The Process of Constructing Community Identity in 100-year Yakang Dessert Floating Market, Narathiwat

Abstract

The objectives of the research were to identity of the Yakang community in Bang Nak Subdistrict, Mueang District, Narathiwat Province, and to investigate the process of constructing the identity of the Yakang Floating Market: 100-Year Dessert Market. A qualitative research design was employed, utilizing observation and in-depth interviews with 30 key informants, including sellers, buyers, and local residents of the Yakang community, selected through purposive sampling. Additional data were collected through document review, field surveys, non-participant observation, and field note-taking. Data were analyzed using content analysis, and the credibility of findings was ensured through triangulation.

            The results of the study indicate that: 1) the Yakang community possesses distinctive identities across three dimensions—physical characteristics, activities, and places. These identities are rooted in historical, economic, and cultural contexts and are particularly reflected in traditional Malay desserts such as Ake, Batabu Lo, Piana, Putu, and Naba; and 2) the identity construction process of the Yakang Floating Market, known as the 100-Year Dessert Market, emerged through five stages: (1) identifying and understanding local identity values, (2) emphasizing uniqueness and differentiation, (3) exploring visitors’ in-depth needs, (4) promoting market identity through social and online media, and (5) integrating traditional elements with modern technology.