Cultural Factors Effecting Thai-Way Tourism of Koh Samui, Surat Thani Province

Abstract

This study aimed to examine cultural factors affecting Thai-way tourism in views of international tourists visiting Koh Samui and Thai tourism industry entrepreneurs at Koh Samui, Surat Thani. Findings from the study were intended  to design Thai-way activities and services for Koh Samui tourism. Data were collected by using a questionnaire for 400 international tourists and an in-depth interview of 10 tourism entrepreneurs. It was found that cultural factors affecting Thai-way tourism included architectural and interior style, dressing, ways of living, Thai activities, Thai services, Thai tradition, and Thai cuisine and dessert. These factors could be applied to design Thai-way activities and services that could bring happiness to Thai and international tourists.