A Conceptual Framework for Developing an Intelligent Platform for Recommending Thai Performing Arts Sets
Keywords:
Thai performing arts, personalized recommendation, artificial intelligence, personnel decision-making, intelligent platformAbstract
This research aims to analyze decision-making factors influencing personnel in recommending Thai performing arts sets to support the development of an intelligent platform for managing Thai performing arts. Specifically, the study examines personal, organizational, social, cultural, communication, and information factors. Data were gathered through a survey of 117 personnel specializing in Thai dance and music performance. Descriptive statistics and correlation coefficients were utilized to analyze the data.
The findings reveal that experience and expertise significantly correlate with confidence in giving recommendations (r = 0.59). Additionally, the emphasis on customer satisfaction is associated with cultural values (r = 0.64) and effective communication with clients (r = 0.57). Regarding the evaluation of the technology’s suitability for developing the intelligent platform, the overall suitability was rated high ( = 4.39). The three highest-rated modules were the reporting system module, with the highest suitability ( = 4.24), the AI-based satisfaction and feedback evaluation module ( = 4.21), and the AI consultation module (AI-Chatbot) ( = 4.17). The designed recommendation system can adjust recommendations to align with user needs, effectively enhancing user engagement and satisfaction with the platform's services.
This study highlights the potential of personalized AI-based recommendations to meet users’ needs while fostering more significant engagement and satisfaction with the platform’s offerings. The results underscore the value of cultural awareness and effective communication in ensuring the platform's recommendations align with user expectations, thereby supporting a culturally sensitive and user-centric approach in the management of Thai performing arts.
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