DEVELOPING CREATIVE TOURISM ROUTES TO PROMOTE AGRICULTURAL TOURISM IN SAKHU SUBDISTRICT, THALANG DISTRICT, PHUKET PROVINCE, THAILAND

The rapid expansion of the tourism industry underscores the growing significance of community-based tourism as a mechanism for sustainable local development in Thailand. Agrotourism, which integrates agricultural activities with tourism experiences, presents a promising strategy to support rural economies and promote cultural exchange. This study aimed to explore the potential of agrotourism resources in Sakhu Subdistrict, examine tourists’ needs and preferences, and develop innovative tourism routes to enhance the appeal and sustainability of agrotourism in the area. A mixed-methods approach was employed, combining quantitative surveys with qualitative interviews. Data were collected from 400 tourists and 30 key informants, including local stakeholders and tourism experts. Research instruments comprised questionnaires, interview guides, and assessment forms designed to evaluate the potential and suitability of agrotourism resources. Both statistical and content analyses were applied. Findings indicated that Sakhu Subdistrict possesses diverse tourism resources, such as beaches, fruit orchards, and cultural attractions based on local wisdom. However, the overall agrotourism potential scored only 59.76%, which is below the national standard. Tourists expressed high levels of demand for accommodations (x̄ = 4.48), activities (x̄ = 4.42), and attractions (x̄ = 4.41), with particular interest in fruit picking and local cooking experiences. Based on the findings, two creative tourism routes were developed: one focusing on agricultural lifestyles and the other on fishing community practices. Trial implementations and evaluations showed high suitability (x̄ = 4.12), with accommodation receiving the highest score (x̄ = 4.28).