DEVELOPMENT COMMUNICATION OF INTANGIBLE CULTURAL HERITAGE OF CHAOSHAN CITY CASE STUDY“THE ART OF KUNG FU TEA MAKING”

บทคัดย่อ

        The research objectives were: 1) To analyze the inheritance status of the current social of Intangible Cultural Heritage. 2) To explore innovative models suitable of the current social of Intangible Cultural Heritage of Chaoshan. 3) To study consumer the acceptance of intangible cultural heritage of Chaoshan youth. 4) To find out approaches for development and promote the sustainable of Chaoshan case study “The Art of Kung Fu Tea Making”.

        The research methodology was qualitative research. Through in-depth interviews and document research. the key informants were chosen by purposive sampling in 4 groups for example directly involved with Kung Fu Tea Art expert of Tea masters 1 people, inheritors of intangible cultural heritage 1 people, tea house operators 1 people, and ordinary Chaoshan Kung Fu Tea enthusiasts in the Chaoshan region 3 people, 6 young people and Ministry of Culture officials 2 people total 14 people living in Chaoshan area. The research instruments used were structured in-depth interviews and data analysis to generate conclusions.

Research finding was found that 1)  Current Status of Inheriting Chaoshan the Art of Kung Fu Tea Making, The fast-paced lifestyle and cultural differences across regions have led to a decline in public interest and capability in preserving Kung Fu Tea Art. 2) Creative Development Model, Modern technologies are being applied to simplify the traditional brewing process. Kung Fu Tea Art is being integrated into regional activities to promote its cultural and practical aspects. 3) Acceptance among young people are attracted to the strong sense of ritual and the unique cultural depth of Kung Fu Tea. It has a positive influence on their family and social lives, encouraging participation in related activities in schools and communities.  Creative communication platforms such as short videos, anime, and e-sports are effective in spreading the culture and 4) to find out approaches for development Cultural organizations should host training sessions, events, and lectures to raise public awareness. Educational institutions can incorporate Kung Fu Tea culture into curricula to cultivate interest from an early age.