DEVELOPMENT OF SOUVENIRS FROM WISDOM TO PROMOTE CULTURAL TOURISM OF THAI PHUAN BAN MI DISTRICT LOPBURI PROVINCE

Abstract

    Souvenir products from cultural capital and the wisdom potential of the community are an important business that leads to the distribution of income to the local area, leading to participatory action research. The objective was to develop souvenir products from cultural capital and wisdom to promote cultural tourism of Thai Phuan, Banmi district, Lopburi province. 15 target populations were selected from important players in the production of souvenir products, community product design, and marketing of community products, by snowball sampling. Using Business Model Canvas (BMC) and unstructured interviews to collect data, through interviews combined with participatory observation and focus group discussions. Use the obtained data to analyze the content. The research results found that Business Model Canvas (BMC) able to develop 7 outstanding and unique prototypes of Thai Phuan cultural souvenir products models: 1) hats, 2) cell phone bags, 3) cosmetic bags, 4) multipurpose bags, 5) stationary bags, 6) tissue boxes, and 7) keychains. By increasing the market opportunity to promote the brand design that has a weaving pattern of flower petals in orange tones that represents dyeing from natural materials and conveys the meaning of the name. “Thai Phuan souvenirs”. Which are sold through social media channels and organize activities with communities to connect networks of cooperation. Therefore, the result is income generation, job creation, cultural preservation, and pride in being Thai Phuan.