The development of CBT assessment framework for community-based tourism
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2024
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2567
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409 leaves
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Suwincha Rakharn (2024). The development of CBT assessment framework for community-based tourism. Retrieved from: https://repository.nida.ac.th/handle/123456789/7012.
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The development of CBT assessment framework for community-based tourism
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Abstract
In this research investigation, the researcher examines the development of a CBT assessment framework for community-based tourism (CBT). The research objectives are to study 1) the principles, criteria, indicators, and an assessment of sustainable community-based tourism management; to analyze 2) the development of a CBT assessment framework for sustainability using the Ethnographic Delphi Futures Research (EDFR) technique; to synthesize 3) the development of a CBT assessment framework applying the technique of Analytical Hierarchy Process (AHP); and to compare 4) the awarded and non-awarded CBT management.
The mixed-methods technique was employed. Data were collected from the population consisting of residents involved in CBT in Sukhothai province i.e. the community sector, the public and academic sector, and the private sector as well as the residents in CBT areas in Sukhothai province. The data collected were synthesized for the development of a CBT assessment framework for community-based tourism applying the Analytical Hierarchy Process (AHP).
From Objective 1, findings showed that the assessment framework, principles, criteria, indicators, and the assessment principles based on the goals totaled thirty-one indicators. The CBT assessment principles consisted of different sub criteria in the consideration of assessment. The assessors considered an assessment of sub issues of each criteria based on the issues matching the qualifications of the groups of criteria and indicators. The six criteria and thirty-one indicators were the aspect of CBT management with nine indicators; the aspect of the management of economy, society, and a good quality of life with four indicators; the aspect of conservation and promotion of community culture heritage with three indicators; the aspect of the management of natural resources or the environment in a systematic and sustainable manner with four indicators; the aspect of CBT service quality with eight indicators; and the aspect of the promotion of public relations and collaboration between communities and business operators, market access, and collaboration with external tourism business operators with two indicators. The scoring criteria were as follows: 4 = having all four characteristics of the assessment; 3 = having three characteristics of the assessment; 2 = having two characteristics of the assessment; 1 = having one characteristic of the assessment; 0 = having no characteristics of the assessment at all.
From Objective 2, findings showed that the development of a CBT assessment framework for sustainability using the EDFR technique based on the experts’ conceptual framework was as follows. The criteria and indicators for a CBT assessment for community-based tourism could be divided into thirteen major criteria: management; the management of economy, society, and a good quality of life; conservation and promotion of cultural heritage; the management of natural resources and the environment; service quality; safety; the promotion of public relations and marketing; networks and participatory business operators; standards of cleanliness/hygiene; the management of tourism activities; the adaptation of digital technology and community information; the development of personnel’s skills/knowledge creation; and capability development to accommodate adjustment and situational changes.
From Objective 3, findings showed that the AHP analysis technique calculated from the Expert Choice program found that the aspect of conservation and promotion of cultural heritage was the most important criterion (11.57 percent). In descending order were service quality (11.11 percent); networks and participatory business operators (10.53 percent); promotion of public relations and marketing (10 percent); the management of tourism activities (9.37 percent); the adaptation of digital technology and community information (9.22 percent); management (7.1 percent); capability development to accommodate adjustment and situational changes (6.52 percent); the management of economy, society, and a good quality of life (6.42 percent); safety (5.23 percent); standards of cleanliness/hygiene (4.73 percent); and the development of personnel’s skills and knowledge creation (4.44 percent). The least important criterion with the management of natural resources and the environment (3.76 percent).
From Objective 4, findings showed that overall, both communities exhibited differences in CBT assessment criteria. The comparison of differences of CBT assessment criteria of Ban Na Ton Chan and Thai Chana Suek communities in each aspect of conservation and promotion of cultural heritage; capability development to accommodate adjustment and situational changes; safety; standards of cleanliness/hygiene; the promotion of public relations and marketing; networks and participatory business operators; management; service quality; the management of economy, society, and a good quality of life exhibited the differences at a statistically significant level. No differences were found in the aspects of management of natural resources and the environment; the management of tourism activities; the adaptation of digital technology and community information; the development of personnel’s skills and knowledge creation at a statistically significant level.
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Thesis (Ph.D. (Integrated Tourism and Hospitality Management))--National Institute of Development Administration, 2024