Guidelines for developing participatory management process of Na Sa-Ung agrotourism and cultural community enterprise for business and community sustainability

Abstract

This research aimed to 1) study the context and operational situation of the Baan NaSa-ung Agro-Cultural Tourism Community Enterprise, 2) study the level of sustainable tourism management and the standard level of agro-cultural tourism quality, 3) study the effect of sustainable tourism management levels on the standard level of agro-cultural tourism quality, and 4) analyze appropriate participatory management guidelines for the enterprise. This study employed a mixed-methods approach using semi-structured interviews and questionnaires. The qualitative sample consisted of 18 key informants. The quantitative sample included 150 local people and tourism participants. Data were analyzed using content analysis, mean, standard deviation, and multiple regression analysis.

         The results revealed that: 1) the area is a small highland ethnic community. The community enterprise was established with 12 members, focusing on providing a camping site, Arabica coffee processing, and selling handicrafts. 2) The overall level of sustainable tourism management was at a high level, and the overall standard level of tourism quality was also at a high level. 3) All sustainable tourism management factors jointly predicted the tourism quality standard at the .01 level of statistical significance (93.9%). The top three factors with the highest positive influence were research and monitoring, full local participation, and well-prepared marketing information. 4) The appropriate participatory management guidelines comprised three approaches: elevating community participation to decision-makers and co-owners, developing a community database for research, monitoring, and proactive marketing, building capacity to fill service and local economic gaps.