The Community Participation Process in Upgrading Souvenir Products from the Phi Khon Nam Festival toward a Creative Economy: A Case Study of Na Sao Subdistrict, Chiang Khan District, Loei Province, Thailand DOI:

Abstract

This study, entitled Community Participation in Upgrading Souvenirs from the Phi Khon Nam Festival toward the Creative Economy: A Case Study of Na Sao Subdistrict, Chiang Khan District, Loei Province, aimed to 1. examine the local context, community capital, and existing challenges associated with souvenirs derived from the Phi Khon Nam Festival, and 2. investigate the community participation process in upgrading these souvenirs within the framework of the creative economy.
A qualitative research approach was employed. Thirty key informants were purposively selected, comprising community leaders, representatives from government agencies and academic institutions, local wisdom holders and entrepreneurs, and community residents. Data were collected through semi-structured interviews, participant observation, focus group discussions, and documentary research. The data were analyzed using content analysis and interpretive descriptive analysis.

              The findings revealed that Na Sao Subdistrict possesses substantial cultural and social capital, particularly reflected in the distinctive identity of the Phi Khon Nam Festival, indigenous knowledge of mask-making and traditional costume craftsmanship, and the strong collaborative spirit among community members. Nevertheless, the existing souvenirs were constrained by limited product design, insufficient diversity, inadequate communication of cultural narratives, and weak integration with contemporary markets. The community participation process encompassed collaborative problem identification, collective brainstorming, co-design and product development, prototype testing, and participatory evaluation. These processes resulted in the development of new souvenir products that effectively embody the unique identity of the Phi Khon Nam Festival while enhancing both their economic value and cultural significance. Furthermore, the participatory process strengthened community learning, fostered local pride in cultural identity, and reinforced community cohesion. The study concludes that community participation constitutes a fundamental mechanism for upgrading cultural souvenirs by integrating cultural capital with creativity. Such an approach not only adds value to local products but also contributes to the preservation of cultural heritage and the sustainable development of the community-based creative economy.