DEVELOPMENT OF TOURIST GUIDE POTENTIAL MODEL IN TOURISM INDUSTRIAL BUSINESS OF THAILAND IN THE DIGITAL AGE

Abstract

The purpose of this research was to 1) study the potential components of tour guides in the tourism industry of Thailand in the digital age. 2) develop a model of the potential of tour guides in the tourism industry of Thailand in the digital age. 3) create a guideline for developing the potential of tour guides in Thailand's tourism industry business in the digital age. This research is a combination of qualitative research and quantitative research. Conduct research using Composition analysis There was an in-depth interview with 5 experts, 5 experts in questionnaire evaluation and a group of experts. 13 people participated in the focus group meeting. The research tools included questionnaires and group discussions. Model evaluation and evaluation manual Perform data analysis with median statistics. Interquartile range analysis and composition analysis the research results found that Components of developing a potential model for tour guides in Thailand's tourism industry in the digital age consist of 12 elements: 1) information communication and coordination, 2) application of digital technology, 3) social responsibility, 4) human relations, 5) ethics. Profession 6) Morality and Ethics 7) Adaptation 8) Tourism Ways 9) Local Culture 10) Management 11) Solving immediate problems 12) Decision Making by taking all 12 elements and regrouping them into 4 dimensions. 4 dimensions consisting of 1) digital technology and communication 2) characteristics of tour guides 3) professional knowledge 4) organizational management by experts Participate in group discussion meetings there was a unanimous resolution that the composition is appropriate. and experts have evaluated and concluded that the guideline for developing the potential model of tour guides in Thailand's tourism industry in the digital age It is appropriate and can be applied.