Career Development in Cultural Tourism and Creative Innovation to Drive Community Economy: A Case Study of Ban Sri Than, Sri Than Sub-district, Pa Tiu District, Yasothon Province

Abstract

This research consists purposes were 1. investigate the social and economic context of residents in Ban Sri Than Community, Sri Than Subdistrict, Pa Tio District, Yasothon Province, and 2. identify career development approaches that align with market demands. This research employed a quantitative research design. The research instrument was a structured questionnaire. The sample consisted of 150 respondents, determined using Yamane’s formula at a 0.05 level of sampling error and selected through accidental sampling. The collected data were analyzed using descriptive statistics, including percentage, mean, and standard deviation. Inferential statistics were also employed, namely the independent samples t-test and one-way analysis of variance (F-test/ANOVA). The findings revealed that the questionnaire data reflected the following: 1. Social and Economic Context 1.1 Community structure 1.2 Social and cultural capital 1.3 Infrastructure and social services 1.4 Economic context 2. Career Development Approaches The respondents rated the proposed career development approaches as follows: 2.1 Developing value-added local wisdom products with modern and standardized packaging (x̄ = 4.30, S.D. = 0.58) – Highest level 2.2 Expanding marketing channels for community products through e-commerce platforms and social media (x̄ = 4.28, S.D. = 0.59) – Highest level 2.3 Organizing training programs to enhance local residents' hospitality skills for creative tourism (x̄ = 4.25, S.D. = 0.62) – Highest level 2.4 Promoting the establishment of community enterprises for product certification and souvenir distribution (x̄ = 4.22, S.D. = 0.60) – Highest level 2.5 Developing a tourism revenue-sharing model to support the community career development fund (x̄ = 4.20, S.D. = 0.61) – High level 2.6 Promoting careers as junior local guides and community storytellers (x̄ = 4.18, S.D. = 0.65) – High level 2.7 Organizing workshops to develop local handicrafts into compact and portable souvenirs (x̄ = 4.15, S.D. = 0.64) – High level 2.8 Developing training courses on traditional local cuisine for commercial production (x̄ = 4.12, S.D. = 0.68) – High level 2.9 Providing knowledge transfer on accounting and income management for community occupational groups (x̄ = 4.10, S.D. = 0.67) – High level 2.10 Developing community-based transportation services for tourists, such as local tricycles or community vehicles (x̄ = 4.05, S.D. = 0.71) – High level