The dominant narrative regarding tourism in Thailand centers on the various negative social and environmental consequences of rapid growth, but in the midst of this explosive expansion of conventional tourism, a less recognized story has recently emerged. Due to the efforts of researchers, environmental activists, non-governmental organizations, and public officials, community-based tourism (CBT) has become in the past decade an important component of the domestic tourism market, and signifies trends that are more encouraging than those associated with more conventional forms of tourism in Thailand. While it is true that some rural communities in Thailand struggle to plan, initiate, and sustain CBT projects, it is nevertheless possible, with the right combination of circumstances, to pursue successful CBT. The paper explores the emergence of CBT in Thailand, and examines the case study of Mae Kampong, a village in the Northern Thai province of Chiang Mai that is renowned nationally as a showcase CBT community. Using data and observations gathered during more than 30 research or study-tour visits to Mae Kampong, this paper argues that fortunate geographical conditions, external support, and transformational leadership represent the most important determinants of success for CBT in Thailand.

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By encouraging both ecological sustainability and grassroots development, community-based ecotourism offers hope that the environmental sensitivity and responsibility promoted by ecotourism can also serve the political, economic, and social interests of host communities. However, due to the difficulties of implementing community-based ecotourism in practice, success stories remain rare. This paper explores the feasibility of community-based ecotourism in Phuket and Ao Phangnga in southern Thailand. Using the region's oldest ecotourism company as its case study, this paper argues that community-based ecotourism in southern Thailand is only partially successful, and requires four tradeoffs: success and survival at the expense of ecotourism's spatial isolation and structural independence; local employment and benefits at the expense of local initiation and control; social status and mobility at the expense of social cohesion and harmony; and incipient environmentalism at the expense of ecological sustainability. Despite these tradeoffs, the benefits of ecotourism in Phuket still outweigh the costs in terms of community development.

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