Developing a Creative Marketing Ecosystem: An Action Research Framework for Enhancing Creative Tourism in Thailand

Abstract

This study developed and validated a creative ecosystem framework for tourism marketing and sales product consumption in emerging economies. Focusing on Thailand's high-potential creative industries, including food, spa, and Muay Thai, the research employed a 15-month mixed-methods approach that combined the Double Diamond design process with action research. The framework systematically integrated supply-side development (positioning, persona, product & service, price) with demand-side stimulation (accessibility, perception, consideration, experience). Working with nine entrepreneurs through iterative interventions and drawing on supportive insights from a wider group of 65 experts, tourists, and stakeholders, the study demonstrated significant impacts. These initiatives included brand development, influencer marketing, and a custom digital platform (ThaiThai), which ultimately led to the engagement of 1,613 high-quality tourists, a revenue increase of 2,245,526 ฿ across seven entrepreneurs (achieving 2.25 times their first-year targets), and a projected economic impact of 67.37 million ฿ over five years. The framework provides a replicable model for enhancing tourism competitiveness by integrating creative industries.