DEVELOPMENT OF THE FIELD MARSHAL CULTURAL AREA AND THE CREATION OF ADDED VALUE FOR COMMUNITY PRODUCTS THROUGH THE PARTICIPATION PROCESS

Abstract

This research, titled “The Development of the Marshal Cultural Courtyard and the Value Creation of Community Products through Participatory Processes,” aimed to: (1) study the model of cultural tourism integrated with local and community development, (2) develop and enhance the value of community products, and (3) establish a cultural courtyard network through participation of both public and private sectors. A mixed-methods approach was employed. The quantitative phase involved survey research using questionnaires distributed to 100 respondents, including local leaders, community leaders, local scholars, product owners, and residents. Data were analyzed using statistical software. The qualitative phase utilized participatory action research (PAR), employing purposive sampling and in-depth interviews with 16 key informants, including monks, academics, and local leaders. Data were analyzed thematically and interpreted through related theoretical concepts. The findings revealed three key points: (1) The cultural tourism model effectively integrated local art, traditions, ways of life, natural resources, and history into learning and tourism sites, creating sustainable local income. Community storytellers played a key role in conveying narratives to visitors. (2) Value creation for community products requires continuous learning by producers, focusing on product differentiation, unique selling points, and consumer-centered development. This includes enhancing taste, design, value, and memorability to meet market demands. (3) The establishment of the cultural courtyard network through the “Baworn” model—consisting of Home (community), Temple (religious institutions), and School (public agencies)—fostered collaborative participation. Strengthened by a memorandum of understanding (MOU) with the Tak Provincial Cultural Office and Nong Bua Tai Municipality, the network promoted shared ownership, collective decision-making, and sustainable cultural area development.