บทบาทของเทศกาลสร้างสรรค์ในการดึงดูดกลุ่มผู้ทำงานทางไกล (นักดิจิทัลสัญจร): การวิเคราะห์ผลกระทบและการปรับตัวของเศรษฐกิจท้องถิ่นในภาคตะวันออกเฉียงเหนือของประเทศไทย

Mallika Jacan

Authors

Mallika Jacan Department of Tourism, Faculty of Business Administration, North Eastern University

Keywords:

Creative Festivals, Digital Nomads, Economic Multiplier, Creative Economy, Northeastern Thailand

Abstract

This article examines the role of creative festivals in attracting digital nomads to Northeastern Thailand (Isan), drawing on the theoretical frameworks of creative placemaking (Richards, 2020) and temporary appropriation of space (Stevens & Dovey, 2023). The analysis encompasses five interrelated dimensions: the spatial redistribution of digital nomads from primary to secondary cities; the function of creative festivals as cultural anchors that diminish the sense of cultural distance between digital nomads and host communities; the digital ecosystem and co-working infrastructure in pilot provinces; the superior economic multiplier effects relative to package tourism, attributable to more diffuse daily expenditure patterns and lower rates of economic leakage; and the adaptive strategies of local enterprises in reconciling service innovation with cultural authenticity. The findings suggest that Isan possesses the capacity to develop into a viable creative destination without replicating the trajectories of Chiang Mai or Bali, provided that an integrative strategy is pursued, one that coherently connects festivals, digital infrastructure, and community-based enterprises. The article advances a "Create from Here" strategic framework, building upon Bednorz's (2024) "Work from Here" proposition, and offers both practical and policy recommendations for fostering a regional creative economy.

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