“Buy Two Get One” - Transforming Dharma into commodity in the Touristic Buddhist Temples of North-eastern, Thailand

Abstract

This paper presents the transformation of Buddhism Dharma to commodity in 5 key
tourist temples in northeastern area of Thailand. Qualitative data were collected by in-depth
interviews with 20 key informants who represented the temples and the tourism organizations,
in conjunction with participatory observation and non-participatory observation. The
Research found that there are two forms of Buddhist transformed commodities. Firstly,
exchangeable commodities include Buddha images, amulets, flowers, incense, candles, gold leaf,
Buddhist monk's robe, Dharma book, fish food, souvenir and offering. Secondly, intangible
commodities include many kind of donations and other self service activities in the temple. Both
of commodities are transformed to be the products based on religion of the Buddha such as
benefactions or charity, dispensation, pietism and transmigration of soul, which people
believed and willing to purchase or donate in many differences ways.