Developing a Sustainable Community-Based Tourism Product Ecosystem for Mekong River Cruises through Local Participation: A Case Study of the Tai Lue in Chiang Rai
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Abstract
Chiang Rai Province in northern Thailand has positioned creative tourism as a strategy for sustainable development. However, many riverside villages continue to face challenges in transforming their rich cultural assets into fair and sustainable income. This study addresses that gap by designing and piloting a community-based social-service ecosystem for Mekong River cruises in the Tai Lue villages of Ban Had Bai and Ban Had Sai Thong, Rim Khong Sub-district. Guided by service-dominant logic, community-based tourism empowerment theory, and adaptive governance. The research had two main goals: (1) to identify existing community products associated with Mekong River tourism, and (2) to enhance these products through participatory service design, fostering an ecosystem that supports long-term development. The study employed a qualitative, ethnographic methodology using the Double-Diamond framework. Data were collected through 30 semi-structured interviews, 60 hours of participant observation, and a prototype cruise discussion. Thematic analysis in NVivo revealed four key themes: ritual cuisine, textile heritage, river ecology, and vernacular architecture. Cross-case analysis highlighted structural tensions, including fragmented service sequencing, inconsistent storytelling, unequal retail exposure, and ecological pressure on kai (edible algae) due to nitrate levels. Co-creation workshops led to the development of a six-lane service blueprint, a blockchain-enabled “river-token” dividend system, visitor education animations, and a Junior River Ranger program. Nevertheless, the project showcases how participatory service design can transform delicate cultural traditions into a resilient tourism ecosystem, offering a scalable model for riparian communities along the Mekong River.
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