BULLFIGHTING IN THE CONTEXT OF COMMUNITY ECONOMIC DEVELOPMENT: A NEW APPROACH FOR THAI FARMERS IN THE 21ST CENTURY

Abstract

This study seeks to investigate the role of Wua Chon (bullfighting) within the framework of community-based economy, to analyze its socio-cultural transformations, and to propose innovative approaches that effectively link cultural capital with sustainable development. Particular emphasis is placed on the integration of indigenous knowledge with contemporary scientific understanding, the application of technology to enhance production efficiency, the active engagement of younger generations in cultural transmission, and the collaborative support of both governmental and private sectors. Collectively, these factors are positioned to transform Wua Chon into a dynamic driver of the grassroots economy in the context of Thailand 4.0. As an expression of intangible cultural heritage in Southern Thailand, Wua Chon embodies multifaceted significance across social, cultural, and economic dimensions. Beyond its role as a form of traditional entertainment, it functions as cultural capital that reflects community identity, agrarian cosmology, and local systems of belief. The breeding and training of fighting bulls illustrate the continuity of generational practices, wherein indigenous knowledge is embedded in rituals, medicinal practices-such as the use of herbal remedies-and customary methods of animal training. Economically, Wua Chon has evolved into a livelihood strategy and a source of income for diverse stakeholders, ranging from smallholder farmers to local entrepreneurs. Related activities-including cattle breeding, trade, competitive events, and cultural tourism-generate significant economic flows within the grassroots economy. Such activities are reinforced by networks of collaboration among farmers, local businesses, and public as well as private institutions, thereby positioning Wua Chon as a mechanism that fosters both economic resilience and community self-reliance. Nevertheless, in the twenty-first century, Wua Chon faces critical challenges that threaten its continuity and social legitimacy. These include the pressures of globalization, shifting societal attitudes regarding animal welfare, the absence of standardized management practices, and the persistent association with gambling. Addressing these challenges requires a reconfiguration of Wua Chon as a form of cultural economy that not only preserves local identity but also aligns with contemporary ethical frameworks and sustainable development imperatives