Abstract
Community-based tourism activities has major importance for the people to generate livelihood opportunities. However, the promotion of community-based tourism is important. Thus, this study addressed the role of inno-life management and knowledge management in community-based tourism in Phatthalung, Thailand. Additionally, the role of green organization is also considered. Data collection is made through Likert scale by using cluster sampling. 400 questionnaires were distributed among the respondents. By using Structural Equation Modeling (SEM), the current study identified that; innovation management has major importance to enhance community-based tourism. Similarly, knowledge management has positive effect on community-based tourism. Findings highlighted that green organization has the potential to promote tourism activities among communities in Phatthalung, Thailand. Innovation management and knowledge management promotes tourism among the communities by facilitating green organizations.
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