Identity of Local Crafts in Nakhon Si Thammarat Transforming into Soft Power Product Development to Enhance the Value of Cultural Goods.
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Abstract
This research aimed to: 1) Study the identity of local handicrafts in Nakhon Si Thammarat Province, 2) design and develop soft power products based on handicraft identity to increase the value of cultural products, and 3) study the satisfaction of consumers towards the above-mentioned products using mixed methods research. Qualitative research collected data from 10 handicraft experts and entrepreneurs through observation, interviews, and focus group discussions. Quantitative research collected data from 50 consumers using a structured questionnaire.
The research results found that the identity of local handicrafts is reflected through patterns that are linked to local wisdom, lifestyles, and beliefs, especially "Hua Namo" and "Dok Pikun". Both patterns were decoded and developed into six types of prototype handicraft products, including belt buckles, rings, bracelets, choker necklaces, accessories, and Yan Lipao handbags. The overall satisfaction assessment results were at a high level, reflecting the potential of using soft power to creatively increase the value of cultural products.
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