Journal of Tourism and Hospitality Science

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

Nattida Lorworalak — 2026-06-30

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

Wasin Sukkho — 2026-06-30

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.

Tourist Behavior and Gastronomy-Tourism Motivation at Kham Khong Market, Nong Khai Province

Pirapim Tangprom — 2026-06-30

This research aimed to 1) examine tourist behavior in gastronomy tourism, and 2) examine push and pull motivational factors in gastronomy tourism at Kham Khong Market, Nong Khai Mekong Riverside Walking Street, Nong Khai Province. A survey research design was employed. Data were collected from 400 tourists selected through purposive sampling, using a questionnaire as the research instrument, and analyzed using frequency, percentage, mean, and standard deviation.

The findings revealed that most respondents were female, aged 21–30 years, single, held a bachelor's degree, were students, and resided in the Northeastern region. Regarding behavior, the majority traveled by private vehicle (94.00%), for leisure and gastronomy tourism (69.75%), were first-time visitors (73.75%), traveled with friends (39.75%), and obtained tourism information via social media (64.50%). Regarding motivation, push factors were rated at a high level overall (x̄= 4.33), exceeding pull factors, which were likewise rated at a high level (x̄= 4.27). The highest-rated push factor was the desire for relaxation through dining at the market (x̄= 4.46), while the highest-rated pull factor was the quality of service provided by food vendors (x̄= 4.34); the taste of the food received the lowest mean score (x̄= 4.19). The study proposes the PIER Model for developing gastronomy tourism in Mekong border destinations.

Marketing Factors in Accommodation Selection Among Retirement-Age Tourists: A Case Study of Chiang Khan Walking Street, Loei Province

Tawan Pomsuwan — 2026-08-31

This research examined the personal and marketing factors influencing accommodation selection among retirement-age tourists at Chiang Khan Walking Street, Loei Province. The sample comprised 420 tourists aged 60 years and over, with the sample size determined through purposive sampling. The research instrument was a questionnaire. Data were analyzed using descriptive statistics.

The findings revealed that most respondents were female (55.71%), aged 60–65 years (75.00%), married (52.38%), and held a bachelor's degree (61.67%). The majority had a monthly income of 15,000–25,000 baht (52.62%) and resided in the Northeastern region (80.00%). Regarding the marketing factors based on the services marketing mix (7Ps), all seven dimensions were rated at a high level overall. The dimension with the highest mean score was Place (x̄= 4.46), followed by Process (x̄= 4.44), Promotion and Physical Evidence (x̄= 4.43), People (x̄= 4.42), Product (x̄= 4.40), and Price (x̄= 4.38). Notably, these tourists prioritized convenience of access and value for money over low prices. These findings led to a theoretical contribution termed The 3C Decision Base: Convenience–Value–Care, which can
guide accommodation operators and relevant agencies in developing services and formulating marketing strategies aligned with this target group's needs.