แนวทางการพัฒนาการท่องเที่ยวชุมชนอย่างยั่งยืน ของอำเภอสะเมิง จังหวัดเชียงใหม่

Abstract

The study “The Sustainable Community Tourism Development Guidelines for Sa Moeng District, Chiang Mai Province” aimed to investigate current tourism problems of Sa Moeng District and to obtain guidelines for tourism development of Sa Moeng District. This qualitative study gathered the data from 25 participants which were divided into 5 groups including civil servants, entrepreneurs, local people, tourists who have visited, and tourists who have never visited the area. In addition, the study was based on the concepts related to tourism, community-based tourism, sustainable tourism development and Marketing Mix Theory (7Ps). The findings of the study are as follows: (1) In terms of product development (Product), government agencies and those involved in tourism in the area should form a group, create a system, procedure, and operational plan by bringing in existing tourism resources consisting of natural resources, traditions, culture, and ways of life. This should not affect the existing resources for sustainable use of resources related to tourism and for maintaining the uniqueness of the local. (2) For price development (Price), businesses providing tourism-related services within the community should be developed to create satisfaction and be worth the money. (3) For development of distribution channels (Place), there must be plans in a form of communication channels to disseminate tourism related news to tourists and to create Tik Tok content. (4) In terms of development of marketing promotion (Promotion), there should be public relations planning, and competent staff who could take care of the dissemination of information concerning tourist attractions to cover all groups of tourists through all communication channels. There should also be new activities that tourists can take part in. (5) For the development of people in the local community (People), people in the community have to participate in brainstorming, creating a plan, guidelines on community tourism, benefits that the community and local people would receive, and improving language skills for workers. (6) For the development of the service process (Process), there should be a process of setting up the service process related to internal tourism, which is fast, take less time, and is accurate.(7) In terms of the environmental development in tourist destinations and physical component (Physical Evidence), there should be plans to improve, develop, survey the area, and inspect the surrounding of tourist attractions. In addition, there should be plans to develop resources, environment, and life and property safety.