Enhancing Efficiency in Community-Based Tourism Enterprises: Integrating Leadership, Knowledge Development, and Innovation Strategies in Thailand

Thunyaphat Vattanajirapun, Tanapol kortana, Bundit Pungnirund, Chompoo Saisama, Mooktra Thongves

ABSTRACT:

This study explores the impact of leadership, knowledge development, and innovation strategies on the management efficiency of community-based tourism (CBT) enterprises in Thailand. A mixed-methods approach was adopted, involving surveys with 300 community enterprise leaders and in-depth interviews with 20 government officials. Findings reveal that while CBT enterprises have made significant progress in leadership development and knowledge transfer, their adoption of technological innovations remains limited. Leadership practices characterized by participative decision-making and collaborative governance contributed positively to business performance, while bureaucratic barriers and inconsistent policy support hindered enterprise growth. Digital marketing and technological integration were found to enhance competitiveness, though resource constraints limited widespread adoption. The study concludes by recommending continuous leadership development programs, innovation hubs, integrated policy frameworks, and participatory governance models to ensure the sustainable development of CBT enterprises. Suggestions for future research include cross-country comparative studies, longitudinal assessments of leadership programs, and policy evaluation models.

KEYWORDS: Community-Based Tourism, Innovation Management, Leadership Practices, Knowledge Development, Digital Transformation, Sustainable Tourism, Policy Support, Cross-Sector Collaboration, Tourism Enterprise Management, Thailand.

DOI: 10.62788/Nn433XB

PUBLISHED IN: ICCMETS Conference Proceedings 2024

DATE OF CONFERENCE: October 21 - 22, 2024

CONFERENCE LOCATION: Singapore

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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