COMMUNITY ENTERPRISES AND THE GRASSROOTS ECONOMY IN DRIVING COMMUNITY-BASED HEALTH TOURISM A CASE STUDY OF PHU TOK, BUENG KAN PROVINCE

บทคัดย่อ

This research article aims to: 1) examine the potential of community-based health tourism at Phu Tok tourist attraction in Bueng Kan Province, and     2) analyze the role of community enterprises in driving the grassroots economy through tourism development. The study employed a qualitative research methodology. Data were collected from 60 key informants, including community enterprise members, homestay operators, community leaders, local administrators, the Wat Jetiyakhiri committee, and tourists. Research instruments included in-depth interviews, focus group discussions, and field observations. Data were analyzed using content analysis.

The research findings are as follows:

1. Phu Tok demonstrates strong potential for community-based health tourism, as its distinctive natural landscape and sacred cultural setting enable embodied outdoor recreation experiences through moderate-intensity physical activities, integrating physical health, mental restoration, and spiritual well-being.


2. The Ban Na Kham Khaen Herbal Community Enterprise plays a significant role in supporting tourism-driven economic activities through herbal product development and health services; however, current management is constrained by fragmented governance, limited stakeholder integration, and unequal benefit distribution.

The study makes a conceptual contribution by proposing a staged community-based health tourism framework, describing a transformation pathway from health-promotion tourism to integrated wellness tourism and, subsequently, to non-competitive sport-for-health tourism. This framework highlights participatory governance and the integration of natural, cultural, and biocultural resources as key mechanisms for achieving sustainable health, economic, and social outcomes at the community level.