Tourism potential for the development of community - based tourism in Kapong community, Phang Nga Province

Abstract

This research aimed to asses tourism potential and analyze internal and external environmental factors to develop community-based tourism in Kapong community, Phang Nga Province. A qualitative research methodology was employed documentary research and field data collection from 35 key informants. The data collection was divided into12 in-depth interviews and focus group discussions with 23 participants. The research instruments consisted of semi-structured interview guides and focus group discussion protocols. Data were analyzed using content analysis and SWOT analysis techniques. The findings revealed that 1) Tourism Value is distinguished by 3 distinct pillars: "City in the Mist" natural landscape, historical heritage linked to the ancient city of Takola, and a unique agricultural identity, notably the Sarika Durian and Tip-Phang Nga Mangosteen. 2) Accessibility: main transport routes are highly convenient and accessible to all vehicle types. However, connectivity to secondary attractions should be further developed to enhance the overall tourist experience. 3) Community participation: There is a high level of awareness among locals, but lacks professional hospitality skills. 4) Development Opportunities: These are significant, driving by robust government policy and substantial budgetary support. 5) Public relations: There is still lack of continuous and proactive promotion through online media. The SWOT analysis revealed that: Strengths: The area benefits from a strong destination reputation and pleasant climate. Weaknesses: Key challenges include inconsistent service standards and lack of skilled personnel. Opportunities: the BCG Model policy provides significant growth potential. Threats: The community faces risks from climate change and budget constraints for infrastructure development.