PRESERVATION AND PROMOTION OF THE TRADITIONAL FESTIVAL VALUES OF THE THAI PEOPLE IN TOURISM DEVELOPMENT IN SON LA PROVINCE

Abstract

Son La is a mountainous province located in the Northwest of the country, currently inhabited by numerous ethnic minority communities. Among them, the Thai ethnic community constitutes the majority, with a long history of settlement in this region and many traditional cultural values contributing to the distinctiveness of Son La Province's culture. The culture of the Thai ethnic community has become the dominant cultural foundation, encompassing not only the Son La region but also extending throughout the Northwest region. Among these, the traditional festivals of the Thai ethnic group best exemplify the cultural characteristics of each ethnic group and represent potential for sustainable tourism development in Son La Province. This article focuses on introducing some remarkable spring festivals of the Thai ethnic group in Son La Province, assessing the current situation and proposing solutions to preserve and promote the values of traditional festivals in the cultural tourism development of Son La Province