Developing and upgrading creative tourism by creating value through tourism activities in Phuket province

Russarin Pattanameteewit () and Monsirada Thongkerd ()

Edelweiss Applied Science and Technology, 2025, vol. 9, issue 9, 1924-1939

Abstract: This study explores and advances creative community-based tourism in Phuket, Thailand, using a mixed-methods design. Quantitative data were collected from 385 tourists (sample size via W.G. Cochran’s formula, 95% confidence) using structured questionnaires and analyzed with descriptive statistics and multiple regression. Qualitative insights from in-depth interviews with 17 tourism entrepreneurs and officials were examined through content analysis to contextualize and validate the survey results. Tourists assessed creative tourism across three value dimensions: functional (practical benefits and service utility), social (cultural exchange and interaction), and emotional (enjoyment and meaningful engagement). Local communities deliver experiences in cultural heritage, arts and crafts, everyday lifestyles, media-related activities, and personalized offerings. Key drivers of enhanced experiences include community participation (R² = .553), destination uniqueness and identity (R² = .612), balance of tourist satisfaction and host benefits (R² = .631), sustainability (R² = .334), and the quality of tourist–host relationships (R² = .386). Practical guidelines emphasize safeguarding local identity, deepening community participation, strengthening marketing communication, and promoting long-term cultural and environmental stewardship. The findings offer actionable strategies for policymakers and community leaders to co-create resilient, inclusive models positioning Phuket as a leading creative tourism destination.

Keywords: Community-based tourism activities; Creative tourism; Phuket Province. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ajp:edwast:v:9:y:2025:i:9:p:1924-1939:id:10255

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