TECHNOLOGY APPLYING IN TOURISM MANAGEMENT IN NAKHONNAYOK PROVINCE

Abstract

This research objectives were (1) to analyze the situation of technology applying in tourism management in Nakhonnayok Province, (2) to study problems and obstacles in technology applying in tourism management in Nakhonnayok Province, and (3) to recommend approaches to technology applying in tourism management in Nakhonnayok Province. The research was qualitative. Key informants included government executives and officials, private sector entrepreneurs, academics, community leaders, and tourists. A total of 24 key informants were purposive selection. The research instrument was an interview form. Data were analyzed using content analysis.

The research results found that (1) the situation of technology applying in tourism management in Nakhonnayok Province technology adoption in tourism management in Nakhon Nayok Province was still in its developmental stages, various agencies disseminate information via websites, Facebook, and applications, but lacked of data linkages and long-term plans. Stakeholder participation was limited. (2) the problems and obstacles in technology applying in tourism management in Nakhonnayok Province included budget constraints, high technology costs, a lack of a centralized data system, lacked of personnel and community skills, inadequated digital infrastructure, and lacked of continuity in government policy, (3) the approaches to technology applying in tourism management in Nakhonnayok Province suggested establishing a centralized database that connected all sectors and establishing data standards, developed the skills of personnel and community leaders, promoted information sharing, improved online channels, and provided opportunities for community participation in data collection and continuous improvement.