Factors Affecting the Promotion of Health Tourism: A Case Study of Mae Thom Subdistrict, Bang Klam District, Songkhla Province

Abstract

This research aims to study the factors that lead to the creation of creative tourism routes based on cultural identity. The case study focuses on Ban Khao community in Ranot District, Songkhla Province, to prepare for developing creative tourism routes using the community's cultural identity. The study employs quantitative research methods, with questionnaires as the research tool. The sample group consists of the population in Ban Khao community, comprising six villages: Ban Hua Pa, Ban Long Lom - Sathong, Ban Khao, Ban Kuwa, Kuwa Tok, and Hua Pa Tok, totaling 325 people. The sample size was calculated using the Taro Yamane formula. The data analysis used descriptive statistics, including mean and standard deviation. The results show that the factors leading to the creation of creative tourism routes in Ban Khao community, with the highest mean, are related to tourist reception services (x̄ = 3.89), followed by accessibility to tourist attractions (x̄ = 3.88), and tourism activities (x̄ = 3.87). Therefore, Ban Khao community is ready to develop creative tourism routes using its cultural identity, with potential for effective implementation, particularly in terms of community services, which are the most prepared, followed by facilities, tourist areas, and activities, all of which are at a high level. This indicates that the community can accommodate tourists in terms of facilities, services, and creating valuable experiences for tourists.

Keywords: (Creative Tourism, Creative Tourism Routes, Cultural Identity)