DIGITAL SKILLS DEVELOPMENT TO STRENGTHEN AND ENHANCE THE COMPETITIVENESS OF THAI TOURIST GUIDES
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Abstract
The transformation of digital technology has significantly impacted the global tourism industry, including that in Thailand. As travelers increasingly rely on online platforms to access information and plan their journeys independently, Thai tourist guides face critical challenges in adapting to these changes and enhancing their professional competencies. This article explores the evolving role and growing importance of digital skills among Thai tourist guides in the context of contemporary tourism. It examines the impact of digital technologies on guiding practices and proposes strategic approaches for developing digital skills, aiming to strengthen the competitiveness and professional capacity of Thai tourist guides in an increasingly dynamic tourism environment. The findings underscore that, in this era of transition, tourist guides must integrate language proficiency, digital literacy, and creative experience in order to meet the rising demand for quality, sustainability, and personalized services. The effective use of digital tools and Artificial Intelligence (AI) is identified as a critical factor in maintaining the relevance and value of tourist guides within the digitalized tourism sector.
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