The Knowledge Application to enhance the Competitive Capacity of Agritourism in Roi-Kaen-Sara-Sin Cluster, Thailand
Abstract
This study aimed to investigate the relationship between knowledge management and adoption of innovation and technology, leading to knowledge application to enhance agritourism's competitive capacity in the Roi-Kaen-Sara-Sin cluster. The purposive sampling method was used in this quantitative research. Samples were collected from 456 farmers doing agritourism in Roi Et, Khon Kaen, Mahasarakham and Kalasin provinces, Thailand. The data was analysed using a structural equation model. The study revealed that knowledge management had a positive relationship with knowledge application through the adoption of innovation and technology. The study's findings can be used in the strategic planning for area-based management.
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