APPROACHES TO THE PROMOTION OF CREATIVE TOURISM IN BANDON BAY : SURAT THANI PROVINCE

Abstract

This study aims to examine tourists’ behavior, motivation, and marketing mix factors, as well as to identify guidelines for promoting creative tourism in Ban Don Bay, Surat Thani Province. The research employed a quantitative approach, using a questionnaire to collect data from 400 Thai tourists. A quota sampling method was applied by proportionally selecting respondents from eight sites: Phum Riang Village, Laem Pho Beach, Koh Sed, Suan Mokkhaphalaram, the Chaiya salted egg community enterprise group, Leelet Community, Bang Bai Mai Community, Sin Mana Farmstay, and Pak Nam Kradae Community-based Tourism. Each site contributed 50 respondents. Subsequently, accidental sampling was used to select participants. Data were analyzed using statistical software, and inferential statistics, including t-test and F-test, were employed to test the research hypotheses.

The findings revealed that most tourists had visited the area more than twice and typically traveled with family members, relatives, or partners. They tended to plan their trips independently, did not stay overnight, and had travel expenses ranging from 2,001 to 5,000 baht. Tourists showed strong interest in local culture and ways of life, as well as in the diversity of attractions and activities. Their primary motivation for visiting was the attractiveness of the destinations, particularly Koh Sed, Leelet Community, Bang Bai Mai Community, Sin Mana Farmstay, and Pak Nam Kradae Community. They actively participated in creative activities such as local cooking, learning Muay Chaiya, canal cruising to observe local lifestyles, handicraft making, and eco-tourism.

Regarding the marketing mix, tourists placed the highest importance on physical evidence, especially basic facilities, safe tourism routes, and clear signage. Key recommendations for promoting tourism include diversifying activities, enhancing community training, improving infrastructure and public transportation, developing online platforms, integrating innovation and technology, ensuring service safety standards, securing funding, and creating tourism programs that connect routes with competing destinations to achieve mutual benefits.