Operational Strategies of the Service Businesses in Community-Based Tourism Attractions in Phayao Province

Main Article Content

Wannapa Tongdaeng


This qualitative research had objectives to study the situation and analyze strategies of businesses’ operation in the service sector in community-based tourism attractions in Phayao province. The study duration was from February 2020 to March 2021. The data were collected from stakeholders who are involved in the development of community-based tourism, which consists of 36 informants selected by using the purposive sampling technique. The research tool was the guideline for in-depth interview and focus group discussion. The content analysis was used to investigate the results of the SWOT analysis. The findings found that (1) strengths, i.e., entrepreneurs’ experiences, businesses’ cooperation, and having the direction to drive businesses, (2) weaknesses, i.e., businesses’ potential to access the capital, the service standard, incomplete information, and ineffective management, (3) opportunities, i.e., technological advances, the distinctiveness of tourist attractions, readiness of infrastructure, supports by relevant agencies, and growth prospects of tourism industry, and (4) threats, i.e., high market competition, economic downturn, cyber threats, complicated operations of the government, social perception of CBT which is not in accordance with the actual context, the COVID-19 pandemic, and natural disasters. The next step was the strategy formulation divided into four types, including proactive, preventive, problem-solving, and reactive strategies.


Download data is not yet available.

Article Details

Research Articles


Boonchuai, J. & Dhamabutra, P. (2019). Phǣn yutthasāt phư̄a phatthanākān thō̜ngthīeo chœ̄ng sukkhaphāp bǣp būranākān yāng yangyư̄n nai Krung Thēp Mahā Nakhō̜n prathēt Thai [Strategic plan for integrated sustainable health tourism development in Bangkok, Thailand]. Humanities, Social Sciences and Arts, 12(1), 68-84.

Büyüközkan, G., Mukul, E., & Kongar, E. (2021). Health tourism strategy selection via SWOT analysis and integrated hesitant fuzzy linguistic AHP-MABAC approach. Socio-Economic Planning Sciences, 74, 100929.

Humphrey, A. (1960). The SWOT analysis method. Mento Park, CA: Stanford Research Institute.

Kelfaoui, A., Rezzaz, A., & Kherrour, L. (2021). Revitalization of mountain rural tourism as a tool for sustainable local development in Kabylie (Algeria). The case of Yakouren municipality. GeoJournal of Tourism and Geosites, 34(1), 112-125.

Kulakoglu-Dilek, N., Kizilirmak, I., & Dilek, S. E. (2018). Virtual reality of just reality? A SWOT analysis of the tourism industry. Journal of Tourismology, 4(1) 67-74.

Ministry of Tourism and Sports. (2020). Sathiti nakthō̜ngthīeo phāinai prathēt pī (čhamnǣk tām phūmiphāk læ čhangwat ) : sathiti nakthō̜ngthīeo phāinai prathēt Q - Q pī ( prathēt ) [Domestic tourism statistics Q1-Q4 (Classify by region and province)]. Retrieved Apirl 29, 2020, from https://www.mots.go.th/more_news_new.php?cid=618

Namugenyi, C., Nimmagadda, S. L., & Reiners, T. (2019). Design of a SWOT analysis model and its evaluation in diverse digital business ecosystem contexts. Procedia Computer Science, 159, 1145-1154.

National News Bureau of Thailand. (2018). Botkhwām: Nayōbāi phlak dan nakthō̜ngthīeo dœ̄nthāng čhāk mư̄ang lak sū mư̄ang rō̜ng [Tourism policy: Connecting the major cities and distributing income to minor citites]. Retrieved Apirl 29, 2020, from https://thainews.prd.go.th/th/news/print_news/WNRPT6109100010001

Office of Phayao Province. (2018). Phǣn phatthanā čhangwat Phayao ( Phō̜.Sō̜. sō̜ngphanhārō̜ihoksipʻet sō̜ngphanhārō̜ihoksiphā ) chabap thopthūan pračham pī Phō̜.Sō̜. sō̜ngphanhārō̜ihoksipsam [Phayao provincial development plan (2018 - 2022): Annual review edition 2020]. Retrieved Apirl 29, 2020, from http://www.oic.go.th/FILEWEB/CABINFOCENTER66/DRAWER028/GENERAL/DATA0000/00000715.PDF

Office of the Permanent Secretary of Ministry of Tourism and Sports. (2017). Rāingān chabap sombūn ( Final Report ) khrōngkān čhat phǣn patibatkān khapkhlư̄an kānphatthanā thō̜ngthīeo dōi chumchon yāng yangyư̄n læ sāngsan [Final report: Making an action plan to drive sustainably and creatively community-based tourism]. Retrieved Apirl 29, 2020, from https://secretary.mots.go.th/ewtadmin/ewt/secretary/download/PDF/12_App2_Data_CBTDec2017_North_84.pdf

Özgeriş, M., & Karahan, F. (2021). Use of geopark resource values for a sustainable tourism: A case

study from Turkey (Cittaslow Uzundere). Environment, Development and Sustainability, 23, 4270-4284.

Sertsri, S., & Buasorn, P. (2017). Nǣothāng kānčhatkān thō̜ngthīeo yāng yangyư̄n nai chumchon khlō̜ng

khōn ʻAmphœ̄ Mư̄ang čhangwat Samut Songkhrām [Sustainable tourism management in Klongkone community, Mueng district, Samutsongkhram province]. The Journal of Faculty of Applied Arts, 10(2), 109-117.

Tourism Authority of Thailand. (2018). TAT review: Kānthō̜ngthīeo dōi chumchon withī Thai kēkai yāng yangyư̄n [Review of the issue of promoting community-based tourism (Community Based Tourism). Retrieved Apirl 29, 2020, from https://secretary.mots.go.th/ewtadmin/ewt/ga/download/article/article_20200416204840.pdf

Weihrich, H. (1982). The TOWS matrix—A tool for situational analysis. Long Range Planning, 15(2),