THE PRESERVATION OF THE POUK SIAW TRADITION FOR SUSTAINABLE CULTURAL TOURISM

Abstract

The Pouk Siaw tradition is a cultural heritage that reflects deep-rooted friendship and unity within the society of Northeastern Thailand. This study aims to analyze the potential of the Pouk Siaw tradition in Khon Kaen Province as a resource for cultural tourism and to propose strategies for its sustainable application in alignment with the Sustainable Development Goals. The research is framed by an integrated conceptual approach that includes Cultural Capital Theory for analyzing cultural value and converting cultural capital into economic value through tourism activities, Sustainable Community Development Theory for evaluating community participation, and tourism resource management concepts for minimizing environmental impact. This qualitative research employed in-depth interviews as the main data collection method, and content analysis was used to interpret the data through local cultural contexts and theoretical perspectives. The findings reveal that Pouk Siaw has the potential to be developed as a tourism product that generates income for local communities while also promoting the conservation of intangible cultural heritage. Success, however, requires collaboration across all sectors, in line with the SDGs, particularly in promoting economic growth, reducing inequality, and ensuring sustainable communities. The study proposes seven key strategic dimensions: cultural development, economic-based tourism, social and community engagement, environmental sustainability, education and knowledge development, technology and innovation, and evaluation and impact assessment. To enhance the overall capacity of this initiative, it is essential to develop a toolkit that supports the integration of the Pouk Siaw tradition into sustainable cultural tourism. Simultaneously, supportive policy frameworks should be established to promote the continuity of related cultural activities. This will help ensure that Pouk Siaw continues to thrive as a living cultural heritage that contributes lasting value to both the community and broader society.