Abstract
This study investigates the determinants influencing foreign tourists’ visitation to museums in Thailand, with a particular focus on enhancing the creative economy. Using an Ordinary Least Squares (OLS) regression model, the number of museum visitors is analyzed as the dependent variable, while independent variables include gasohol price, inflation rate, location, special exhibitions, operational status, the type of museums, and having souvenir shops. The model demonstrates a strong fit, with an R-square value of 0.682, and most variables exhibit statistical significance. The results highlight that gasohol price and inflation rate negatively impact museum visitation, reflecting the sensitivity of foreign tourists to transportation and living costs. Conversely, factors such as hosting special exhibitions, ensuring museums are open every day, and their location in major cities significantly enhance visitation. These findings underscore the importance of accessibility, affordability, and curated experiences in attracting foreign visitors. However, variables like type of museums and the presence of souvenir shops do not show significant effects, indicating these factors may require further strategic evaluation or alignment with tourist preferences. The study provides strategic plans for museum management, emphasizing the need to reduce transportation costs, prioritize the organization of special exhibitions, and promote museums located in high-tourism urban areas. Furthermore, implementing dynamic pricing models and integrated tourism packages can help offset the impact of inflation while improving the overall visitor experience. This research enhances the understanding of museums’ critical role in advancing the creative economy through sustainable and well-targeted initiatives.
Presenters
Nantarat TangvitoonthamLecturer, Faculty of Economics, Srinakarinwirot University, Krung Thep Maha Nakhon [Bangkok], Thailand
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Museum Demand Analysis, Demand Estimation, Museum’s Strategic Plans
