ATTRIBUTES OF CREATIVE TOURISM VALUE PROPOSITION AND GUIDELINE FOR THE LOWER NORTH EASTERN PROVINCE GROUP 2

Abstract

The purpose of this study were 1) to identify the measurement of creative tourists, 2) to construct the creative tourism value proposition from creative tourist’ perspective, 3) to analyze the differences of value proposition among creative tourist segments, 4) to assess destination capability in responding to value proposition of creative tourism, and 5) to develop a guideline for developing creative tourism product, activities, and destination to the Lower Northeastern Provinces Group 2. Mixed methods research was used in this study. Questionnaire was employed as the tool of quantitative research. The quantitative data were collected from 400 tourists visiting the world’s creative cities located in four provinces in Thailand including Phuket, Chiang Mai, Bangkok, and Sukhothai by using the quota and snowball sampling techniques. In addition, a semi-structured interview form was used to collect qualitative data from 15 key informants.

To respond to the research objective 1, 2, and 3, descriptive statistics, inferential statistics, Exploratory Factor Analysis (EFA), and cluster analysis (K-means techniques) were employed to analyze the quantitative data of this study. To respond to the research objective 4 and 5, the content analysis was then used to analyze the qualitative data obtained from the in-dept interviews. The research results were revealed as follows.

1) This study found that the levels of creative tourists can be identified by measuring psychological and behavioral aspects of tourists’ opinions toward creative tourism participation. The level of creative tourist can be measured by identifying the mean value of tourists’ opinions and determine the level of creative tourist by applying the three levels of class interval (high, medium, and low levels) proposed in this study.

2) This study indicated that the creative tourism value proposition from creative tourist’ perspective includes four components, namely memorable and uniqueness experience (Eigen value = 7.330), authentic and engagement experience (Eigen value = 1.483), rareness and attractive experience (Eigen value = 1.180), and reliability and worthiness experience (Eigen value = 1.037).

3) By Analyzing the differences of value proposition among creative tourist segments, this study found that tourists with different levels of average monthly income and frequency of visit had different levels of expectation toward the value propositions (Demographic segment). Regarding geographic segment, creative tourists visiting different creative cities had different expectation toward value propositions. For psychology segment, tourists with level of consciousness/awareness had different expectation toward value propositions. Regarding behavior segment, tourists with different creative travel style had different expectation toward value propositions.

4) This study also assessed the destination capability in responding to value proposition of creative tourism. The results indicated that 1) memorable and uniqueness experience dimension consists of three items with high capability level, two items with medium capability level, and two items with low capability level. 2) authentic and engagement experience dimension includes two items with high capability level and 2 items with medium capability level. 3) rareness and attractive experience dimension includes three items with medium capability level. 4) reliable and worthiness experience dimension consists of two items of high capability level and one item with medium capability level.

5) Finally, this study proposed a guideline for developing creative tourism product, activities, and destination to the Lower Northeastern Provinces Group 2 which is so-called ‘S-A-G-E Model. The model comprises 1) Standard memorable and uniqueness experience: creative destination reputation, attractive special event/tradition, local friendliness and honesty of host community, availability of true authenticity, available creative place atmosphere, facilitation of creative experience, local community openness, 2) Alternative rareness and attractive experience: differentiation product and service, fascinating creative products and activities, novelty and useful products, 3) Good reliability and worthiness experience: delivering authenticity experience, sharing indigenous value, open co-creation experience, special learning and interaction with local, 4) Extraordinary Authentic and Engagement Experience: Effective Safety Destination, More Value for Money, Better Accessibility.

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