A Study of Cultural Capital for Promote the Creative Economy Tourism Case Study of HOLEN’s Souvenir

Abstract

The purpose of this study was to study the concept and process of developing souvenir products.  By using cultural capital to promote creative economic tourism and tourists' satisfaction with the product brand HOLEN is both qualitative research and quantitative research.  Collect data from documents, interviews and questionnaires. From the population that is entrepreneur Product designer and those involved in the product development process including an accidental sampling with 400 tourists who bought the brand HOLEN. The study found that HOLEN is a creative souvenir brand by Thai designers for Thai tourism. By presenting stories from Ramayana with distinctive product styles To meet the lifestyles of target customers such as Chinese tourists market with high purchasing power and westerners and prefer to buy souvenirs, souvenirs, etc.  There is a tendency to market by having 2 groups of customers, namely, groups that are utilized and business customers The operators that produce the products themselves and entrepreneurs who are distributors For guidelines for strategy adjustment of souvenir products By using cultural capital to use the Ramayana as the first character or collections that are presented to consumers and have guidelines for expanding distribution channels currently, there are main channels for selling on the online website.  Including products sold at the Rattanakosin exhibition hall and the exhibition and will increase distribution channels to Suvarnabhumi Airport and having an official storefront to expand the customer base to cover more for consumer satisfaction with the product brand HOLEN found that most people have never known the product brand HOLEN before.  Know a lot of information from yourself and have a reason to choose to buy because they buy as souvenirs.  Overall satisfaction was found to be at a high level.  Which the subject of the product selection is satisfied at a high level, ie product in terms of marketing promotion and price, maintaining the experience and skills and the form of products changed from high-level cultural products to everyday cultural products.  By which tourists can easily access.