DEVELOPING CREATIVE TOURISM STRATEGIES FOR SUSTAINABLE LIVABLE CITY MANAGEMENT IN PHITSANULOK PROVINCE

Abstract

This research aimed to: 1) Examine the potential for developing creative tourism in Phitsanulok Province; 2) Investigate the problems and obstacles in the development of creative tourism in Phitsanulok Province; and 3) Formulate strategies for promoting creative tourism in Phitsanulok Province. The study employed a mixed-methods research design. The quantitative sample consisted of 400 residents living in major tourist areas across four districts. Data were collected using a questionnaire and analyzed by means of percentage, mean, and standard deviation. The qualitative component involved in-depth interviews with 15 key informants, and the data were analyzed using thematic analysis. The findings revealed that: 1) Regarding the potential for developing creative tourism in Phitsanulok Province, the aspect with the highest mean score was the historical dimension ( = 3.67, S.D. = 1.12), with the highest-rated item being the existence of historical events that could be narrated to attract tourists; 2) Regarding the problems and obstacles in developing creative tourism in Phitsanulok Province, the aspect with the highest mean score was human resources and knowledge ( = 3.67, S.D. = 0.97), with the highest-rated issue being the limited access to new knowledge and innovations in creative tourism; and 3) Regarding the formulation of strategies for promoting creative tourism in Phitsanulok Province, based on SWOT analysis and the TOWS Matrix, the findings indicated that creating a distinctive tourism identity, designing meaningful tourism experiences, developing management systems and strengthening personnel capacity, integrating local culture with modern management approaches, and appropriately applying digital technology would help elevate Phitsanulok Province into a creative tourism city with competitive potential and sustainable growth.