A Conceptual Framework and Website Design for Promoting Cultural Tourism in Kalasin Province for Travelers Using Big Bikes

Abstract

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.