Abstract

This interdisciplinary study integrates insights from sociology, anthropology, economics, and cultural studies to investigate the potential of community products and culture as catalysts for fostering creative cultural communities in Central Thailand. Drawing upon case studies from Sampran, Photharam, Yi San, and Tha Chalom communities, this research aims to identify effective strategies for marketing cultural attractions and promoting sustainable community development. Data were collected through in-depth interviews, focus group discussions with local residents, and questionnaires. The data analysis was informed by relevant theoretical frameworks from cultural sociology, sustainable development, and destination marketing. The findings reveal that elevating the culture of local communities as a community brand can drive commerce and development in Central Thailand. Local participation is identified as a key factor in fostering organic and sustainable community development, as it empowers residents to preserve their cultural heritage while ensuring long-term viability. The study contributes to the interdisciplinary discourse on community development by offering practical recommendations for harnessing cultural resources in promoting sustainable growth. The results hold implications for policymakers and local stakeholders alike, while also providing a foundation for future research in other cultural settings.