Desirable UX for Promoting Prachinburi Cultural and Local Wisdom Tourism of Thai Tourists

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Suthasinee Susiva


The objectives of this research were to study Thai tourists’ experiences and behaviors in making a trip to visit cultural and local wisdom destinations in Prachinburi; to understand user journeys of Thai tourists in making a trip to visit cultural and local wisdom destinations in Prachinburi; and to identify the target users and propose desirable user experience for website development for promoting Prachinburi cultural and local wisdom tourism based on the users’ perspectives. An online questionnaire survey was conducted using SurveyMonkey platform to distribute and gather data. Data were obtained from 400 Thais whohad had plan to visit Prachinburi cultural and local wisdom destinations within the next 1-2 years. Data were processed, edited, and analyzed using descriptive statistics and crosstabulation analysis.The findings showed that Thai tourists were tosearch and share travel information through website via their iOS or Android mobile devices. Results also indicated that the website was the great channel to retrieve the information, however, the design to support multiple types of devices i.e., responsive web design was recommended. In conclusion,user experience desired by the target users should be inclusive of all seven elements of the user experience honeycomb: useful, desirable, accessible, credible, findable, usable, and valuable.


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Susiva, S. (2021). Desirable UX for Promoting Prachinburi Cultural and Local Wisdom Tourism of Thai Tourists. AU-GSB E-JOURNAL, 14(2).


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