Creating Knowledge Model for Handicrafts Promotion in Chiang Mai by Using Semantic Annotation

Abstract

© 2020 IEEE. With the development of economy, tourism is becoming the global industry and it is growing rapidly. Chiang Mai as a famous destination, tourism industry is the fountain of wealth which plays an important role in the economic development. According to Tourism of Thailand, Chiang Mai office, Chinese tourists remain the largest crowds of Chiang Mai tourism which contribute a lot to tourism income. As national income goes up, tourism purchase has become a kind of very popular activities for Chinese tourists when they travel to a new place. Chiang Mai as the most effective area of the "One Tambon One Products" cultivation program of Thailand, Chiang Mai has so many different kinds of handicrafts which can be a good choice for Chinese tourists. For the sake of improving Chinese tourists' purchase intention to handicrafts, promotion is required. In this research, knowledge model will be designed for guiding the handicrafts' promotion by following knowledge engineering methodology. Marketing mix will be applied as the framework of knowledge acquisition to extract tacit and explicit knowledge from the experts and literature. Semantic annotation will be used to analysis and model the knowledge and make it become understandable.