The Inno-life Management of Community-Based Tourism in The Digital Economy: Phatthalung
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Abstract
Tourism has played a significant role in the economy of the country worldwide, and its development is necessary for the improvement of economic conditions. Thus, the present research investigates the impact of innovation adoption, innovation and technology management and professional technology management team on the community-based tourism development in Phatthalung, Thailand. This article also examines the mediating role of tourists’ satisfaction among the nexus of innovation adoption, innovation and technology management, professional technology management team and community-based tourism development. The survey questionnaires have been adopted by the researchers to obtain the data, and smart-PLS has been adopted to analyze the data. The results indicated that innovation adoption, innovation and technology management and professional technology management team have a positive association with community-based tourism development. The findings also indicated that tourists’ satisfaction positively mediates among the links of innovation adoption, innovation and technology management, professional technology management team and community-based tourism development. This research is suitable for regulators while developing policies related to tourism development.
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