THE CONSTRUCTION OF KUOY ETHNIC GROUPS’ IDENTITY IN TOURISM OF SURIN PROVINCE

Abstract

The objectives of this research were 1) to explore the construction of the identity of the Kuoy ethnic group in the context of tourism in Surin Province, and 2) to examine the role of tourism for the Kuoy ethnic group in Surin Province. The study employed a qualitative approach with 41 key informants comprising tourism stakeholders involved with the Kuoy ethnic group in Surin Province, including 8 government officials, 3 private-sector representatives, and 30 community members. Data were collected through semi-structured interviews and focus-group discussions, and processed using a content-analysis method grounded on concepts and theories from folklore and tourism. The findings indicate that the identity of the Kuoy ethnic group in Taklang Village and Alu Homestay Village is newly constructed through tourism activities as follows: 1. Food identity: Both communities present food using local ingredients that are linked to the geography of the area. 2. Housing identity: Traditional “Dung” Taklang Village, an elephant-keeping community, ties elephants near the house and has a nearby spirit house, while Alu Homestay Village preserves ancient Kuoy houses. 3. Clothing identity: Clothing is presented through traditional attire for welcoming visitors and performances, using black silk garments decorated with embroidery. Women wear traditional skirts with shawls, while men wear sarongs or long trousers. 4. Language identity: The Kuoy people present their language through welcoming visitors and naming learning stations to create distinctiveness. 5. Belief identity: The Kuoy people have strong faith in supernatural powers. The findings also reveal the roles of tourism for the Kuoy ethnic group in Surin Province as follows: 1. Economic role: Village residents earn supplementary income from both direct and indirect tourism activities. 2. Social role: Village residents experience increased unity and participation in various activities, with their identity preserved and revived. 3. Environmental role: Village residents care for the landscape and environment.