But these cowboys are partying a long way from the United States. In Thailand's farming heartland, thousands of families have flocked to a festival to honour a sub-culture they have adopted as their own.

Thailand's northeast Isaan region has developed its own cowboy scene over the past four decades, ever since U.S. troops spent time in the country during the Vietnam War and left an indelible cultural stamp, say locals.

"You can say it comes from the Vietnam War, but most people these days find out about (cowboys) from the films," says Surasak Sitawanamas, owner of Cowboy City resort where the festival was held last month.

Wearing a fur pelt over his left shoulder on top of a sheepskin coat, Surasak says he had dreamed of setting up the 65-room cowboy-themed hotel ever since he was a child.

"I've loved cowboys since I was little. My schoolfriends and I would watch a lot of Westerns and I decided that one day I would open my own cowboy resort," says Surasak, citing U.S. actor John Wayne as his hero.

While some attending the festival - and others like it - wear fancy dress for the occasion, many say they work as cattle herders and that for them, being a cowboy is a way of life.

Partygoer Wilai Chomchono arrives wearing a purple cowboy shirt decorated with cattle skulls and a neck scarf, his beard plaited and carrying three leather holsters on his belt.

"I was one of the first cowboys in this area, I have been living with horses for all my life, this is why I am a cowboy, I always wear this," he says.

As the strains of singer John Denver play in the background, Wilai watches his two sons practise their lasso skills and offer horse rides to revellers at the hoedown.

Ranch hands sit chatting around small fires in the festival grounds, as pigs turn on spits for dinner.

On stage a band with a banjo player strums country songs and theme tunes from Western television classics such as Bonanza and Maverick.

Several miles (kilometers) away, far from the grounds of Cowboy City's festival, another glimpse of America's southern culture is being beamed by satellite to a television at a streetside food stall.