Innovative Communication for Knowledge Transfer in Creative Tourism: A Case Study of Mae Ho Phra Subdistrict, Mae Taeng District, Chiang Mai Province
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This research develops the CRETCOM model, an integrative framework that synthesizes Berlo’s SMCR model with Nonaka’s SECI process to facilitate knowledge transfer in creative tourism within Mae Ho Phra Subdistrict, Mae Taeng District, Chiang Mai Province. Utilizing a sequential explanatory mixed-methods approach underpinned by triangulation, the study analyzed qualitative insights from in-depth interviews with three key informants, focus group discussions, and participant observations. Quantitative data were derived from structured surveys of 400 respondents-stratified across residents and tourists via convenience sampling (Cronbach’s $\alpha$ = 0.92) and analyzed through descriptive statistics. The findings underscore a heavy reliance on tacit knowledge transmitted through word-of-mouth, despite strong preferences for online media (70%) and infographics (39%). However, effective transfer is currently hampered by technological limitations and socio-cultural barriers. By contextualizing SMCR for rural creative tourism dynamics, CRETCOM offers three-fold innovation: conceptual (hybrid bidirectional framework), methodological (quantified transfer metrics), and practical (digital manuals/IT training)-providing a scalable blueprint for sustainable tourism in Thailand’s rural communities.
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ลิขสิทธิ์ต้นฉบับที่ได้รับการตีพิมพ์ในวารสารเพื่อการพัฒนาการท่องเที่ยวสู่ความยั่งยืน ถือเป็นกรรมสิทธิ์ของโรงเรียนการท่องเที่ยวและการบริการ มหาวิทยาลัยสวนดุสิต ห้ามผู้ใดนำข้อความทั้งหมดหรือบางส่วนไปพิมพ์ซ้ำ เว้นแต่จะได้รับอนุญาตอย่างเป็นลายลักษณ์อักษรจากโรงเรียนการท่องเที่ยวและการบริการ มหาวิทยาลัยสวนดุสิต นอกจากนี้ เนื้อหาที่ปรากฎในบทความเป็นความรับผิดชอบของผู้เขียน ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากเทคนิคการพิมพ์
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