Knowledge Management and Production Process Transfer of Thai Song Dam Dolls with Aromatic Herbal Inhalers for Commercial Use

Abstract

The objectives of this research are: 1) to design and develop the production process of Thai Song Dam dolls and their outer packaging, 2) to develop the marketing process for Thai Song Dam dolls filled with herbal scent, 3) to transfer the production process of Thai Song Dam dolls. This research is a mixed-methods study, involving three sample groups: 1) key informants (5people), selected purposively, 2) consumers (403 people), selected through convenient sampling and 3) individuals involved in the transfer of the production process (107 people), selected purposively. The data collection tools include focus group discussion and questionnaires. Qualitative data were analyzed using content analysis, and quantitative data were analyzed using percentage, mean, and standard deviation. The key findings of the research are as follows: 1) three designs of Thai Song Dam  dolls representing culture and tradition were produced, 2) the opinions of consumers on the Thai Song Dam doll products were overall positive, 3) registration of herbal inhaler products according to the standards of the Food and Drug Administration, 4) a herbal inhaler brand "Thai Song Dam Dolls" was created, 5) an online marketing communication platform for the NGAM CRAFT brand was developed and 6) The process of producing Thai Song Dam dolls was transferred to assistant instructors and students, and feedback was provided to the community.