Value Enhancement of Karen Community Products in Tha Nueu Sub-District, Chiang Mai Province

Abstract

The Karen Community in Tha Nua Sub-District, Mae On District, Chiang Mai Province focused to establish a cultural tourism community. However, the problems found earlier in the community were limited product choices, lower selling prices than labor costs, and the need for a trading middleman. This research aims to study product value enhancement through participatory action research. The process involves the design thinking process consisting of five steps: 1) Developing background knowledge 2) Defining problems 3) Ideating products 4) Prototyping 5) Testing products by organizing simulated travel and product purchase in the community. After the process, the study reveals six new products, developed from the plan to enhance product value. These six products include Karen embroidered upper-body clothes, scarfs with colorful tassels, cushions, placemats, tablecloths, and keyrings. The community income has increased by 20%. In designing a new product design concept, the identity of Karen shirts is taken into consideration. Furthermore, the study results suggest the necessity of skill training activities, such as sewing, embroidering, and cost and price calculation, which were successfully implemented. Next, the community has been recognized as a working center based on Triple Helix Concept: education, private, and government sectors. For example, the community opens an online sales channel of the community products. Additionally, the community products are supported by their inter-connection with the community-based tourism trails and homestay which help promote the purchase of souvenirs. Finally, the sales revenue has been dispersed throughout the community and promotes the strength of the country’s economy.