Reviewing Thailand’s master plans and policies: implications for creative tourism?

Walanchalee Wattanacharoensil, Markus Rolf Schuckert

Research output: Journal article publicationJournal articleAcademic researchpeer-review

36 Citations (Scopus)


This article contributes to an understanding of how creative tourism is perceived on a national level, by using Thailand as a case analysis. The primary objective of this article is to investigate Thailand’s plans and policies for the creative economy at both national and ministry levels in relation to creative tourism. It also identifies how a national strategic plan can provide a blueprint for individual agency master plans to provide policy support for the development of the creative economy in the tourism sector. Thailand is chosen as an example of how government and related agencies can contribute to a national creative tourism movement in the country, especially in the light of the Tourism Authority of Thailand branding campaign to stimulate creative tourism to the destination. The qualitative research methodology through content analysis is used to scrutinise the plan and policy contents from the selected government agencies. The results demonstrate a better view of how creative tourism is positioned in the Thailand context and contribute to a policy study on the creative economy in the tourism sector as well as in creative tourism.
Original languageEnglish
Pages (from-to)1045-1070
Number of pages26
JournalCurrent Issues in Tourism
Issue number10
Publication statusPublished - 23 Aug 2016


  • creative economy
  • creative tourism
  • Thailand
  • tourism policy

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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