Exploring community-based tourism enterprises’ social media uses: A netnography approach

Morakot Ditta-Apichai and Ulrike Gretzel

Community Development, 2026, vol. 57, issue 5, 731-747

Abstract: This paper aims to investigate a connection between community development, community-based tourism enterprises (CBTEs), and online platform affordances literature by analyzing the specific ways in which CBTEs use social media and their experiences across various platforms. This research systematically analyzes five CBTEs in Thailand using netnography to compare and contrast social media usage across different platforms to benefit community-based tourism (CBT). The data analysis revealed three main themes in the CBTEs’ social media uses: enhancing business functions effectively, fostering teamwork and collaboration, and sharing community values and local wisdom. This study contributes to the existing body of knowledge on community-based entrepreneurship literature by examining how social media platforms afford sustainable community development.

Date: 2026
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DOI: 10.1080/15575330.2026.2622006

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