Guidelines for Promoting Creative Tourism in Thale Noi Sub-district, Khuan Khanun District, Phatthalung Province

Abstract

The objectives of this research were: 1) to study demographic characteristics, behaviors, and levels of opinion toward the marketing mix and creative tourism activities of tourists in Thale Noi Sub-district, Khuan Khanun District, Phatthalung Province; 2) to compare behaviors, marketing mix, and creative tourism activities classified by demographic characteristics; 3) to analyze the relationship between demographic characteristics and creative tourism behaviors. Primary data were collected via questionnaires from a sample of 400 tourists and analyzed using t-test, ANOVA, and Chi-square statistics. The results indicated that the majority of tourists were females in the retirement age group of 41 years and older, with an average income between 15,000–30,000 Baht. They typically traveled by private cars on holidays for leisure purposes and received information through word-of-mouth. The primary activity was boat touring, and 90.75% of respondents expressed their intention to revisit. Regarding the marketing mix, tourists prioritized Process the highest 4.20 with the suggestion on Place (distribution channels) and Promotion as an urgent development. The most unique and popular creative activity was Krajood Weaving.

Gender, age, and education level significantly influenced tourism behavior and opinions on activities at a statistical significance level of 0.05. Consequently, the researcher proposes four key strategies, i.e., 1) enhancing hands-on experience activities, 2) communicating through digital storytelling, 3) expanding online channels, and 4) upgrading billboards to international standards.