The Development of Cultural Landscape Knowledge Management Model with Local Wisdom by Digital Marketing to Promote the Image of the Participation in Community-Based Tourism Products


  • Kajornatthapol Ponwiritthon Faculty of Business Administration, Northern College
  • Sikarnmanee Syers Faculty of Business Administration and Information Technology, Rajamangala University of Technology Isan


Knowledge Management, Digital Marketing, Community-Based Tourism


This research aims to study the community-based tourism in creating a village database with participation, acquiring the cultural landscape knowledge, tourism management and Digital Marketing development to promote tourism management by the community-based tourism groups. The population and sample were community tourism management groups and youth groups of Ban Huai Nam Nak and Ban Pror Chang. Determination of the sample size in which the sample was selected using a non-probability sampling method starting with the technique of setting a quota of 20 people, then a random sampling technique was used by using the convenient randomization and specific selection methods, which they voluntarily provided the information and participated in research projects. The results of the research revealed that the community potential and readiness of business areas and the readiness potential of community tourism development have social potential in knowledge management and cultural landscape knowledge management with local wisdom in the dimension of the community’s culture and in the dimension of resources that support the community economy. The level of potential and readiness of the business area is quite high and the readiness potential of community tourism development is moderate. The marketing development, promotion of digital marketing strategies, and community-based tourism management can take the model and activities of tourism, and marketing communication by creating photos, QR Code, and preparing the year-round tourism plan, travel route, and the video for introducing local activities for publicity on the website. The community tourism management system will be used to plan the tourism potential development the marketing strategy to create the element, the model of knowledge management of cultural landscape knowledge with local wisdom, integrated marketing strategy and digital marketing management to promote the image of community tourism products and increase the value of competitiveness in a balanced manner according to the needs of the tourism community to be further developed.


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Author Biography

Kajornatthapol Ponwiritthon, Faculty of Business Administration, Northern College

Dr. Ratthanan Pongwiritton, graduated his first Bachelor Degree of Accountancy from Payap University in 2000. With his passion on education, he continued his studies and received another 7 Bachelor Degree (BBA, BPA, and LL.B), 2 Master Degree (MBA), MSc. Accounting and Finance Management and Ph.D. in Accounting, DBA. In 2012, he was appointed as Associate Professor in Business Research, School of Business Administration by Nobel University, Los Angeles, California, USA. He is currently a 
Independent researchers and 
Special instructor.


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How to Cite

Ponwiritthon, K., & Syers, S. (2022). The Development of Cultural Landscape Knowledge Management Model with Local Wisdom by Digital Marketing to Promote the Image of the Participation in Community-Based Tourism Products . Economics and Business Administration Journal Thaksin University, 14(3), 63–84. Retrieved from



Research Article