EMPOWERMENT OF FAITH-BASED TOURISM PERSONNEL COMPETENCY: AN INTEGRATED FRAMEWORK FOR DRIVING THE EXPERIENCE ECONOMY
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This study investigates the key stakeholders involved in enhancing the competencies of personnel engaged in faith-and belief-based tourism, and evaluates their competency levels in Nakhon Si Thammarat Province. A mixed-methods research design was employed. The quantitative phase involved 140 personnel in faith-based tourism, while the qualitative phase included key informants from government agencies, entrepreneurs, communities and educational institutions. Research instruments comprised a competency assessment form and in-depth interviews, with data analyzed using descriptive statistics (mean and standard deviation). Findings revealed that four main stakeholder groups-government, entrepreneurs, communities and education-play essential roles in developing personnel competencies. Overall, personnel demonstrated good competency levels, with attitudes rated at a very high level, reflecting strong faith, local pride and a commitment to quality service. Nonetheless, gaps were identified in storytelling skills, foreign language communication within religious contexts and the application of digital marketing. Based on the analysis, an Integrated Competency Database Framework was developed, encompassing three dimensions: knowledge, skills and attitudes, integrated with stakeholder roles. This framework underpins the design of empowerment-oriented training curricula aimed at sustainable capacity building. The study culminated in the Faith-Based Tourism Competency Empowerment Model (FBT-CEM), which advances understanding of competency empowerment in cultural tourism and provides practical implications for sustainable human capital development and local experience economy enhancement.
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