Process Innovation Model For Creative Community-Based Tourism Development

  • Apichat Poontrakulkiat, Sukanda Luangon Lewis, Pongpun Anantavoranich, Supaporn Prasongthan


This qualitative research on creative community-based tourism (CCBT) examines all stakeholders’ perspectives by integrating the viewpoints of both service providers and service receivers. The objective of this study is to propose a model of process innovation for sustainable community development. Eleven successful community tourist sites and four creative tourist attractions were chosen for a total of 15 sites. A field trip was made to each site and their selection was approved by the experts participating in this study. Data were then collected from 90 informants, who were comprised of community leaders, local artists, local residents, entrepreneurs, academics, government officials, tourist operators and creative tourists. The results of the research show that the process which has proven successful in developing CCBT consists of six essential elements: community participation, stakeholder involvement, resources capital, tourism management, creative experience and sustainability. In addition, more details were provided on the thirteen steps of tourism management and creative experience processes which differentiated CCBT from other types of tourism. The style of the creative experience includes six essential dimensions: awareness/consciousness, active participation, active learning, interaction, reflection, and perspective transformation. The findings from this in-depth learning can be used to change the perspective of those who are involved in the tourism industry. This may be a new way of personal growth and be considered as a way of improving society sustainably.