Developing the Grassroots Economy Through Creative Tourism Innovation in Thai Chinese Cultural Community Tourist Destinations, Bang Luang Community, Bang Lane, Nakhon Pathom Province

Abstract

The paper aimed to: (1) analyze the tourism potential of Bang Luang Community based on its distinctive tourism characteristics; (2) develop appropriate tourism models and activities that align with the community’s potential; (3) design an integrated inter-provincial tourism framework to promote creative and alternative tourism; and (4) create travel packages that respond effectively to visitor needs. A mixed-methods approach was employed, combining qualitative and quantitative techniques. Qualitative data were collected from key stakeholders through in-depth interviews and focus group discussions, while quantitative data were obtained from tourists via structured questionnaires. Qualitative data were analyzed using content analysis and presented in descriptive narrative form, whereas quantitative results were analyzed using frequency, percentage, and mean scores, and subsequently interpreted in narrative form.
The findings indicate that: (1) Bang Luang Community demonstrates comprehensive tourism potential in terms of accessibility, attractions, tourism activities, facilities, and accommodation, all of which are sufficiently prepared for the development of tourism programs and experiences; (2) the community’s tourism model is grounded in community-based tourism, highlighting cultural assets such as traditional wooden architecture, Thai–Chinese culinary heritage, Chinese musical performances, and local festive activities; (3) the community has the capacity to establish integrated and creative tourism routes through linkages with nearby tourism sites, thereby enhancing the diversity of tourism experiences; and (4) the proposed travel packages serve as effective tools for promoting tourism among target visitor groups. The study also recommends advancing digital tourism management platforms and strengthening collaborative networks among nearby tourism communities to support sustainable community-based tourism development.