Malinvisa SakdiyakornOrnlatcha SivarakMahidol University2018-12-112019-03-142018-12-112019-03-142016-02-01Asia Pacific Journal of Tourism Research. Vol.21, No.2 (2016), 212-23817416507109416652-s2.0-84954379920https://repository.li.mahidol.ac.th/handle/20.500.14594/43255© 2015 Asia Pacific Tourism Association. This paper examines how innovation management could bring greater opportunities for cultural heritage tourism at the community level. A two-stage investigation using in-depth, semi-structured interviews with key informants and random, on-site, short, structured interviews with tourists was conducted to uncover the preconditions and categories of innovation that support cultural heritage tourism in the Amphawa Waterfront Community, a renowned tourist destination in Thailand. The results from the study suggest that the “willingness” and “capability” of those involved in a community-based cultural heritage initiative are key to fostering a multitude of innovations but may not guarantee its long-term success. A mind-set towards sustainability that considers economically, socially, and environmentally viable innovations is required for sustainable growth. A call for innovation management from this sustainable angle is proposed at the end.Mahidol UniversityBusiness, Management and AccountingArticleSCOPUS10.1080/10941665.2015.1048261