COFFEE VALUE SYMBIOSIS TOWARD A MOUNTAIN GEOGRAPHICAL COMMUNITY-BASED TOURISM IN THAILAND

Abstract

Coffee was used as a symbiosis key value attracting tourists in community-based tourism at Pang Khon village, Chiang Rai, Thailand. The mixed method was applied. The data collected by administering in-depth interview, focus group, participatory rural appraisal, and participatory observation amongst the public, private and community for qualitative data collection. Whereas, the questionnaires were employed for quantitative data collection. The structural equation modelling was applied to compliment and foster the qualitative data. The sample group composes of public entity including local government, Tourism Authority of Thailand Chiang Rai officers, officers from ministry of tourism and sport of Thailand [MOT’s officers], Pang Khon villagers, restaurant and private travel agencies, hoteliers, local transport providers, and tourists. The economic, education, emotion, research, and experience values were discovered. To assess coffee symbiosis value to community-based tourism. The mixed method research was employed by using in-depth interview, focus group, participatory rural appraisal, participatory for qualitative approach. The quantitative approach was conducted by using structural equation modelling (SEM). The results found coffee create economic, education, emotion, research, and experience values to community-based tourism. The author would recommend the policy makers highlighting on innovation of new products and services. The promotion should emphasize on the source of coffee plantation in community. That is taste of fresh coffee from its origin. However, the fair distribution of revenue to local residents shall be well-planned for dynamic cooperation and improvement of community economic.