Lampang Carriages: Driving Creative Tourism Through the Power of Storytelling Media

Objectives: This study aimed to develop a storytelling video series focused on the Lampang horse carriage to highlight its role in promoting creative tourism. The project sought to enhance cultural engagement, preserve local heritage, and contribute to sustainable tourism development through audiovisual storytelling. Theoretical Framework: Narrative Theory and Aesthetic Theory guided the study. Narrative Theory structured the storytelling elements to ensure engaging and meaningful content, while Aesthetic Theory shaped the visual and sensory aspects to maximize appeal. These frameworks ensured that the videos effectively conveyed both emotional and cultural significance. Method: A mixed-methods approach was employed, integrating documentary research, interviews, focus groups, and fieldwork studies. Documentary research provided historical and cultural context, while interviews with carriage drivers and local residents contributed authentic perspectives. Focus groups offered feedback on storytelling and visual elements, and fieldwork studies captured real-life experiences to enhance authenticity. Results and Discussion: The project resulted in eight video chapters (First Contact, The Important, The Elements, The Next Generation, The Souvenir, Horse Trainer, Charioteer Trainer, and Charioteer Forever), distributed via a dedicated YouTube channel. These videos strengthened Lampang’s cultural identity, supported heritage preservation, and increased awareness of horse carriages as a symbol of creative tourism. The integration of storytelling and aesthetic elements contributed to viewer engagement and knowledge dissemination. Research Implications: This study highlights the effectiveness of storytelling media in promoting creative tourism and cultural sustainability. It offers a model for leveraging digital platforms to preserve intangible heritage while fostering social and economic benefits for local communities. Originality/Value: The research introduces an innovative approach to creative tourism, utilizing digital storytelling to enhance cultural heritage appreciation. It provides valuable insights into the intersection of tourism, storytelling, and digital media and offers a replicable model for other cultural heritage sites.