Abstract:
Homestay is a form of sustainable tourism where tourists can absorb and learn the community’s cultural
identity and natural resources related to the way of life of people in the community. At present, there is an
increasing number of homestays along with tourism trends. This study aimed to investigate and develop a
homestay tourism management model to the new normal standard in the southern provinces of Thailand. It
was qualitative research. Data collection was conducted through in-depth interview with key informants
coupled with observation. Subjects, selected through purposive sampling, consisted of three communities
in southern Thailand, namely Baan Laem Homestay Mangrove Forest Conservation Community Enterprise,
Tha Sala District, Nakhon Si Thammarat Province; Petchkiri Homestay Community Enterprise, Lan Saka
District, Nakhon Si Thammarat Province; and Koh Libong Homestay, Kantang District, Trang Province.
They all have had homestay eco-tourism certified by Thailand Homestay Standard in 2019. Data analysis
was carried out through content analysis and presented in descriptive writing. The findings revealed that a
homestay tourism management model to the new normal comprised five major components: 1) Product and
Service Management. Homestay accommodation had to be certified by Thailand Homestay Standard. A list
of food on the menu mainly used local ingredients, 2) Tourism Resource Management. There was a policy
of maintaining environmental resources and culture of community tourist attractions, which was determined
by the community, 3) Homestay Management. Homestay management was operated as a community
enterprise group which had operational goals, a clear work structure, and hygienic operation in accordance
with sanitary safety standards, 4) Public Relations. Public relations were mainly conducted through websites
and social media, and 5) Leadership. In driving the group’s operations, the group chairperson played
different roles as a cooperation creator, a coordinator, and a person who monitors, follows, and evaluates.
