CREATIVE ECONOMY AND SUSTAINABLE DEVELOPMENT OF SAI NOI HOMESTAY ECOTOURISM VILLAGE, PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

            This qualitative research aimed to: 1) examine the process of economic value creation from cultural capital; 2) analyze participatory management through the Borworn (home-temple-school/government) network; and 3) synthesize a community-based creative economy model to support the sustainability of Sai Noi Homestay Village, Phra Nakhon Si Ayutthaya Province. This qualitative research employed purposive sampling to select ten key informants. Data were collected through semi-structured interviews and participant observation. Data credibility was ensured through triangulation, and thematic analysis was employed for data analysis.
            The findings revealed that: 1) community value creation was driven by a “demonstration - hands-on practice - take-home” process through local wisdom activities such as herbal balm making, Mon-style sash embroidery, and auspicious Thai dessert production. These activities utilized local materials to reduce costs and create a distinctive identity, thereby encouraging repeat visitation and generating continuous household income circulation within the community; 2) participatory management was mobilized through the Borworn network, in which households served as the primary base for knowledge transmission, temples functioned as cultural centers, and government agencies supported service standards. Management was overseen by a homestay committee management was overseen by the homestay committee, which strengthened community capacity and participation, thereby strengthening community cohesion; and 3) The Creative Economy Model for Sustainability Community Development. This study synthesizes a “Culture-to-Value Creation Model” for a Sustainable Creative Tourism Community, which links success across three balanced dimensions. Economically, community income has grown at an average rate of 15-20% per year. Socially, the model has fostered a sense of pride in local identity, alongside the establishment of community welfare systems and elderly associations. Environmentally, it has promoted plastic reduction, the production of bio-fertilizers, and the conservation of Bueng Bua Luang wetland. This model reflects the successful transformation of cultural capital into economic and social value, thereby contributing to the sustainable conservation of community resources and local cultural resources.