A INNOVATION TO COMMUNICATE IDENTITY AND LEGENDS OF CRADLE CIVILIZATION CITY ATTRACTIONS THE LAND OF BUDDHISM, COMPREHENSIVE NAKHON PATHOM PROVINCE

Abstract

          The objectives of this research article were 1) study identity and myths 2) create innovation 3) transfer innovation. This research is a qualitative research, by in-depth interviews with 20 key informants, and focus group discussions with 18 people. Data were analyzed using contextual content analysis techniques. The research results were found as follows; 1) identity and legend 1.1) the general condition of an ancient city is very important 1.2) the situation is still interesting for both Thai and foreigners 1.3) strategies, policies, plans, projects should be Must be prepared to drive 1.4) Operational results must have a plan for preparedness to deal with risks that do not exist 1.5) Participating network partners 1.6) Problems, obstacles, weaknesses and strengths are taken into account in the current problem situation 1.7) innovation that creates value in tourism that responds to the new normal social trend 2) identity communication innovation and the legend of the city of civilization comprehensive Buddhist land Nakhon Pathom Province are as follows: Model 1: Identity and Mythology Communication Design Innovation Model: 1) Identity Search 2) Activity Design 3) Identity and Mythology Layout Design of Tourist Attractions Model 2: Administrative Innovation Model management, namely 1) Participatory Network Management 2) Tourism Resource Management 3) Communication Management of Identity and Legend of Tourist Attractions The third form of value-added innovation is 1) Strengthening identity potential 2) Promotion and development of stories that indicate identity 3) Communication for marketing 4) Promote value-adding of identity communication and legends of the Cradle of Civilization.