Product Design from Community Identity to Serve Tourism and Uplift Community Economic of Puyu Subdistrict at Mueang District in Satun Province

Abstract

Community products are products that are provided for tourists and can generate income for people in the area, but the products of the Puyu community still face issues with the appearance of the products being of poor quality. This research aims to 1) find and outline the local identity of Puyu Subdistrict, Mueang District, Satun Province and 2) design and develop products that reflect the local identity, that to serve tourism and lead to upgrading the community economy. Key informants include producers or manufacturers of Kamat products in Village No. 1 Ban Ko Yao, and producers or manufacturers of shrimp paste and processed marine life products in Village No. 2 Ban Tanyong Kaboi and Village No. 3 Ban Puyu.The main stakeholders who provided information were Subdistrict Administrative Organization Puyu officials, community leaders, community scholars, and those involved in Puyu Subdistrict 3 villages, namely Village No. 1 Ban Ko Yao, Village No. 2 Ban Tanyong Kaboi, and Village No. 3 Ban Puyu. The research is a qualitative study. The main tools were observation, interview, assessment forms, and group discussion. The research results found that the distinctive natural landscapes identity of Puyu Subdistrict include fish, Koh Prasamana, Koh Karab, and Tham Lod Puyu. As for the cultural landscape identity of Puyu Subdistrict that is distinctive, it includes the Muslim community and the way of life in the coastal fishing community, which could be used to design six community brand and products. The brand reflected a distinctive local identity from community participation that link to tourism would able to serve tourism and uplift community revenue in the future.