Developing Chatbot System to Promote Bio-Tourism Crane Wetlands, Thai Species, Mueang District, Buriram Province
Keywords:
biotourism, intelligent response system, Wetland Area of Thai CranesAbstract
Ecotourism in the Thai Sarus Crane Wetland, Buriram Province, has gained increasing popularity; however, effective information dissemination channels remain limited. This study aimed to: (1) assess the ecotourism potential of the Thai Sarus Crane Wetland in Mueang District, Buriram Province; (2) develop an intelligent chatbot system to promote ecotourism in the area; and (3) transfer the developed system to local stakeholders. Three groups of participants were involved. Fifteen key informants were selected through purposive sampling for in-depth interviews to assess ecotourism potential. Five experts were selected via purposive sampling to evaluate the system’s efficiency. Additionally, thirty-six users were selected through simple random sampling to assess user satisfaction. The research instruments included structured interview forms, the developed intelligent chatbot system, an efficiency evaluation form, and a user satisfaction questionnaire. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics, including mean and standard deviation. The findings revealed that the Thai Sarus Crane Wetland demonstrates strong ecotourism potential across multiple dimensions, including attraction value, tourism activities, local products, service quality, and community participation. The intelligent chatbot system was developed using Artificial Intelligence (AI) and Natural Language Processing: NLP technologies and deployed on the LINE platform. The system effectively delivered ecotourism-related information to users. Overall user satisfaction was high (x̄=4.48 SD=0.49), indicating positive acceptance of the system.
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