Belief in the Naga Phulangka and community economic development

Abstract

         This article aims to study 1) the history and beliefs of the Naga in the community, 2) analyze the beliefs of the Naga in the development of the community's economy, and 3) explore the use of the beliefs of the Naga in promoting the economy and sustainable tourism. The results of the study found that 1) the legend of the belief of the Phulangka Naga originated from Princess Nakharintrani, a Naga transformed into a human and married Prince Farung, the son of King Ulue. Later, Princess Nakharintrani fell ill, causing her body to return to its original form as a Naga. The townspeople and King Ulue were not happy, so they drove her back to the underworld. The Naga King was very angry, so he destroyed the city of Rattana Nakhon and captured King Ulue and cursed him to become a Naga guarding Phulangka. 2) The beliefs of the Naga, along with the landscape of Phulangka, attract tourists and people who believe in the Naga to visit, pay homage, and ask for blessings. In addition, this area is rich in various plants, which makes it very popular among naturalists. In addition, the legend of Phulangka has been adapted into a drama, making it well-known. Many people travel to visit, so there are accommodations, restaurants, and service places, creating jobs, creating jobs, and generating income for people in the community. This has led to the development of infrastructure and service systems to support the driving of the community economy through tourism. 3) To use the belief in the Naga to promote the economy and sustainable tourism, the Naga must be used as a selling point by publicizing it through online media, presenting the history of beliefs, activities, traditions, and local wisdom continuously, developing the skills of personnel, impressing tourists, developing infrastructure, taking care of facilities, maintaining cleanliness, organizing an efficient visit system to preserve nature and the environment, presenting souvenirs that promote local handicrafts, and creating a sense of love for nature and the environment for tourists and the community.