Creative Tourism Achievement in Thailand: Evaluated by Experts and Tourists

  • Suddan Wisudthiluck Faculty of Sociology and Anthropology Thammasat University
  • Pichet Saiphan Faculty of Sociology and Anthropology Thammasat University
  • Ornuma Teparakul Faculty of Sociology and Anthropology Thammasat University
  • Teera Sindecharak Faculty of Sociology and Anthropology Thammasat University
Keywords: Creative Tourism, Achievement Evaluation, Experts, Tourists


This article intends to present the assessment criteria for evaluating 13 creative tourism
activities in Thailand. The Faculty of Sociology and Anthropology, Thammasat University, and
The Designated Areas for Sustainable Tourism Administration (DASTA), have jointly developed
new destinations in tourism known as “Creative Tourism” in Thailand. Creative Tourism activities
in Thailand consist of Muslim Cham’s way of life at Ban Nam Chiao, Coastal Fishery at Ban
Bang Lamung, Sukhothai Classical Dancing Class, Sukhothai Celadon Workshop at Ban Koh
Noi, Sukhothai Votive Tablet Workshop, Sukhothai Ceramic Workshop, Ceramic Forming and
Painting Workshop, Sukhothai Motive: Art Workshop, Mothana Ceramic Workshop, Dan Sai
Delicacies Cookery Class, Chiang Khan Cotton Quilt Workshop, Lanna Ceramonial Flags ‘Tung’
Workshop at Phra Kerd Temple and U-Thong Bead Making Workshop. Creative Tourism is a
new tourism trend that provides tourists a chance to reciprocate and appreciate culture, social
values and the environment through direct experience with the locals or activity’ owners
(Wisudthiluck et al., 2011). The evaluation of 13 creative tourism activities was conducted from
March to April 2015 by 5 experts and selected tourists interested in creative tourism after those
activity’ owners attended the organized workshops, trainings, meetings as well as domestic and
international study trips.

Through the evaluation we have found that all the activities have enough potential and
readiness to accommodate tourists in the future. The highest scoring activity was Sukhothai -
Votive tablet Workshop followed by Lanna Ceremonial Flags ‘Tung’ Workshop at Phra Kerd
temple and Dan Sai Delicacies Cookery Class with the score 92.83%, 90.73% and 89.35%. All
13 creative tourism activities meet the established evaluation criteria of area and process
characteristics and other types of characteristics. Tourists were satisfied with creative tourism
more than they had expected. The assessment criteria characteristics such as area, process,
activities owner, management and environment characteristics indicate that tourists are highly satisfied with the activity.                                                                                                                                                                                                                          Tourists were especially satisfied with the activity owner
characteristics, in which all the hosts were ready and willing to convey their specialties and
knowledge to the tourist. Both our experts and tourists also reflected on how creative tourism
can be beneficial for development. Hopefully, “Creative Tourism” as a new tourism trend that
emphasizes the cultural value of a tourism area will help increase that areas economic potential.


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