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CULTURAL TOURISM: FACTORS INFLUENCING THE TRANSMISSION OF CULTURAL AND CULINARY HERITAGE IN PHUKET, THAILAND
(2026-01-01)
Phrammanachot, Montita
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Louhapensang, Chaturong
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Piromgarn, Thanate
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Sompoangeon, Saneh
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Egwutvongsa, Songwut
Culinary wisdom is an essential part of a culture as it signifies the way of life, belief system, traditions, the environment, and social contexts of communities. Phuket has been recognized as a UNESCO City of Gastronomy and a primary tourism city in Thailand, with a highlight in the cultural diversity of food reflecting the way of life from birth to death. Food also plays a crucial role in local rituals as well as festivals, during which wisdom i s transmitted from generation to generation. Understanding the elements that influence local food culture and wisdom will lay the groundwork for the long-term preservation, development, and perpetuation of this precious heritage. This knowledge will enable the continuous presentation of its value to a broader audience, as well as foster a sense of pride in the unique identity of the local commu nity. Furthermore, it will aggressively promote cultural heritage conservation and the development of gastronomic tourism, which can provide sustainable economic benefits and enhance the international reputation of the city. Thus, factors influencing the transmission of cultural and culinary wisdom in Phuket were studied. In the study, data were collected from 1,200 pe ople using a simple random sample (400 local people, 400 Thai tourists, and 400 foreign tourists). The findings were evaluated using both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Research results revealed that 5 factors have an influence on the inheritance of cultural and culinary wisdom in Phuket for Thai and foreign tourists, including 1) knowledgeable chefs representing their culture in cooking, 2) the authenticity of recipes and cooking, 3) heritage food that is subject to cultural and societal influences, 4) inheritance, and 5) the locality of ingredients. All 5 factors can be applied to promote the efficiency of gastronomy tourism for the image of Phuket's local food.
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The Authenticity Challenge in Digital and Social Media in Cultural Tourism: A Systematic Literature Review
(2025-11-01)
Manlee, Nattapong
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Kasemsarn, Kittichai
Contemporary cultural tourism faces a critical digital authenticity paradox where social media engagement necessitates platform integration, yet algorithms prioritize engagement-driven content over culturally accurate heritage representations. This systematic review develops an initial framework addressing authenticity preservation challenges through systematic analysis of platform-mediated heritage representation. Following PRISMA guidelines, researchers searched Scopus and ScienceDirect databases for peer-reviewed articles published 2020–2025 using search terms: “Cultural Tourism” AND “Heritage Tourism” AND “Photograph” AND “Social media” AND “Authenticity.” Inclusion criteria encompassed English-language journal articles and conference papers in social sciences, business, management, and humanities. VOSviewer software facilitated bibliometric analysis through keyword co-occurrence mapping with minimum three-occurrence threshold. From 68 articles, analysis revealed five thematic clusters: Ecosystem Tourism, Social Media and Technology, Tourism Management, Authenticity, and Photography & Storytelling, informing an integrated Input-Process-Integration-Output framework. Input encompasses cultural contexts and authenticity evaluation criteria; Process integrates social media dynamics with tourism management strategies; Integration synthesizes authentic contexts through platform-adapted digital storytelling; Output addresses platform-mediated tourist experiences. The framework establishes systematic relationships between heritage preservation and digital platform mechanisms, providing methodological innovation while addressing algorithmic optimization conflicts with heritage preservation, offering practical guidance for tourism organizations navigating Instagram, TikTok, Facebook, and emerging platforms while preserving authentic cultural representation.
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Urban Branding Through Cultural–Creative Tourism: A Review of Youth Engagement for Sustainable Development
(2025-06-01)
Kasemsarn, Kittichai
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Sawadsri, Antika
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Kritsanaphan, Amorn
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Nickpour, Farnaz
Several studies on cultural–creative tourism, urban branding (UB), youth engagement, and sustainability have been conducted in isolation, obstructing comprehensive approaches to UB development challenges. This review article aims to develop an integrated framework representing the complex interrelationships between these factors through a theory-based review and case study analysis. Methodologically, the investigation adopts bibliometric analysis using the VOSviewer software version 1.6.20 to identify thematic clusters across keyword pairings within research from 2000 to 2025, followed by content analysis for classification. The primary result is the Hierarchical–Relational Urban Sustainability (HRUS) framework, which employs a dual-pathway approach: (1) a sequential integration pathway, positioning cultural–creative tourism as the foundational mechanism supporting UB as the central concept, facilitating youth engagement as the key demographic group, and ultimately contributing to sustainability, and (2) a direct relationship pathway, examining specific connections between each factor and sustainability alone. This article contributes the first comprehensive framework that systematically integrates four main themes for sustainable urban development. The HRUS framework facilitates cross-sectoral collaboration by establishing actionable mechanisms for urban planners, universities, and tourism authorities to achieve sustainable urban brand development.
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Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media Integration and Youth Engagement Frameworks
(2025-06-01)
Kasemsarn, Kittichai
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Nickpour, Farnaz
Digital storytelling in cultural and heritage tourism offers significant potential for youth engagement through social media platforms. However, current digital storytelling frameworks illustrate research gaps in integrating digital storytelling guidelines with social-media-specific requirements. Therefore, this review aims to develop an integrated digital storytelling for social media framework that extends traditional digital storytelling guidelines with four additional elements of contemporary digital engagement. The investigation employs bibliometric analysis through VOSviewer software version 1.6.20 to examine four paired domains: digital storytelling and cultural tourism, digital storytelling and social media, youth and cultural tourism, and youth interaction with digital storytelling through social media. Results revealed thematic clusters informing the development of four new framework elements: (1) social media platform integration, (2) multimedia engagement, (3) community participation, and (4) cultural authenticity. This review contributes to the knowledge by advancing digital storytelling theory through social-media-specific elements, providing methodological innovation through comprehensive domain analysis, and offering practical implementation strategies for cultural tourism practitioners.
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A Conceptual Framework and Website Design for Promoting Cultural Tourism in Kalasin Province for Travelers Using Big Bikes
(2024-12-01)
Wongpracha, Boonyarich
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Kasemsarn, Kittichai
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Patcharawit, Khemmapat
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Mungkornwong, Khae
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Sumthumpruek, Apinantn
Motorcycle tourism is considered a source of high-value tourists, as this group is willing to pay a premium for their unique experiences. This premium provides the benefit of increased income for the local economy. However, compared to mass tourism, there is a lack of information for motorcycle tourists that is specific to their lifestyle and needs. Moreover, there is no conceptual framework or official website about tourist information, accommodations, and facilities for motorcycle tourism in Thailand. Therefore, this study aims to propose a framework, and to create and evaluate a big bike cultural tourism website of Kalasin province. Three sub-studies with different methods were applied. First, four experts and 18 big bike tourists were interviewed to identify guidelines that would help to create a website. Next, the website, www.kalasin.city, was created from the users’ needs. Finally, the website was evaluated for four main factors (user experience (UX), user interface (UI), content, and desirability), and the conceptual framework was proposed. The findings indicate that UX received an average mean score of 4.47 (satisfied); UI, 4.47 (satisfied); content, 4.48 (satisfied); and desirability, 4.54 (very satisfied)-meaning that big bike users are motivated to travel in Kalasin province.
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The attributes of heritage, cultural, and creative tourism in the context of sustainability before and after the COVID-19 pandemic: A comprehensive review
(2024-01-01)
Kasemsarn, Kittichai
The activities and characteristics of heritage, cultural, and creative tourism are notably distinct despite the fact that they are frequently confused and misunderstood. Moreover, these types of tourism have been significantly affected by the COVID-19 pandemic. This review article aims to explore the characteristics of three types of tourism, both pre-and post-pandemic, and seeks to propose sustainable solutions with new opportunities for the tourism industry. The article adopts a PRISMA flow diagram and VOSviewer to perform a systematic literature review, ultimately selecting 179 articles from the Scopus, ScienceDirect, and Google Scholar databases and grouping them into five clusters: 1) heritage, cultural, and creative tourism; 2) co-creation; 3) creative city; 4) sustainability; and 5) technology and innovation. Consequently, this review article proposes a final framework presenting five related clusters suggesting sustainable solutions for creative tourism. It may aid the tourism industries in their transition to creative tourism, which is more sustainable and broadly focused while ensuring safety and enhancing income for local communities in the post-pandemic period.
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Applying Inclusive Design and Digital Storytelling to Facilitate Cultural Tourism: A Review and Initial Framework
(2023-02-01)
Kasemsarn, Kittichai
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Harrison, David
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Nickpour, Farnaz
This article aims to review and identify key challenges and opportunities in the interrelationship between cultural tourism, inclusive design, and digital storytelling fields. The literature review included searching Scopus, ScienceDirect, and Google Scholar for three main field keywords, drawing 421 articles between 1990 and 2022. Content analysis was applied to literature findings and five categories with twenty-three themes emerged accordingly: (1) issues in cultural tourism; (2) diversity in museums; (3) inclusive design in museums; (4) motivation in museums; and (5) digital storytelling in museums. The article further discusses the nuanced relationship between these three fields and proposes an initial framework to help future growth of cultural tourism through increasing visitors’ motivation and diversity. As such, the work aims to facilitate cultural tourism as an activity that better reflects the diversity of its potential audiences and proactively addresses their needs, requirements and interests.

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