GUIDELINES FOR PROMOTING AND DEVELOPING THE POTENTIAL OF CREATIVE TOURISM IN CHANTHABURI PROVINCE

Abstract

   This research aimed to study the guidelines for promoting creative tourism potential in Chanthaburi Province. The researcher used a mixed-method research methodology between qualitative research and quantitative research. The qualitative research consisted of in-depth interviews with 31 government officials, private sector, academics, community leaders, and local entrepreneurs. Content analysis included the Third National Tourism Plan 2023-2027, the Tourism Development Zone Action Plan and Map of Tourist Cities (Zoning), the Eastern Seaboard Tourism Development Zone (Active Beach) 2021-2025, the Chanthaburi Provincial Development Plan 2023-2027, and quantitative research. Data were collected from 400 Thai tourists visiting Chanthaburi Province.

   The results revealed that Chanthaburi has six approaches to promoting creative tourism potential: 1) Creative tourism resource conservation; 2) Creative tourism personnel development; 3) Creative tourism marketing communication and promotion; 4) Creative tourism participation promotion; 5) Creative tourism infrastructure, facilities, and safety development; and 6) Creative tourism activity development. The findings of this research can be applied as operational guidelines for promoting and developing the potential of creative tourism in Chanthaburi Province for government agencies, the private sector, communities, and entrepreneurs involved in sustainable creative tourism development in Chanthaburi Province.