Mindful mindsets and rural community characteristics in promoting sustainable rural tourism and facilitating the tangible implementation of the circular economy

What the paper says

Purpose This study aims to examine the role of mindful consumption in promoting rural sustainability, particularly in the context of tourism in Muang Kaen Community, Chiang Mai, Thailand, by establishing a robust circular economy. Design/methodology/approach The data were collected through in-depth interviews with 28 informants who are tourism stakeholders regarding sustainable development, i.e. government officers, business owners, community leaders and community members in Muang Kaen, to achieve the data triangulation. A thematic analysis of the interview data was employed in this data set. Findings The findings demonstrate three key themes for driving sustainable community development: a sense of community, leadership and embodiment. At an individual level, local community members co-create a sense of community through Thainess, which gradually forms the social commitment to caring for neighbors, the community, and the environment. Carefulness also relates to another theme, “leadership” – social capital, which drives mindful behavior among the community members. Both situational and official leaders are key persons in forming a culture of sustainability within the community. Finally, the community can achieve sustainable goals by driving from the individual to the collective level through the embodiment. Research limitations/implications This single-case study warrants further examination across different communities to generalize the findings to broader circumstances. Originality/value This study has shed light on how rural tourism can drive sustainable development through a circular economy and mindful consumption.