The Business Canvas Model of Private Museums in Thailand: Designing a Creative and Sustainable Business Framework

Abstract

        This academic article aims to synthesize and propose a “Business Canvas Model for Private Museums in Thailand,” integrating three key theoretical frameworks: (1) the Business Model Canvas (BMC) by Osterwalder and Pigneur (2010) as a systematic tool for value creation analysis; (2) the Triple Bottom Line (TBL) concept by Elkington (1994), emphasizing the balance among People, Planet, and Profit; and (3) Integrated Marketing Communication (IMC), which highlights strategic communication, audience engagement, and brand development for cultural organizations. The conceptual synthesis reveals that the sustainability of modern museums depends not merely on exhibitions but on effectively managing cultural values to generate balanced social and economic outcomes. Private museums in Thailand should adopt a Self-Sustaining Model that integrates BMC, TBL, and IMC principles to generate revenue while preserving and promoting cultural heritage. The policy recommendations suggest that the government should support private museums as part of the national Soft Power Strategy through financial incentives, training, and tax benefits. Museum managers should employ BMC and TBL for strategic planning and IMC for creative communication to expand audience engagement. Ultimately, the article proposes an Integrated Business Model that positions Thai private museums as Cultural Entrepreneurial Organizations, capable of achieving harmony between cultural mission and economic sustainability.