Developing the Outstanding Potential of Socio-cultural Capital into Cultural Product and Service in the Lower Isan Areas, Thailand: UbonRatchathani, Sisaket, Yasothon, and Amnat Charoen

Abstract

The cultural capital is one of the social capitals that will bring benefits, especially in the economy. In other words, if there is a sharp strategy, it will be able to convert social, cultural capital into goods and services until it can create a career or income for the owner of the capital very well. This research aimed to study the outstanding potential of appropriate socio-cultural capital to be converted into goods and services in the Lower Isaan region and to present a way to develop the outstanding potential of socio-cultural capital into goods and services, this research is a qualitative study that explores information from relevant literature, and interviews with key informants including Academics, experts, entrepreneurs, businessmen, villagers, government officials involved from all 4 provinces selected by a specific selection method of 40 people analyzed data using the Content Analysis method. The research results found that;

      The outstanding potentials of appropriate socio-cultural capital will be converted into goods and services in the lower northeastern region, namely: (1) UbonRatchathani area: Candle parade tradition, KabBua cloth, Ban Pa Aau brassware. (2) Sisaket province consists of the Sanonta tradition, Sheng Sanai Lai long boat tradition, Madan grilled chicken. (3) The area of Yasothon Province consists of the MalaiKhaoTuk tradition, fish sauce. And (4) The Amnat Charoen Province area consists of a tradition of opening the doors of the Phu Thai Tribe, Bun Khao Chi, Fermented pork wrapped in gooseberry leaves. The four areas have outstanding potential as a whole: tourism, cultural identity, community readiness, and the use of local materials to create community innovation.

      Guidelines for the outstanding potential development of socio-cultural capital into goods and services in the Lower Isan area are: (1) The role of the public sector needs to be closely and continuously encouraged to foster policies in the implementation of budget support, action, and support. (2) The role of the private sector must be to find the main host to act (focus on the private sector) and to allow the private sector to take action to foster competition among the private sectors. (3) The role of the public sector must be involved (civil state cooperation), building coaching community leaders, building value awareness. (4) Social media roles Need to use social media Line, Facebook, website building, or applications to access community products and services. (5) Strategic management consists of strategic planning covering principles and operational processes, and the Road Map assignments.