STRATEGIES FOR PROMOTING CREATIVE TOURISM ACCORDING TO THE PROVINCIAL TOURISM DEVELOPMENT PLAN PHITSANULOK CASE STUDY OF BAN MUNG NOEN MAPRANG DISTRICT PHITSANULOK PROVINCE

Abstract

This research aimed to: 1) Examine the level of creative tourism promotion in accordance with the Phitsanulok Provincial Tourism Development Plan; 2) Investigate the factors influencing strategies for promoting creative tourism under the provincial tourism development plan; and 3) Propose strategic guidelines for promoting creative tourism in Phitsanulok province. A mixed-methods approach was employed. The quantitative component involved administering questionnaires to a sample of 378 residents of Ban Mung sub-district, draw from a population of 6,857 people. Data were analyzed using mean, standard deviation, and multiple linear regression analysis. The qualitative component involved in-depth interviews with 35 key informants selected through purposive sampling. The results revealed that: 1) The overall level of creative tourism promotion in accordance with the provincial tourism development plan was at a moderate level ( = 3.05); 2) Five variables significantly influenced strategies for promoting creative tourism at the .05 level, ranked from highest to lowest: public utilities, the community’s peaceful way of life, economic-social-political conditions, climate chang, and the area’s reputation and recognition; and 3) Four strategic guidelines were proposed to enhance creative community-based tourism: promoting participatory community management, developing effective creative tourism activities, enhancing public relations through digital technology, and improving infrastructure and facilities to support sustainable creative tourism.