Potential Enhancement According to the Concept of Creative Economy That is Related to Modern Business Management of the Lanna Handicraft Group Chiang Rai


  • Suphamon Duangta Faculty of Accounting, Chiang Rai Rajabhat University
  • Kasama Kasorn Faculty of Accounting, Chiang Rai Rajabhat University
  • Nisarath Chaiwongsakda Faculty of Accounting, Chiang Rai Rajabhat University


Increase in potential, Promotion of creative economy, Modern business management


Potential enhancement according to the concept of creative economy that is related to modern business management This study aims to analyze the value enhancement of the creative economy. and modern business management and to study the relationship between the promotion of creative economy and modern business management of the Lanna handicraft group. Chiang Rai Mixed research, data collection methods of qualitative studies. from the analysis and synthesis of documents And with interview forms with 40 target groups who provide important information. quantitative study Based on a questionnaire survey with 400 subjects in action. In this regard, the factors for enhancing the value of the creative economy consist of social capital factors. creative marketing factors Social Network Potential Factors and development process factors For the best work-learning skills-enhancing factor. It is an important factor in creating personnel with appropriate skills and abilities. This includes factors such as exemplary leaders. Clear work structure and clear division of responsibilities Including factors that promote learning and develop skills in the organization. The correlation between the observed variables was positive, with a correlation between 0.159 and 0.437 at various factors. Correlation is consistent with the empirical data with statistical significance at the 0.01 level. and the development process was most closely related to enhancing work learning skills with a correlation of 0.437, 0.398, respectively, and creative marketing was associated with the development process with a correlation of 0.293. Statistically significant at the 0.01 level.






บทความวิจัย (Research article)