Development of AowTani System: A Web-Based Destination Management System for Enhancing Local Entrepreneurs in Pattani, Thailand

DOI

10.2991/978-94-6463-801-1_13How to use a DOI?

Keywords

Destination Management System; Tourism; Local Entrepreneurs; Usability Evaluation; Pattani Bay

Abstract

This study presents the development of the AowTani System, a web-based Destination Management System (DMS) aimed at enhancing local entrepreneurs and sustainable tourism in Pattani Bay, Thailand. The tourism sector plays a vital role in the region’s economic growth, yet local stakeholders face significant challenges in managing businesses, coordinating services, and promoting sustainable practices. To address these issues, this research adopts the Design Science Research (DSR) methodology, involving problem identification, system design, development, demonstration, and evaluation. The AowTani System was designed with key functionalities, including accommodation, restaurant management, tour operator services, local entrepreneur directories, and community tourism integration. The system facilitates real-time information access, improves operational efficiency, and enhances collaboration among tourism stakeholders. A prototype was developed and evaluated through usability testing involving 30 participants and a heuristic evaluation by five experts. Findings from the System Usability Scale (SUS) showed an improvement in user satisfaction, with scores increasing from 62.92 to 68.75 after iterative refinements. The heuristic evaluation further validated the system’s effectiveness, highlighting strengths in user control, system visibility, and interface design while identifying areas for improvement, particularly in error prevention and recovery. This study contributes to the field of tourism technology by demonstrating the impact of a tailored DMS in a local setting.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Muazzan Binsaleh
AU  - Sariya Binsaleh
PY  - 2025
DA  - 2025/07/31
TI  - Development of AowTani System: A Web-Based Destination Management System for Enhancing Local Entrepreneurs in Pattani, Thailand
BT  - Proceedings of the 9th Terengganu International Business and Economics Conference 2025 (TiBEC IX 2025)
PB  - Atlantis Press
SP  - 173
EP  - 188
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-801-1_13
DO  - 10.2991/978-94-6463-801-1_13
ID  - Binsaleh2025
ER  -