PHANOM Model: An Integrated Learning Model for Developing Local Photographers' Potential into Cultural Heritage Communicators Wat Phra That Phanom, Nakhon Phanom, Thailand

Abstract

This research is a participatory action research with three main objectives: (1) to find effective methods for developing local photographers into cultural heritage communicators through integrated learning; (2) to create and apply the PHANOM Model to enhance the capabilities of photographers; and (3) to assess the impact at the individual, community, and site levels at Wat Phra That Phanom, Nakhon Phanom, Thailand. A preliminary survey found that 85% of local photographers lacked advanced technical knowledge, 78% had insufficient knowledge of cultural heritage, and 92% experienced problems with low service pricing. A total of 120 local photographers were selected through neighborhood sampling. Quantitative research instruments included a Pre-Post Knowledge Test (35 items, Cronbach's Alpha = 0.89), a Portfolio Assessment Rubric, and a Satisfaction and Attitude Questionnaire, supported by qualitative tools including in-depth interviews, focus group discussions, and observation protocols. The PHANOM Model integrates three theoretical frameworks, namely Transformative Learning Theory, Community of Practice Theory, and Cultural Heritage Preservation Theory, into six components (Photography Art, Heritage Consciousness, Artistic Excellence, Network Building, Organizational Culture, and Memory Preservation), carried out across four phases within 24 weeks. Results showed a 167% increase in overall knowledge and competence (p<.001, d=7.51), portfolio quality improved from 28% to 82.3%, and 88% of participants shifted their professional identity from service providers to cultural heritage communicators, with an average income increase of 28%. At the community level, a photographers' club of 135 members was formed and continues to operate independently, along with a heritage database of 1,047 photographs. The PHANOM Model shows that integrated learning can effectively connect technical skills with cultural understanding, providing a model that can be applied to heritage conservation through local photographers and community members in other contexts.