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This is a Quantitative Study study.

October 23, 2025Open Access

Fostering sustainable growth through creative community-based tourism (C-CBT): A case study of Ban Ruam Thai village in Kui Buri National Park, Thailand

Key Points

Tourist satisfaction was notably high, reflecting a positive response to the community-based tourism programs.
Key travel motivations involved exploring nature, indicating alignment with tourist expectations around local experiences.
Evaluation of the destination showed high potential for tourism development based on gathered data and stakeholder insights.
The findings underscore the importance of community engagement in crafting effective tourism strategies, particularly in natural settings.

Abstract

This research aims to achieve three main objectives: 1) to analyze tourists’ travel motivations and actual recreational experiences, 2) to assess the potential of a potential tourist site to encourage the development of creative tourism, and 3) to offer proposals for creative community-based tourism (C-CBT) programs and management guidelines. The research utilized a combination of tools, including questionnaires, interviews, and potential assessment forms. The sample comprised 112 Thai and international tourists who completed the questionnaire, while the assessment that looked into the potential of the tourist destination in question with regard to creative tourism development, involved 30 participants, including scholars, Kui Buri National Park officers, members of Ban Ruam Thai CBT, and tourists. Additionaly, in-depth interviews were conducted with the Kui Buri National Park superintendent and the chief of Ban Ruam Thai CBT. Following this, a data analysis was performed using t-tests, descriptive statistics, and content analysis. The findings indicated that the primary travel motivation was ‘exploring nature’, while the other most frequent actual recreational experiences included ‘seeking relaxation and calm’, ‘escaping work overload and crowded environments’, and ‘strengthening family bonds and shared values.’ The comparison between travel motivations and actual recreational experiences revealed that ‘prioritizing safety and comfort’ was the only factor with a statistically significant difference (p < 0.05). Tourist satisfaction and intention to revisit were both rated highly. The potential assessment reported that the destination overall has a high potential for creative tourism development. Drawing from the gathered data, the study recommends C-CBT activities and programs, organized into four key themes: exploring wildlife; immersing in local culture; experiencing local-style leisure activities; and trekking along nature trails.

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