Growth of tourism in Thailand concerned on the development and increasing potential in the tourism business. The sustainable tourism management aimed at to distribute economic growth to communities by link the government policies and action plans, and to engage community participation in tourism management. Community-based tourism has been involved in tourism management for a few decades, which means the tourism that concerns the sustainability of environment, socio-cultural, and economic. The objectives of this study are to analyze the community potential on tourism management using SWOT analysis, to recommend and give the guidelines for community-based tourism management. Three main domains on community-based tourism potential composed of community potential on tourism management, tourism place potential, and tourism management were set. Six aspects for community potential analysis composed of 1) tourism attraction places, 2) facilities and infrastructures, 3) tourism place accessibility, 4) educational values, 5) community participation, and 6) components of organization on tourism management.
Mixed-methods approach was employed for the data collection and analysis. One hundred fifty questionnaires were conducted for community potential on tourism management analysis. Informal interviews with key informants and community leaders were employed for the details of community potential analysis. Survey and field observations were conducted to evaluate the tourism attraction places, facilities and infrastructure, and tourism place accessibility. The results revealed that this community had overall potential on tourism management in moderate level. Tourism attraction places, facilities and infrastructures, and components of organization on tourism management were ranked in high level. Educational values and community participation were analyzed in moderate level. Tourism place accessibility was indicated in low level. The obstacles for tourism management were lack of the supports from the outsider organizations and lack of funds. The community mentioned about the training on tourism management is required. Potential for empowering the community, enhancing their involvement in decision making, and making sure that the will and incentive to participate come from the community itself were also needed.