Bridging agriculture and tourism: The socio-technical life of the Rod Ma Yong in Southern Thailand

In rural Thailand, off-road mobility remains essential to highland livelihoods, yet the Rod Ma Yong has received limited scholarly attention as both living cultural heritage and a mechanism for knowledge transmission. This study examines how the Rod Ma Yong generates social, cultural, educational, and tourism value in Lansaka District and explores pathways for its sustainable preservation. A qualitative design combined document analysis, in-depth interviews with 12 purposively selected informants, and participant and non-participant observation. Findings indicate that: (1) the Rod Ma Yong functions as a community-crafted identity symbol shaped by terrain-specific innovation; (2) its conservation operates as “operational heritage,” sustained through everyday practice, intergenerational learning, and local pride; (3) it serves as an educational platform for transferring engineering, environmental, and cultural knowledge; and (4) it provides carefully governable opportunities for community-based tourism. However, tourism development remains contingent upon safety training, insurance mechanisms, regulatory support, and environmental safeguards. Youth engagement emerged as a critical factor for continuity, supporting policy initiatives such as living heritage databases, local learning centers, and community-based living museums. The study recommends formal heritage recognition, safer vehicle prototypes, and risk management strategies addressing parts scarcity, emissions, and cultural commodification.