ADVANCING CREATIVE WATER SPORTS TOURISM IN THE OLD CITY AREA ALONG THE SONG KWAE–MAE KLONG RIVER, KANCHANABURI PROVINCE

Abstract

The development of creative water-based sports tourism plays a vital role in conserving natural resources, generating local economic value, and enhancing the quality of life of riverside communities in Kanchanaburi Province. This study aimed to develop a model of creative water-based sports tourism activities and design a tourism package in the historic riverside area of Song Kwae–Mae Klong, Kanchanaburi. A qualitative research approach was employed using Participatory Action Research (PAR), involving 16 key informants from government agencies, entrepreneurs, and community leaders. Data were collected through in-depth interviews and focus group discussions, complemented by a quantitative survey of 100 purposively selected tourists to assess satisfaction levels. The results contributed to the development of a prototype water tourism route titled "Way of Life along Song Kwae" and the activity "SUP Friday: Paddle through the Market". Tourist satisfaction was rated at a high level, particularly in terms of attractiveness (mean = 4.61, S.D. = 0.52), safety (mean = 4.45, S.D. = 0.55), and community participation. A one-day tourism program was also developed to align with the preferences of modern tourists by emphasizing experiential value, meaningful engagement, and the creative expression of local identity. The findings demonstrate that the integration of sports, culture, and health tourism can sustainably elevate riverside communities along the Song Kwae–Mae Klong area into high-quality tourism destinations. The developed activities and packages function as modular components that promote community ownership, increase economic value, and enhance participant well-being, while field testing and evaluation confirmed their practical feasibility and potential for scalability to other contexts, without compromising cultural identity or environmental sustainability.