Community Capitals Framework for Sustainable Development: A Qualitative Study of Creative Tourism in Ban Chiang World Heritage Site

This study explores creative tourism strategies in community-based tourism for sustainable development, focusing on the millennium-old Ban Chiang UNESCO World Heritage site in Thailand. It aims to uncover how creative tourism strategies support community-based tourism by optimizing development through cultural preservation, heritage revitalization, and sustainable outcomes. The research investigates how creative tourism approaches foster community-based tourism and how a community achieves sustainable socio-economic growth using the Community Capitals Framework (CCF). Using a qualitative case study approach, this research employs in-depth interviews, participant and non-participant observation, and document analysis to explore the interactions between creative tourism, community-based tourism, and sustainability. The findings reveal that creative tourism strategies can promote environmental conservation, cultural preservation, economic empowerment, and social well-being in Ban Chiang. This study highlights the successful development of strategies and collaborative actions by Ban Chiang’s community enterprise network for creative tourism progression, emphasizing multilateral stakeholder collaboration in enhancing community capital. The research proposes a model for creative tourism strategy and community capital development aimed at sustainability. It provides valuable insights for policymakers, practitioners, and local communities aiming to leverage creative tourism for sustainable development. By emphasizing the synergies between creative tourism and community-based tourism, it offers practical guidance for enhancing destination management, fostering community engagement, and promoting cultural and environmental conservation. This study bridges a critical gap in the literature by demonstrating how the CCF can be implemented to create positive impacts on creative tourism in heritage destinations such as Ban Chiang, presenting novel insights into its potential as a driver for positive transformation.