"Tai Muang Phrao" Cultural Identity and Economic Value Creation of Tambon Pa Tum, Phrao district, Chiang Mai Province

Abstract

The objectives of this research were to examine identities regarded as local wisdom and cultural capital of Pa Tum Community in Phrao district, Chiang Mai province, to create a corporate identity set and sale promotion media for the community, and to assess the satisfaction of consumers with community products, the corporate identify set, and the sale promotion media. The research instrument: for the first objective, it was qualitative research to collect the data about community identities. The quota sampling method was applied to select the sample group, which included two community leaders, two folk scholars, four entrepreneurs, five community members, and two concerned state officials. An in-depth interview was used to collect the data and the SWOT Analysis. For the second objective, it was applied research, the process of applied art design, and modern marketing knowledge. The purposive sampling method was used to select the population and the sample group, which included one of the five community entrepreneur groups. An in-depth interview with semi-structured interview questions and an observation were used to gather the data. The data were then synthesized for creating the corporate identity set and the sale promotion media. The instrument was a quality assessment of the identity set by three experts on the beauty of the logo, colors, fonts, and other design components. The Cronbach's alpha coefficient was applied to assess the quality of the instrument. For the third was also conducted a satisfaction assessment with the reliability of the questionnaire at 0.96 by applying the Cronbach's alpha coefficient. The sample group was 100 tourists and the general public interested in the community products. The data were statistically analyzed for mean, percentage, and standard deviation. The results were discussed descriptively. The research results revealed that the food identity of the community is from cultivating sugarcanes and beans and the process of agricultural produce, which has led to the development of the community products: peanut bars in sugarcane molasses and local dishes for community tourism. The creation of the corporate identity set and the sale promotion media consisted of a product logo, packaging, 2D motion media, and video media for publicizing the products in various channels. The satisfaction assessment revealed that the satisfaction was highest with the mean of 4.6 on the continued development of local wisdom to produce value-added products and generate incomes to community members. It was followed by the satisfaction with the product logo designed with interesting and easy-to-understand images and conveying the products, community identity and entrepreneurs; with the graphic work on the packages designed with beautiful, interesting and clear messages; and with the graphic motions on the making of the blocked sugarcane molasses and the processing of the peanut bars in sugarcane molasses designed with interesting and easy-to-understand background of the products as well as clear sound and images, all of them with the mean of 4.5. In addition to business knowledge for community product development, developers and corporate identity communication must depend on creativity. Therefore, researchers collaborating with communities must emphasize creativity as well. It is not only new knowledge or innovation, but local culture, wisdom, and cultural identities must be exploited for economic values. For community product development to become sustainable, community cooperation must be established, because community residents are the ones who will continue the operations. As a consequence, researchers must coordinate and seek key successes, which may be community residents of working age or new generations who will pass on and preserve culture and arts, wisdom, and identities.