Guidelines for creating a landmark to promote the image of the community in Don Kaew Subdistrict, Mae Rim District, Chiang Mai Province.

Abstract

The guidelines for creating a landmark to promote the image of the community in Don Kaew Subdistrict, Mae Rim District, Chiang Mai Province have the following objectives: (1) to study the identity that promotes the image in managing the community's cultural economy sustainably; (2) to find ways to create a landmark to enhance the image in managing the community's cultural economy sustainably; and (3) to create a prototype landmark based on the creative guidelines to promote the image in managing the community's cultural economy sustainably in Don Kaew Subdistrict, Mae Rim District, Chiang Mai Province. The analysis results from in-depth interviews, observational recordings in the field, and literature reviews of related research can extract local data regarding (1) the environment, which includes geography such as the lowland river area, vegetable farming, and fertility, as well as history, which includes the stories behind the name of the community "Don Kaeo" and Wat Phra Non Khon Muang; and (2) society, which includes lifestyle (living conditions) characterized by friendliness, a cheerful demeanor, self-sufficient livelihoods, sufficiency in food and living, and fishing along the Ping River. The summary of the concept to create a prototype of a symbolic landscape based on the draft evaluation found that the highest scoring draft was Concept 3 "DONKAEW," which had an overall average rating of very good ( = 4.63, SD = 0.46). Additionally, Concept 1 "Living Well, Eating Well, Being Happy" in Draft 3 also had a very good overall average-rating ( = 4.53, SD = 0.50) and was used as a secondary reference. Subsequently, three drafts were developed and evaluated (developed) based on feedback from a group of experts and stakeholders, and It was found that Draft (Development) 2 has an average satisfaction level of very good ( = 4.60, SD = 0.46), with the highest satisfaction score. From the creation of the landmark and the collection of satisfaction surveys from two sample groups, namely, a group of 8 participants from the summary meeting and a group of 75 consumers, including the general public and Thai tourists in the area where the landmark is installed (Smart Farming area at the Happy Agriculture Garden, Don Kaew Sub-district, Moo 7, Ban San Mueang), the total number of respondents is 83. It was found that the overall average satisfaction level was very good ( = 4.63, SD = 0.51).