated from this study is the “Framework for Elevating Community-Based Tourism Networks from Activity-Based Collaboration to Systemic Management,” comprising four key components: a central coordination mechanism, inclusive stakeholder participation, joint action plans and monitoring systems, and community-driven storytelling public relations. The study highlights the need to shift from occasional activity-based efforts to a collaborative management system with a designated host entity, backed by shared databases on spatial assets, routes, products, and common outcome indicators. This approach reduces redundancy, ensures equitable benefit distribution, strengthens sustainable community-based tourism in Ko Yai, and effectively meets CBT Thailand Standards and BCG Model guidelines.