KNOWLEDGE MANAGEMENT FOR TOURISM VALUE CHAIN DEVELOPMENT IN NAKHON NAYOK PROVINCE

Abstract

This research article aims to 1. analyze the current tourism situation of Nakhon Nayok Province; 2. explore activities in the tourism value chain; 3. study the process of knowledge management for the development of tourism value chains; and 4. propose a model of knowledge management for tourism value chain development. This research was qualitative research. In-depth interviews and small group discussion were conducted with a total of 20 key informants, including community leaders, tourism business operator, and personnel from government agencies. The content analysis was applied for data analysis.

Findings are as follows: 1. Nakhon Nayok Province has the tourism potential in terms of nature, culture and man-made things. Weaknesses and obstacles found that the tourism management and public relations lacked continuity. In addition, there are also regulatory restrictions on ecotourism and susceptibility to the situation of COVID-19, etc.; 2. tourism value chain activities are value creation and product development activities including attraction accessibility accommodation activities and amenity; 3. the process of knowledge management for the development of tourism value chains consists of knowledge identification, knowledge creation, knowledge organization, knowledge codification, knowledge access, knowledge sharing, and learning; and 4. a model of knowledge management for tourism value chain development consists of; the knowledge management vision; the knowledge management process; and the tourism value chain.