Guidelines for the Development of Surfboarding Activities in Phang Nga from the Perspectives of Stakeholders Involved in Surfboarding Activity Management in Phang Nga

Abstract

This qualitative study explored experiential marketing, tourist satisfaction, and revisit intention among Thai surfboard tourists in Phang Nga Province, and identified development guidelines from stakeholders' perspectives. Twenty purposively selected stakeholders involved in surfboard activity management participated in in-depth interviews, with data analyzed through content analysis. Results show that sustainable surfboard tourism development hinges on integrating five experiential marketing dimensions connection with nature and society, emotional and cognitive engagement, memory creation and sharing, learning and social interaction, and relaxation intertwined with Phang Nga's local identity alongside tourist satisfaction shaped by activity quality, well-equipped facilities, and clean, safe environments. Together, these elements foster revisit intention, reflected in word-of-mouth recommendations and repeat visits. Realizing this vision demands collaboration among private operators, government agencies, educational institutions, and local communities to deliver economic gains, social value, and environmental sustainability ultimately positioning Phang Nga as Thailand's premier surfboard tourism destination.