GUIDELINES FOR PROMOTING RESPONSIBLE TOURISM FOR HOTELIERS IN

THE ACTIVE BEACH CLUSTER OF THAILAND

Received: 25.04.2021; Revised: 28.06.2021, Accepted: 05.07.2021, Published Online: 30.07.2021

Pattaraporn Jiramahapoka

ORCID ID: orcid.org/0000, National Institute of Development Administration

E-mail address, pattaraporn.jir@gmail.com

Patthareeya Lakpetch

ORCID ID: orcid.org/0000, National Institute of Development Administration

E-mail address, dr.patthareeya@yahoo.com

Abstract

The objectives of this research are to 1) study the practices of responsible tourism (RT) of hoteliers in the Active Beach cluster of Thailand and 2) integrate guidelines for promoting RT in the cluster. The scope of this qualitative research is studying the perspectives of hoteliers (working for four- to five-star hotels) and community leaders in the Active Beach tourism cluster, consisting of the provinces Chonburi, Rayong, Chanthaburi, and Trat in Thailand. A total of 13 individuals were interviewed, including 5 hoteliers and 8 community leaders. The study was carried out via survey research, where data were collected from in-depth, semi-structured interviews and subjected to qualitative content analysis. The study found that RT in the Active Beach cluster of Thailand requires 1) the participation of all sectors, including government, private organizations, and local communities; 2) educational support and cultivation of consciousness and public consciousness; 3) promotion and improvement of product and service standards of the community at the international level.; 4) Engage with others, collaborate in harmony, have a strong working network in a positive direction and promote mutual work support; and 5) Management of direct and indirect share of benefits to all parties concerned fairly and equally.

Research background: Responsible tourism for hoteliers in the active beach cluster of Thailand, The study demonstrated that hotel operators and community leader have a responsible view on tourism. This view is based on positively good deeds that start with the self and are enhanced by the efforts of stakeholders.

Purpose of the article: Considering that the practices of responsible tourism (RT) of hoteliers and  integrate guidelines for promoting RT in the cluster. The direction of social responsibility operations in the future is to increase strengths and reduce the weaknesses of the sector. Promoting community engagement in the business sector to benefit each other

Methods: Qualitative research is studying the perspectives of hoteliers (working for four- to five-star hotels) and community leaders in the Active Beach tourism cluster. The results of the study, in-depth interviews reflect the opinions of those involved in the tourism and hospitality sectors.

Findings & value added: Responsible tourism is based on the creation of shared values for society. The idea is to create shared value for business and the community. Therefore, the context of each community should be explored to identify and meet the true needs of each area.

Keywords: responsible tourism; hotelier; Active Beach; Thailand