Development of Creative Coffee Tourism Activity in Khao Kho District, Phetchabun Province
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Abstract
Creative tourism is a tool that has been used to transform and further develop the existing traditional tourism based on local tourism resources while practicing creative tourism activities. This research aimed to study potentials of creative coffee tourism and develop related activities in Khao Kho District, Phetchabun Province. This is a mixed method research which consisted of; firstly, qualitative method that studies data obtained from 15 stakeholders who are in charge of tourism in Phetchabun province. These data were collected by semi-structured interview questions and were later analyzed using content analysis. For quantitative method, a questionnaire was administered to 35 tourists who were in the experiment group. The quantitative data were analyzed by using descriptive statistics including mean, and standard deviation and then were reported according to the research’s objectives through descriptive presentation. Results showed that the potential for creative coffee tourism has its strengths as follows. First, it can be a perfect tourist attraction with coffee planting resources, processing and integrated cafes. It also has the potential to have and serve tourists who are interested in coffee beverage in the future. However, its limitations were found in terms of coffee quality and being overlooked on the development value of coffee tourism activities. Among these is “From trees to taste: Khoakho’s Aribica” program which incorporates 3S principles: agricultural-based activities, coffee learning room activity model, and a special event model for tourists who have passions for coffee. All of which are developed and based on available local resources. Tourists express high level of satisfaction (=4.16) in the factors of service quality, tourist attraction and activities, and engagement in coffee creative tourism. This creative coffee tourism activities can be used as guidelines for creating coffee tourism in other areas of Thailand and also connect the 4 hills (Phu) of a creative coffee tourism program in Phetchabun province so that it might be encouraged to be a famous tourist attraction for creative coffee in the future.
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