GUIDELINES FOR ELEVATING PHU KHA RIANG LEARNING CENTER INTO A DISTINCTIVE CULTURAL EVENT VENUE

Abstract

        This study aimed to 1) examine the identity and cultural values of the Phu Kha Riang Learning Center that could be developed into a unique selling point for organizing cultural events; 2) analyze the factors contributing to the successful organization of cultural events at the Phu Kha Riang Learning Center; and 3) propose guidelines for developing the Learning Center into a distinctive and sustainable cultural event venue. A qualitative research methodology was employed, and data were collected through in-depth interviews. The key informants included 5 government and local administrative officers, 10 cultural event organizers and entrepreneurs, 10 community leaders and local sages, 5 experts in event venue development, and 20 local residents, totaling 50 participants. A purposive sampling method was used, and the data were analyzed using content analysis.
            The findings indicated that, in line with the first objective, the Phu Kha Riang Learning Center possessed a distinctive cultural identity rooted in the traditional lifestyle of the Karen people, integrated agricultural practices, and the cultural heritage of the Lao Wieng community. These elements could be leveraged as unique selling points for organizing cultural events. Regarding the second objective, the key factors influencing event success included venue readiness, community participation, effective marketing and publicity, and a focus on environmental and economic sustainability. Spatial preparation and active community engagement were identified as essential for delivering authentic and meaningful cultural experiences. In relation to the third objective, the study proposed that future development of the Learning Center should emphasize the integration of Karen and Lao Wieng cultures, along with mixed farming traditions, into event design. Digital marketing strategies should be employed to enhance event visibility, and infrastructure improvements should be made to accommodate environmentally friendly practices. Furthermore, strong community involvement and local economic development should be promoted through events that generate both educational value and income for the local population.