Achievement of Knowledge Management for Entrepreneur’s in Songkhla Lagoon: MaTa-LumNam Platform for Tourism Logistical Management
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Abstract
This study aimed: 1) to manage knowledge of platform usage among entrepreneurs for promoting tourism in the Songkhla Lagoon area using the SECI (Socialization, Externalization, Combination, and Internalization) model for knowledge creation and exchange; 2) to evaluate knowledge management among node group members in each province who received knowledge transfer from the research team; and 3) to evaluate knowledge management among entrepreneurs who received knowledge transfer from the node groups in each province. This study employed a mixed-methods research design with two sample groups. The node group consisted of 12 members selected through purposive sampling for focus group discussions, with data collected using a knowledge management evaluation form. The entrepreneur group consisted of 107 entrepreneurs selected through quota sampling proportional to the districts of each province in the Songkhla Lagoon area, with data collected using a knowledge management evaluation form. Data were analyzed using descriptive statistics and the Dependent Samples T-test. The results revealed that both the node group and the entrepreneur group across all three provinces demonstrated significantly greater knowledge and understanding after participating in the activities than before, both overall and across each knowledge topic, at the 0.01 level of statistical significance. After knowledge transfer, both groups attained a high level of knowledge. For policy recommendations, relevant government agencies in tourism should continuously support technology and marketing knowledge transfer to node groups, as well as provide budgetary support to enable node groups to manage and disseminate knowledge to their provincial members. This research integrates three disciplines: knowledge management, tourism management, and information technology
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