Sustainable community based tourism: impact, challenges and opportunities (the case of Huai Nam Guen Village, Chiang Rai Province, Thailand)

This article provides a single-case research study of Huai Nam Guen village in Chiang Rai province, Thailand. Through identifying the important facilitators and possible inhibitors to CBT, this research reveals that CBT operations can conform to the principles of sustainable tourism through participative roles of the community and the different relevant stakeholders, identity creation and maintenance, exploiting the economic, socio-cultural and ecological resources, continuous learning, and taking land ownership in the systematic design of the community landscape and agricultural best practices. Clearly, to influence CBT operations towards sustainability, it is important to influence the community at the behavioural level. In this sense, this research contributes to the fragmented knowledge and publications of CBT in the context of behavioural emphasis