THE DEVELOPMENT OF A CREATIVE BOAT TOURISM ROUTE ALONG THE THONBURI CANNALS IN BANGKOK FOR INTERNATIONAL TOURISTS

Abstract

     The objectives of this research were to: 1) investigate the tourism behavior of international tourists; 2) examine the marketing mix; 3) analyze the effects of demographic characteristics on perceptions of the marketing mix; and 4) develop a creative boat tourism route along the Thonburi canals in Bangkok for international tourists. An explanatory sequential mixed-methods design was employed, consisting of two phases. The quantitative phase collected data from 400 international tourists using a questionnaire. The data were analyzed using descriptive statistics, independent-samples t-test, and one-way ANOVA. The quantitative findings were then used to identify key issues for field surveys, site observations, and tourism potential assessments, which were integrated to develop the proposed tourism route.

     The findings revealed that most international tourists traveled with their families to visit historical sites, religious attractions, and the canal-side way of life. They showed interest in religious activities, community markets, boat tours, local cuisine, and learning activities with local communities with local communities. Regarding the marketing mix, Tourists placed the greatest importance on product, followed by price, place, and promotion. Demographic characteristics, including gender, age, educational level, and region of origin, significantly influenced tourists' perceptions of certain marketing mix dimensions. The integration of quantitative and qualitative findings resulted in the development of a a short-duration creative boat tourism itinerary connecting 14 tourist attractions. The destinations were selected based on pier safety, tourism potential, and creative activities, thereby enhancing the creative tourism value of the Thonburi canals.