Upgrading Cultural Products from Cultural Capital to Economic Opportunities through Festivals: A Case Study of Mae Loi Luang Village, Thoeng District, Chiang Rai Province

Abstract

Upgrading Cultural Products from Capital to Economic Opportunities in the Community of Ban Mae Loi Luang, Thoeng District, Chiang Rai Province aims to study the social, cultural, traditional, and product conditions of the community, as well as to design and develop community products from cultural capital to generate economic value. This research is qualitative research conducted in Mae Loi Luang Village, Thoeng District, Chiang Rai Province. The research tools used were surveys, interviews, data analysis, focus groups, and brainstorming sessions with a sample of 3 local experts and artisans and 55 residents of Mae Loi Luang village. The research process began with fieldwork to study and collect in-depth data. The data obtained was then analyzed using SWOT analysis to develop product drafts, which were sent to experts for evaluation and selection of the most suitable design. Finally, product prototypes were created for realworld testing, improvement, and local market distribution.
The study found that the community area of Ban Mae Loi Luang has intangible cultural capital, including beliefs, wisdom, and knowledge passed down from ancestors, which reflects the shared culture of the Lanna Chiang Saen people and the Tai Lue ethnic group. Tangible cultural capital includes local handicrafts such as basketry, woodworking, weaving, and local food products. Through focus group discussions and brainstorming sessions with the community, it was found that there are two types of products suitable for development: "Thae Dok Mai” (flower offering set) for ceremonial, with a significance score of 372 points, designed in collaboration with the community in two styles; and bags, with a significance score of 404 points. The researcher created 23 bag product designs and presented them to experts for evaluation to select new product designs suitable for production and aligned with community identity. It was found that designs 15 and 16, namely wrist bags and handbags, received the highest evaluation scores. These designs were then developed into prototype products using communitywoven fabric as the main material and were tested in real-world use. Therefore, it was developed into a prototype product using the community's woven fabric as the main material and undergoing real-world testing. The research results indicate that integrating cultural knowledge with contemporary product design can elevate the community's cultural capital to create sustainable economic value.