CULTURAL MANAGEMENT IN PROMOTING SONGKRAN TRADITIONS OF MULTICULTURAL PEOPLES IN NAKHON PATHOM PROVINCE

Abstract

This research paper aims to examine the evolution of the Songkran festival and to present guidelines for managing cultural diversity in the promotion of the festival in Nakhon Pathom Province. The study adopts a qualitative research approach, with 15 key informants including monks, civil servants, local leaders, and members of the community being selected through structured interviews, focus groups, observation, and recording. The data collected was analyzed using descriptive interpretation.

The findings of the research indicate that (1) the Songkran festival has its roots in the Buddhist Mon people's culture, associated with religious beliefs, and filial piety to parents. Although people of different religious backgrounds, including Christianity and Islam, can participate in the activities, they do not participate in religious ceremonies. (2) The festival has undergone changes under the influence of globalization, leading to excessive water play, indecency, neglect in the sale of liquor, and an increase in traffic problems and altercations. (3) To promote the preservation of good traditions, the management should focus on utilizing the local identity as a medium, while ensuring adequate support and budget allocation from local government organizations. Youth should be educated about the traditions and encouraged to be proud of their heritage. Authentic activities should be showcased to attract tourists, and citizens should play an active role in providing instruction in local curriculums and schools.