Community-Based Tourism’s Image Positioning and Strategic Management in Thailand and Lao PDR for Achieving ASEAN Community


This research is a synthesis of knowledge gathering from related researches in the realm of image, management, participation, tourism activities, and strategies of Community Based Tourism(CBT). Also, it includes the ways to develop CBT resources in Thailand and Lao PDR. The research conducted a community survey in some villages where carried on CBT in 4 provinces of Thailand which were Chiang Rai, Phayao, Nan, and Uttaradit and 4 provinces in Lao PDR combined with Luang Prabang, Oudomxay, Luang Namtha, and Bokeo. The research applied a method of Cluster Random Sampling by calculating samplings in each province that suited to research budget and timetable. Samplings were representatives of Thai/Lao government officers and tourism entrepreneurs. The research result found that Lao PDR’s CBT management and potential has had high criterion when compared with Thai CBT. In addition, Lao PDR’s image of Community Based Tourism was clearer than Thai CBT. The positioning of CBT has two strategies which are offensive and defensive strategies. Firstly, offensive strategy is (1) to build network Thai-Lao CBT for developing cooperative tourism not competitive one, (2) to specify image, position tourism products and ways to clearly develop in Thailand and Lao PDR, to improve and set proper enforcing rules of law, restrictions for Thai-Lao border tourism management effectively and efficiently. Meanwhile, defensive strategy is (1) to improve skilled-human resources relevant to CBT and (2) to develop the possibility of food production for tourists.

Author Information
Jirapong Chaichawwong, Maejo University, Thailand
Chalitda Madhyamapurush, Maejo University, Thailand

Paper Information
Conference: ACAS2015
Stream: South-East Asian Studies (including Thailand

This paper is part of the ACAS2015 Conference Proceedings (View)
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Posted by James Alexander Gordon