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

2025-10-30T13:38:10+07:00

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.

Tourism Management Components Influencing Thai Tourists Satisfaction at Samila Beach, Songkhla Province, Thailand

2025-12-12T14:06:44+07:00

The objective of this research was to investigate the Tourism Management Components Influencing Thai Tourists’ Satisfaction at Samila Beach, Songkhla Province, Thailand. Data were collected via questionnaires from a sample of 400 Thai tourists at the destination. The data were analyzed using Multiple Regression Analysis.

The findings revealed that among the five dimensions of tourism components, four significantly influenced tourist satisfaction. The factors with a positive impact were: Activities (β = .292, t = 6.682), Services (β = .257, t = 4.694), Attractions (β = .248, t = 6.001), and Accessibility (β = .096, t = 2.364), respectively. Conversely, the Facilities dimension (β = .076, t = 1.476) was found to have no statistically significant effect on the satisfaction of Thai tourists at Samila Beach. This study contributes a novel conceptual framework, the “3 AS Model” comprising Attraction, Accessibility, Activity, and an added emphasis on Services. This finding reflects that the satisfaction of Thai tourists at Samila Beach derives from direct experiences of what they see, their travel and access, the activities undertaken, and the services received. Accordingly, the model enables the tourism management of Samila Beach to operate more effectively and to better meet the needs of its visitors.

Journal of Tourism and Hospitality Science

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

Tourism Management Components Influencing Thai Tourists Satisfaction at Samila Beach, Songkhla Province, Thailand