Cultural Capital: Transformation into a Cultural Good Case Study of Muay Thai

Abstract

creative economy tourism by transforming it into cultural products: a case study of Muay Thai; and 2) provide guidelines for the sustainable development and transformation of Muay Thai products through their cultural foundation. This research employs a qualitative research method. The population and informants consisted of six experts involved in the management of professional Muay Thai business in Thailand and those involved in promoting creative economy tourism in the transformation towards cultural products. A purposive sampling method was used. The research instrument was an interview questionnaire. Data were analyzed using interpretive and content analysis. The research findings revealed that 1) Muay Thai is a cultural asset with the potential to be developed into cultural products and creative economy tourism. Muay Thai is not just a competitive sport; it's a heritage encompassing knowledge, rituals, and the spirit of Thai identity. Development should prioritize accuracy and respect for heritage, coupled with contemporary design and systematic management, relying on collaboration between the government, private sector, Muay Thai camps, and the community for sustainability. 2) Sustainable development of Muay Thai products must be based on accurate cultural principles, respecting history, rituals, beliefs, and Muay Thai camp traditions. The government should create a database, establish standards, and implement certification systems to build confidence. The business sector should focus on storytelling design, quality enhancement, brand development, and environmental considerations. Muay Thai fighters should aim to convey the values of discipline and fair profit-sharing, while audiences should maintain a balance between traditional and contemporary approaches. In conclusion, integrated collaboration is key to sustainability.

Keywords: Cultural Capital, Adaptation, Cultural Products, Muay Thai Boxing