The Characteristics of Creative Tourism Expected by Tourists of Creative Destinations in Thailand

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Published: Sep 9, 2021
Keywords:
Creative Tourism Characteristics of Creative Tourism Expectation of Creative Tourists

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Jakawan Wongmanee
Graduate school of Tourism Management, National Institute of Development Administration
Rugphong Wongsaroj
1Graduate school of Tourism Management, National Institute of Development Administration

Abstract

The research article aimed at developing the components, values, and characteristics of creative tourism expected by tourists of creative destinations. The study applied a quantitative research method by collecting data from 400 tourists who travelled in Thailand’s world-class creative cities: Phuket, Chiang Mai, Bangkok, and Sukhothai. The sample was acquired by way of quota sampling and accidental sampling. The obtained data were analyzed by using percentage, mean, standard deviation (S.D.), and frequency in order to screen for creative tourists only. As a result, the tourists who responded to a questionnaire had a medium-to-high level of desire for creative experience (100%), implying that all tourists were creative tourists. The exploration factor analysis (EFA) on 17 variables was used to analyze data on expectations, values, and characteristics of creative tourism from the perspectives of creative tourists in Thailand. The KMO value was found at 0.910 and the Bartlett's Test of Sphericity yielded a statistically significant correlation of 0.00. From the study, it is found that the characteristics of creative tourism expected by creative tourists can be classified into 4 components: the first component on creative space and environment (eigen value = 7.330); the second component on creative participation (eigen value = 1.443); the third component on creative fascination, rareness, and novelty (eigen value = 1.180); and the fourth component on creative on functional values (eigen value = 1.037).

Article Details

How to Cite
Wongmanee, J., & Wongsaroj, R. (2021). The Characteristics of Creative Tourism Expected by Tourists of Creative Destinations in Thailand. Journal of MCU Peace Studies, 9(6), 2665–2678. retrieved from https://so03.tci-thaijo.org/index.php/journal-peace/article/view/252044
Issue
Vol. 9 No. 6 (2021): September - October
Section
Research Articles

Views and opinions expressed in the articles published by The Journal of MCU Peace Studies, are of responsibility by such authors but not the editors and do not necessarily reflect those of the editors.

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