DEVELOPMENT OF A CULTURAL MARKET TO ENHANCE THE ECONOMY AND COMMUNITY ENGAGEMENT IN THE CULTURAL DISTRICT OF KHUNG SAMPHAO, MANOROM DISTRICT, CHAI NAT PROVINCE

Abstract

This research aimed to: 1) Study the cultural capital of Khung Samphao community, Chainat Province, as a foundation for community-led cultural market development; 2) Examine the market development process through the participatory of local networks partners; and 3) Assess the economic outcomes and social value generated from the development of the Khung Samphao Cultural Market. The study employed a participatory action research design. Key informants were purposively selected from individuals involved in cultural capital and cultural market development in the area, including local wisdom holders, shrine caretakers and community leaders, cultural entrepreneurs and market vendors, youth and community members, as well as government agencies and local network partners. Research instruments included semi-structured in-depth interviews, focus group discussion guidelines, and performance evaluation forms. Data were collected through field surveys, interviews, focus group discussions, joint meetings, seven cultural market events, and post-activity reflection sessions. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics and Economic Return on Investment (EROI) analysis. The findings revealed that Khung Samphao community possesses cultural capital across four dimensions: Thai-Chinese history and identity, faith and sacred spaces, local food and traditional desserts, and handicrafts and performing arts. The market development process consisted of five stages: co-awareness and co-thinking, co-design, co-decision-making, co-implementation, and co-evaluation, with the Khung Samphao Shrine Market Committee serving as the central coordinating mechanism. Key outcomes demonstrated that the cultural market generated returns exceeding investment costs, with an average EROI of 2.97 times and a grassroots economic value increase of 336%. The market also brought cultural capital into public spaces, fostered community pride, facilitated intergenerational knowledge transfer, and strengthened network collaboration.