This study aims 1). Develop a model to improve income and social opportunities through craft activities that suits local context and the capacity of poor households and 2). Develop digital promotional media for craft tourism routes in Raman District, Yala Province. This study utilizes a qualitative methodology in combination with Participatory Action Research (PAR) to examine community activities and potential. The research was conducted through a participatory process involving local stakeholders. Research tools included participant observation, focus group discussions, and tourism route surveys. Data were analyzed using content analysis, and data reliability was verified through triangulation. The finding revealed that the model for enhancing income and social opportunities through craft and creative tourism consists of three main components. The model consists of three components: 1. core elements integrating human capital, natural resources, local wisdom, and digital technology. 2. a driving mechanism led by community enterprises with poor households as producers supported by experiential marketing and mentorship and 3. an operational process with four steps: Preparation, Production, Promotion, and Participation as well as digital media development for craft tourism promotion. Furthermore, digital promotion linking craft activities with local life and resources in four sub-districts created meaningful tourism experiences, strengthened community pride, and increased economic opportunities and income for poor households. In summary, the developed model matches the local context and has the potential to enhance the grassroots economy through crafts and creative tourism. However, future implementation should consider differences in local contexts and continuous participation from network partners.

Authors:
Susan Hama, Yala Rajabhat University, Thailand
Meena Raden-Ahmad, Yala Rajabhat University, Thailand
Ganyarat Panichchan, Yala Rajabhat University, Thailand

About the Presenter(s)
Susan Hama Lecturer in Tourism, Hotel Event Management Yala Rajabhat University, Thailand. Research specializes intourism within developingnations, primary focus on Thailand's southern border provinces. expertise cultural and community-based tourism

See this presentation on the full schedule – Sunday Schedule

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