Management of Cultural Capital and Utilization of Local Wisdom to Enhance Creative Tourism Activities and Develop the Local Economy, Uthai Thani Province

Abstract

This research explores creative tourism as a means to foster community economic development in Uthai Thani Province. The study has three primary objectives: (1) to assess the potential of local communities for the development of creative tourism in Uthai Thani; (2) to promote community participation in leveraging cultural capital and local wisdom for creative tourism management; and (3) to facilitate the use of technology to enhance creative tourism marketing in order to support community economic development in the province.                A qualitative research methodology was employed, utilizing two primary research instruments: a community potential assessment and an interview protocol. The community potential assessment was conducted with ten tourism experts and representatives from relevant organizations, with data analyzed based on average rating criteria. The interviews were conducted with thirty key informants from three target communities—Ban Rong Namkhaeng, Ban Tha Pho, and Ban Sanam—focusing on three dimensions: tourism potential, community participation, and technology-driven marketing promotion. The collected data were analyzed using thematic analysis and synthesized into key findings. The research findings can be summarized as follows: (1) In terms of community potential for creative tourism development, two key groups were identified: communities with very high potential, namely Ban Tha Pho and Ban Nong Khayang, and communities with high potential, such as Ban Sanam. A key strength of these communities is their adherence to traditional lifestyles rooted in local occupations. (2) Regarding community participation, findings indicate that local communities play a crucial role in tourism operations, leading to additional income opportunities for residents. They also actively engage in receiving feedback from tourists to enhance tourism activities. However, challenges were identified in terms of inconsistent government support, which hinders sustainable tourism development. (3) Community engagement in utilizing cultural capital can be facilitated through tourism network partnerships. (4) The study identifies three key strategies for creative tourism marketing promotion: (a) branding Uthai Thani as a creative tourism destination, (b) leveraging social media for tourism promotion, and (c) fostering tourism partnerships for event organization and outreach to potential tourists. The study therefore recommends enhancing community knowledge in creative tourism management and establishing sustainable tourism networks to ensure long-term development.