Residents' Attitudes toward Ubon Ratchathani Candle Festival, Thailand

Abstract

Culture is something that humans have been practicing and passing on until it becomes a normal thing. Each region has different topographic features and social norms including cultures that must be different and preserved. Candle Festival of Ubon Ratchathani has been promoted and become a national and international tourism event by the Tourism Authority of Thailand (TAT). It has brought big revenues to the province each year. However, since the Candle Festival has been promoted and become a major tourism event for more than 30 years, there has not been a single research conducted on its tourism product life cycle. This qualitative study aims to investigate the residents' attitudes and seek the means for development of the event organization. Seventy key informants were employed. Research tools included interviews and focus group discussion. The collected data were classified according to the research aims and analyzed by typological analysis and analytical induction. The festival is thought to be very significant tourism event to the whole province because it is a source of income generation to Ubon peoples especially those who live nearby Thung Sri Mueang Field where the festival is taken place. They are willing and happy to cooperative with the provincial and private sectors to organize the festival. Some problems existed. The venue for holding the festival is too narrow and packed with local and international tourists. Cleanliness of toilets and insufficiency for service are also problems. Strong competitiveness with other provinces holding the candle festival near the capital, Bangkok and almost at the same time is very challenging. Several means for solution were given.