Examining the interplay between a hallmark cultural event, tourism, and commercial activities : a case study of the Songkran Festival

Using a case study of the Songkran festival, this study explores the transformation of cultural practices through the interplay between a hallmark cultural event, tourism, and commercial activities. A methodological triangulation technique involving document analysis, semi-structured interviews, and participant observation was used to pursue the study's aim. A comprehensive model representing the co-creation and co-destruction of cultural practices in a hallmark cultural event is then presented. The model demarcates four phenomena: 1) discouraging commercialisation interplay, 2) supportive interplay, 3) discouraging cultural practices interplay, and 4) parallel phenomenon. Additionally, the study discovered that cultural event management also involves management of spatial and temporal dimensions. The study's findings should encourage stakeholders of cultural events to develop clear roadmaps when planning the long-term development of cultural events. This ensures that any loss of cultural significance can be minimised while also meeting the needs and expectations of different stakeholders.