Nostalgia in Shaping Place Branding: Pho Klang Street in Nakhon Ratchasima old town

This article aims to explore the value of identity from the potential of Pho Klang Street in the old town of Nakhon Ratchasima, in various dimensions that are connected to the people. This identity is built from the essence of the neighborhood towards creating place branding to drive creative neighborhood development through social participation. This research is qualitative, using a study method from field surveys combined with structured interviews. It evokes a sense of nostalgia linked with collective past experiences of people, reflecting relationships with and attachment to the place. The study involved interviews with informants using chain sampling, divided into three age groups: children and adolescents (ages 10-19), adults (ages 20-59), and elderly (ages 60 and above), with a total of 30 participants. Additionally, a physical survey and field data collection of the city using walking maps were conducted. The study results revealed both tangible and intangible cultural heritage, divided into two groups: 1) Lost cultural heritage that people still feel nostalgic about (3 sites), and 2) Remaining cultural heritage (18 sites), totaling 21 sites. In branding Pho Klang Street, the breakfast culture was chosen as the main image that people feel attached to and nostalgic about. This culture relates to the coffee house, a symbol of lifestyle and creative meeting places where generations converge, fostering deep relationships among the people in the neighborhood.