An Adaptation Model for Creative Tourism Businesses A Case Study of Khao Yai Economic Roads and Foreign Tourists

Main Article Content

Natanan Limsopitpun
Theathanick Siriwoharn
Sunanta Laohanan


The objectives of this study are: 1) to investigate creative tourism activities affecting the adaptation of creative tourism businesses; 2) to study the opinions of foreign tourists towards creative tourism activities and the adaptation of creative tourism businesses; and 3) to propose an adaptation model for creative tourism businesses: a case study along economic roads near Khao Yai National Park, Thailand, involving foreign tourists. The main approach used in this research study was a quantitative one. Data collected from 390 foreign tourist respondents was analyzed to determine percentages, means, standard deviations, and using multiple regression. Qualitative research was supplemented by interviewing 13 key entrepreneurs who operate creative tourism businesses on economic roads near Khao Yai National Park. The proposed model was reviewed and critiqued by experts during a seminar organized by all parties involved in the project. The interview outcome indicates that the 5 most important factors of tourists’ adaptation activities are learning, participation, networking, cooperation, and guidance. The tourists’ opinions regarding activities and adaptation of tourism businesses were very favorable. The study reveals that foreign tourists’ personal factors and activities that affected the 6 aspects of adapting creative tourism businesses were: 1) sightseeing, 2) contemplating, 3) souvenir purchases, 4) learning, 5) participation, and 6) co-creation. The result was 71.40 percent (R2 = 0.714) of the variation of the adaptation at a statistically significant level of 0.05.


Download data is not yet available.

Article Details

Research Articles


Arunpipattanapong, A. (2011) .Creative Tourism Development Plan for Ethnic Groups in Nakhon Phanom Province .Master of Business Administration Thesis, Travel Management, Khonkaen University.

Boukas, N. (2008). Cultural Tourism, Young People and Destination Perception: A Case Study of Delphi, Greece. Doctor of Philosophy in Management Studies, University of Exeter.

Chowdhary N. and Prakash M. (2007). Prioritizing Service Quality Dimensions. Managing Service Quality: An International Journal, Vol 17 Issue 5, 493-509.

Cochran, W.G. (1953). Sampling Techniques. New York: John Wiley & Sons. Inc.

Kaewsanga P and Chamnongsri N. (2012). Creative Tourism: A New Choice of Thai Tourism. Suranaree journal of social science. Vol 6, No 1 July 2012, 93-111.

Naknat, I., Thonghor R., Angkoon, R., Santhat, S., Chiawwan, B., Sawnphoom, P., and Yuprasert, B. (2008). Tourism Networking by the Community Through Participatory Action Research in the Central Region. Ramkhamhaeng University.

Patarathammaporn, A. (2008). Factors Affecting to Decision to Route to Chiang Mai of Foreign Tourists. Independent Study Economics Faculty of Economics, Chiang Mai University.

Pine, B.J. II, and H.J. Gilmore. (1999). The Experience Economy: Work is Theatre and Every Business a Stage. Boston, MA: Harvard Business School Press.

Promburom T. and Kimpakorn N. (2015). Factors Affecting Tourist Experience of Eco, Culture, and Wellness Tourism in the Upper Northern Provincial Cluster 1 of Thailand: Chiang Mai, Lamphun, Lampang, Mae Hong Son. Journal of Thai Hospitality. Vol. 10, No 1 January-June 2015, 71-87.

Redl, S. (2013). Culinary Tourism for Young Adult Travelers and its Connection to Destination Management. Bachelor Thesis for Obtaining the Degree. Modul University Vienna, Austria.

Richards, G. (2010). Creative Tourism and Local Development. In Wurzburger et al., Creative Tourism: A Global Conversation: How to Provide Unique Creative Experiences for Travelers Worldwide, 78-90. Santa Fe: Sunstone Press.

Richards, G. (2011). Creative and Tourism: the State of the Art. Annals of Tourism Research, 38, 4, 1225-1253.

Tan, Siow-Kian; Kung, Shiann-Far; and Luh, Ding-Bang. (2014). A Taxonomy of Creative Tourists in Creative Tourism. Tourism Management National Cheng Kung University, Taiwan, ROC.

Vanichbuncha K. (2003). Statistical Analysis: Statistics for Management and Research (7th ed.): Company of Thammasarn.

Wisudthiluck S., Saiphan, P., Teplakul, O., Sindecharak, T. and Mokthaisong, A. (2012). Creative Tourism Model. Bangkok: Thammasat University. Full research reports submitted to the Designated Areas for Sustainable Tourism Administration (Public Organization).