Integrating Urban Cultural Capitals through Creative Festivals for MICE City in Hatyai District, Songkhla Province

Abstract

This study aims to (1) examine the characteristics of cultural capital in Hat Yai that can be applied to creative festivals, (2) develop a creative festival prototype based on cultural capital to support the MICE industry, and (3) propose guidelines for MICE city development through creative festivals utilizing cultural capital. The research is a mixed-methods study and participatory action research conducted in the area of Hatyai City Municipality. The findings revealed that 1) Hat Yai's cultural capital comprises traditional elements such as architecture, traditions, cuisine, and local lifestyles, alongside contemporary elements such as arts, innovative culinary creations, and creative spaces. However, existing festivals lack strong connections to the city's identity. 2) The results of the development has formed the "EAT PRAY LOVE @ Hatyai" festival prototype. This festival integrates cultural capital through storytelling, multiculturalism, and community engagement. An evaluation of 383 participants indicates a high overall satisfaction level (mean score = 3.56) and a cultural value rating of 9.01 out of 10. 3) The proposed development framework for creative festivals should align with national and local policies, such as Thailand 4.0 and MICE City, emphasizing the creative economy, technology, and co-creation. Additionally, festival design should cater to target audiences, incorporate strategic marketing, and promote sustainability, reinforcing Hat Yai’s position as a MICE city through distinctive creative cultural festivals.