Factors Influencing the Desire to Participate in Creative Tourism Activities Among Transitional-Era Tourists: A Case Study of the Ancient City of U-Thong, Suphan Buri Province

Abstract

This quantitative study aimed to (1) examine the forms of creative community-based tourism activities in the special tourism area of the ancient city of U-Thong, Suphan Buri Province, and (2) investigate the factors influencing transitional-era tourists’ desire to participate in such activities. The sample consisted of 400 Thai tourists. Data were collected using a structured questionnaire and analyzed using descriptive statistics and stepwise multiple regression analysis. The behavioral findings revealed that most tourists preferred short family trips by private car and relied on social media as their primary source of travel information. The most popular activities included taking photos/checking in, purchasing local products, learning about local culture, and religious worship. Overall, tourists’ desire to participate in creative tourism activities was at the highest level (x̄ = 4.43, S.D. = 0.62). The regression analysis indicated that gender (β = 0.462, p < .01) and education level (β = 0.462, p < .01) were significant personal factors. Moreover, four types of activities significantly influenced tourists’ desire: cultural learning (β = 0.177, p < .01), photo-taking/checking in (β = 0.212, p < .01), purchasing local products (β = 0.224, p < .01), and religious worship (β = 0.262, p < .01). The independent variables explained 52.9% of the variance in tourists’ desire (R² = 0.529, adjusted R² = 0.524). The results provide practical implications for designing creative tourism activities that effectively respond to the needs of transitional-era tourists and promote sustainable community-based tourism in secondary cities.