เอเชียทีค: ทุนทางวัฒนธรรมกับการสร้างสถานที่ท่องเที่ยวในพื้นที่ย่านทันสมัย

Abstract

This study aimed to examine the thinking behind the formation of the Asiatique tourist venue in New Road, according to the “creative folklore” theory. The study found that the idea of giving birth to the Asiatique tourist venue highlights stories of the history of the area to appeal to the hearts of tourists. Besides, Asiatique seeks to present “Thai-ness” in various ways, as well as using elements of folklore to reconstruct traditions as saleable experiences. The important contexts giving rise to the cultural tourism mentioned above are the globalization context, capitalism, and economic innovation. From this study, we may conclude that the thinking behind cultural innovation is to draw from folklore and historical narratives and to adapt them to the new objectives consistent with present-day society.