Guidelines for Enhancing Digital Technology Capabilities to Promote Community-Based Tourism in Chulabhorn District, Nakhon Si Thammarat Province
DOI:
https://doi.org/10.14456/jiskku.2025.21Keywords:
Community-based tourism, Digital technology capabilities, Chulabhorn district, Nakhon Si Thammarat provinceAbstract
Purpose: 1) To examine the problems, needs, and self-perceived digital technology competencies of community members regarding community-based tourism in Chulabhorn District; 2) To develop guidelines for enhancing the digital technology capabilities of these community members to support community-based tourism in Chulabhorn District.
Methodology: A mixed-methods approach was employed, collecting quantitative data from 255 participants using a self-assessment questionnaire on digital technology capabilities, alongside qualitative data from focus group discussions with 20 stakeholders and facilitated by five academic experts. The synthesized findings informed the development of human resource development guidelines to enhance digital technology capabilities for promoting community-based tourism in Chulabhorn District, Nakhon Si Thammarat Province.
Findings: The community’s self-perceived digital technology capabilities for promoting community-based tourism were at a moderate level. Consistent quantitative and qualitative results confirmed the appropriateness of the MOUSE framework. The proposed human resource development approach for enhancing digital technology capabilities in Chulabhorn District consists of three components: (1) a short-course training program aligned with community needs; (2) a Knowledge Hub to drive learning and serve as a central source of information; and (3) the use of E-learning as a mechanism for delivering digital content and online learning activities from the Knowledge Hub to community members in Chulabhorn District.
Applications of this study: Applying the human resource development guidelines for enhancing digital technology capabilities to promote the sustainable use of digital technologies in community-based tourism in Chulabhorn District.
Downloads
References
Aini, S. N. (2022). The effect of digital native electronic word-of-mouth (e-WOM) on destination awareness tourism village in West Java. Journal of Tourism Sustainability, 2(3), 159–168. https://doi.org/10.35313/jtospolban.v2i3.41
European Commission. (2022). The digital competence framework for citizens (DigComp 2.2). Publications Office of the European Union. https://doi.org/10.2760/115376
Hatlevik, O. E., & Christophersen, K.-A. (2013). Digital competence at the beginning of upper secondary school: Identifying factors explaining digital inclusion. Computers & Education, 63, 240–247. https://doi.org/10.1016/j.compedu.2012.11.015
Hrastinski, S. (2019). What do we mean by blended learning? TechTrends, 63(5), 564–569. https://doi.org/10.1007/s11528-019-00375-5
International Labour Organization. (2022). World employment and social outlook. International Labour Organization.
Marsdenia, M. (2022). Digital literacy of rural community to achieve economic resilience: Development of tourism local destination. Proceedings, 83(1), 12. https://doi.org/10.3390/proceedings2022083012
National Innovation Agency. (2019). Thai tourism innovation report. National Innovation Agency.
OECD. (2020). OECD tourism trends and policies 2020. OECD Publishing. https://doi.org/10.1787/6b47b985-en
Office of the National Economic and Social Development Council. (2022). The 13th National Economic and Social Development Plan (2023–2027). Office of the National Economic and Social Development Council.
Sharma, V., & Bhat, D. A. R. (2022). The role of community involvement in sustainable tourism strategies: A social and environmental innovation perspective. Business Strategy and Development, 6(2), 119–127. https://doi.org/10.1002/bsd2.227
Yosso, T. J. (2005). Whose culture has capital? A critical race theory discussion of community cultural wealth. Race Ethnicity and Education, 8(1), 69–91. https://doi.org/10.1080/1361332052000341006
