Objective - This study aims to explore the potential for developing sustainable creative tourism in Ban Khlong Bang Phai, Nonthaburi, by analyzing both supply and demand factors. The research adopts an empirical approach to assess the integration of local cultural and natural resources into tourism planning and the influence of tourist motivations on satisfaction.

Methodology - A mixed-methods design was employed, combining qualitative interviews with 12 key community stakeholders and quantitative surveys of 169 tourists. Qualitative data identified local resources, cultural activities, and development opportunities, while quantitative data assessed tourist motivations, satisfaction, and decision-making factors using structured questionnaires, descriptive statistics, and multiple regression analysis.

Findings - Ban Khlong Bang Phai possesses rich cultural and natural resources, including traditional arts, crafts, agricultural practices, and religious activities, which can serve as the basis for creative tourism. Tourists were primarily motivated by the uniqueness of the destination and the cultural activities it offered. High satisfaction was reported with cultural experiences, local hospitality, and destination authenticity, while infrastructure challenges such as transportation and signage were identified as areas for improvement. Significant correlations were found between tourist motivations and satisfaction.

Novelty - The study offers an empirical framework linking community cultural resources with tourist motivations and satisfaction to guide sustainable creative tourism development. It provides actionable insights for planning tourism activities that preserve cultural authenticity while promoting local economic growth, addressing a research gap in community-based creative tourism in Thailand.

Type of Paper - Empirical

Keywords: Sustainable tourism; Creative tourism; Tourist satisfaction; Cultural heritage; Community-based tourism; Thailand; Tourist motivation

JEL Classification: M14, M19.

URI: http://gatrenterprise.com/GATRJournals/JBER/vol10.2_3.html

DOI: https://doi.org/10.35609/jber.2025.10.2(3)

Pages 58–69