INDIGENOUS TOURISM: THE CHALLENGES AND OPPORTUNITIES ON LOCAL RESIDENTS, PHA MI VILLAGE, CHIANG RAI, THAILAND

Besides the leisure purposes, tourism is one of the key elements supporting a better quality of people life. However, striving for success in tourism development and management is challenging. This study aims to assess the success factors of Pha Mi indigenous tourism (PMIT) development for sustainability in the light of the sustainable development challenges faced, as well as opportunities available to local residents. A mixed method approach was applied, which employed in-depth interviews, focus groups and participatory rural appraisal for the qualitative. In The quantitative, confirmatory factor analysis was conducted using structural equation modelling (SEM). To highlight the challenges, cultivating the sense of indigenous pride and preservation, as well as providing knowledge on health safety, security, ecological systems and local product development are crucial. On the other hand, cooperation with tourism stakeholders, the marketing issues related to the promotion of tourism and transportation are opportunities. However, negative aspects were also revealed in terms of the local residents’ behaviour changes in daily life consumption i.e. food and dressing. Of great significance is that the tourism stakeholders’ cooperation has a great impact on PMIT sustainable development. That is the engagement of stakeholders in providing innovative knowledge, in assisting local residents to design and develop products and services, as well as in dealing with PMIT funding and promotional issues.