The Development of Souvenirs to Represent Local Identity of Maha Sarakham to Elevate Economic Value

Abstract

This research had the following objectives: 1) to study the local identity of the province Mahasarakham 2) to analyze the local identity of Mahasarakham Province into the design of souvenir products and 3) to propose ways to promote the production of souvenir products that reflect the local identity of Maha Sarakham to increase economic value. The study process was divided into 2 parts: First, a qualitative study in order to identify and analyze the identity of Maha Sarakham Province to design souvenir products, targeting 50 souvenir makers in the Province and 2 academic arts and cultural experts, with an interview and survey questionnaire as the main tool. The second part produced guidelines for promoting the production of souvenir products; this was a quantitative study, and the sample group of consumers was tourists, both Thai and foreign including 100 people in the general community. An opinion survey and product assessment were the primary tools for data collection. The results showed that the local identity of Mahasarakham province could be analyzed from the motto of Maha Sarakham province Phra That Nadun, the symbol of Isan and Takasila Nakhon (which means the land of education) leading to the design of three prototype souvenir products; 1) key chain products 2) luggage products and 3) shirt products. The analysis made possible guidelines for promoting the production of souvenir products refelcting the identity of Maha Sarakham and that increased economic value in the province. This was achieved by influencing funding and investment budgets, promoting access to opport unities for borrowing and applying local wisdom in production and promoting products in a variety of styles to meet the needs of customers and achieve production standards of relevant relevant agencies. The results indicate that the introduction of the guidelines to promote the production of souvenir products that reflect the identity of the Maha Sarakham area to add economic value. It was found that the promotion guidelines could be divided into key points as follows: manufacturers need to diversify their markets and distribution trends because community products are similar to many other product groups, causing high competition and therefore, the product should be developed to have out standing and different characteristics compared with other products (such as using local ingredients to establish a local identity of a particular group is different from others.

Keywords

• souvenirs
• identity
• economic value