Journal of Management Information and Decision Sciences Volume 24, Special Issue 6, 2021 1 1532-5806-24-S6-05 Citation Information: Krongyut, k., Boonpat, O., & Boonpat, S. (2021). The development of community-based tourism based on socio-cultural capital in Chiang Rai Province, Thailand. Journal of Management Information and Decision Sciences, 24(S6), 1-13. THE DEVELOPMENT OF COMMUNITY-BASED TOURISM BASED ON SOCIO-CULTURAL CAPITAL IN CHIANG RAI PROVINCE, THAILAND Khwanruethai Krongyut, Chiang Rai Rajabhat University Orawan Boonpat, Chiang Rai Rajabhat University Sa-ngiam Boonpat, Chiang Rai Rajabhat University ABSTRACT This study is qualitative research. This research aims to analyze the social and cultural capital of community-based tourism to propose guidelines for the development of community- based tourism activities based on the social and cultural capital of Chiang Rai province. It uses the concept of community-based tourism and socio-cultural capital as a research framework. The research area is Ban Nong Aor, Mae Chan District, Chiang Rai Province. The research was conducted by purposive sampling from fourteen village scholars. The data were collected by using semi-structured interviews and focus group discussion and analyzing the data with content analysis. The results showed that Ban Nong Aor has wisdom about Tung weaving, the hanging flags in Lanna arts, and basketry. They believe in horoscopes, worship ancestral spirits and follow the principles of Buddhism. Having a simple way of life is based on the unique of communities in the North of Thailand, cover from career, clothes, food, accommodation to culture and traditions. Moreover, Phra Sing Sam, the holy Buddha statue at Wat Nong Aor is an ancient temple that is more than 100 years old consisting of the community. These social capitals can develop into 7 tourism activities. These activities should be used to provide the tourism services of the community to take advantage of their social capital and cultural capital and maximize the benefits from it. This tourism should be promoted in marketing and public relations from the provincial tourism agencies to be a community-based tourism attraction of Chiang Rai Province. Keywords: Tourism Development, Community-Based Tourism, Socio-Cultural Capital INTRODUCTION Tourism is an important industry in the country's development, bringing huge income (Lee & Jan, 2019). Tourism also plays an important role in employment and job creation, according to the (Ministry of Tourism & Sports, 2017) states in the 2 nd National Tourism Development Plan (2017-2021), emphasizes strategies for improving the quality of tourist attractions, tourism products, and services and promoting the development of tourism in secondary cities by offering outstanding products and services that are unique to each locality under the community participation for the development of goods and services based on local heritage and culture. Yanes, et al., (2019) state that Community Based Tourism (CBT) is a form of tourism that is internationally recognized as a tool for the development of people and communities in terms of promoting the quality of life and community economic development. It is also a tool for cultural revitalization, inheritance, dissemination, and learning exchange between the owner of the attraction or the people of the community and the visitors. It also creates awareness and relationship of interaction between tourists and community members with natural resources, traditions, and community way of life (Lamaijeen & Choibamroong, 2016). In Thailand, community-based tourism has a role in the development of the community, preservation the tradition, and the community identity perfectly (Maneerot, 2017; Nusut & Duangsaeng, 2019). The form of community tourism is tourism that supports the sustainability