Mekong-Salween Civilization Studies Journal

The Development of Thai Community-Based Tourism in the Era of Experience and Value: The Role of Experience Design in Community Contexts

2026-02-11T16:29:33+07:00

This synthetic academic article aims to explain the meaning and characteristics of experiential tourism, analyze trends and directions at both international and Thai contexts, and present case studies, components, and practices related to creating distinctive and unique tourism experiences. The study employs a documentary synthesis method, drawing on relevant research and literature from both domestic and international sources. The synthesis reveals that experiential tourism serves as a key mechanism for upgrading tourism quality by designing activities that enable tourists to engage deeply with local ways of life, culture, and natural resources, thereby shifting the focus from tourist volume and short-term revenue toward creating emotional value, meaning, and authenticity, qualities that modern tourists prioritize over conventional goods and services. Key components identified include participatory activity design, community readiness, and the co-creation of shared value and meaning between tourists and local residents, which collectively strengthen community capacity to develop distinctive and sustainable tourism products. Lessons drawn from case studies further indicate that communities integrating cultural resources with systematic experiential design are better positioned to achieve long-term sustainability in the experience economy. The academic contribution of this article lies in presenting an integrative conceptual framework that connects the concept of value creation through experience (Experience Economy) with the Thai tourism context, offering practical applications across tourism quality policy, business product development, and cultural resource management by local communities for sustainable income generation.

Study of Instructional Piano Performance in Rajabhat Universities in the Bangkok Metropolitan Area

2025-11-27T12:22:31+07:00

This qualitative research aimed to collect data on teaching and learning practices based on the principles of Outcome-Based Learning (OBE), which emphasize learning outcomes in order to design instructional management that responds to contemporary changes in knowledge, competencies, and desired attributes. The objective of the study was to examine the current conditions of piano performance instruction in Rajabhat Universities within the Bangkok metropolitan area in terms of instructional objectives, course content, teaching methods and learning activities, instructional media, equipment and facilities, as well as measurement and evaluation practices. Data were collected through interviews with four piano performance instructors from four Rajabhat Universities in the Bangkok area: Suan Sunandha Rajabhat University, Bansomdejchaopraya Rajabhat University, Chandrakasem Rajabhat University, and Phranakhon Rajabhat University. The findings revealed that instructional management primarily focuses on determining course content in accordance with course descriptions, with flexibility based on the suitability of instructors and learners. The instructional content includes learning units such as standard repertoire, scale practice, technical exercises, and sight-reading training. Each learning unit is organized according to instructional objectives and the readiness of learners on a weekly basis. Regarding teaching methods and learning activities, piano major students receive individual instruction, with one to two students per academic year, while group instruction is provided for students taking piano as a minor. Most students demonstrated reduced perseverance and endurance when practicing more challenging repertoire. In terms of instructional media, equipment, and facilities, resources were found to be adequately provided. As most students come from other provinces, access to and reservation of practice rooms were considered essential. Measurement and evaluation practices include formative assessment, midterm and final practical examinations, graduation recitals, portfolio documentation, video recordings of practice sessions to monitor progress, and self-assessment. The assessment follows an individualized approach that emphasizes learning processes rather than outcomes alone. Overall, the instructional management promotes piano performance skills while maintaining academic standards in content knowledge and fostering consistent practice habits, enabling students to complete their studies within the designated timeframe and to further develop their professional careers after graduation.

The Wisdom and Cultural Traditions of Plant-Based Dyeing among the Zhuang People in Baise City, Guangxi Zhuang Autonomous Region, for the Creation of a Contemporary Design Identity

2026-04-08T14:53:14+07:00

This research aims to examine and analyze the structure of cultural identity embedded in the traditional plant-based dyeing wisdom of the Zhuang people in Baise City, Guangxi Zhuang Autonomous Region, People’s Republic of China. It further seeks to synthesize a conceptual framework for systematically translating this cultural knowledge into contemporary design within the context of ongoing social and economic transformations. The study adopts a qualitative research methodology, drawing upon documentary research, related academic studies, and field data collected through observation and systematic recording. Data analysis was conducted in three stages: Open Coding to identify key themes, Axial Coding to explore relationships among cultural components, and Selective Coding to synthesize a systematic identity structure. The credibility of the findings was enhanced through triangulation. The findings reveal that plant-based dyeing among the Zhuang people is not merely a handicraft technique, but a structured body of knowledge embedded in everyday life and community organization. This knowledge system involves natural dyeing processes, including, mordanting processes, and demonstrates notable colorfastness in its textile applications. The cultural identity structure can be classified into six dimensions: color identity, material identity, functional identity, process identity, ritual and belief identity, and integrative meaning. These dimensions interact dynamically within the ecological and social context of the community. Indigo blue, black, and five-colored glutinous rice function as cultural symbols that reinforce ethnic identity through repeated use in daily life and ritual practices. Meanwhile, the dyeing process reflects experiential knowledge that is accumulated, transmitted, and continuously adapted through community mechanisms. Based on these findings, the study further synthesizes six practical design strategies that function as operational guidelines for transforming indigenous knowledge into tangible contemporary design applications. At a conceptual level, these strategies are further abstracted into five contemporary design strategies. (1) Cultural Meaning Translation Strategy, (2) Material-Based Identity Strategy, (3) Color System Structuring Strategy, (4) Process-to-Form Strategy, and (5) Contemporary Context Integration Strategy, which together function as a systematic mechanism for bridging traditional knowledge and contemporary design practice. The study proposes that the adaptation of traditional plant-dyeing wisdom into contemporary design should be grounded in a profound understanding of the internal meaning structure of the cultural system rather than superficial imitation of external forms. This transformation requires design strategies as a mediating mechanism to effectively connect indigenous knowledge with contemporary design contexts. Such an approach enables the preservation of identity, the creation of new cultural value, and the promotion of cultural sustainability in contemporary society.

Thai EFL Learners’ Preferences and Justifications on Teacher Written Corrective Feedback: A Mixed-Methods Investigation

2026-04-10T15:42:07+07:00

This study explores Thai EFL learners’ preferences and justifications regarding various types of teacher written corrective feedback (WCF) and investigates their relationship with English proficiency. A bilingual questionnaire incorporating Likert-scale items and open-ended questions was administered to 57 third-year English majors at a northern Thai university. The results indicate the strongest preference for no feedback and content only, followed by direct feedback supplemented by metalinguistic comment, suggesting that students value not only explicit correction but also conceptual understanding. Vocabulary and grammar were identified as the most significant areas requiring attention, whereas punctuation was assigned to be the lowest priority. Statistical analysis revealed no significant correlation between CEPT scores and feedback preferences, implying that learner beliefs and prior educational experiences exert a stronger influence than proficiency level. Thematic analysis of qualitative responses highlighted clarity, usefulness for revision, and emotional reassurance as central considerations shaping students’ preferences. In contrast, vague or absent feedback was frequently associated with confusion, frustration, and diminished motivation. These findings underscore the necessity of aligning feedback practices with learner expectations while promoting feedback literacy to enhance students’ capacity to interpret and apply corrections effectively. Overall, the study contributes to ongoing discussions on WCF and offers pedagogical implications for improving EFL writing instruction within teacher-centered educational contexts.

Community Participation with Sustainable Based on Coastal Community Tourism of The Blue Economy in Trang Province

2026-03-06T17:03:46+07:00

This study aimed to assess opinions on community participation for developing coastal community-based tourism in Trang Province. It also sought to explore how these community participation mechanisms influence sustainability in alignment with the blue economy in the same region. The sample consisted of 50 community members involved in the development of coastal community-based tourism. A questionnaire served as the data collection instrument. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis to test the hypotheses. The findings revealed that community participation mechanisms were at a high level overall, with participation in decision-making showing the highest mean, followed by participation in benefit-sharing. Furthermore, community participation in the development of coastal community-based tourism, including participation in decision-making, implementation, benefit-sharing, and evaluation, significantly influenced sustainability based on the blue economy in Trang Province, at the 0.05 statistical significance level. These factors accounted for 51.90% of the variance with statistical significance (R² = 0.519). This reflects that such sustainability does not arise from a single dimension alone, but rather results from community participation throughout the entire development process to sustainability across the economic, social, cultural, and environmental dimensions.

Adaptation Strategies for Cultural Tourism Management in the Extreme Climate: A Case Study of the Old Chinese Community, Buriram Province

2026-04-10T14:28:24+07:00

This study aimed to explore the impacts of extreme climate conditions (the global boiling era) and analyze adaptation strategies for cultural tourism management in the Thai-Chinese old town community of Buriram Province. A qualitative research methodology was employed, combining descriptive and narrative approaches. Data were collected through document analysis, participant and non-participant observations, and in-depth interviews with 18 key informants from three sectors: the public sector, the private sector, and community representatives, including the younger generation and local scholars. The data were analyzed using content and thematic analysis under the Input-Process-Output (IPO) conceptual framework. The findings revealed that extreme climate conditions impacted the community in two dimensions. Physically, accumulated heat and high humidity accelerated the deterioration of century-old wooden architecture, while tourists avoided outdoor activities during peak temperatures. Socially, the community faced an intergenerational cultural transmission crisis, as the younger generation perceived conservation work as volunteerism lacking economic stability, bringing some traditions, such as the Gui Qi ritual, to the verge of disappearance. Furthermore, the research unveiled an "Adaptation Paradox," wherein short-term heat mitigation strategies, such as the use of air conditioning and electric vehicles, inadvertently increased energy consumption, thereby exacerbating the climate crisis. However, the community possessed a unique strength in "Faith-Based Tourism." Spiritual motivations in rituals, such as the Pha Keng ceremony, enabled tourists to tolerate adverse weather conditions, reflecting a remarkable "Thermal Inelasticity" distinct to this type of tourism. The study proposes a four-pronged adaptation strategy model: 1) adapting rituals to be environmentally friendly, such as replacing traditional incense and candles with electric alternatives to reduce accumulated heat and PM2.5 pollution; 2) creating a digital database to preserve local wisdom and oral heritage at risk of being lost; 3) promoting night tourism alongside the installation of heat protection systems in historical buildings to simultaneously address economic and physical challenges; and 4) establishing stable career pathways for the younger generation as "cultural officers" to systematically resolve the transmission crisis. Policy recommendations emphasize the transition from passive conservation to proactive, technology-integrated management as a driving mechanism for sustainable cultural tourism in the climate crisis era.

The Influence of Cultural Authenticity, Destination Image, and Tourist Trust on Repeat Visit Intention: A Case Study of Ethnographic Tourism in Northern Thailand

2026-05-14T14:10:51+07:00

This study aimed to: (1) examine tourists’ perceptions of cultural authenticity, destination image, and tourist trust in relation to revisit intention; (2) investigate the revisit intention of tourists who had previously participated in ethnographic tourism in Northern Thailand; (3) analyze the effects of cultural authenticity, destination image, and tourist trust on revisit intention; and (4)propose guidelines for the sustainable development of ethnographic tourism in Northern Thailand. A quantitative research approach was employed with a sample of 280 Thai tourists who had visited ethnographic tourism destinations in Northern Thailand. Data were collected through questionnaires and analyzed using descriptive statistics, multiple regression analysis, and Structural Equation Modeling (SEM). The findings revealed that cultural authenticity, destination image, tourist trust, and revisit intention were all rated at high levels. SEM results indicated that cultural authenticity had a significant positive effect on tourist trust (β = 0.65), while destination image positively influenced revisit intention (β = 0.25). Tourist trust exerted the strongest positive effect on revisit intention (β = 0.42). Furthermore, tourist trust played a crucial mediating role in linking cultural authenticity to revisit intention. The findings suggest that preserving cultural authenticity, strengthening tourist trust, and enhancing destination image are essential factors in promoting sustainable ethnographic tourism. Based on the results, strategic recommendations are proposed focusing on cultural preservation, community participation, capacity development, and sustainable destination management to support the long-term sustainability of ethnographic tourism in Northern Thailand.

The Dynamics of Tourism for All in China: An Analysis of Aesthetic Innovation and Smart Technologies for Developing Policy Guidelines for Thai Tourism

2026-05-25T16:33:28+07:00

This research article pursues three main objectives: (1) to analyse the evolution and policy drivers of tourism for all in China; (2) to examine the integration of smart technologies and aesthetic innovation that can be applied to tourism; and (3) to synthesise ways in which China’s experience can be adapted to the Thai tourism context by proposing strategic directions for advancing tourism for all in Thailand. The study adopts a qualitative research design, drawing on non participatory observation and 10 informant informal interviews conducted at the Care and Rehabilitation Expo (CR Expo) 2025 in Beijing, People’s Republic of China, together with a systematic review of the literature and content analysis of promotional materials and media displayed at the event. The findings indicate that the evolution of tourism for all in China has been shaped by demographic transitions marked by the rapid growth of older adults and persons with disabilities as key market segments, alongside expanded tourism opportunities following China’s opening-up. Innovations in artificial intelligence and service robotics have been increasingly deployed to enhance access to tourism and related services for older adults and persons with disabilities in a substantive way. At the same time, there has been a deliberate promotion of the integration of art and aesthetics into the design of assistive devices and travel environments, with the aim of enriching cultural and aesthetic experiences, reducing social stigma, and reinforcing users’ sense of dignity. Building on these insights, the article synthesises policy lessons from the Chinese case to propose strategic pathways for developing tourism for all in Thailand, with particular emphasis on the design of policies that promote smart infrastructure and aesthetic innovation aligned with the country’s transition to an ageing society.