THAI DESIGN MASK: MANAGING CULTURAL CAPITAL TO ENHANCE LOCAL ECONOMY AND LOCAL CONSCIOUSNESS CONFORMING TO BUDDHISM IN AYUTTHAYA PROVINCE

Abstract

Objectives of this research article were: 1. To survey and document the cultural capital management of Thai Design Khon Mask-making in Phra Nakhon Si Ayutthaya Province; 2. To develop mechanisms for driving cultural capital management through multi-sectoral collaboration in line with Buddhist principles; 3. To create and enhance cultural leaders, cultural entrepreneurs, and cultural enterprises; and 4. To establish and evaluate a cultural ecosystem that fostered local consciousness, under the Fourth Mission of Mahachulalongkornrajavidyalaya University (MCU) on the preservation of arts and culture. The study employed a research and development (R&D) design within the Engage Enrich Enhance framework. The sample consisted of more than 400 participants, including key informants, experts, cultural networks, leaders, entrepreneurs, successors, service recipients, and students. Research instruments included interviews, questionnaires, cooperation plans, training curricula, and evaluation tools. Data were collected through in-depth interviews, focus groups, field observations, experiments, and online surveys. Qualitative data were analyzed using content analysis, while quantitative data were examined with descriptive and inferential statistics.

The findings revealed: 1. Fifty cultural capital items were identified 20 antiquities, 8 architectural works, 3 traditional crafts, 9 performing arts, and 10 rituals/social practices resulting in a comprehensive database and Culture Map Thailand 2. Collaborative mechanisms were strengthened through committees and core networks, producing short, medium, and long-term strategic cooperation plans. 3. Human capacity development enhanced five cultural leaders, ten entrepreneurs, and ten successors, alongside the creation of 19 innovative cultural products and services spanning ritual objects, lifestyle items, education, and cultural tourism; and 4. Cultural ecosystem was established through nine activities, such as training workshops, the development of temples and artisan houses as learning centers, cultural festivals, and curricula including the “Thai Khon Way of Life” MCU MOOC and illustrated book. The MCU MOOC achieved a 99% completion rate, while the illustrated book demonstrated excellent learning outcomes. Overall, the research generated sustainable collaborative mechanisms, value-added cultural products, and strengthened leadership capacities. The community economy grew by approximately 15%, while local consciousness and “soft power” were reinforced through Buddhist cultural principles.