Potential of Textile Patterns Reflecting the Andaman Sea Identity: Developing Products to Enhance Thailand’s Creative Economy Internationally

Abstract

This article aims to present the effectiveness of extending product development from textile patterns that reflect the identity of the Andaman Sea, which is a key objective of the research project “A Study of the Andaman Sea Identity for Developing Textile Patterns and Enhancing Thailand’s Creative Economy to the International Level.” The study emphasizes practical implementation through exhibitions, narrative communication, and trial sales. A mixed-methods approach was employed, with field data collected at three commercial sites in Thailand and one in China. Research instruments included (1) questionnaires to explore consumer opinions and purchasing behaviors, (2) semi-structured interviews to gain deeper insights into buyers’ attitudes and experiences, and (3) participant observation to record consumer decision-making and interactions in real contexts. The findings revealed a total of 70 buyers, comprising 8 Thai consumers (11.43%) and 62 international consumers (88.57%) from various countries such as China, Singapore, Taiwan, the United Kingdom, France, and the Middle East. The most popular designs were the southern Andaman Sea motifs and fish patterns with white backgrounds, while the best-selling product categories were scarves, bags, and T-shirts—particularly featuring manta rays, whale sharks, and sea turtles. Moreover, most buyers purchased more than one type of product, reflecting the commercial potential of these designs. The study concludes that the products not only captured significant consumer interest but also reflected the genuine perspectives and needs of the buyers. Field-based monitoring and evaluation proved essential in confirming the feasibility, appropriateness, and practical value of the research, thereby creating opportunities for commercial extension and contributing to sustainable development.