Abstract

The rapid digital transformation of business environments has intensified the need for entrepreneurs to develop competencies aligned with digital market dynamics. This study aimed to map digital entrepreneurship competencies and perceived training needs among local entrepreneurs in Chiang Rai, Thailand, and to identify priority areas for competency development. Using a quantitative survey design, data were collected from 62 local entrepreneurs across three competency domains: online marketing, branding, and business planning, alongside eight items measuring training needs. Descriptive statistics and Pearson correlation analysis were employed to examine competency levels, training priorities, and the relationship between existing skills and development demands. The findings revealed a differentiated competency structure. Branding competencies were rated at a very high level (M = 4.35), followed by business planning (M = 4.18), while online marketing competencies were comparatively lower (M = 3.93). Training needs remained high across domains, with the strongest demand observed for workshop-based, hands-on learning formats (M = 4.37). A moderate negative correlation was identified between online marketing competencies and overall training needs (r = –0.42), indicating a priority gap in operational digital marketing skills. In contrast, branding competencies showed only a weak association with training demand, suggesting continued growth-oriented development rather than remedial needs. The study contributes to entrepreneurship education and workforce development literature by integrating competency assessment with training demand analysis and proposing a priority matrix framework for evidence-based digital entrepreneurship development. The findings highlight the importance of targeted, experiential training interventions to strengthen operational digital competencies among community-based entrepreneurs in emerging regional contexts.

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