Guidelines for Developing Community Leaders’ Learning in Creative Tourism Management based on Community Identity in Secondary Cities of Lower-Northern 2

Abstract

The purposes of this research article were 1) to study the current conditions of learning; and 2) to propose guidelines for developing Community Leaders’ Learning in Creative Tourism Management based on Community Identity in Secondary Cities of Lower-Northern. It was a mixed methods research. It can be divided into 3 steps: Step 1 was a quantitative research by distributing questionnaires with a validity of more than 0.5 to a sample group of OTOP Nawatwithi community leaders by opening ready-made tables of Krejcy and Morgan, totaling 120 people from 3 areas in Phichit Province, namely Ban Khao Lon, Ban Pho Prathap Chang. and Ban Nong Chik Si. SWOT technique was used to analyze area potential. Statistics used in the research were mean and standard deviation; Step 2 was a qualitative research using observation and in-depth interviews with 5 tourism experts or people with experience in creative tourism management from outside agencies that were nationally recognized. Content analysis techniques were used. The results of the research found that 1) he current learning conditions of community leaders had important elements in learning according to the KSAAM model, 5 areas, 34 elements found that the overall levels of learning of community leaders in creative tourism management both 3 villages were at a moderate level (= 3.09). When considering each aspect, it was found that the aspect with the highest level was creative tourism management, followed by knowledge in creative tourism management and the aspect with the lowest level was attitude towards creative tourism management; and 2) guidelines for developing community leaders' learning in creative tourism management based on community identity in secondary cities of the lower northern region 2 required a form of organizing creative tourism in the areas of service, communication, and participation for tourism. Knowledge development of leaders must begin with the process of thinking, planning, deciding, taking action, supervising and leadership participation skills as well as integration with local tourism management network agencies appropriately.