Promotion strategies for Chinese tourists to choose tourist destinations based on the city’s cultural image: Case study of Phuket

บทคัดย่อ

Culture and tourism have always been inextricably linked. Cultural tourism is not merely the simple combination of cultural elements and tourism activities; it is a deep-level integration practice that not only relates to the activation and dissemination of local cultural resources but also reflects the increasingly diverse spiritual needs of contemporary tourists. This research aims to study how Phuket can achieve the two-way integration of cultural value and tourism value, become an important destination for Chinese tourists to choose cultural tourism cities. Additionally, this research studies the deep development of Phuket’s tourism industry through the promotion of Cultural industries. This study employed both qualitative and quantitative research methods. It collected data through in-depth interviews with two groups of selected information providers, namely government cultural tourism officials and managers of tourist attractions in Phuket, as well as by distributing 200 questionnaires to Chinese tourists who traveling to Phuket. Phuket has made notable progress in integrating cultural value with tourism value, successfully attracting Chinese tourists through government initiatives such as visa facilitation and social media marketing, as well as cultural attractions offering tailored experiences like festival-based activities and Chinese-language services. cultural activities significantly enhance Phuket’s attractiveness and tourist satisfaction, but sustained improvement in service quality, cultural authenticity, and market regulation is essential for the deeper integration of cultural industries and tourism development.