ENHANCING MANAGEMENT COMPETENCY FOR COMMUNITY-BASED TOURISM DEVELOPMENT IN PATTANI PROVINCE

Abstract

The research objectives are twofold: 1) to investigate management competencies among leaders of community-based tourism, and 2) to analyze the factors and processes involved in enhancing management competencies to develop community-based tourism in Pattani province. This is a qualitative research study using a semi-structured in-depth interview tool. Specific tourism communities were purposive sampling, with key informants including 12 tourism community leaders. The data was analyzed through content analysis and presented descriptively. The results indicated that: 1) Tourism community leaders have strong communication competencies, planning competency, practice and administration competency in group work and cooperation, team development competencies and understanding of others and self-management competencies. However, they have weaknesses in creative teaching methods and lack understanding and confident in competencies 2.1) Factors supporting the use of management competencies in the operations of tourism community include resources, communication, participation of members and staff, commitment to each other and to the competency framework, tourism community leader, support from local leaders, and external agencies. 2.2) The process of strengthening management competencies for community-based tourism development consists of defining management competency maps, diagnosing management competencies, developing management competencies, and evaluating to the implementation of management competencies. Important management competencies include communication skills and participation in analytical thinking, planning, setting strategies, implementing, and evaluating to build affiliation and acceptance among individuals and tourism community. Guidelines for strengthening management competencies for tourism development should have a variety of models and greater emphasis on using management competencies to strengthen cooperation and trust between members, committees, local leaders, and external agencies.