นครหาดใหญ่บนฐานทุนวัฒนธรรมตามอัตลักษณ์ของชุมชน ระยะที่ 2

Title

Hatyai City: Cultural Capital Development based on Strengthening Community Identity (Phase 2)

Keywords

Hatyai,Songkhla,Cultural Capital,Community Identity,Cultural Economy,Cultural Map

Abstract

The primary aims of this research are: 1) to examine and improve cultural mapping as a tool for area development; 2) to examine and develop cooperative strategies and plans for cultural capital management with key partners; 3) to examine and cultivate prospective cultural entrepreneurs, including the formation of community innovations or innovation communities in the area, and 4) to develop arts and cultural capital-based activities with the goal of influencing economic and social ramifications and instilling a sense of community pride in residents. The research team has developed a mixed method approach and prioritizes action research with participatory action research. This study has results in a collaboration with five communities in the central area of Hatyai City, Hatyai District, Songkhla Province: (1) the Kim Yong Santisuk Community, (2) the Phra Sanaeha Montri Community, (3) the Sang Sri Community (4) the Tongxia Xiang Tung Community, and (5) Pakistan Muslim Community. According to the study, Hatyai is a multiethnic city with a diverse population that contributes significantly to various social and cultural capitals and has development potential as a cultural learning area. Using a participatory method, the researchers achieved several outcomes. They included the discovery of the citys identity, a design contest for the Nong Kim-Nong Yong mascots, the development of cultural entrepreneurs, the production of media to publicize cultural capitals, the data collection for a cultural mapping system, and the cultural capital festival with the theme “Eat Pray Love @ Hatyai”, which tells the story of Hatyai through the lenses of cuisine, faith, and love. Overall, 15 cultural entrepreneurs and businesses were brought up to full potential by creating 15 cultural products and services. Furthermore, three community innovations were created: online games about Hatyai city, the Integrated Cultural Festival Model, and 7 video clips highlighting Hatyais cultural capitals. In addition, the Social Return on Investment (SROI) evaluation revealed that the social value based on project spending, which includes monetary and non-monetary effects, was 8.64. It implies that the investment was worthwhile. A survey of 383 samples indicated that the major activities in research projects are valuable to residents and the city for preserving cultural heritage values as high as 90.95 percent. The study initiative, moreover, is funded by the Hatyai Municipality through the Songkhla Chamber of Commerce in order to carry out the project of cultural festival activities in fiscal year 2023. It is obvious that this research project can be the driving force behind cultural capital-related actions that tend to make this area more sustainable. As a suggestion, the projects next phase should focus on exploring additional different auspiciousness in multicultural diversity. Furthermore, the area should be expanded to explore more cultural capitals and generate activities that can contribute to creative economic growth and cultural economy, resulting in job creation and economic revitalization in Hatyai.