DEVELOPING A DIGITAL PLATFORM TO ENHANCE CULTURAL TOURISM AND LOCAl ECONOMY: A CASE STUDY OF PHU PHRA BAT HISTORICAL PARK, WORLD HERITAGE SITE, UDON THANI PROVINCE

Abstract

This study aimed to develop a digital platform to enhance cultural tourism and support the local economy, using the case of Phu Phra Bat Historical Park in Udon Thani Province, a World Heritage Site with high tourism potential. The study employed a Research and Development (R&D) methodology consisting of three phases: (1) assessing user needs, (2) designing and developing the platform, and (3) testing its performance. Research instruments included a 25-item questionnaire divided into three sections and semi-structured interviews with experts. The sample group consisted of 20 tourists, 5 local entrepreneurs, and 5 government officials, totaling 30 participants. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.

The results showed that participants’ opinions toward the developed platform were at a high level. The most preferred functions were the AI-based recommendation system, Augmented Reality (AR) features, and the online booking system. The average satisfaction score among tourists was 4.20 (SD = 0.45), while local entrepreneurs rated the platform’s usefulness in managing local information at 4.30 (SD = 0.51). The study recommended further development to support multilingual use, integrate AI chatbot features, and expand the platform to other cultural tourism sites in Thailand to enhance its overall impact and usability.