Abstract

This study explores the development of creative entrepreneurs and the enhancement of food products based on resources, environment, and cultural practices in Lamphun, Thailand. Using mixed-methods research, including document reviews, focus group discussions, interviews with stakeholders, and a questionnaire with consumers, this study aims to formulate strategies for upgrading food products to support the sustainable drive of Lamphun’s creative economy. The findings highlight the significance of investing in research and development, fostering creativity, and transforming cities into hubs for commercial and educational exchange to stimulate the creative economy. The analysis reveals tourist preferences for traditional food products and identifies the factors influencing their purchasing decisions. Findings suggest enhancing product development through the use of environmentally friendly materials, online marketing, and leveraging local resources. In addition, the results emphasize the need for continuous innovation and adaptation in the digital era. This research underscores the interconnected roles of individual creativity, strategic innovation, and entrepreneurial spirit in driving the growth and sustainability of the creative economy, particularly in the context of Lamphun’s rich cultural and environmental resources.