The Development of Creative Tourism Activities and Content Marketing Communication Strategies of Phuket Old Town
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Abstract
This study aimed to 1) examine the cultural and historical context and potential of Phuket Old Town as a creative tourism destination, 2) explore patterns of experiential creative tourism activities and cultural communication, and 3) develop content marketing communication strategies to enhance tourist experiences. A mixed-method approach was used, combining documentary research, social media analysis (Social Listening), and in-depth interviews with 23 participants. Data were analyzed using descriptive and thematic methods to synthesize development guidelines. The results show that Phuket Old Town is a multicultural community with a strong cultural identity. Its creative tourism centers on three key elements: architecture, food, and attire, which provide meaningful emotional and cultural experiences for tourists while encouraging community participation in heritage preservation. Social media plays an important role in communicating the town’s stories and identity through images, videos, and storytelling that foster understanding and engagement. Content-based communication is therefore vital for enhancing tourism quality, strengthening Phuket Old Town’s image, and supporting sustainable creative economy development.
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