CULTURAL SERVICE MANAGEMENT FOR TRADITIONAL AND CONTEMPORARY SHADOW PUPPET SHOWS TO ENHANCE THE LEVEL OF SHADOW PUPPET ENTREPRENEURS IN NAKHON SI THAMMARAT

Abstract

The objectives of this research are 1. Study cultural service management of traditional and contemporary Nang Talung (shadow puppet show) of entrepreneurs in Nakhon Si Thammarat; 2. Develop cultural service management of traditional and contemporary Nang Talung of entrepreneurs in Nakhon Si Thammarat; and 3. Empower traditional and contemporary Nang Talung entrepreneurs and increase community income by at least 10 percent. The research used a descriptive research style. from the study of qualitative data develop a performance style and analyzed quantitative data. The results showed that there are 2 formats of Nang Talung: traditional Nang Talung and contemporary Nang Talung. The development of cultural service management of traditional and contemporary Nang Talung focused on the improvement of the show procedures, elements, and management, which are; 1. The 10 show procedures are enhanced by adjusting the show time to 60 minutes to facilitate the service of “Nang Talung for Vow’s Redemption of Ai Khai at Wat Chedi.”; 2. People who use the vow’s redemption service for Ai Khai at Wat Chedi usually come at 08.00 – 17.30. The show cannot be performed on the white screen in the daytime, so the show is performed with the screen removed to adapt to the situational context.; and 3. Nang Talung management is improved to distribute income to the chorus actors by adjusting the show’s price and time to 5,990 Baht for a 60-minute show time. The researcher has analyzed the income of the entrepreneurs and found that the income of all 7 actors increased by at least 10 percent.