Stakeholder Perceptions of Cultural Tourism Transformation in a Karen Hill Tribe Village, Sangkhlaburi, Thailand

Ethnic diversity, cultural exchange, and multi-layered governance profoundly shape tourism development in borderland regions. The Karen, Mon, Burmese, and Thai communities of Sangkhlaburi District along the Thai Myanmar border have long relied on their rich cultural heritage as the foundation of their tourism potential. This study examines how cultural tourism in a Karen hill tribe village has evolved within the contemporary tourism environment, particularly during the post-COVID-19 era. Using a qualitative interpretive paradigm, data were collected through semi-structured interviews with 23 purposively selected stakeholders comprising government officials, regional authorities, and ethnic community leaders, supplemented by field observations and document analysis. Thematic analysis identified five key dimensions of tourism transformation: (1) cultural and spiritual foundations of tourism appeal; (2) institutional fragmentation and limited community participation in planning; (3) infrastructure and accessibility constraints; (4) deficiencies in destination marketing; and (5) emerging potential for community-based tourism (CBT) and sustainable practices. The findings indicate that meaningful tourism transformation in borderland settings demands inclusive governance, community capacity building, and participatory planning frameworks that safeguard cultural identity while fostering sustainable economic opportunities.