Tourist Behavior and Experiential Activities in Cultural Urban Tourism At The First Walking Street of Songkhla Old Town

Abstract

The objectives of this research were: (1) to study the travel behavior of Thai tourists visiting Songkhla Tae Raek Walking Street, Songkhla Province; (2) to assess the level of demand for tourism activities among Thai tourists visiting Songkhla Tae Raek Walking Street; and (3) to propose guidelines for developing tourism activities that meet the needs of Thai tourists at Songkhla Tae Raek Walking Street. This study employed a quantitative research approach. The sample group consisted of 301 Thai tourists who visited Songkhla Tae Raek Walking Street, selected using convenience sampling.

          The research findings revealed that most Thai tourists visiting Songkhla
Tae Raek Walking Street were female, aged 21–30 years, students, and held
a bachelor’s degree. Their main purpose for visiting was to buy food and beverages, traveling mainly with friends, and they obtained information about the destination from acquaintances. Based on the assessment of tourist demand according to the
6A components of tourism, the service aspect received the highest level
of satisfaction, followed by attractions and accommodation. However, some limitations were found in facilities and activities, particularly regarding restroom availability and event spaces. Tourists suggested increasing the variety of participatory activities, such as live music performances, cultural shows, traditional games, and creative activities, to enhance the tourism experience and encourage repeat visits in the future.