Management of Ethnic Groups Cultural Capital based on New Normal in Chiang Rai Province

Abstract

          The objective of this research is to study the impact of the COVID-19 pandemic on cultural capital management and cultural capital management strategies of two ethnic groups, namely the Akha and the Lahu, based on the new way of life. The research utilizes a mixed-methods approach, combining quantitative and qualitative research methods. The study includes 100 participants from the Chiang Rai province, specifically from 6 districts. The research findings indicate a confidence level of 0.867.
          The research findings revealed that:
          1.The impact of the COVID-19 pandemic on the cultural capital of ethnic groups in the Chiang Rai province indicated a significant effect on their cultural capital, particularly in terms of their occupational or work-related aspects.
         2.The management of cultural capital among ethnic groups based on the new way of life in the Chiang Rai province showed that there were various aspects of cultural capital management, including methods, marketing, personnel, and support from the government. It also emphasized the importance of citizen participation and participatory governance in designing strategies for managing cultural capital among ethnic groups based on the new way of life.
          3.The management approach for cultural capital among ethnic groups based on the new way of life in the Chiang Rai province highlighted the need for policy review and formulation by the government to provide assistance and address key issues that prevent these ethnic groups from accessing welfare benefits and rights, which should be prioritized."