Business Model for Creative Products Based on Cultural Capital: A Case Study of the Wiang Bua Community Enterprise, Phayao Province, Thailand
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Abstract
Background: The Wiang Bua Community Enterprise, located in Mae Ka Subdistrict, Phayao Province, Thailand, is a culturally rich community with over 700 years of traditional pottery craftsmanship, reflecting strong cultural capital and local wisdom. However, the community faces structural challenges, including fragmented knowledge management, limited business capabilities, and restricted access to contemporary markets. As a result, cultural capital has not been effectively transformed into economic value. This situation reflects a gap between cultural potential and practical economic development, highlighting the need for an integrated approach that combines cultural capital, participatory processes, and business model innovation to support sustainable community development.
Objectives: This study aimed to develop a creative product business model based on cultural capital and local wisdom in the Wiang Bua community. The specific objectives were: (1) to examine the potential of cultural capital and local wisdom for creative product development; (2) to develop a business model that aligns with the cultural context of the community; and (3) to evaluate the application of the business model in enhancing economic value and sustainable community development.
Methodology: This research employed Participatory Action Research (PAR) in combination with Developmental Research. A total of 39 purposively selected informants—including community members, artisans, housewives, community leaders, and youth—were involved in the study. Data were collected through in-depth interviews, focus group discussions, and participatory observation. Data credibility was ensured through triangulation and member checking. The research process consisted of four stages: (1) assessment of cultural capital and local wisdom; (2) participatory process and development of creative products; (3) development of a business model using the Business Model Canvas (BMC); and (4) evaluation using the Social Return on Investment (SROI) framework.
Results and Findings: The findings revealed that the community successfully developed five types of creative product prototypes: (1) Wiang Bua Ceramic Lamp; (2) Wiang Bua Clay Coffee Cup; (3) From Clay Fragments to Heart: Ceramic Beads Jewelry; (4) Handcrafted Floral Offerings and Decorative Items; and (5) Wiang Bua Banana Chips. Following the implementation of the business model, the number of income-generating households increased from 13 to 19, while the average monthly income increased from 3,000 to 4,500 Baht (approximately 93 to 140 USD). In addition, three new occupational groups were established, and a community-based creative economy learning center was initiated. The SROI analysis indicated that the project generated a total social value of 220,000 Baht (approximately 6840 USD) from an investment of 100,000 Baht (approximately 3110 USD), resulting in an SROI ratio of 2.2. The analysis was conducted through stakeholder identification, outcome mapping, financial proxy estimation, and adjustments for deadweight and attribution.
Outcome, Impacts and Sustainability: The study demonstrates multidimensional impacts across economic, social, cultural, and sustainability dimensions. Economically, the community achieved continuous income generation and reduced dependency on external funding. Socially, participatory processes strengthened community cohesion, promoted intergenerational learning, and enhanced entrepreneurial capacity. Culturally, the project contributed to the revitalization of traditional pottery knowledge and local cultural practices, reinforcing community identity. In terms of sustainability, the developed business model can be adapted to other communities with similar contexts, while the establishment of a community learning center ensures continuous knowledge transfer. This study provides empirical evidence that integrating cultural capital with participatory processes and business innovation can effectively drive sustainable development, aligning with Sustainable Development Goals (SDG 8 and SDG 11).
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