STRATEGIC APPROACHES TO DRIVING CREATIVE TOURISM THROUGH WORLD-CLASS FESTIVALS IN THE EASTERN ECONOMIC CORRIDOR (EEC): A CASE STUDY OF FILM AND MUSIC INDUSTRIES

Abstract

This research article aims to examine the feasibility and propose strategic approaches to driving creative tourism through hosting world-class festivals (World Top Notch) within the film and music soft power industries in the Eastern Economic Corridor (EEC). Utilizing a qualitative research methodology, this study integrates a literature review, a spatial potential assessment of three target provinces (Chonburi, Rayong, and Chachoengsao), and in-depth interviews with key informants across public and private sectors within the supply chain. The selection criteria for these three provinces were based on the strategic readiness indicators outlined in the EEC Comprehensive Development Plan (2023 - 2027), which positions each province as an economic hub characterized by interconnected logistical infrastructure and diverse localized cultural assets. The findings reveal that despite the high potential of Thailand's film and music industries, they suffer from a strategic leadership vacuum, primarily due to the absence of a regional business hub and a formal copyright market. Conversely, the EEC demonstrates substantial readiness with international-standard infrastructure and transport connectivity capable of supporting the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry, with Chonburi Province standing out as the primary anchor hub. Consequently, this research proposes four strategic festival models: 1) The EEC International Film Festival and Market, 2) The Eastern Coast Creative Culture and Film Festival, 3) The T-Wave Festival, and 4) The ASEAN Contemporary Cultural Hub Festival. Additionally, a five-year master plan (2026 - 2030) has been developed, which is projected to generate business matching and trade value exceeding 6,000 million baht. The conclusion and recommendations suggest that the government should urgently integrate collaboration through a single command mechanism and optimize investment incentive measures to attract global event organizers and investors, establish an entertainment industry ecosystem, and ultimately elevate the EEC into a sustainable creative tourism destination in Asia.