Leader role in managing creative tourism at Hua Pli Market, Saraburi Province

Abstract

This study investigated the leadership's role in managing creative tourism at Hua Pli Market, Saraburi Province, and examined the key success factors in this area.  The research adopted a qualitative approach 10 persons involving leaders from the government, entrepreneurs, and community representatives as informants. The study utilized purposive and snowball sampling methods, collecting data through in-depth interviews and descriptive analysis. The  research found  that revealed that the majority of leaders, predominantly women with bachelor's degrees, were native to Saraburi Province. Leaders were instrumental in various aspects of creative tourism management(Bone,1990) including knowledge identification, creation, organization, filtration, access, sharing, exchange, and integration of learning into work. Critical success factors (UNESCO : United Nations Educational, Scientific and Cultural Organization)  included fostering a creative learning environment, offering diverse tourism activities, and establishing creative clusters showcasing quality local products. Leaders were pivotal in nurturing knowledgeable individuals through collaborative efforts among the government, entrepreneurs, and community members to drive effective development, enhance sector-wide benefits, and redistribute income to transform ordinary areas into creative tourism hubs. Consequently, Hua Pli Market, Saraburi Province.