Dynamics of the Presentation of Songkhla Old Town Identity in the Context of Tourism
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Abstract
Background and objective (s): Prior to 2007, Songkhla Old Town was largely unknown to tourists. At that time, Songkhla province was primarily recognized as a coastal city and a trading hub in southern Thailand. However, changes began in early 2007 when various events and festivals started to be held in the Songkhla Old Town area, attracting significant attention on social media. This research aimed to analyze the dynamics of identity presentation in Songkhla Old Town to understand how such identity is constructed within the context of tourism.
Methodology: This research examined documents and field data related to the presentation of the identity of Songkhla Old Town within the context of tourism. The study participants were selected using a targeted sampling method, which included representatives from the public, education and private sectors, along with civil society stakeholders in Songkhla Old Town. The study spanned three years, from 2021 to 2023, and employed the analytical framework of Identity, Social Space and Creative Folklore Theory.
Main result: The dynamics of presenting the identity of Songkhla Old Town can be analyzed through four key aspects in the context of tourism: the concept of the dynamics of presentation; the dynamics of the presenters; the dynamics of the content presented; and the dynamics of the presentation methods. These factors have influenced the physical and social spaces of Songkhla Old Town. Furthermore, it has been identified that Songkhla Old Town is presented with three distinct identities: recognition as a multicultural city; the aspiration to become a UNESCO World Heritage site; and being celebrated as a creative city.
Relevance to Thai Studies: This research examines southern Thai folklore as cultural knowledge, emphasizing the dynamic interplay among cultural capital, identification, and tourism-oriented representations. It demonstrates how this knowledge is reinterpreted and expanded within the context of contemporary Thai society.
Conclusion: The results highlight the dynamics of folklore, including how folklore is presented and the roles of inheritors. The study also emphasizes the identity of a city within the context of tourism.
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