INVESTIGATING THE RELATIONSHIP BETWEEN SOCIAL CAPITAL, KNOWLEDGE MANAGEMENT, AND EFFICIENCY OF GEOTOURISM SITE MANAGEMENT: A CASE STUDY OF A NATIONAL PARK IN NORTHEASTERN THAILAND

Managing geotourism site in national park presents several challenges that must be addressed to ensure the preservation of its unique geological resources and the sustainability of its tourism activities. Mitigating the impact of tourism on these fragile resources remains a critical concern. Another major challenge is limited community involvement in the park's management, which often results in a lack of ownership. The research aims to test a structural model of social capital, knowledge management, and efficiency of geotourism site management in northeastern Thailand. Data were collected from 280 residents of Nai Mueang Subdistrict Municipality, Khon Kaen Province. Descriptive statistics (frequency, percentage, mean, and standard deviation) and structural equation modeling were used for data analysis. Purposive and convenience sampling methods were applied to select participants who had visited Phu Wiang National Park at least once. Data were collected using a structured questionnaire. The results revealed that the active involvement of diverse stakeholders significantly fosters the development of social capital - particularly trust, norm, network, sense of belonging, and shared value - among various groups. These relational assets enhance the collective capacity to address challenges and achieve common goals within the geotourism context. Furthermore, stakeholder diversity plays a key role in improving knowledge management, as different groups contribute tools, expertise, and perspectives. This diversity ensures that management strategies are comprehensive, adaptive, and grounded in real-world contexts. Ultimately, the strengthening of social capital and the advancement of knowledge management enhance the efficiency of geotourism site management. A more connected and knowledgeable stakeholder network supports better decision-making and more sustainable practices. Accordingly, the study contributes to the theoretical understanding of stakeholder-based geotourism management and provides practical implications for policymakers and local stakeholders seeking to improve management practices in protected areas.