PROMOTING THE POTENTIAL OF CREATIVE TOURISM IN CHANTHABURI PROVINCE

Abstract

This research aimed to 1) Study the policy of promoting creative tourism in Chanthaburi Province within the Chanthaburi Provincial Development Plan for 2023 - 2027, and 2) Study the potential for creative tourism in Chanthaburi Province. A qualitative research methodology was used by analyzing the content of tourism promotion policies in the Chanthaburi Provincial Development Plan as a unit of analysis, and conducting in-depth interviews with executives from government agencies, the private sector, academics, local administrative organizations responsible for promoting creative tourism, and creative tourism operators across all 10 districts, totaling 31 people. The findings revealed that: 1) Policies of promoting creative tourism served as a key mechanism for driving the development of creative tourism at the local level, emphasizing natural tourism resources, arts, culture, and ways of life, which were the strengths and prominent features of Chanthaburi Province. This aimed to enhance the quality of both primary and secondary tourist destinations, focusing on value, identity, sustainability, and suitability for tourists of all ages, to develop Chanthaburi Province into a high-value creative tourism city, and 2) Chanthaburi Province had potential in two aspects of creative tourism; 2.1) Potential in tourism-supporting areas. The creative tourism sites in each community in Chanthaburi Province were extensive, capable of accommodating large numbers of tourists, and equipped with comprehensive public utilities. There are numerous and diverse accommodations with high-security systems, enabling tourists to spend more time exploring the area. and 2.2) Attraction Potential: Chanthaburi Province has a large number of resources for creative tourism, including natural resources, historical sites, antiques, art and culture, traditions, and lifestyle-related activities that cater to the diverse needs of creative tourism for travellers.