Development of a Cultural Tourism Entrepreneurship Program Based on the BCG Economy Model: A Case Study of Nakhon Phanom Province.

Abstract

This article aimed to 1) examine the context and potential of cultural capital for tourism development in Nakhon Phanom Province, 2) develop a curriculum to strengthen cultural tourism entrepreneurs based on the BCG economy model, and 3) evaluate the implementation of the developed curriculum. The research employed a Research and Development approach with mixed methods. The participants included 15 key informants, 5 experts who reviewed the curriculum, and 30 participants in the pilot implementation. The research instruments consisted of an in-depth interview form, a curriculum evaluation form, a questionnaire on curriculum implementation, and a learning achievement assessment form. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using frequency, percentage, mean, and standard deviation. The findings showed that Nakhon Phanom possessed distinctive cultural capital, especially the identities of the Tai Saek and Chaiburi communities, which could be developed into tourism products and services. The developed curriculum was a 4-module non-degree program totaling 60 hours and covering cultural entrepreneurship, product and experience design, digital marketing, and tourism and service innovation. The overall curriculum implementation was rated at a high level ( = 4.44, S.D. = 0.70), and overall learning achievement was also at a high level (= 3.93, S.D. = 0.92). The results suggested that the curriculum helped strengthen local cultural tourism entrepreneurship.