Tourism with a soul: developing a community-driven model for lifelong cultural learning in rural Thailand

Rural communities with rich cultural heritage increasingly face the challenge of developing tourism in ways that preserve local meaning, strengthen community participation, and avoid externally imposed forms of representation. In Ban Nam Sod, a Hmong village in northern Thailand, these challenges are closely connected to cultural continuity, local governance, and lifelong cultural learning. This study aimed to develop a culturally grounded, community-driven model for managing cultural tourism in Ban Nam Sod. Using a qualitative Research and Development (R&D) approach, the study was conducted in two phases. In the first phase, data were collected from 50 local participants through in-depth interviews and focus group discussions. Thematic analysis identified underutilised cultural capital, intergenerational disconnection, and a strong desire for community-led tourism governance. A preliminary model was then developed with nine key informants and refined through feedback from five experts. In the second phase, the model was piloted through community-led tourism activities involving 12 villagers. The findings show that the model can strengthen cultural pride, participatory leadership, and lifelong learning while also revealing implementation challenges that require continued support and adaptation.