Research on World Agricultural Economy

Human Resource Development and Enhancement of Core Competencies for Sustainable Agro Tourism Community Enterprises: A Creative Economy Perspective

Chumpon Rodjam

College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand

Panyada Chanthakit

College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand

Eakolarn Chotianusorn

College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand

Pachoke Lert‑asavapatra

College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand

Wutipong Janmuangthai

College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand

Boonchan Phansuwa

College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand

Opal Suwunnamek

KMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand

Muhammad Shahid Khan

College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand

Majid Khan

School of Management and Marketing, Massey University, Palmerston North 4442, New Zealand

DOI: https://doi.org/10.36956/rwae.v7i2.2681

Received: 29 July 2025 | Revised: 3 September 2025 | Accepted: 14 October 2025 | Published Online: 25 March 2026

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Abstract

This study investigates the role of Human Resource Development (HRD) and enhancement of core competencies in promoting the sustainability and competitiveness of agro-tourism community enterprises in Thailand. Utilizing a quantitative method design, data were collected from 265 participants using structured questionnaires and interviews. The study employed confirmatory factor analysis (CFA) and structural equation modeling (SEM) to examine the relationships among variables. Results indicated that HRD significantly influenced both the enhancement of core competencies (β = 0.53, p < 0.001) and enterprise sustainability and competitiveness (β = 0.31, p < 0.001). Additionally, core competencies positively impacted sustainability and competitiveness (β = 0.45, p < 0.001), confirming the mediating role of competencies in the HRD-performance linkage. The final structural model demonstrated good fit indices (CFI = 0.977, RMSEA = 0.075), affirming the model’s robustness. These findings underscore the importance of integrated HRD strategies tailored to rural tourism contexts, with implications for policy, training design, and sustainable development. The study highlights that well-structured HRD initiatives, including skill development, leadership training, and knowledge-sharing practices, can equip local communities with the capabilities required to adapt to market changes and environmental challenges. Strengthening competencies not only ensures long-term sustainability but also enhances the competitiveness of agro-tourism enterprises in domestic and international markets. Moreover, the results provide practical insights for policymakers and educators in designing interventions that align with community needs, thereby fostering inclusive growth and resilience in Thailand’s rural tourism sector.

Keywords: Human Resource Development; Enhancement of Core Competencies; Sustainable; Agro Tourism Com‑ munity Enterprises

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