A Community-Based Tourism Framework for Value Co-Creation of the Sea Salt Community in Samut Songkhram Province and the Areas around Thai Gulf

Abstract

This research aimed to: (1) assess the existing levels of marketing innovation, community-based tourism (CBT) potential, product and brand storytelling, and value co-creation within sea salt communities and the Areas around Thai Gulf; (2) analyze the influence of marketing innovation, CBT potential, and product and brand storytelling on value co-creation; and (3) propose a sustainable framework for value co-creation in sea salt community-based tourism. A mixed-methods approach was adopted. Quantitative data were gathered from a sample of 400 stakeholders, including government officials, private tourism operators, community leaders, and tourists, via a structured questionnaire. Qualitative insights were obtained through in-depth interviews with 20 key informants with expertise in community development and tourism. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM). The findings indicated that all principal variables—marketing innovation, CBT potential, product and brand storytelling, and value co-creation—were perceived at a high level. The revised structural model showed a strong fit with the empirical data (χ² = 35.21, df = 40, p-value = 0.651; RMSEA = 0.008; CFI = 1.00; GFI = 0.98; AGFI = 0.97). The analysis revealed that marketing innovation directly and indirectly influenced CBT potential and product/brand storytelling, which subsequently had a significant positive impact on value co-creation at a 0.05 significance level. Based on these results, the “CBTV Model” was developed, centered on four pillars: Community-Based Tourism Potential, Brand Storytelling, Technology-Driven Marketing Innovation, and Value Co-Creation. This model provides a strategic roadmap for stakeholders to foster sustainable economic growth in sea salt communities by integrating authentic local experiences with effective market strategies, thereby aligning economic, socio-cultural, and environmental objectives within a sustainable tourism paradigm.