Upgrading the Potential of Creative Community-based Tourism to Develop the Area Based on the Local Identity of the Sri Ayutthaya Group Network in the Community Area of Khlong Chik

Abstract

The objectives of this research article were 1) to develop the quality of creative community-based tourism products both in terms of value and value on the basis of each local identity; 2) to upgrade communication channels for community-based tourism marketing to reach the target group of tourists in the community; and 3) to enhance role-model community potential for community-based tourism management and network partners for sustainability. It was a mixed methods research consisting of quantitative research and qualitative research. For quantitative research, a sample was 400 people. Statistics used for data analysis were percentage, mean, standard deviation. In terms of qualitative research, there were 50 participants by participatory operations with the following steps, namely brainstorming sessions, SWOT analysis and focus groups. The research results showed that 1) the quality of tourism products was developed to meet standards, such as "Red Lotus Cake", " Bai Chick Tea" through the analysis of product nutritional values of the Thailand Institute of Scientific and Technological Research (TISTR) and new product  “Ready-to-drink honey and lemon marijuana” was developed; 2) upgrading communication  channels for community-based tourism marketing by adding 3 channels, namely online media channels, travel guide channel and event organizing channels with partner networks; and 3) in terms of enhancing  role-model community potential through creative community-based tourism management from focus group discussions to confirm community capacity building as a model for community-based tourism management, it can be summarized in 5 important issues as follows: (1) preservation of natural resources, (2) participation of people in the community, (3) facilitation of the region state, (4) generating income in the community, and (5) being a good host.