Costume Development Model for Tourism Promotion in Mae Hong Son Province, Thailand

Faculty of Humanities, Chiang Mai University, 50200 Chiang Mai, Thailand

Abstract

This research aims to study Pha Bong community’s dressing style and to develop a new ethnic costume that shows their identity to promote tourism in the province. Pha Bong Community is a community in Maehongson Province where two ethnic groups, people of Tai Yai (Shan) and Sakor Karen, co-exist. The data collection methods include focus group and in-depth interview with target population, small group discussion and review of literature on costume development. The obtained data were then submitted to content analysis. First, it was found that they both have their own identity, resources, network marketing and inherited wisdom from their ancestors. Each group runs their business separately. Secondly, the research resulted in the creation of a new costume for the Pha Bong community created by members of two ethnic groups. This costume combines Karen symbol with Tai Yai (Shan) clothing style. The motif and pattern of the fabric identify community members’ lifestyle, belief and value. It is recommended that development should be planned upon available resource and the need of the community. In addition, the community leader should encourage members to take parts in management and to cooperate for a sustainable development.