A GUIDELINE FOR PROMOTING THE POTENTIAL OF CREATIVE TOURISM IN CHANTHABURI PROVINCE

Abstract

The objectives of this research were to 1) study the potential of creative tourism in Chanthaburi Province in terms of creative tourism activities and ways of life as a part of the nature; 2) evaluate service marketing mix factors in the stakeholders’ views; and 3) propose the guideline for promoting the potential of creative tourism. The in-depth interview, one of qualitative research methods, was selected for collecting data from 40 key informants, including representatives from public authorities, private agencies, community sector, tourists’ and academic sector. The researcher selected the key informants from the purposive selection by considering the key informants who could meet the objectives. This research selected informants from those responsible for the promotion planning of the organization and those with decision-making authority in determining the direction of the promotion of that organization, including those with interests. or affected by tourism in creative tourist attractions in Chanthaburi Province. SWOT and TOWS Matrix were used for analyzing the collected data so as to formulate the guideline for promoting the potential of creative tourism in Chanthaburi Province.

The research findings revealed that 1) the potential of creative tourism in Chanthaburi Province in terms of culture and traditions, identity, ways of life as a part of natural resources, participation of communities in relation to tourist activities for promoting the potential of creative tourism to access to tourism resources and identity of the respective places provided tourists with travel experience and built their travel motivation and behaviors; 2) service marketing mix factors affected to the Thai tourists’ creative travels, in the views of stakeholders representing each areas, for attracting tourists’ interest; and 3) the guideline for promoting the potential were developed from SO Strategies by designing the travel route of creative tourism, encouraging and levelling local traditional festivals up to the national level; from ST Strategies by boosting tourists’ confidence, promoting and cultivating the conscious mind of identity and values of local culture; from WO Strategies by promoting the expansion of necessary infrastructure, integration of related agencies and participation of communities; and from WT Strategies by organizing creative tourism activities including promotion campaigns, planning and producing calendars of festival events so that tourists were able to make their travel itineraries.