ENHANCE SERVICE BUSINESS WITH CULTURAL CAPITAL IN NIBONG ANCIENT COMMERCIAL STREET, THAILAND

Abstract

This research aims to 1) study the knowledge constituting the cultural capital in the Nibong ancient commercial street, 2) develop the main components for enhancing the image of the service business by utilizing the cultural capital of the Nibong ancient commercial street, and 3) analyze and compare the economic value before and after the development of the service business. The research design is qualitative, employing the concept of corporate image as the research framework. The research area was the Nibong ancient commercial street in Yala Municipality, Yala Province, Thailand. The sample group consisted of five service business operators in the Nibong ancient commercial street, selected through purposive sampling. Three research instruments were used: 1) focus group discussions, 2) interviews, and 3) questionnaires. Data were analyzed using content analysis and descriptively written up. The research findings indicated the emergence of five unique pieces of cultural knowledge in the Nibong ancient commercial street. These findings can be used as concepts and inspiration for designing and enhancing the business image, thereby elevating the service business. Additionally, the economic value of the five service business operators in the Nibong ancient commercial street was higher after development compared to before.