STRATEGIC DEVELOPMENT FOR COMMUNITY-BASED TOURISM IN KHLONG WAN SUB-DISTRICT, MUEANG DISTRICT, PRACHUAP KHIRI KHAN PROVINCE

Abstract

This study aimed to: 1) investigate the fundamental aspects of community-based tourism in Khlong Wan Sub-district, 2) analyze the community’s environmental context, and 3) develop community-based tourism strategies for Khlong Wan Sub-district, Prachuap Khiri Khan Province. This qualitative research employed in-depth interviews and focus group discussions for data collection. The key informants included representatives from government agencies, community leaders, entrepreneurs, and local administrators, totaling 15 participants. The data were analyzed using descriptive analysis and verified for accuracy through triangulation.

          The results revealed that Khlong Wan Sub-district possesses high potential for community-based tourism development, supported by rich natural resources, distinctive local culture, and strong community collaboration. The SWOT analysis indicated that the community’s strengths lie in its natural abundance, cultural uniqueness, and organizational unity. The weaknesses include a lack of management and marketing skills, while opportunities stem from government support and the growing trend of eco-tourism. However, challenges include competition from nearby tourist destinations and limitations in local infrastructure.

          The study proposes four strategic directions for community-based tourism development: 1) creative marketing promotion strategies, 2) human resource capacity development, 3) sustainable resource management, and 4) partnership network strengthening among government, private, and community sectors. These strategies aim to ensure the sustainable growth of community-based tourism in Khlong Wan Sub-district over the long term.