The The Communication of Community Identity in Sakhla Village, Na Kluea Subdistrict, Phra Samut Chedi District, Samut Prakan Province, for the Promotion of Cultural Tourism

Abstract

          This study aims to examine the community identity of Sakhla Village, Na Kluea Subdistrict, Phra Samut Chedi District, Samut Prakan Province, and to explore the status of community identity communication for cultural tourism. The research employed a qualitative approach using in-depth interviews. The sample consisted of 7 participants, including government officials involved in community development, local community experts, community activists, and long-term residents who have witnessed changes and possess an understanding of the community context.

          The findings reveal that the community identity of Sakhla Village can be categorized into four dimensions: 1) Historical Dimension – comprising legends and the historical background of the community. 2) Geographical Dimension – referring to the topography and location of the village. 3) People Dimension – reflecting the way of life of Sakhla residents and 4) Cultural Dimension – encompassing traditional festivals and rituals. The communication of community identity is conveyed through various means. This includes showcasing the identity through the daily lives of the villagers, allowing tourists to experience local customs firsthand. Cultural events rooted in community legends also serve as platforms for identity presentation. Moreover, the distinct geographical location of Sakhla is highlighted as a unique characteristic compared to other communities. Communication tools include both online and offline media.