Extending knowledge of ethnic woven textiles toward new product based on creative economy for enhancing the business value of community enterprises

Abstract

The objectives of this research were 1) to examine the potential and needs for extending ethnic woven textile knowledge toward new products based on the creative economy concept; 2) to develop new products from ethnic woven textiles based on the creative economy concept in order to enhance the business value; and 3) to evaluate the potential of newly developed products derived from ethnic woven textiles based on the creative economy concept in order to enhance the business value. This study employed a mixed-methods approach. The quantitative component collected data from 30 members of the Huai Khayeng Elephant Forest Community Enterprise through purposive sampling and from 385 consumers who had previously purchased community products in Kanchanaburi Province through accidental sampling. The qualitative component utilized participatory content analysis with the community, guided by the creative economy concept, involving 30 key informants. Quantitative data were analyzed using descriptive statistics, including percentage, mean, and standard deviation. The findings revealed that: 1) the potential in all dimensions was at a high level, while the needs in all dimensions were at the highest level; 2) eight prototypes of new product designs were developed, including inhaler covers, hand towels, the doll dress, brooch pins, fabric cup bags, neckties, coasters, and cup holders; and 3) the overall evaluation of the potential of the new products was at the highest level. The creative economy concept plays a significant role in connecting cultural capital with modern marketing potential, thereby creating business value. In addition, community participation serves as an important mechanism for extending ethnic woven textiles into new product development that aligns with local contexts and the target markets of community enterprises.