Development of Community Capital Potential for Creative Tourism in Mae La Noi District, Mae Hong Son Province

Abstract

This study aimed to: (1) examine the level of community capital potential for creative tourism development and (2) investigate the factors influencing the development of community capital to support sustainable creative tourism. A mixed-methods research design was employed. For the quantitative component, the population consisted of residents of Mae La Noi District, Mae Hong Son Province, from whom a sample of 395 respondents was determined using Yamane’s formula and selected through accidental sampling. For the qualitative component, 15 key informants, including community leaders, tourism entrepreneurs, community enterprise representatives, and officials from relevant agencies, were purposively selected. The research instruments consisted of a questionnaire and an in-depth interview guide. Quantitative data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis, while qualitative data were analyzed through content analysis, categorization, and thematic synthesis.
The findings revealed that: 
1. The overall potential of community capital was at a high level (x̄ = 4.09, S.D. = 0.70). Cultural and natural capital demonstrated the strongest potential, whereas physical and financial capital remained key constraints in the area. 
2.The development of community capital depended on the integration of six dimensions of capital. Human and social capital functioned as the principal driving mechanisms, while cultural and natural capital served as the foundation for value creation and community identity. Community participation, government support, and collaboration among relevant agencies also served as important enabling factors. The knowledge generated from this study indicates that sustainable creative tourism should be developed through the systematic integration of community capital in order to create added value, strengthen the grassroots economy, and enhance the community’s capacity for sustainable self-management.