CREATIVE HOSTEL MANAGEMENT BASED ON LOCAL FOOD WISDOM IN THE CHAO PHRAYA RIVER OLD TOWN AREA

Abstract

This research aims to1) examine the context, identity, and value of local food wisdom in the Old Town area along the Chao Phraya River 2) investigate current creative management practices in hostels integrating food wisdom and 3) propose guidelines for developing creative hostel management based on local food wisdom. Applying a qualitative research methodology, the study focused on two strategic zones in the Phra Nakhon district Tha Tien and Phra Athit Road. Data were collected through purposive sampling of 15 key informants, including hostel entrepreneurs, culinary experts, and international tourists, until data saturation was reached. Data collection instruments comprised semi-structured in-depth interviews, participant observations, and document analysis. Data were analyzed using inductive content analysis and validated through data triangulation.

The findings reveal that

The local food identity functions as Living Heritage. Tha Tien is characterized by refined Royal Thai cuisine adapted into contemporary riverside cafes, whereas Phra Athit Road is defined by historic Muslim street food and multicultural fusion cuisine. In terms of creative management, leading hostels act as Cultural Intermediaries by deploying spatial design, narrative storytelling, and community collaboration to transform cultural capital into business value. The study synthesizes a strategic 3D Management Model (Space-Story-Experience): 1) Space: physical design and visual symbolization; 2) Story: building shared meaning through local historical narratives; and 3) Experience: co-creating participatory activities and integrating community ecosystems. This model provides actionable guidelines for hostel entrepreneurs to foster distinctive brand identity and sustainable competitiveness.