Tai Dam Cultural Capital: Souvenirs, Creative Tourism, and Long-Term Tourist Loyalty

Abstract

Background and Objectives: In an increasingly competitive tourism landscape, cultivating sustainable tourist loyalty is a critical asset for the long-term sustainability of destinations. Modern travelers, driven by the “experience economy,” are shifting from passive sightseeing towards seeking authentic, immersive encounters that foster deep emotional connections. Creative tourism, which emphasizes hands-on participation, has emerged as a key framework for this, elevating cultural souvenirs from mere keepsakes to catalysts for deeper engagement. However, a comprehensive understanding of the structural relationships between cultural capital, souvenir value, creative tourism, and long-term loyalty remains limited, with research often neglecting the host community’s voice and the longitudinal evolution of loyalty. This research addresses this gap by developing and testing a holistic model of the loyalty value chain. There are four objectives: 1) to quantitatively establish the causal links between souvenir value, creative tourism, and loyalty; 2) to qualitatively explore the tourist experiences behind these links; 3) to integrate the host community’s perspective for a balanced understanding; and 4) to assess the durability of loyalty in the long term. The research is situated within the Tai Dam ethnic community in Thailand, renowned for its textile weaving heritage. 

Methods: This study employed a multi-phase, longitudinal mixed-methods design to build a comprehensive understanding. Phase 1 employed a quantitative survey of 400 tourists using partial least squares structural equation modeling (PLS-SEM) to test the hypothesized structural model. Phase 2 qualitatively explored these findings through in-depth interviews with 18 tourists, focusing on the narratives connecting souvenir value to creative engagement. Phase 3 incorporated the host perspective via semi-structured interviews and focus groups with 20 Tai Dam artisans, leaders, and elders. Phase 4, the final phase, introduced a temporal dimension by re-surveying 185 tourists from the original cohort one year later to assess the evolution and durability of their loyalty, comparing creative tourism participants with non-participants. 

Results: The multi-phase research validated the proposed theoretical framework. Quantitative analysis confirmed that the perceived value and authenticity of souvenirs (PVAS) was a significant predictor of engagement in creative tourism (CRT) (β = 0.58), which in turn was a primary driver of continuing tourist loyalty (CTTL) (β = 0.65). Qualitative findings explained this link through three themes from the tourist perspective: “the narrative imperative,” the pursuit of authentic connection,” and the high value placed on “the embodied souvenir.” At the same time, a critical counter-narrative emerged from the host community, reflecting “the burden of authenticity” and a strong preference for “students” over “customers.” The long-term findings also indicate that loyalty generated through creative participation is significantly more enduring. The CRT group demonstrated a markedly higher repeat visitation rate (28% compared with 6%) and word-of-mouth recommendations about the destination (82% compared with 45%) after one year. 

Applications of this Study: The findings provide an evidence-based blueprint for stakeholders. Destination managers should shift from promoting sites to curating holistic experiences that support artisans as cultural facilitators. Cultural entrepreneurs can enhance value by reframing their offerings from products to experiences, such as workshops, to attract a more engaged tourist segment. Policymakers should invest in “soft infrastructure,” such as community capacity-building and legal support for intellectual property, while implementing policies to mitigate the “burden of authenticity,” for instance, by supporting community-defined “backstage” cultural spaces. 

Conclusion: This research confirms that sustainable tourist loyalty is co-created through the fusion of meaningful cultural products and participatory experiences. This process is grounded in mutual respect, community empowerment, and fair economic exchange. Sustainable loyalty is not a commodity sold to tourists but a relationship built through a dynamic dialogue between a guest and a host. To achieve both economic prosperity and cultural preservation, tourism development must prioritize authentic engagement, community well-being, and fostering long-term, mutually beneficial relationships.