COMMUNICATION OF IDENTITY OF CHET SAMIAN SUBDISTRICT, PHOTHARAM DISTRICT, RATCHABURI PROVINCE FROM THE PERSONALITY OF THE AREA

Abstract

The purpose of this research was to study the perceptions and identity communication of the Chet Samian community, Potharam District, Ratchaburi Province, through area-specific personalities from groups of tourists, public agencies, community leaders, local sages, cultural entrepreneurs, and consumers of community products, totaling 660 people. The research instruments included 1) surveys, 2) focus group discussions, and 3) satisfaction assessment forms with recording. Data were analyzed to determine analyzed using frequency, percentages, means, and standard deviations through computer programs, with descriptive content analysis.

The research results found that products that could be used to communicate identity included radish products, Tani banana products, temples, community history, and young coconut cake. The community communicated its area-specific personality through 3 identity patterns, including 1) the Chet Samian Thai-Chinese Relationship pattern, which represented interdependence; 2) the Chet Samian Worship pattern, which referred to temples that served as centers for dissemination and spiritual gathering; and 3) the Chet Samian Auspicious pattern, which was a collection of auspicious elements to symbolize stability and abundance. For the community's identity communication, it was found that communication could be achieved in four dimensions: reflecting the locality of the community, communicating the origin of the production source, using symbols from products available, and applying patterns through appropriate design. For communicating with consumers through new products, it was found that the participatory process aspect could be communicated the most, followed by distribution, usability, identity, and beauty aspects, respectively.