Creative Tourism Behaviour of Cultural Tourists in Phuket

Abstract

This qualitative research aims to provide a better understanding of creative tourism behaviour of cultural tourists in Phuket. An in-depth interview technique was used to 15 informants, Thai and international tourists who visited Phuket for cultural purpose. The interviews addressed three key findings. The first aspect involved cultural tourist motivation. Travel motivation for cultural tourism includes learning and seeking for novelty experience, local cultural contact, and unique local participation. The second evidence engaged with creative cultural activities. Three terms were spoken, novelty, value, participation, and experience. The tourists mentioned variety of cultural activities including religious related-, local way of life related – and local food related activities. Such activities are unique, authentic, practice and experiential. The third finding was found that Phuket destination image was fixed to be a sea sand sun destination. There is a lack of Phuket cultural destination image. The research findings provide both theoretical and practical implication to the tourism industry.