The “Nattaya-Alangkarn” Performing Arts Promotion Products by the Community, Based on the Cultural Heritage of Thai Western Ethnicity

Abstract

The study aims to explore and analyze the cultural capital of communities for product design and development and to assess satisfaction with promotional products related to the "Nattaya-Alangkarn" performing arts, based on the ethnic cultural heritage of the western region. The research process involved: (1) conducting fieldwork in ethnic communities to gather information on community identity, cultural capital, and needs; (2) compiling and validating the collected data with community representatives; (3) designing product prototypes based on community identity and refining them with representatives; (4) making final adjustments prior to implementation; and (5) evaluating tourist satisfaction with the aesthetics of the products. The sample size was determined using the n4Studies software, resulting in a sample group of 319 participants. The findings, derived from an analysis of cultural capital leading the development of four products: the Tai Dam Bag, Watermelon-Patterned Sarong, Karen Shirt, and Silver Jewelry. Satisfaction with these promotional products supporting the "Nattaya-Alangkarn" performing arts was highest for the Tai Dam Bag, Watermelon-Patterned Sarong, and Karen Shirt in terms of usability and practicality, with average scores of 4.87, 4.93, and 4.90 (S.D. = 0.34, 0.36, and 0.29), respectively. For the silver jewelry, the highest rating was for the appropriateness of the design materials, with an average score of 4.89 (S.D. = 0.30). These product designs successfully incorporated local identity into the aesthetic of performance costumes, reflecting the ethnic cultural identity of the communities in the western region.