Developing an NSD Process for Sustainable Community-Based Tourism Under Uncertainty: A Case Study from Thailand

Thailand is globally recognized for its tourism potential and rich diversity of cultural and natural heritage. Community-based tourism (CBT), in particular, holds significant promise for inclusive and sustainable development. However, CBT initiatives across the country remain fragile in the face of uncertainty, whether from pandemics, climate events, or market shifts, and are often constrained by fragmented practices and the absence of a shared service development framework that addresses sustainability tensions. This study addresses that gap by developing and validating a sustainability-oriented new service development (NSD) process comprising five phases and sixteen steps, tailored specifically for CBT under uncertainty. Through expert interviews and iterative action research in two contrasting Thai communities, the process was refined to include tools for place identity, customer analysis, service testing, and adaptive planning. The framework enables CBT communities to move from ad hoc efforts to structured, resilient, and market-aligned service practices. Expert validation confirmed its effectiveness and adaptability, while also recommending digital transformation and financial integration as future directions. This process offers a pathway for improving CBT outcomes in Thailand, and a potentially adaptable framework for CBT development across diverse contexts in uncertain tourism environments.