Analysis of Internal and External Environment of Community-based Tourist in the North of Thailand

Abstract

This research aimed to study the internal factors (strengths, weaknesses) and external factors (opportunities, obstacles) of community tourism in northern Thailand. This research employed a qualitative method. The population and sample used in the study were community-based tourism stakeholders who attended the workshop. The samples were obtained by purposive sampling and data were collected by participating in workshops and in-depth interviews. The finding revealed that the external potential was: policy of the government as a national agenda, Kinnaree Award Standards, and the trend of conservation of natural resources. The external barriers including seasons (very difficult rainy season), limited tourist areas, economic slowdown, the impacts from the occurrence of natural disasters both within the country and outside the country, and political instability. The internal strength of the unique community attractions were natural resources, beautiful works, and abundant cultural traditions, community products are unique, strong leadership and unity of the people in the community. A solid tourism network. The internal weakness was the lack of budget, community personnel still lack the knowledge regarding community-based tourism management, most of the community members are elderly, the lack of promotion and marketing, and the transport routes to reach the tourist attractions are still not easily accessible. In the analysis of strategic factors, the total weighted score of the Internal Factor Environment (IFE matrix) was 2.35. The External Factor Environment Weighted Score (EFE matrix) is 2.20. This illustrated that the intersection area falls into a fixed strategy. Therefore, the northern area should focus on inhibition strategies or actions with caution (Pause or Proceed with Caution Strategy), 2. No Change Strategy, finally profit Strategy.