Evaluating local Thai government training for community-based creative tourism management in a heritage site

Purpose This study aimed to evaluate the effectiveness of a creative tourism management training course for Local Administrative Organization (LAO) personnel. The research investigates the impact of training on knowledge acquisition, on-the-job application, and tourism outcomes within a heritage site in Phra Nakhon Si Ayutthaya Province, Thailand, to inform sustainable community development strategies. Design/methodology/approach The study adopts the Kirkpatrick Training Evaluation framework, employing a mixed-method approach. It quantitatively assessed participant satisfaction (Level 1: Reaction) and knowledge acquisition (Level 2: Learning) through pre- and post-training surveys. Qualitative data were gathered to explore knowledge application in the workplace (Level 3: Behavior), while tourism statistics were analyzed to examine broader impacts (Level 4: Results). The sample consisted of approximately 60 LAO personnel. Findings Results indicate high participant satisfaction with the training. A statistically significant increase in knowledge was observed, particularly among female officials, those with higher education, and personnel with 5–10 years of experience. However, the practical application of this knowledge was infrequent and sporadic, primarily due to a lack of supportive work environments and organizational encouragement. While tourism statistics showed an increase in visitors and revenue, these results could not be definitively attributed to the training because of confounding factors, such as the post-COVID-19 tourism recovery. Research limitations/implications A key limitation is the inability to isolate the training's impact from other external variables. The findings imply that short-term training programs primarily raise awareness and enhance knowledge rather than driving long-term behavioral change and tangible results. Future research should consider longer-term evaluations and the use of control groups to more accurately measure the impact of such training interventions. Practical implications The study recommends that policy and management focus on creating dedicated creative tourism roles and spaces within LAOs, aligning personnel aptitudes with their responsibilities, and transitioning to longer, more intensive training programs (1–2 weeks) to foster deeper knowledge and sustainable behavioral change. Social implications Effective creative tourism management, supported by empowered local government personnel, is crucial for fostering community income and preserving indigenous arts. The study highlights that realizing these social benefits requires an organizational culture that actively supports the application of new skills. Originality/value This study offers a novel application of the Kirkpatrick framework to evaluate a creative tourism training program for government personnel. It provides critical insights into the gap between knowledge acquisition and practical application, serving as a valuable guide for policymakers and trainers seeking to maximize the impact of human capital development initiatives.