THE PROCESS OF STRENGTHENING LOCAL COMMUNITY IDENTITY TO DEVELOP THE ANCIENT CITY'S ECO-TOURISM ATTRACTIONS NON MUEANG, CHUM PHAE DISTRICT, KHON KAEN PROVINCE

Abstract

This qualitative research aimed to (1) examine the local context of Non Muang in Chum Phae District, Khon Kaen Province; (2) explore the enhancement of local identity for the development of Non Muang ancient city as a cultural and conservation-based tourist attraction; and (3) propose guidelines for promoting heritage tourism in the area. The study employed in-depth interviews with 30 purposively selected participants and applied content analysis for data interpretation. The findings revealed that Non Muang, an archaeological site in Chum Phae Subdistrict, was originally an agricultural area that evolved through prehistoric and historic periods. It was later developed into an educational and cultural learning center. The enhancement of local identity focused on promoting historical heritage, supporting local products such as traditional rice wine enterprises, handmade clothing, local vegetable cultivation, and unique rice varieties such as “Thapthim Chum Phae.” Community engagement was emphasized through collaboration with various local sectors, volunteerism, and public awareness campaigns. These efforts fostered a shared sense of responsibility in welcoming and guiding visitors. Key strategies for promoting heritage tourism included cultivating local pride through the integration of “Home-Temple-School” (Baworn) participation, incorporating heritage education into local school curricula, and organizing annual rituals and festivals to honor the ancient city. These initiatives aim to position Non Muang as a sustainable cultural learning destination that reflects the community’s historical identity and strengthens the local economy through tourism.