DEVELOPING PROTOTYPE BORDER TOURISM ROUTES THROUGH A CREATIVE ECONOMY: A CASE STUDY OF SIRINDHORN DISTRICT, UBON RATCHATHANI PROVINCE

Abstract

This research aims to: 1. develop a prototype cross-border tourism route through the lens of the creative economy framework, with a focus on Sirindhorn District, Ubon Ratchathani Province, Thailand, including an assessment of the potential of cross-border tourism components; 2. examine the factors influencing tourism route management; and 3. propose prototype tourism route models. The study applies the creative economy concept as a foundation for designing innovative and sustainable tourism routes in the border area. A mixed-methods approach was employed. Quantitative data were collected from 400 tourists, selected through stratified random sampling from a population of 2,051,034 visitors to Ubon Ratchathani Province in 2020. Qualitative data were gathered from 30 purposively selected stakeholders, including government officials, private sector operators, community leaders, and pilot tourists, using surveys, interviews, focus groups, and field observations.

The findings, supported by statistical and structural equation modeling (SEM) analysis, indicate a well-fitting model (Chi-square/df = 1.5461, CFI = 0.915), confirming the reliability of the results. Key factors influencing tourist satisfaction include destination attractiveness, accessibility, available amenities, and engaging activities. The proposed prototype routes consist of three models: nature-based, cultural-based, and integrated routes. These routes combine local cultural heritage with natural beauty to create memorable experiences while promoting sustainable tourism development. The study underscores the importance of strategic planning, community engagement, and well-designed infrastructure in enhancing visitor experiences and driving socio-economic growth in border areas such as Sirindhorn District.