The Identity of Marukhanakhon Ancient City in Tha Kho Subdistrict, Nakhon Phanom Province, Thailand.

บทคัดย่อ

      This research investigates the cultural tourism identity of Marukhanakhon, an ancient city located in Tha Kho Subdistrict, Nakhon Phanom Province, Thailand. The study aims to identify prominent local identities and synthesize them through the 5F framework for cultural tourism development. A qualitative research method was employed, with data collected from 44 key informants purposefully selected for their expertise in local history, cultural traditions, and tourism development. The research utilized in-depth interviews, focus group discussions, and field surveys.
          The research results reveal the unique identity of Marukhanakhon through the 5F framework, including: 1) The food identity is highlighted by dishes made from Mekong River fish, such as Larb Pla E-Tu (spicy minced fish salad), which reflect a strong connection with the local ecosystem and cultural heritage; 2) The fashion identity is characterized by symbolic colors derived from the Kho fruit or Ceylon oak (orange hue) and a community logo that represents multicultural influences; 3) The folk performance identity demonstrates Thai–Lao cultural integration, using fishing tools into traditional dance performances; 4) The festival identity is evident in rituals and festivals such as the Anya Phra Sai worship ceremony, the Heet 12 Khong 14 traditions (literally meaning “the Twelve Annual Merit-Making Traditions and Fourteen Community Conduct Codes”), and the Tha Kho Fish Festival, all of which provide opportunities for cultural immersion; and 5) The route identity features diverse tourism routes that encompass history, culture, and agriculture, catering to the varied interests of different types of tourists. From these identities, the food and festival identities demonstrate the greatest potential for development as cultural soft power attractions, as they combine authentic local experiences with opportunities for tourist participation. This study contributes to the development of cultural tourism by proposing a conceptual framework for community-based soft power strategies, which strengthen local identity while attracting experiential tourists—particularly Millennials and Gen Z travelers seeking genuine cultural connections.