Guidelines for Promoting Creative Tourism in Phuket Old Town During the Low Season

Abstract

This research aims to: 1) examine the motivations and perspectives of international tourists toward creative tourism activities in Phuket Old Town during the low season; 2) analyze the perception levels of international tourists regarding creative tourism activities in Phuket Old Town during the low season and 3) propose guidelines for developing and promoting sustainable creative tourism activities in Phuket Old Town during the low season. The study involved 400 international tourists visiting Phuket Old Town during the low season. A questionnaire was used as the main research instrument, with comparative analysis and hypothesis testing applied. The findings revealed that international tourists had a very high level of motivation in three aspects: physical, cultural, and personal, thereby reflecting a desire for more meaningful travel experiences. Moreover, perceptions of creative tourism activities were also very high based on the 3S principles, showing strong potential for Phuket Old Town. Hypothesis testing indicated that motivations and attitudes varied by gender and were positively related to satisfaction, perceived value, and intention to revisit. Consequently, the study proposes five guidelines: continuous creative activities, online marketing, fair pricing, improved facilities and safety, and community participation to preserve cultural identity and promote long-term sustainable tourism.