Journal of Thai Hospitality and Tourism

A Development of Community–Based Tourism Enterprise in the Initial Stage of Community–Based Tourism: Ban Koh Raet, Donsak District, Surat Thani Province

Patida Morasilp, Witchuta Marchoo, Wirut Thongkeaw — Tue, 25 Feb 2025 00:00:00 +0700

This study employed a participatory action research (PAR) approach aiming (1) to analyze tourism stakeholders at Koh Raet community, Donsak District, Surat Thani Province, and (2) to develop a community–based tourism enterprise at the Koh Raet community, Donsak District, Surat Thani Province. The mechanism was based on engagement from 92 stakeholders, informants, and participants. The representative samples consisted of five community leaders and village committees, twenty–nine tourism service providers, forty–six local community residents, and twelve government representatives. The data collections were undertaken by in–depth interviews, focus group discussions, and brainstorming meetings. The research methods used three sets of semi-structured interviews and triangulation to enhance the credibility of the findings. Indexes were added to identify and summarize data and to write a descriptive data discussion. The results included two parts according to the objectives. It was shown that tourism stakeholders at the Koh Raet community were divided into two levels of local community stakeholders and provincial–national stakeholders. Moreover, the results highlighted the mechanism that engaged all stakeholders at both levels to successfully establish a community–based tourism enterprise.

The Development of Tourism Marketing Guidelines by Using Innovation as a Tool for Development: A Study Case for Huay Pong Village, Mae Win Sub–District, Mae Wang District, Chiang Mai Province

Kavinrath Attawongchayakorn, Kewalin Noosut, Yutthakarn Waiapha — Tue, 25 Feb 2025 00:00:00 +0700

This research is participatory action research using service innovation and the design thinking process as tools for the development of tourism marketing guidelines in Huay Pong Village, Mae Win Sub–District, Mae Wang District, Chiang Mai Province. The objectives were to study the context of Huay Pong village, and to develop tourism marketing by using service innovation as a tool. Data collection was done through an interview form and questionnaire from 18 representatives of community–based tourism groups using a specific sampling method; selected only those who participated in community–based tourism management in the area of community–based tourism sites in Huay Pong Village.

Results of the study revealed that the key elements of community–based tourism in Huay Pong village had three elements: 1) walking trails along the waterfront and walking trails along the mountains; 2) tourism resources in the village, including community forests and camping areas; and 3) Huay Pong community–based tourism group. The results of the marketing development based on the service innovation concept were as follows: 1) digital scope had created an online platform for the Huay Pong community–based tourism group on Facebook and social media; 2) design scope had created a logo for Huay Pong community–based tourism and offline media in the form of brochures; 3) service scope had linked QR codes with a reliable database to display resource information on natural walking trails and used the My Altitude application to explain the height above sea level of the area while tourists were trekking; 4) town scope or community scope had designed camping areas and natural walking trails such as walking trails along the waterfront (4 kilometers) and walking trails along the mountains (5 kilometers), each of which can carry a maximum of 300 tourists per time.

Tourism Logistics Factors Affecting Wellness Tourism in Phuket

Athita Supradit, Kamonchanok Suthiwartnarueput — Tue, 25 Feb 2025 00:00:00 +0700

The objectives of this research were to study tourism logistics factors affecting wellness tourists in Phuket province, to analyze and rank the importance and satisfaction levels of these tourists towards tourism logistics, and to propose recommendations for the development and improvement of health–focused tourism logistics management in Phuket. Data were collected via questionnaires and analyzed using the IPA technique. The samples were divided into three groups: 140 foreign health–oriented tourists, 18 health business operators, and 5 other related parties.

The results found that (1) most of the tourists were of working age, educated, self–employed, or employees of companies, with a fairly high to high income, mostly from Europe and America. (2) These tourists prioritized tourism logistics factors in every aspect, such as personnel, finance, services in health establishments, physical aspects, tourist locations, and information/news, respectively. (3) Tourists had the highest satisfaction level with tourism logistics in the financial, personnel, and tourist location aspects, respectively. (4) The necessary tourism logistics factors that needed urgent improvement were overall service in establishments and minor factors, such as travel connectivity and the public transportation system in Phuket province.

Marketing Strategy to Promote Experiential Tourism at Baan Rai Tawan Wan, Lam Thap District, Krabi Province

Supatra Khumhaeng — Tue, 25 Feb 2025 00:00:00 +0700

The objective of this research was to examine the marketing strategies to promote experiential tourism at the Baan Rai Tawan Wan destination. This research was a quantitative study that used the convenience sampling method to collect data from tourists who visited the destination. The experiential marketing factors, including tourist satisfaction, word of mouth, and repeating visits, were studied using descriptive statistics, frequency, percentage, mean, and standard deviation.

The result revealed that tourist satisfaction with experiential marketing (5 factors) has a total mean ( = 3.83, S.D. = 0.86). The mean score of tourist satisfaction was at a high level ( = 3.92, S.D. = 0.89), where the mean score of word of mouth was at a high level as well ( = 3.96, S.D. = 0.87). The results indicated further that the mean score of repeating visits was at a high level ( = 4.00, S.D. = 0.86). In addition, public relations to promote tourism activities were recommended in order to increase tourism awareness and educate tourism staff.

The Development of Agro–Experience Tourism (Pomelo) in Chaiyaphum Province

Supanat Supattarobon — Tue, 25 Feb 2025 00:00:00 +0700

This research aimed to investigate the current situation, analyze management, and propose guidelines for the development of agricultural tourism (pomelo) in Chaiyaphum province using mixed methods that included qualitative and quantitative research disciplines. The data collection was conducted using interviews and questionnaires with the population who were tourists and members of both the public and private sectors in Non Thong Sub-district, Kaset Somboon District, Chaiyaphum Province. The collected data was classified and analyzed using content analysis techniques.

It was observed that agricultural tourism (pomelo) in Chaiyaphum province was capable of attracting tourists’ attention via advertisement and public relations, creative activities, complementary services, tourism capability, tourism accessibility, tourism attitudes, accommodation, and facilities. Moreover, activities to enhance agricultural tourism management (pomelo) included creating added value, marketing promotion, and developing and managing agricultural tourist attractions. It was advisable that all agricultural tourist attractions in Chaiyaphum be continuously developed via collaboration from all related public sectors to foster tourism sustainability in the region.

The Model of Memorable Tourism Experiences, Place Attachment, Satisfaction, Destination Image and Revisit Intention

Boonpipop Phosing, Kaedsiri Jaroenwisan — Tue, 25 Feb 2025 00:00:00 +0700

This study aims to develop theoretical assumptions and construct a causal structural relationship model incorporating memorable tourism experiences, place attachment, satisfaction, destination image, and revisit intention. It employs a qualitative research approach using documentary research based on secondary data sources. Documents were selected through purposive sampling to ensure relevance and representativeness. The selection criteria included alignment with the research title, objectives, relevant literature, study findings, and the credibility of publishing agencies. Data were sourced from academic databases such as Emerald Insight, ScienceDirect, Scopus, SpringerLink, and Google Scholar, comprising 47 articles published between 2003 to 2023. Content analysis was conducted to assess the consistency of theoretical concepts and to develop theoretical assumptions for constructing the causal structural relationship model.

The research findings indicate that 13 theoretical assumptions can be developed, comprising 8 direct and 5 indirect relationships. This study contributes new knowledge to the field of memorable tourism experiences. Additionally, it is valuable for researchers interested in further studies and provides tourism business operators with guidelines for service development to better meet tourists' needs.

Cultural Capital and Souvenir Product Development for Tourism Promotion in Long District, Phrae Province

Chananchida Yukturat, Rattana Panriansaen, Chuangchot Phanthuwet — Tue, 25 Feb 2025 00:00:00 +0700

This research aimed to 1) study spatial data and collect data on cultural capital, arts and culture, and raw materials, as well as the craftsmen and craftsmanship in Long District, Phrae Province; 2) develop souvenir products for tourism promotion in Long District, Phrae Province, and assess the suitability of the concept and principle of souvenir product prototype development; and 3) assess the satisfaction with souvenir product prototypes for tourism promotion in Long District, Phrae Province. The three phases of the action plan were as follows. Phase 1 consisted of spatial data collection in Long District, Phrae Province by 16 key informants using nonprobability sampling, purposive sampling, snowball sampling, and secondary data sets. Phase 2 involved development, design, prototyping, and prototype evaluation by five experts in design. Finally, Phase 3 incorporated a prototype satisfaction appraisal by using a sample size from Yamane's (1973) random sampling table, which was equal to 100 people ±10% error (E) when using a simple random sampling technique with a sample of males and females aged 22 years and over in Long District, Phrae Province. The research findings indicated that the sample was satisfied with the prototype overall, rating it as “very good” ( = 4.97, S.D. = 0.04) in the following areas: psychology and aesthetics, arts and culture, usability, shop location and distribution service management, and opinions on the development of souvenir products for tourism promotion in Long District, Phrae Province.

The Community–Based Tourism Management Effect on Tourists’ Perceptions and Expectations

Thawit Somrak — Tue, 25 Feb 2025 00:00:00 +0700

This study investigated tourists’ behaviour, perceptions, and expectations of community–based tourism management. Online questionnaires were used to collect data from a random sample of 280 respondents who had experience with community–based tourism in all regions of Thailand. Descriptive statistics were used to analyse percentages, means, and standard deviations.

The research results showed that tourists’ perceptions (products, pricing, destination management, marketing, and service process) and expectations (service standard, essential service quality, and reliability) are high and play an important role in destination choice. The tourists’ behaviours were to immerse themselves in nature, local cuisine, tourist attractions, and cultural traditions in the central and northern regions 2–3 times per year and for 2–3 days per trip, followed by trips to their destinations in the east and northeast. The information they receive through social media continues to be an essential source. They tended to travel with friends or colleagues rather than family and relatives. Hotels and resorts near the community remain high on their priority list, related to their lodging reservation channels such as OTA. The most notable finding is that tourists’ views on community–based tourism are that tourism development can create attraction and trust among tourists and that training in public and private institutions is needed to achieve these goals.