THE RELATIONSHIP BETWEEN POLICY AND MANAGEMENT FACTORS CONTRIBUTING TO THE SUCCESS OF SOUVENIR PRODUCTS: A CASE STUDY OF THE “NAKKI” COMMUNITY ENTERPRISE GROUP, BUENG KAN PROVINCE

Abstract

This research aimed to: 1) study the operational context and product development process of souvenir products of the “Nakki” Community Enterprise Group in Bueng Kan Province; 2) analyze the relationship between policy and management factors contributing to the success of souvenir products of the “Nakki” Community Enterprise Group in Bueng Kan Province; and 3) propose management policies conducive to the success of the “Nakki” Community Enterprise Group in Bueng Kan Province. This study employed a quantitative research design. The population and sample consisted of 247 respondents, including personnel working in nine relevant government agencies, members of the “Nakki” Community Enterprise Group, and related stakeholders in Bueng Kan Province. The sample size was determined using a census method because the population was limited and fully accessible. The research instrument was a questionnaire. Data were analyzed using percentage, mean, standard deviation, and Pearson’s correlation coefficient.

The findings revealed that: 1) the overall operational context and product development process of the souvenir products were at the highest level. The aspect with the highest mean was marketing and distribution channels, followed by finance and support from government agencies; 2) policy and management factors showed a high positive correlation. The factor pairs with the strongest relationships were member participation and finance, government support and marketing, and local-identity-based product development and marketing; and 3) the proposed policy recommendations should focus on integrating government agencies, supporting product standards, budgets, online marketing, and brand development based on the Naga identity, together with transparent financial management and member participation, so that “Nakki” can develop as a sustainable community product.