INNOVATIVE TOURISM PROMOTION THROUGH INTEGRATION BASED ON THE PRINCIPLE OF UNITY AND HARMONY TO DEVELOP TOURISM IN THE DIGITAL AGE

Abstract

This academic article aims to examine the concepts and models of tourism innovation through the integration of the principle of Samakkhī-dhamma (the Buddhist principle of unity and harmony) as a framework for developing tourism innovation in the context of the digital society. Rapid changes in information technology, communication systems, and tourist behavior have required contemporary tourism to continuously adapt to increasingly diverse and complex demands. Applying the principle of Samakkhī-dhamma, which emphasizes cooperation, harmony, and collective action toward shared goals, provides an effective approach for strengthening the sustainability of the national tourism system. A review of the literature revealed that integrating Samakkhī-dhamma promotes effective collaboration among the public sector, private enterprises, and local communities. This collaboration serves as a key mechanism for developing tourist destinations, managing resources, and designing services that respond to the needs of tourists in the digital era. The application of digital technologies-such as the Amazing Thailand application, tourism information systems, and virtual tourism-helps expand access to information, enhance tourist experiences, and create greater economic opportunities for local communities. Furthermore, tourism innovation developed on the foundation of Samakkhī-dhamma supports the conservation of natural resources, cultural heritage, and local identity alongside economic value creation. Tourism therefore becomes not merely a commercial activity but a process of balanced and high-quality social development. Consequently, integrating Samakkhī-dhamma with tourism innovation represents a strategic approach for driving Thailand’s tourism industry toward sustainability, resilience, and competitiveness in the digital age.