LOCAL WISDOM MANAGEMENT GUIDELINES FOR COMMERCIAL DEVELOPMENT OF THAI SILK ENTREPRENEURS, KHONKAEN PROVINCE

Abstract

The purposes of this research are (1) to analyze the management environment of Thai silk entrepreneurs in Chonnabot District, Khonkaen Province, (2) to study the components of local wisdom management for commercial development of Thai silk entrepreneurs, (3) define the names and give meaning to the components of local wisdom management for commercial development of Thai silk entrepreneurs, and (4) present the guidelines for local wisdom management for commercial development of Thai silk entrepreneurs in Khon Kaen Province. This study employed a mixed-methods research approach, combining qualitative research methods with document analysis, in-depth interviews with experts, and brainstorming sessions among experts and Thai silk entrepreneurs, with a quantitative component analysis using survey data. The sample group consisted of 384 consumers who regularly wear silk garments at an average frequency of at least once per week. The findings revealed that entrepreneurs should adopt proactive branding strategies to promote Mudmee silk on an international level. Furthermore, there is a need to develop new silk products targeting high-end markets or consumers with high purchasing power, to upgrade community learning centers into cultural tourism destinations, and to enhance overall product standards across the system. The study identified two key components, defined as follows: Component 1: Management of Local Wisdom on Identity Silk Production (MLS)– This refers to managing silk production to meet diverse consumer needs through standardized processes that reflect local identity, uniqueness, and indigenous knowledge. Component 2: Management of Value Added on Thai Silk Products (MVS) – This entails managing the presentation of added value to Thai silk products. These two components together explain 56.733% of the variance in the management of local wisdom for commercial development among Thai silk entrepreneurs. The findings can serve as a framework for managing local knowledge to support the commercial advancement of Thai silk entrepreneurs in Khon Kaen Province.