This independent study is a business plan for Amphawa Chaiwattananurak project which is the one of Chaipattana Foundation project, a non-governmental organization, and operates under the principles of sufficiency economy. Amphawa-Chaiwattananurak project, located in Samut Songkhram Province, intended to promote Amphawa community for Ecotourism place based on the culture heritage conservative and sufficiency economy. This business plan includes External Analysis, Internal Analysis, SWOT Analysis, Business Planning, Strategic Mapping and Key Performance Indicators (KPI). The KPI indicators are used to define and measure progress toward organizational long term goals covering 4 social environment and 4 business perspectives in strategic maps in order to help all associations can realize and aim for developing capabilities to support the organization goal. However, the participation of stakeholders in developing Amphawa Community to the sustainable tourism is critical to its success upon the principle of “Sufficiency Economy”. Amphawa Community model can be used as the model of Ecotourism for Thai Local Communities and will be useful for local residents to maintain a simple and sustainable life and to gain the sustainable competitive advantage in Tourism industry.
