Development of Creative Economy Tourism Marketing in Huai Phra Sub-district, Don Tum District, Nakhon Pathom Province

Abstract

This study aims to: 1) analyze the cultural identity and assets of Huai Phra Sub-district that can be developed as creative economy tourism attractions, 2) examine factors influencing creative economy tourism marketing development, 3) develop a creative economy tourism marketing management model, and 4) propose sustainable development guidelines. This qualitative case study involved 50 key informants, comprising 8 community leaders and government officials, 8 entrepreneurs, 8 local residents, and 6 tourists for in-depth interviews, plus 20 additional participants (2 focus groups of 10 participants each) who were distinct from the interview group. Research instruments included semi-structured interview forms, focus group discussion guidelines, observation recording forms, and tourism potential assessment forms, validated by three experts. Data were analyzed using content analysis, thematic analysis, and SWOT analysis.

The findings reveal that Huai Phra Sub-district possesses distinctive cultural capital, including Wat Huai Phra housing sacred relics, wax figure artistry, local culinary wisdom, and organic farming learning centers. Key influencing factors include infrastructure development from the M81 motorway making the area the first gateway to Don Tum District, strong community occupational groups, and modern tourists' demand for creative tourism experiences. The research developed a 5-component tourism marketing model comprising: 1) experiential products integrating culture and agriculture, 2) fair pricing with community income distribution, 3) strategic location utilizing M81 motorway, 4) integrated marketing promotion, and 5) community participation and collaborative networks. Development guidelines emphasize creating 2-day-1-night tourism programs, establishing GMP standard processing centers, and developing service personnel.