Princess Dara Rasmi and the Establishment of Cultural Capital Foundations Influencing the City Branding of Chiang Mai
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Abstract
This paper aims to examine the relationship between Princess Dara Rasmi’s legacy and the development of Chiang Mai’s city branding. As a key figure in the preservation and promotion of Northern Thai heritage, her contributions to the arts and Buddhism are foundational to the city's status as a premier cultural tourism destination. The paper examines her life, detailing her efforts to maintain traditional practices while integrating modern elements, particularly through her patronage of local crafts and performing arts. It discusses the strategic concept of city branding and the establishment of cultural capital foundations, highlighting how Princess Dara Rasmi's legacy serves as a vital asset in enhancing Chiang Mai's appeal. By leveraging historical narratives, cultural institutions, and vibrant local traditions, the city's branding strategy successfully attracts both domestic and international visitors. The findings underscore the importance of historical figures in contemporary city branding, demonstrating how Princess Dara Rasmi's enduring influence continues to shape Chiang Mai’s cultural landscape and economic vitality.
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