Guidelines for the Development of Models and Activities of Creative Tourism Marketing in Samui Island, Suratthani Province

Abstract

This research primarily aimed at proposing ways to develop models and activities of creative tourism marketing in Samui Island, Suratthani Province. This study was conducted using a mixed methods approach. Qualitative data were collected by interviewing from government agencies, entrepreneurs and communities that involved in Samui Island tourism. Quantitative research collected data from Thai and foreign tourists via questionnaires. The results found that creative tourism in Samui Island had a diversified of models and marketing activities such as natural resources tourism, historical tourism, cultural tourism, and community based tourism, etc. Tourists were more aware of the models and activities of the creative tourism marketing. For tourists’ behavior, most of tourists search travel information from the Internet and they were motivated to travel by the beautiful tourist attractions. The perception of tourists towards models and marketing activities of creative tourism in Samui Island affected tourists’ behavior in three aspects; sources of tourism Information, travel expenditures, and travel time periods. Therefore, creative tourism marketing in Samui Island can be accomplished by developing Samui Island identities with diversified models and marketing activities, and communicating to tourists.