The Study of Community Identity for Develop Tourism in Yala Province

Abstract

The objectives of this research were: 1) to study the patterns of natural identity, culture, and wisdom, and architecture; and 2) to increase the value of community-based tourism as an identity. The target groups for this research were three communities in Yala Province: 1) Ban Na Tham Community, Na Tham Sub-district; 2) Ban Chulabhorn Phatthana 9 Community, Mae Wad Sub-district; and 3) Asong Community, Asong Subdistrict. Participation action research in finding community identity for tourism development in Yala Province used interviews and small group discussions with key figures from three communities in Yala provincial government agencies, private sectors, tour operators and related academics. An interview form was used to analyze urgent issues of the community, and small group discussions were utilized to find community identity patterns. Then the study proceeded to increase the value of community-based tourism. The results found that 1) the Ban Na Tham community wanted an identity that shows a story connected with Wat Khuha Phimuk, known for its dark cave. With the Ban Na Tham Community, it was decided that a travel map should be prepared for exploring the dark cave, and that the admission rate should be determined according to the distance explored, namely a short distance option of 100 meters, a medium distance option at 400 meters, and the longest at 800 meters. 2) The Ban Chulabhorn Phatthana 9 Community desired an identity that represents stories, ways of life, and dress that maintains traditions, but to also create a new selling point, namely around the Malaya Communist Costume Show. The Chulabhorn Phatthana 9 community proceeded to add a communist Malaya show set and a medicine in tourism program. A rental service for photo shoots was introduced, and new souvenirs on sale, namely communist Malaya hats. and 3) The brothel Asong community, under the brand Sureeya, produced a new product, a Silat pattern bag conveying the cultural performance of Pancak Silat. With regards to community product development, this community wanted a product that represents the Silat culture, so as a souvenir product, bags were selected as being the most suitable. The results of this study can be utilized to formulate development guidelines and measures to support community-based tourism effectively. This will promote, develop, and support tourism in the future.