The purpose this research to study creating value and added value for products and services based on cultural and local wisdom, and empowering entrepreneurs and workers in the tourism industry to promote soft power marketing through storytelling and creative communication in Betong District, Yala Province. The research employs a mixed-method approach, combining qualitative and quantitative research.Qualitative research utilizes data collection tools such as focus groups and development actions, while quantitative research uses questionnaires to collect data from a sample of 399 young people, local artists, local wisdom keepers, and cultural entrepreneurs. This research focuses on analyzing the added economic value from managing cultural capital and evaluating the economic and social outcomes of the cultural market. Qualitative data were analyzed using descriptive analysis, focusing on the perspectives of the community members (lay views), which led to conclusions and suggestions for further development. Quantitative data were processed using descriptive statistics to calculate the mean, standard deviation, and percentage, with results presented in tables and descriptive narration.The finfing of research highlights the importance and potential for entrepreneurial development in the supply chain, particularly in processing, services, and influence marketing. Leveraging local wisdom can drive sustainable economic growth and sustainably preserve Betong's cultural tourism industry.

Authors:
Sarinya Jungjing, Yala Rajabhat University, Thailand

About the Presenter(s)
Mrs. Nureeda Japakeeya is an Assistant Professor at the Faculty of Humanities and Social Sciences, Yala Rajabhat University, Thailand.

See this presentation on the full schedule – Tuesday Schedule

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