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Co-creation in cultural industries: Developing art toys for youth tourism through theoretical integration
(2026-03-01)
Kasemsarn, Kittichai
;
Nickpour, Farnaz
This research addresses two key challenges in cultural tourism. First, youths aged 18–25 show limited interest in cultural tourism due to outdated presentation methods and cultural products. Second, there is insufficient understanding of how to create culturally authentic products for youths while maintaining sustainable business models. The study aims to understand youth tourist preferences and develop a co-creation framework for designing art toys that promote cultural tourism. A mixed-methods approach was used, combining questionnaires completed by 400 youths in Bangkok with co-design workshops involving 11 professionals from marketing and design teams. The findings show that 31 % of the youths prioritized the cuteness of art toys. Participants expressed a preference for art toys that reflect Thai identity without an old-fashioned style (Mean = 3.81/5) and reported high interest in cultural tourism (Mean = 4.01/5). Workshop outcomes emphasized simplifying patterns, using nostalgia marketing, and creating location-exclusive cultural art toys. The study proposes the Youth-Centered Art Toy Framework for Cultural Tourism, which demonstrates how co-creation can transform cultural industries through stakeholder collaboration. The framework contributes to existing knowledge by providing empirical data to support cultural preservation within business model development and by demonstrating how the integration of four theories can generate sustainable revenue streams.
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Adapting the Baldrige Framework for Sustainable Creative Education: Urban Design, Architecture, Art, and Design Programs
(2025-10-01)
Kasemsarn, Kittichai
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Wannaphapa, Ukrit
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Sawadsri, Antika
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Kritsanaphan, Amorn
;
Chutapruttikorn, Rittirong
Two critical research problems emerge in creative education quality management: the framework misalignment problem, where business-oriented performance metrics inadequately assess design creativity and innovation, and the sustainability integration gap, reflecting limited incorporation of environmental and social sustainability dimensions into excellence models. This review article addresses these problems by developing an initial framework that adapts the Baldrige framework for urban design, architecture, art, and design education with integrated sustainability principles. Drawing on literature review and theoretical synthesis, the article proposes a framework that introduces three key epistemological shifts: prioritizing process over product, supporting non-linear and reflective learning pathways, and recognizing tacit, embodied, and experiential knowledge as central to creative education. The framework incorporates the United Nations Sustainable Development Goals (SDGs) as core design challenges and introduces innovative evaluation tools, including portfolios with iterative review processes, community feedback loops, and SDG mapping rubrics. This research contributes to the educational quality management literature by offering a systematic framework that bridges business excellence models with creative education paradigms while positioning sustainability as a core educational objective rather than a peripheral concern.
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An Exploratory Study of Social Media Storytelling Framework for Cultural Heritage Tourism Among Youth
(2025-09-01)
Kasemsarn, Kittichai
;
Nickpour, Farnaz
This exploratory study investigates how youths aged 18–25 perceive and prioritize elements of the Integrated Digital Storytelling for Social Media (IDSM) framework in cultural heritage tourism contexts, addressing critical gaps between theoretical frameworks and contemporary social media engagement requirements. Through purposive sampling at cultural heritage tourism sites in Bangkok, Thailand, questionnaires were distributed to 100 participants to examine their preferences for cultural tourism video content and validate framework elements. Cultural authenticity emerged as the paramount consideration among participants, while traditional storytelling elements demonstrated sustained relevance when adapted for social media contexts. Youth participants preferred authentic mobile phone recordings over professional production, with optimal video durations and caption-dependent storytelling for mobile consumption. TikTok emerged as the primary motivational platform despite moderate usage frequency patterns. This exploratory study contributes preliminary empirical assessment of an integrated framework specifically designed for social media applications in cultural heritage tourism contexts. The findings provide evidence-based guidelines to help practitioners develop platform-optimized content strategies that effectively engage youth audiences while maintaining cultural authenticity.
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Urban Branding Through Cultural–Creative Tourism: A Review of Youth Engagement for Sustainable Development
(2025-06-01)
Kasemsarn, Kittichai
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Sawadsri, Antika
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Kritsanaphan, Amorn
;
Nickpour, Farnaz
Several studies on cultural–creative tourism, urban branding (UB), youth engagement, and sustainability have been conducted in isolation, obstructing comprehensive approaches to UB development challenges. This review article aims to develop an integrated framework representing the complex interrelationships between these factors through a theory-based review and case study analysis. Methodologically, the investigation adopts bibliometric analysis using the VOSviewer software version 1.6.20 to identify thematic clusters across keyword pairings within research from 2000 to 2025, followed by content analysis for classification. The primary result is the Hierarchical–Relational Urban Sustainability (HRUS) framework, which employs a dual-pathway approach: (1) a sequential integration pathway, positioning cultural–creative tourism as the foundational mechanism supporting UB as the central concept, facilitating youth engagement as the key demographic group, and ultimately contributing to sustainability, and (2) a direct relationship pathway, examining specific connections between each factor and sustainability alone. This article contributes the first comprehensive framework that systematically integrates four main themes for sustainable urban development. The HRUS framework facilitates cross-sectoral collaboration by establishing actionable mechanisms for urban planners, universities, and tourism authorities to achieve sustainable urban brand development.
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Museum Presentations for Older Adults: A Review of Universal Design for Learning (UDL) Integration with Digital Storytelling (DST) Guidelines
(2025-06-01)
Kasemsarn, Kittichai
;
Nickpour, Farnaz
Museums face significant challenges in engaging older adult visitors, particularly regarding digital storytelling (DST) integration and technology accessibility. In this case, universal design for learning (UDL) principles could address accessibility and engagement challenges for older adult visitors through multiple means of representation, engagement, and expression. This review examines how museums can develop inclusive DST frameworks that integrate universal design for learning (UDL) principles to enhance older adults’ engagement and learning experiences. The study investigates three main factors, namely DST, UDL, and older adults’ specific needs and preferences in museum contexts. Through a comprehensive literature review, this research presents an initial framework that systematically maps 10 DST elements across UDL’s 3 core principles, namely multiple means of engagement, representation, and action/expression. The initial framework contributes new knowledge by offering practical implementation strategies while establishing a theoretical foundation for understanding how DST can be adapted to serve older adults’ needs. This review article advances museum accessibility studies and provides a foundation for developing more inclusive cultural institutions that effectively serve older adult visitors while maintaining engaging and meaningful experiences.
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Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media Integration and Youth Engagement Frameworks
(2025-06-01)
Kasemsarn, Kittichai
;
Nickpour, Farnaz
Digital storytelling in cultural and heritage tourism offers significant potential for youth engagement through social media platforms. However, current digital storytelling frameworks illustrate research gaps in integrating digital storytelling guidelines with social-media-specific requirements. Therefore, this review aims to develop an integrated digital storytelling for social media framework that extends traditional digital storytelling guidelines with four additional elements of contemporary digital engagement. The investigation employs bibliometric analysis through VOSviewer software version 1.6.20 to examine four paired domains: digital storytelling and cultural tourism, digital storytelling and social media, youth and cultural tourism, and youth interaction with digital storytelling through social media. Results revealed thematic clusters informing the development of four new framework elements: (1) social media platform integration, (2) multimedia engagement, (3) community participation, and (4) cultural authenticity. This review contributes to the knowledge by advancing digital storytelling theory through social-media-specific elements, providing methodological innovation through comprehensive domain analysis, and offering practical implementation strategies for cultural tourism practitioners.
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Museums for Older Adults and Mobility-Impaired People: Applying Inclusive Design Principles and Digital Storytelling Guidelines—A Review
(2024-04-01)
Kasemsarn, Kittichai
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Sawadsri, Antika
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Harrison, David
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Nickpour, Farnaz
The research problems addressed in this article pertain to the limited understanding and insufficient availability of digital storytelling guidelines for elderly and physically impaired individuals in museum presentations. The objective of this review is to explore digital storytelling guidelines along with the latest technology in museums catering to older adults and those with mobility impairments. This literature review included databases such as Scopus, ScienceDirect, and Google Scholar, covering the period from 2000 to 2023. Researchers comprehensively examined and employed content analysis to categorize all papers into three primary themes: (1) inclusive design for museum presentations; (2) trends in technology for digital storytelling in museum presentations; (3) guidelines for digital storytelling in museum presentations. This review article could enhance understanding and promote diversity, accessibility, and motivation among two specific groups of museum visitors, both onsite and online.
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Applying Inclusive Design and Digital Storytelling to Facilitate Cultural Tourism: A Review and Initial Framework
(2023-02-01)
Kasemsarn, Kittichai
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Harrison, David
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Nickpour, Farnaz
This article aims to review and identify key challenges and opportunities in the interrelationship between cultural tourism, inclusive design, and digital storytelling fields. The literature review included searching Scopus, ScienceDirect, and Google Scholar for three main field keywords, drawing 421 articles between 1990 and 2022. Content analysis was applied to literature findings and five categories with twenty-three themes emerged accordingly: (1) issues in cultural tourism; (2) diversity in museums; (3) inclusive design in museums; (4) motivation in museums; and (5) digital storytelling in museums. The article further discusses the nuanced relationship between these three fields and proposes an initial framework to help future growth of cultural tourism through increasing visitors’ motivation and diversity. As such, the work aims to facilitate cultural tourism as an activity that better reflects the diversity of its potential audiences and proactively addresses their needs, requirements and interests.
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Digital Storytelling Guideline Applied with Inclusive Design for Museum Presentation from Experts’ and Audiences’ Perspectives for Youth
(2023-01-01)
Kasemsarn, Kittichai
;
Harrison, David
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Nickpour, Farnaz
The majority of young tourists are not interested in museums since most presentations do not make a connection with this group. Moreover, most digital storytelling presentation guidelines are created based on expert recommendations, and not on audience perspectives and needs. Hence, the aim of this research is to cocreate and propose a digital storytelling presentation guideline including both experts’ and audiences’ views to motivate young tourists to engage in museums. For experts’ recommendations, seventeen face-to-face interviews were conducted. For audiences’ views, thirty-seven interviews were set up to understand what they really need. As a result, this study creates nine factors for digital storytelling presentation guidelines for museums. The value of this guideline is to propose: (1) on-site presentations at the museums; (2) virtual online presentations; and (3) short presentations to attract prospective tourists to come to museums.

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