Co-Creating Local Experience Value: Marketing Strategies for Cultural Tourism Products

Abstract

This research develops experiential marketing strategies that co-create local experience value for cultural tourism products in Thailand. Cultural tourism has evolved beyond sightseeing into deep, personalised experiences and storytelling. Intangible cultural heritage and local culture shape a destination’s identity and authenticity. Thailand’s One Tambon One Product (OTOP) programme strengthens communities by turning locally available resources and wisdom into quality products, promotes local culture and tradition, creates jobs and encourages community creativity. This study frames marketing strategies through the lens of the experience economy, recognising that contemporary consumers demand engaging, robust and memorable experiences beyond functional products. It also adopts service-dominant logic, viewing customers as co-creators who determine value during consumption. Using mixed methods, the research will examine storytelling, participatory activities, digital engagement, community integration and sustainability as drivers of functional, emotional, cultural and social value. It will measure tourists’ perceived value and analyse how co-creation behaviours influence satisfaction, loyalty and community benefits. Findings will advance theoretical understanding of experiential marketing and value co-creation in cultural tourism and provide practical recommendations for OTOP entrepreneurs and policymakers to enhance cultural authenticity, foster local engagement and support sustainable community development.