Promoting and Upgrading the Local Economy to Strengthen the Livelihood Security of Handicraft Occupational Groups in Waeng Nang Sub-district Municipality Mueang District Maha Sarakham Province Based on the Philosophy of Sufficiency Economy for Sustainable Development

Abstract

This research consists purposes were 1. to develop and enhance the quality and uniqueness of existing handicraft products by incorporating local identity through the use of water hyacinth as the main raw material 2. to create and strengthen the logo and branding of the products to increase their market recognition and competitiveness 3. to improve the group’s capability in online marketing and develop new distribution channels and 4. to enhance knowledge and skills in cost calculation, bookkeeping and group management for systematic and transparent operations. This study employed a qualitative research approach. The research instrument was a semi-structured interview. The target group consisted of members of handicraft occupational groups, community leaders and representatives of Waeng Nang Subdistrict Municipality, experts, and customers, totaling 40 participants selected through purposive sampling. The data collected from relevant documents were then analyzed using content analysis. The findings revealed that 1) utilizing water hyacinth an abundant local waste material as a substitute for plastic weaving strands helped reduce production costs by approximately 20–30 percent while adding a distinct local identity to the products. Group members were able to improve their weaving techniques, resulting in products that were both durable and aesthetically pleasing, suitable for commercial markets 2) The handicraft group of Waeng Nang Subdistrict developed a local brand named San Douy Jai (Weave with Heart) as its unique identity. The concept of “weaving with heart” symbolizes the transformation of ordinary natural materials into valuable handicrafts through local wisdom, promoting environmentally friendly production and generating income for the community. Rajabhat Maha Sarakham University and the Office of Academic Services served as the main supporting institutions in developing the brand and product design, enabling the group to expand its market reach and increase sales opportunities 3) Members successfully applied digital tools such as Facebook Pages, Line, and live-streaming sales to promote their products. As a result, total sales increased by approximately 42.86 percent within three months after training, with a growing customer base beyond the local area and 4) The group established designated members responsible for finance and accounting, maintained monthly financial records, and reported income and expenses regularly. Members developed a better understanding of cost calculation, profit estimation and pricing strategies. Transparent financial management strengthened trust, accountability and unity within the group.