Creating Value for the Cultural Heritage of the Ancient City of Phetchabun as a Souvenir Products to Support Tourism in Phetchabun Province

Abstract

This research aimed to: 1) to analyze the identity of the cultural heritage of the ancient city of Phetchabun, and 2) to create value for the cultural heritage of the ancient city of Phetchabun as souvenir products to support tourism in Phetchabun Province. Data collection employed a mixed methods research approach, conducting qualitative data collection through in-depth interviews with 10 stakeholders involved in tourism of the ancient city of Phetchabun, and focus group discussions with another 15 related stakeholders. Quantitative data was obtained from questionnaires distributed to 400 tourists visiting the ancient city of Phetchabun. Quantitative data analysis used descriptive statistics including frequency, percentage, mean, and standard deviation. Qualitative data was analyzed using content analysis. The research findings revealed that: 1) The identity of the cultural heritage tourism site of the ancient city of Phetchabun is the stucco sculpture of dwarf figures found in the Khao Khlang Nai archaeological site. 2) Regarding the creation of value for the cultural heritage of the ancient city of Phetchabun as souvenir products to support tourism, it was found that pattern prototypes derived from cultural heritage were created for souvenir production in 3 designs. All three patterns were developed into souvenir products across 6 product categories: t-shirts, drinking glasses, iPad bags, fabric bags, phone cases, and bracelets.