Creative Tourism Identity and Image of Nonthaburi, Pathum Thani and Ayutthaya, Which Is Linked to the Bangkok Area
Article Sidebar
Main Article Content
Abstract
The purposes of this research were to (1) explore and identify the creative tourism identities of Nonthaburi, Pathum Thani, and Ayutthaya Provinces linked to Bangkok area; (2) study Thai and foreign tourists’ perception behavior and their perception of creative tourism images; and (3) propose the directions of creative tourism image development.
The results revealed that (1) the identity of the 3 - province cluster included water - based cities with the bond of rivers, traditional but contemporary ways of life, multicultural communities, a national culture prototype, and an abundance of local food for city people. (2) Both Thai and foreign tourists’ perception behavior was similar. In terms of Thai and foreign tourists’ perception through media and actual trips, only 9 attributes were not different from those through actual trips. The particular perception analysis of image through actual trips revealed that Thai tourists’ perception, which were not different from those of foreign tourists, covered 13 attributes. (3) Creative tourism image development should focus on conveying information both on and post journeys to cause favorable significant memories, encouraging tourists to generate content, and integrating spatial marketing with the theme “The River - based Diversity”. The participation of tourism stakeholders is a key success factor in the development of creative tourism image, especially for the post - COVID - 19 tourism, which is still an important development policy for creative tourism.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
There is no charge for paper processing and publication. Once the paper is under peer-review process, however, if the paper is withdrawn for any reason the author will be responsible for the expense of 3,000 Baht occurred in the review process.
References
Backman, S. J. & Crompton, J. L. (1991). The usefulness of selected variables for predicting activity loyalty. Leisure Sciences, 13(3), 205 - 220. https://doi.org/10.1080/01490409109513138.
Baloglu, S. & McCleary, K. W. (1999). U.S. International Pleasure Travelers’ images of four Mediterranean destinations: A comparison of visitors and nonvisitors. Journal of Travel Research, 38(2), 144 - 152. https://doi.org/10.1177/004728759903800207.
Bigné, J. E., Sánchez, M. I. & Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behavior: Inter - relationship. Tourism Management, 22(6), 607 - 616. https://doi.org/10.1016/s0261-5177(01)00035-8.
Cabeça, S. M. (2022). Post - Pandemic Tourism: Opportunities for Creative Tourism. People: International Journal of Social Sciences, 8(3), 86 - 106.
Chanchaochai, D. (2002). ภาพลักษณ์ VS การสร้างตราสินค้า [Image VS Branding]. Retrived January 31, 2024, from http://www.businessthai.co.th/content.php?data=404723_Opinion.
Chen, C. - F. & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115 - 1122. https://doi.org/10.1016/j.tourman.2006.07.007.
Chumpradit, K. & Khunsri, J. (2006). อัตลักษณ์และภาพลักษณ์ของจังหวัดเชียงราย [Identity and image of Chiang Rai Province]. Bangkok: Thailand Research Fund.
Cronin, J. J., Brady, M. K. & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193 - 218. https://doi.org/10.1016/s0022-4359(00)00028-2.
Dachum, P. (2013). การพัฒนาการท่องเที่ยวเชิงสร้างสรรค์: กรอบแนวคิดสู่แนวทางปฏิบัติสำหรับประเทศไทย [Creative Tourism Development: from Concepts to Practice for Thailand]. Silpakorn University Journal, 33(2), 329 - 364.
Dorson, R. M. (1982). Folklore and folklife: An introduction. Chicago: University of Chicago Press.
Duxbury, N., Albino, S. & Carvalho, C. P. (2021). Creative tourism: Activating cultural resources and engaging creative travellers. Wallingford: CAB International.
Echtner, C. M., & Ritchie, J. R. B. (1993). The measurement of Destination Image: An Empirical Assessment. Journal of Travel Research, 31(4), 3 - 13. https://doi.org/10.1177/004728759 303100402.
Gartner, W. C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2 - 3), 191 - 216. https://doi.org/10.1300/j073v02n02_12.
Goffman, E. (1959). The presentation of self in everyday life. London: Penguin Books.
Gunn, C. A. (1988). Vacationscape: Design in Tourist Regions (2nd ed). New York: Van Nostrand.
Huang, R. Y., Chang, W. J. & Chang, C. Y. (2021). Destination image analysis and its strategic implications: A literature review from 1990 to 2019. Int. J. Tour. Hosp. Rev, 8, 30 - 50.
Intarakamnerd, P. (2010). การท่องเที่ยวเชิงสร้างสรรค์ [Creative Tourism]. In Intarakamnerd, P. (1sted.), ระบบนวัตกรรมรายสาขาเพื่อพัฒนาระบบเศรษฐกิจฐานความรู้และเชิงสร้างสรรค์: กรณีศึกษาอุตสาหกรรมท่องเที่ยวเชิงสร้างสรรค์ [Sectoral innovation system for developing a knowledge - based and creative economic system: A case study of the creative tourism industry]. Bangkok: Office of the Education Council.
Jackson, M. (2000). Predicting Australian mass tourism flow using Hofstede s cultural model. In: EwenM. (Ed.). CAUTHE 2000: Peak Performance in Tourism and Hospitality Research; Proceedings of the Tenth Australian Tourism and Hospitality Research Conference. Bundoora: School of Tourism and Hospitality, La Trobe University.
Jaruworn, P. (2016). คติชนกับการท่องเที่ยว: หมู่บ้านวัฒนธรรมหนองขาวจังหวัดกาญจนบุรี [Folklore and tourism: Nong Khao Cultural Village, Kanchanaburi Province]. Bangkok: Faculty of Arts, Chulalongkorn University.
Jefkins, F. W. (1993). Planned press and public relations. Glasgow: Blackie Academic & Professional.
Jenkins, O. H. (1999). Understanding and measuring tourist destination images. International Journal of Tourism Research, 1(1), 1 - 15. https://doi.org/10.1002/(sici)1522-1970(199901/02)1:1<1::aid-jtr143>3.3.co;2-c.
Jin, N., Lee, H. & Lee, S. (2013). Event quality, perceived value, destination image, and behavioral intention of sports events: The case of the IAAF World Championship, Daegu, 2011. Asia Pacific Journal of Tourism Research, 18(8), 849 - 864. https://doi.org/10.1080/10941665.2012.711336.
Kasetsart University. (2015). แนวทางการพัฒนาศักยภาพธุรกิจท่องเที่ยวในกลุ่มจังหวัดภาคกลางตอนบน 1 เพื่อรองรับการเข้าสู่ประชาคมอาเซียน [Guidelines for tourism business potential development in the 1st upper central provinces to enhance the ASEAN Community]. Bangkok: Ministry of Interior.
Lee - Taylor, J., & Redeker, K. R. (2005). Reevaluation of global emissions from rice paddies of methyl iodide and other species. Geophysical Research Letters, 32(15). https://doi.org/10.102 9/2005gl022918.
Liubarets, V., Zinkova, I., Zemlina, Y., Voroshylova, G. & Tymeychuk, A. M. (2021). COVID - 19: Challenges for creative tourism. Linguistics and Culture Review, 5(S4), 1585 - 1599.
Mansfeld, Y. (1992). From motivation to actual travel. Annals of Tourism Research, 19(3), 399 - 419. https://doi.org/10.1016/0160-7383(92)90127-b.
Nathalang, S. (2016). “คติชนสร้างสรรค์”: บทสังเคราะห์และทฤษฎี [Creative Folklore: Synthetics and theories]. Bangkok: Princess Maha Chakri Sirindhorn Anthropology Centre.
National Tourism Policy Comitee. (2022). แผนพัฒนาการท่องเที่ยวแห่งชาติ ฉบับที่ 3 (พ.ศ. 2566 - 2570) [National Tourism Development Plan No.3 (2023 - 2027)]. Bangkok: Office of the Permanent Secretary, Ministry of Tourism and Sports.
Ng, S.I., Lee, J.A. & Soutar, G.N. (2007). Tourists’ intention to visit a country: The impact of cultural distance. Tourism Management, 28(6), 1497 - 1506. https://doi.org/10.1016/j.tourman.2006.11.005118.
Ng, S.I., Lee, J.A. & Soutar, G.N. (2009). The influence of cultural similarity and individual factors on visitation. TEAM Journal of Hospitality & Tourism, 6(1), 68 - 81. https://doi.org/10.4172/2167-0269.1000233.
Ngamsirijit, W. (2014). โครงการการพัฒนาระบบอุปทานการท่องเที่ยวเชิงสร้างสรรค์ในเขตพื้นที่ท่องเที่ยวกรุงเทพมหานคร [The development of supply network for creative tourism in Bangkok metropolitan area]. Bangkok: Thailand Research Fund.
Nuanla - ong, T. (2004). แนวทางการพัฒนาการท่องเที่ยวเชิงศิลปวัฒธรรม จังหวัดปทุมธานี [Development guidelines on art and cultural tourism Pathum Thani Province]. (Master’s thesis, Chulalongkorn University).
Office of The Royal Society. (2003). พจนานุกรมฉบับราชบัณฑิตยสถาน พ.ศ. 2542 [Royal Society Dictionary 1999]. Bangkok: Nanmeebooks Publications.
Petrick, J. F., Morais, D. D. & Norman, W. C. (2001). An examination of the determinants of entertainment vacationers’ intentions to revisit. Journal of Travel Research, 40(1), 41 - 48. https://doi.org/10.1177/004728750104000106.
Phelps, A. (1986). Holiday destination image the problem of assessment. Tourism Management, 7(3), 168 - 180. https://doi.org/10.1016/0261-5177(86)90003-8.
Pinkaew, K. (2014). แผนงานการพัฒนานโยบายการท่องเที่ยวเชิงวัฒนธรรมสำหรับจังหวัดพระนครศรีอยุธยา ปทุมธานีและนนทบุรี [The development of cultural tourism policy for Phra Nakhon Si Ayutthaya, Pathum Thani and Nonthaburi Province]. Bangkok: Thailand Research Fund.
Richards, G. & Raymond, C. (2000). Creative Tourism. ATLAS News, 23, 16 - 20.
Richards, G. (2000). World culture and heritage and tourism. Tourism Recreation Research, 25, 9 - 18.
Richards, G. & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture?. Tourism Management, 27(6), 1209 - 1223. https://doi.org/10.1016/j.tourman.2005.06.002.
Thepkaew, K. (2014). เรื่องสื่อสาร - การท่องเที่ยว [Communication - Tourism]. Bangkok: Parbpim.
Thongdee, N. & Phuacharoen, P. (2011). การศึกษาอัตลักษณ์และคุณค่าของมรดกทางวัฒนธรรมเพลงโคราชสู่กิจกรรมการท่องเที่ยวเชิงสร้างสรรค์สำหรับนักท่องเที่ยวเยาวชน [The study of identities and values in Korat traditional performance (Pleng Korat) approach to creative tourism activities for youth tourist]. Bangkok: Thailand Research Fund.
Tubtim, N. (2010). การสื่อสารอัตลักษณ์ของชุมชนบ้านวัวลาย จังหวัดเชียงใหม่ ผ่านกิจกรรมถนนคนเดิน [Communicating identity of Wualai in Chiang Mai Province through walking street activities]. (Master’s thesis, Chiang Mai University).
Wisansing, J. (2021). From theory to practice: the three principles of community - based design. In Creative tourism: activating cultural resources and engaging creative travellers (83 - 92). Wallingford UK: CABI.
Wisudthiluck, S. (2013). ต้นแบบการท่องเที่ยวเชิงสร้างสรรค์ [Model of Creative Tourism]. Bangkok: Designated Areas for Sustainable Tourism Administration (Public Organization).
Yang, Y. & Wong, K.K.F. (2012). The influence of cultural distance on China inbound tourism flows: A panel data gravity model approach. Asian Geographer, 29(1), 21 - 37. https://doi.org/10.1080/10225706.2012.662314.
