Exploring the dynamics of Lampang’s horse carriages: a SWOT analysis for enhancing creative tourism

This study investigates how to enhance creative tourism in Lampang, Thailand. The research integrates SWOT analysis and the TOWS matrix, using the horse carriage tradition as a case study. A qualitative methodology was employed, incorporating secondary data and fieldwork from May 2024 to October 2024. Data were gathered through in-depth interviews, focus groups, workshops, and participatory observation involving 10 key opinion leaders from diverse stakeholder groups. The SWOT analysis revealed robust historical continuity, significant organisational capacity, and high operational expertise as key internal strengths. Conversely, challenges such as an ageing workforce and the risk of knowledge loss were identified as critical internal weaknesses. In addition, the analysis elucidated a range of external opportunities and threats that further contextualise the strategic environment. These findings contributed to developing a TOWS matrix, which resulted in eight actionable strategic recommendations: Utilising heritage for branding and marketing, educational expansion, enhancing tourist experience through safety and education, maintenance and sustainability initiatives, youth engagement and workforce development, lowering costs for residents, knowledge preservation and documentation, and improving compliance and regulation, respectively. The integrated heritage branding approach demonstrates that aligning traditional cultural assets with modern strategic frameworks facilitates sustainable tourism development. This study contributes to the literature by providing a replicable model for balancing cultural preservation with economic growth in creative tourism.