Tourism Micro-Cluster Model for Sustainable Community Development: A Case Study of Kubua Subdistrict, Ratchaburi Province

Parncheewa Pawangkarat; Nirundon Tapachai

doi:10.69650/jcdrhs.2025.1346

Authors

Parncheewa Pawangkarat Kasetsart International MBA Program, Faculty of Business Administration, Kasetsart University, Bangkok, Thailand
Nirundon Tapachai Kasetsart International MBA Program, Faculty of Business Administration, Kasetsart University, Bangkok, Thailand

DOI:

https://doi.org/10.69650/jcdrhs.2025.1346

Keywords:

Tourism Micro-Cluster, Resource-Based View, Sufficiency Economy Philosophy, Clustering Theory, Community Development

Abstract

The Kubua community in Ratchaburi, Thailand, is a tourism-based village currently facing a decline in visitors as the community development drives with small group of local leaders, lacks infrastructure development and has little effort to create value-added to products. This study aimed to assess the village’s situation and develop a tourism micro-cluster model to revitalize the local economy. Data were collected from both primary and secondary sources and analyzed using the Resource-Based View (RBV), PESTELI, SWOT, and TOWS frameworks. This study utilized a qualitative approach, proceeding semi-structure interviews with 33 key informants based on purposive sampling. The main key informants were local entrepreneurs, community leaders, civil servants and government officials from the Kubua Subdistrict Administrative Organization. Data were collected using semi-structured interviews, focus group discussions, participatory observation, and secondary sources. The findings revealed that the model comprises seven integrated local businesses, centered around homestay as the primary income-generating activity. These main businesses are complemented by other key activities including: storytelling cultural tour, Kubua textile weaving workshops, wooden product workshops, cooking class, art class and organic farming tour, which is recommended for use in village development planning. Successful implementation will require support from local government, particularly in providing technical assistance in areas such as training, marketing, and financial management.

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