The Tourist Attractions And Facilities Development For Community-Based Tourism To The Digital Economy :Phatthalung

The objective of this study is to develop a framework to promote community-based tourism in digital economy. In this direction, the relationship between mobile technology, social media tools, artificial intelligence, tourist attraction and community-based tourism is examined. Furthermore, the mediating role of tourist attraction was examined between digital economy and community-based tourism performance. This study adopted quantitative research approach along with the cross-sectional research design. To apply cross-sectional research designed, a questionnaire was designed for data collection. Questionnaires were distributed among the employees of tourism management companies. After applying the Structural Equation Modeling (SEM), it is found that; digitaleconomy has important contribution to the development of community-based tourism. Mobile technology, social media tools and artificial intelligence has positive role to promote tourism performance. Mobile technology, social media tools and artificial intelligence increases the tourist’s attraction which further lead to the communitybasedtourism performance in Thailand. Keywords; Mobile technology, social media tools, artificial intelligence, tourist attraction, community-based tourism.