RETIRED GUIDES : DEVELOPING THE POTENTIAL OF COMMUNITY TOURISM INTERPRETERS THROUGH DIGITAL MEDIA TO INCREASE THE VALUE OF STORIES FOR CREATIVE TOURISM IN SECONDARY CITIES, ANG THONG PROVINCE

Abstract

Objectives of this research article were:  1. To study the knowledge management of senior citizens' tourism community storytelling toward creative tourism; 2. To develop the capacity of retired guides as local interpreters; 3. To create value-added community tourism stories through digital media; and 4. To establish a retired guide network to connect senior community tourism to creative tourism in a secondary city context, Ang Thong Province. This study employed qualitative research and Participatory Action Research (PAR) methodologies. The co-researchers consisted of 30 purposefully selected individuals, including community leaders, representatives from public and private sectors, and elderly residents in the Rammasak community. The research instruments comprised structured in-depth interviews, participatory observation, and focus group discussions. Content validity was verified by qualified experts. Data collection employed triangulation across data sources, informants, and methods to establish trustworthiness. Data analysis was conducted using content analysis coupled with contextual understanding synthesis.

The results revealed that: 1. Knowledge Management; A community storytelling handbook for retired guides was developed, covering five dimensions: local guide skills, community background, traditions and culture, local attractions, and travel routes. 2. Capacity Development; Senior participants enhanced their skills as local interpreters, effectively communicating community background and local attractions in an engaging and creative manner. 3. Value Addition via Digital Media; Senior citizens effectively presented stories and recommended travel routes in the Rammasak community through digital platforms. and 4. Network Building; A retired guide network was established across various community attractions, collaboratively showcasing local identities at destinations including Wat Pho En, the Herbal Community Enterprise, agricultural gardens, the galangal harvesting group, Wat Lanthom, and the Senior Citizen School, successfully forming a concrete creative tourism network.