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…(Scopus)Human Resource Development and Enhancement of Core Competencies for Sustainable Agro Tourism Community Enterprises: A Creative Economy Perspective
Muhammad Shahid Khan
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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 August 2025; Published: 25 March 2026
Copyright © 2026 Muhammad Shahid Khan, Panyada Chanthakit, Eakolarn Chotianusorn, Pachoke Lert‑asavapatra, Wutipong Janmuangthai, Boonchan Phansuwa, Opal Suwunnamek, Muhammad Shahid Khan, Majid Khan. Published by Nan Yang Academy of Sciences Pte. Ltd..
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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