The Legend of the Bird: Reviving Cultural Heritage Through the Yala Province Festival, Thailand

Author Information

Sarinya Jungjing, Yala Rajabhat University, Thailand
Nureeda Japakeeya, Yala Rajabhat University, Thailand
Chuencheewan Boontan, Yala Rajabhat University, Thailand
Wasanthanawin Harinpaponwich, Yala Rajabhat University, Thailand

Abstract

The purpose of this research is to study the history and significance of the bird procession tradition in Yala province, including the transmission of related legends and cultural stories, as well as to revive the old tradition of the bird procession to create a cultural festival in Yala. A mixed-methods research design was used, combining both qualitative and quantitative research. For the qualitative research, data collection tools included focus group discussions and development actions. For the quantitative research, questionnaires were used to collect data from 328 samples, including young people, local artists, community scholars, and cultural entrepreneurs. This study focuses on analyzing the economic value created by managing cultural capital and evaluating the economic and social outcomes of the cultural market. Qualitative data were analyzed using descriptive analysis, focusing on the perspectives of the community members (lay views), which led to conclusions and suggestions for further development. Quantitative data were processed using descriptive statistics to calculate the mean, standard deviation, and percentage, with results presented in tables and descriptive narration. The findings of this research will help highlight the importance and potential of developing the bird procession tradition as part of a creative festival and tourism attraction, benefiting the economy and society of Yala province. The aim is to revive cultural heritage and foster local pride.

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