Cultural Inheritance “Saomai” Dance and Guidelines for Development to be as a Social Marketing Product

Abstract

The objectives of this study were to study the existence of the cultural community, to seek and restore the guidelines of cultural inheritance with regard to “Saomai” Dance for three generations and to find out the guidelines of “Saomai” Dance development, which is to be used as a social marketing product in Siriwiangchai Sub-district Municipality, Wiang Chai District Chiangrai Province. The study was a Participatory Action Research (PAR) focusing on two groups of people: community leaders and residents, including three generations of the above, children, youth and adults. Data collection was done by interview, focus group and training in “Saomai” Dance. Data analysis was done by classifying information obtained and summarizing it into a descriptive essay. Results showed that the community of Siriwiangchai Sub-district Municipality, Wiang Chai District Chiangrai Province still expresses a wide variety of local cultures and most activities were related both to traditions and Buddhist activities. As to the search for and restoration of guidelines of cultural inheritance of “Saomai” Dance for three generations, it appeared that the models and skills development as well as teaching and training were means to convey cultural wisdom into practical results. Regarding the development of “Saomai” Dance as a social marketing product, the community should be able establish a group of dancers, develop a group management system with dance performance as a social marketing product to express cultural dance in order to maintain its existence in the community.