RATCHABURI PROVINCE AS CREATIVE TOURISM CITY: BEHAVIOR AND IMAGE IN THE PERCEPTION OF THAI TOURISTS

Abstract

This quantitative research article aimed to 1) Study Thai tourists’ behavior in Ratchaburi province as a creative tourism city; 2) Study Ratchaburi image perception levels; and 3) suggest possible guidelines for Ratchaburi development towards a creative tourism city. 519 Thai tourists responded questionnaires. Descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (enter multiple regression analysis) were employed for data analysis. A synthesics for Ratchaburi development towards a creative tourism city was finally made. The results revealed that the majority of the Thai tourists were working class, aged 21 - 40 years. Online media was a popular instrument for planning and making a visit. They usually commuted with their friends and families by personal cars during vacation, together with participation in many kinds of creative tourism activities related to Ratchaburi cultural capital. Most of the tourists already visited Ratchaburi as it did not take long time from Bangkok metropolitan. They felt satisfied; wished to return; and recommended others to visit. In overview, the Thai tourists perceived Ratchaburi image as a creative tourism city at agree level. The tourists perceived most regarded quality placemaking or public space for active learning; sharing; and creativity. It corresponded to positive relation of tourists’ feeling after their visits at the top priority, followed by the anticipation before visiting Ratchaburi. As a result, developing Ratchaburi province for a creative tourism city needs more city branding perception; creative tourism experience design; and development of quality public spaces for tourism.