Participatory Development of Shopfront Areas through Local Identity and Community Context: Communicating Cultural Spaces in Ban Thong Fai Community, Mae Chaem District, Chiang Mai

Abstract

This study aims to propose participatory approaches for developing shopfront areas through local identity and community contexts to communicate the cultural space of the community. A qualitative research design was employed, utilizing surveys, in-depth interviews, participant observation, focus group discussions, community forums, and participatory action research. Purposive sampling was applied to cultural network stakeholders, including local authorities, educational institutions, entrepreneurs, and community representatives, totaling 53 participants. Data were analyzed inductively. The findings revealed eight dimensions of Mae Chaem’s local identity: people, Buddhism, spiritual beliefs, Pha-hya ritual, bamboo, textiles, rice fields, and mountains. These elements fostered understanding and promoted local consciousness through participatory cultural networks that generate meaning and enhance the perception of cultural space at the urban, community, and lifestyle levels. Particular emphasis was placed on “textiles,” representing distinguished local craftsmanship, and “bamboo,” a material embedded in daily life. The development of shopfront areas served as a medium to convey identity, lifestyles, and cultural narratives through decorative elements such as architectural features, local materials, textile motifs, and handicrafts. Consequently, shopfront areas emerged as both economic spaces and communicative platforms that transmit shared cultural values, thereby strengthening the sense of community culture.