Research and Development of Museum-Community Collaboration: Utilizing Cultural Performing Arts in the Creation of Music and Contemporary Paintings to Promote Chiang Rai's Tourism Image

This research aims to analyze and develop collaboration between museums and local communities using cultural performing arts as a medium for heritage preservation and creative tourism promotion in Chiang Rai, Thailand. The study employs a mixed-methods design. Primary data were collected through in-depth interviews, focus group discussions, questionnaires, and field observations at two selected museums: the Museum of Old Photos Chiang Khong and the Hong Luang Saeng Kaew Museum at Wat Phra Kaew Chiang Rai. Their selection was based on their roles in preserving local history, culture, and the Lanna artistic heritage. Quantitative results from 152 exhibition visitors revealed high levels of cultural appreciation (M = 4.52), understanding of Chiang Rai’s cultural identity (M = 4.47), and interest in cultural tourism (M = 4.38). These findings demonstrate that integrating performing arts and contemporary creative works significantly enhances audience engagement and strengthens the cultural tourism image of Chiang Rai. Qualitative findings indicate that cultural performing arts such as Lanna dance, Khap Sor Lanna singing, and traditional theatrical forms effectively communicate historical narratives and reinforce communal identity. The research also facilitated the creation of original musical compositions and contemporary paintings inspired by local narratives, using post-impressionist techniques and popular-music idioms. The exhibition incorporated immersive storytelling, curated lighting, and ambient soundscapes featuring local music and the natural sound of the Mekong River. A key tangible outcome of this project was the strengthened collaboration between Chiang Rai Rajabhat University and Chiang Khong District through an MOU that formalized joint cultural development efforts. This partnership enabled coordinated exhibitions, youth engagement activities, and community-based cultural programming that contributed to local economic stimulation and intergenerational learning. The findings underscore the significance of integrating museums, performing arts, and creative expressions to promote cultural tourism and enhance Chiang Rai’s cultural. This study suggests that interdisciplinary artistic collaboration can serve as a sustainable model for area-based cultural development.