Local Tourism Development Through Partnership Networks: A Case Study of Ban Pha Biead, Chaiyaphum Province

Abstract

This qualitative research aims to study the participation of partnership networks in Chaiyaphum’s local tourism improvement. The data were collected from literature review: journals, articles, handbooks, etc., observed community networks’ activities, in-depth interviews with 21 key informants (government agencies, local authorities, local people and private sectors) in Ban Pha Biead, Chaiyaphum. Co-creation approach was applied to analyze the study’s results. The results found that local people played important roles in community planning—most of which were infrastructure development, agricultural products, explored new market in Nam Phut Thab Lao. The development plans, therefore, focused on those factors instead of emphasized on local tourism and were conducted as a short-term plans or ad-hawk plans. After the rising of local tourism via social media trends, Ban Pha Biead’s tourism development has been promoted by government agencies in terms of participation promotions, financial support In this regard, the strong participation of community leaders, local entrepreneurs in association with local residents helped promote local tourism in Ban Pha Biead in which increased greater number of tourists. Regarding responsibility sharing—this study found that community and local enterprises shared core values in natural resources and environmental conservation and local traditions including their way of lives. The concrete obstacles can be seen through the efficiency of waste management in tourism area and shareholder benefits in community. In light of private sectors, greater number of tourists helped increase entrepreneurs’ incomes and developed employment. The study also point out that, land rights document issues, new local products creation, service enhancement, low teamwork in local occupational groups and tourism development and promotion, as well as insufficiency marketing channels were additional factors which affected the development in local tourism in Ban Pha Biead. However, a number of local people seized opportunities and thought highly of local tourism. Government sectors, in the meantime, should give priority to improve local tourism in such area, such as roundtable creativities, local integration, public relations, marketing and knowledges supports and ongoing funding, etc.