Local Cultural Identity in Arts and Culture Transformed into Creative Products to Promote the Economy and Cultural Tourism

Abstract

            The objectives of this research were: 1) to explore the value of local cultural and artistic identity in Thailand across the Northeastern, Central, and Southern regions, in order to further develop and promote them to increase economic value in a tangible way; and 2) to study approaches for using cultural and artistic heritage to enhance economic value for communities, generate income for local producers, and promote cultural tourism. The population and sample were selected purposively and consisted of: 1) Knowledgeable informants, who provided primary and crucial information regarding community history, traditions, culture, religion, beliefs, and identity in the Northeastern, Central, and Southern regions. This group included local sages, teachers, community leaders, and individuals knowledgeable about cultural identity; 2) Practitioners, who provided information on local cultural and artistic identity in the Northeastern, Central, and Southern regions, and directly participated in related activities, such as entrepreneurs; 3) General public, which included citizens from the Northeastern, Central, and Southern regions.

               This research employed a qualitative cultural research approach, using data collection tools such as surveys, interviews, observations, focus group discussions, and workshops. The research findings revealed that: 1) local handicrafts in the Northeastern, Central, and Southern regions, categorized into four types woven products, pottery, textiles, and metal casting represented the wisdom and cultural heritage of agrarian societies. Knowledge, skills, and expertise were passed down from generation to generation. In the Northeastern region, textiles, woven products, and pottery were found in nearly every province, whereas metal casting and other products were found only in specific localities. In the Central region, woven products and pottery were found in almost every province, while metal casting and other products were limited to certain communities. In the Southern region, textiles and woven products were found in nearly all provinces, whereas pottery, metal casting, and other products existed only in selected communities.2) The strategies to enhance economic value and promote cultural tourism included developing product designs that were distinctive, modern, and multifunctional; reducing production costs by utilizing local resources without diminishing the value and quality of the products; promoting local occupations to preserve traditional knowledge; and supporting the establishment of demonstration centers, exhibitions, and product sales within the community to motivate and facilitate cultural tourism. Furthermore, local handicrafts in all regions were closely connected to community lifestyles, which highlighted the identity and uniqueness of the products. These products were preserved and could be sustainably applied in the daily lives of local people, even in the face of globalization and advancements in science and technology.