Program Development to Enhance Media, Information and Digital Literacy for Adults in Tourism Communities

Abstract

This research aimed to (1) analyze the competencies and indicators of media, information, and digital literacy (MIDL) among adults in tourism communities, and (2) develop a program to promote MIDL for adults in tourism communities. The sample consisted of four groups: (1) 300 adults from tourism communities in six regions of Thailand; (2) 30 adults from Ban Laem Subdistrict, Bang Pla Ma District, Suphan Buri Province; (3) seven community leaders and media experts; and (4) six experts and representatives from public and private sectors who were interviewed in-depth. The data were analyzed using descriptive statistics, Priority Needs Index Modified (PNI_modified), content analysis, percentage, mean, standard deviation, and dependent sample t-test.The findings revealed that the MIDL competencies of adults in tourism communities consisted of five areas: access, analysis, evaluation, creation, and utilization. The average competency level was moderate (𝑋̅ = 3.33, SD = 0.15), while the level of skill needs was high (𝑋̅ = 3.77, SD = 0.58). The developed program consisted of three main stages: planning, program design and implementation, and evaluation. It included ten key components: (1) rationale, (2) objectives, (3) content, (4) learners, (5) instructors, (6) learning methods, (7) activity process, (8) learning activities, (9) learning materials, and (10) assessment and evaluation. The results of the program implementation showed that participants’ post-training knowledge scores were significantly higher than their pre-training scores at the 0.05 level of statistical significance.