THE LINKAGE OF SUPPLY CHAIN OF THACHANG COMMUNITY ENTERPRISE IN TOURISM

Abstract

The purposed of this research were 1) to study the current situation of Thachang Community Enterprise in tourism in Thachang Sub-district, Chaloem Phra Kiat District, Nakhon Ratchasima; 2) to study the potential of the supply of tourism and tourism resources, and 3) to provide the supply chain linkage guideline in tourism of Thachang Community-Based Tourism Enterprise. Using qualitative research approach, data was gathered from secondary sources and primary data was collected by conducting observation, in-depth interviews, and brain storming. There were 15 participants as a target group of the study, including leader and members of Thachang Community-Based Tourism Enterprise, the representatives of Thachang subdistrict administration organization, tourists, and private and public research party. Data was analyzed by using content analysis and analytic induction approaches. The results of the study demonstrated the current situation of Thachang Community-Based Tourism Enterprise has arranged tourism activities in terms of festival and leisure. Four major tourist attractions located by the Moon riverside are the Lan Trai Chaloem Phra Kiat park, an antique boat, the prehistoric elephant park, and a black bridge. According to tourism in Thachang Sub-district, most tourists were groups of field trip while some tourists traveled with their family and friends. In Thachang Sub-district, there are also career groups which produce food, home equipments, and souvenir products as well as provide homestay service. With regard to the potential of the supply side, tourism and tourism resources in Thachang Sub-district, Thachang Community-Based Tourism Enterprise seems to be in the middle of the tourism supply chain while career groups and local entrepreneurs are in the upstream and transportation business are in the downstream. The tourism in Thachang Sub-district has the potential in terms of interesting tourist attractions and easily accessible travel route. While, tourism activities are sometimes, in addition, amenities and accommodations are provided in some tourist attractions. As a result, the supply chain linkage guideline in tourism of Thachang Community-Based Tourism Enterprise should be formulated based on the potential of the supply side tourism and tourism resources. The tourism activities should be determined for coordinating both upstream and downstream tourism supply chain in Thachang Sub-district in terms of proactive strategy, change strategy, reactive strategy, and preventive strategy. To implement these strategies, the collaboration and support of the whole tourism supply chain in Thachang Sub-district and private and public research party should be needed.