The Knowledge Management for Tourism through Using the Online Social Network : A Case of Tourism in Yaowarat District


  • วนิดา สุวรรณนิพนธ์


Knowledge Management, Online social network, Technology Acceptance Model, Tourism


The purposes of this research were to
study the causal factors of knowledge
management for tourism through using the
online social network - Facebook and the
relationship of causal factors of knowledge
management for tourism through using the
online social network – Facebook, case of
tourism in Yaowarat district or Chinatown in
Thailand. This research was conducted with
survey research and quantitative approach.
The questionnaire was used to collect data
from 280 purposive people or entrepreneurs
who used Facebook for tourism in Chinatown.
The statistics analysis was performed by
descriptive statistics and Path analysis with
using LISREL 8.52. In terms of qualitative
method, an in-depth interview and content
analysis were used.
The research revealed that the users
accepted to use Facebook because they
perceived easies of use, perceived benefit,
perceived trust and influenced form social
group to use Facebook. The knowledge

management for Tourism showed that the
process of knowledge transfer was the most
important, followed by knowledge utilization,
knowledge acquisition, knowledge creation,
knowledge identification and knowledge
storage, respectively. The hypothesis testing
results indicated that the intention to use
Facebook for tourism was directly influenced
from acceptance to use Facebook, good
attitude to use Facebook and knowledge
management for tourism. As well as, the
intention to use Facebook for tourism was
indirectly influenced from acceptance to use
Facebook through its attitude towards the use
of Facebook and indirectly influenced from
knowledge management process through the
results of knowledge management.
This research was conducted to
educate the community about the use of
social networks and create an atmosphere
and a culture that encourage the community
to learn. In addition, community leaders
should have the best practices in knowledge
management in order for development and
preservation of sustainable tourism.


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How to Cite

สุวรรณนิพนธ์ ว. (2019). The Knowledge Management for Tourism through Using the Online Social Network : A Case of Tourism in Yaowarat District. Research and Development Journal Suan Sunandha Rajabhat University, 7(2), 101. Retrieved from