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Sarinya Jungjing, Yala Rajabhat University, ThailandAbstract
This study had three objectives: creating value from cultural capital and local wisdom, strengthening the capacity of entrepreneurs and personnel involved in tourism, and expanding tourism marketing channels through soft power strategies embedded in cultural products. The study employed a participatory action research (PAR) approach, collecting qualitative data from 37 key informants and quantitative data from 399 participants in Betong District, Yala Province. The findings revealed that Betong District's diverse cultural heritage provides a strong foundation for developing five distinctive cultural product categories rooted in local identity. Quantitative results showed relatively high scores for value creation from cultural capital (x̄ = 4.09), entrepreneurial capacity (x̄ = 3.80), and soft power marketing channel effectiveness (x̄ = 4.17). Key challenges included insufficient digital marketing skills and packaging design capabilities. These findings support the sustainable development of the creative economy in the southern border region.
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Conference: ACSS2026Stream: Cultural and Media Studies
This paper is part of the ACSS2026 Conference Proceedings (View)
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