International Journal of Innovation, Creativity and Change. www.ijicc.net Volume 15, Issue 8, 2021 From the Myths and the Beliefs on Naga of the Isaan People to Cultural Tourism: A Case Study in Nongkhai Province, Thailand Dr. Arunee Sriruksaa, Dr. Kittisan Sriruksab, aASEAN Languages Center, Faculty of Humanity and Social Sciences, Khon Kaen University, Naimuang Subdistrict, Muang District, Khon Kaen Province, 40002, Thailand, bFaculty of Fine and Applied Arts, Khon Kaen University, Naimuang Subdistrict, Muang District, Khon Kaen Province, 40002, Thailand, Email:
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[email protected] This article highlights the evolution of the myths and beliefs on Naga of the Isaan people into cultural tourism through a case study in Nongkhai province, Thailand. The article is part of the research results on the beliefs around Naga in Nongkhai province, Thailand. The research aimed to study the history of the belief in Naga, and the area in Nongkhai province where the belief is still prominent, through non-participatory observation, non-structured interviews, and the study of the related documents and research. The study revealed the Nongkhai people have been passing down the myth and the belief of Naga, through storytelling from their ancestors to the current generation, as a way to maintain their faith in Buddhism and to draw the connection between the belief and their settlements. Currently, the myth is being passed on to the tourists who show an interest in knowing more about the tradition and culture. The "Naga fireballs" phenomenon, which had become a majestic festival that reflects the identity of the children of the City of Nagas, is also being passed on this way.