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APPLYING BUSINESS MODEL AND COOPERATING WITH STAKEHOLDERS IN COMMUNITY-BASED TOURISM |
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| รหัสดีโอไอ | |
| Creator | Chanin Yoopetch |
| Title | APPLYING BUSINESS MODEL AND COOPERATING WITH STAKEHOLDERS IN COMMUNITY-BASED TOURISM |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2557 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 6 |
| Journal No. | 1 |
| Page no. | 5-18 |
| Keyword | Business model, Community-based tourism, Stakeholders |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | The purpose of this paper is to investigate the application of business model and the cooperation with stakeholders towards the development of community-based tourism. The author used the case study of Mahasawat canal community, which is known as one of the well-established and successful agro-tourism communities in Thailand. Semi-structured interviews were used to collect the data from the local people participating in the tourism activities. Purposive sampling was used to collect data from 22 local villagers who had different roles in the community-based tourism. From the findings, in order to develop and promote tourism destination, the community applied business model to build and sustain the community-based tourism activities. The results showed that the community has to understand the roles of different stakeholders, providing various types of supports, including facility development, marketing strategy, capacity building and tourism skills. In addition, the community has to deal effectively with numerous issues (e.g. developing new tourism products and promoting the tourism destination) and to integrate the tourism activities and their ways of life to create the balance for the participants. Discussions, conclusions and implications of the research were also provided. |
