Khwanruethai Krongyut, Orawan Boonpat, Sa-ngiam Boonpat
This study is qualitative research. This research aims to analyze the social and cultural capital of community-based tourism to propose guidelines for the development of community-based tourism activities based on the social and cultural capital of Chiang Rai province. It uses the concept of community-based tourism and socio-cultural capital as a research framework. The research area is Ban Nong Aor, Mae Chan District, Chiang Rai Province. The research was conducted by purposive sampling from fourteen village scholars. The data were collected by using semi-structured interviews and focus group discussion and analyzing the data with content analysis. The results showed that Ban Nong Aor has wisdom about Tung weaving, the hanging flags in Lanna arts, and basketry. They believe in horoscopes, worship ancestral spirits and follow the principles of Buddhism. Having a simple way of life is based on the unique of communities in the North of Thailand, cover from career, clothes, food, accommodation to culture and traditions. Moreover, Phra Sing Sam, the holy Buddha statue at Wat Nong Aor is an ancient temple that is more than 100 years old consisting of the community. These social capitals can develop into 7 tourism activities. These activities should be used to provide the tourism services of the community to take advantage of their social capital and cultural capital and maximize the benefits from it. This tourism should be promoted in marketing and public relations from the provincial tourism agencies to be a community-based tourism attraction of Chiang Rai Province.