Development of Tourism Innovation with a Smart Tourism Recommendation System in the Ban Prasat Community Tourism Route Nakhon Ratchasima Province

Abstract

This research aims to 1) analyze the potential of tourism. 2) study tourism route and     3) develop tourism innovation through a smart tourism recommendation system to enhance Ban Prasat community tourism rout tourism. This research is using participatory action research methods. Data were collected through purposive sampling of 40 key informants, including community leaders, entrepreneurs, and network partners who possess high group capacity and spatial resource potential for community-based tourism in Ban Prasat. This was achieved through in-depth interviews, potential analysis workshops, route testing, and lessons learned sessions. Descriptive content analysis.

This research found that 1) The tourism resources of the Ban Prasat community are a world-class archaeological site with academic significance and artistic learning centers, as well as showcasing and way of life of the community, serving as a vital learning foundation for the community. 2) A creative tourism route was created through the participation of the Baan Prasat network, connecting three nearby tourism areas: Ban Prasat Tourism Route, Ban Non Wat Tourism Route, and the route linking two communities. 3) The developed innovation is a intelligent tourism recommendation system that integrates Artificial Intelligence (AI) via Line and web-based platforms. This system effectively enhances communication capabilities and creates novel experiences for tourists. These research findings serve as a digital model for local government organizations and community-based tourism groups to manage tourism data, while simultaneously facilitating income distribution to local entrepreneurs through systematically linked travel routes.