Integrating Knowledge to Enhance the Agricultural and Cultural Heritage of Koh Lat E-Tan Community: A Sustainable Tourism Development Strategy for Nakhon Pathom Province

Abstract

This qualitative study aims to develop the creative economy of Koh Lat E-Tan Community in Nakhon Pathom Province by promoting the application of technology and innovation to enhance the value of products derived from local wisdom, in alignment with tourist needs through creative design. The research objectives are: (1) to examine the community’s potential for creative economic development, (2) to explore the process of value-based identity creation for local products, (3) to analyze the potential and strategy of Integrated Marketing Communication (IMC), and (4) to apply design thinking to develop a sustainable marketing communication model that supports creative economy. The study employs conceptual analysis using secondary data, including in-depth literature reviews and relevant research. The findings reveal that; (1) value-based identity creation can effectively reflect community identity through creative design, with the potential to generate sustainable income;
(2) Integrated Marketing Communication (IMC), particularly through social media, plays a significant role in influencing the behavior of modern tourists; and (3) the application of design thinking enables the development of effective and context-appropriate communication models, contributing to sustainable creative economy promotion.