The Value Creation Model of Southern Shadow Play According to the Philosophy of Sufficiency Economy

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Suchat Wisuttipun
Pricha Samakkhi
Bamrung Srinuanpan


The objectives of the research were: 1) to study the value-added management context and southern shadow play value; 2) to develop the management model to increase the value of the southern shadow play according to the Philosophy of Sufficiency Economy, and 3) to evaluate the effectiveness of value-added management model and the value of the shadow play of the southern region according to the Philosophy of Sufficiency Economy by using the research and development model. The areas of research were Nakhon Si Thammarat, Songkhla, and Phatthalung provinces. The population and sample groups were 7 experts, 15 scholars, 21 shadow players, 54 audience representatives, and 30 effectiveness evaluators. Research tools were synthesis questionnaires and data collection form by the synthesis of documents and research, interviewing, focus group, and examining the comment. Data analysis was content analysis. The statistics used were percentage, mean, standard deviation, and the consistency index (IOC).

The results showed that 1) concerning the context of value-added and value-added management in the southern shadow play, it was found that the knowledge element focused on development in various ways, such as the transfer of the inheritance of the performing techniques, and knowledge management. 2) Concerning the results of the questionnaire analysis from academic sample groups, the audience, and the related parties, it was found that the show had to proceed fast. The manipulation of puppets and playing with shadows were necessary, and country songs should be used as background music. 3) Concerning the production of shadow play, scholars, the audience, and related parties agreed that the stamping and carving of the patterns must be delicately detailed, and bright colors should be used according to traditional beliefs. But the dress style may develop according to the era. 4) Concerning marketing strategy, adding value, and creating heirs, public relation media should be used on the Internet, presenting more funny performances, and the performances should be performed at the shopping centers and in the educational institutions, as well as creating short-term shadow play teaching courses for interested in groups, and increasing more sales sources or sales channels for a souvenir.

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Wisuttipun, S., Samakkhi, P., & Srinuanpan, B. (2021). The Value Creation Model of Southern Shadow Play According to the Philosophy of Sufficiency Economy. Journal of Cultural Approach, 22(42), 54–68. Retrieved from
Research Article


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