A Conjoint Analysis for Developing Innovative Handicraft Products Based on Udon Thani World Heritage Trail
Article Sidebar
Main Article Content
Abstract
This research project had a purpose to find the combination between the attribute and level of innovative handicraft products in the community context following the Udon Thani World Heritage Trail to be used as a guideline for product development. The mixed method research methodology that combined both quantitative and qualitative research were employed in this study. Collected data by questionnaires from high-quality tourists and general tourists, both Thais and foreigners, totaling 200 people, were used and analyzed by the conjoint analysis technique. The results of the study found that the important product characteristics or components that should be used as a guideline for developing creative handicraft products in the community context along the Udon Thani World Heritage Trail as a whole included emphasizing quality and delicacy, uniqueness of the product, patterns and colors, and emphasizing natural materials and local uniqueness used in production.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The manuscript submitted for publication must be the original version, submitted only to this particular journal with no prior acceptance for publication elsewhere in other academic journals. The manuscript must also not violate the copyright issue by means of plagiarism.
References
Bajaj, A. (1999). Conjoint analysis: A potential methodology for IS research. Americas Conference on Information Systems (AMCIS) (pp. 689-691). Milwaukee, USA: Assosiation for Information Systems.
Chantavanich, S. (2011). Withīkān wičhai chœ̄ng khunnaphāp ( Phim khrang thī 19) [Qualitative research methods (19th ed.)]. Bangkok: Darnsutha Press.
Cheawjindakarn, B. (2018). Theknik kānwičhai chœ̄ng khunnaphāp bǣp kō̜ranī sưksā [Qualitative case study research techniques]. Liberal Arts Review, 13(25), 103-118.
Chrzan, K., & Yardley, D. (2009). Tournament-augmented choice-based conjoint. Proceedings of the Sawtooth Software Conference (pp. 163-169). Delray Beach, Florida.
Community Development Department. (n.d.). Sinkhā thangmot khō̜ng čhangwat ʻUdō̜n Thānī [All OTOP products of Udon Thani Province]. Retrieved January 13, 2023, from https://www.otoptoday.com/view_prov.php?region=&prov=41&view=all
Eakpong, A. (2015). Kānprayukchai theknik kān wikhro̜ ʻong pra kō̜ bō̜rūam nai kānphatthanā nǣokhit phalittaphan ʻāhān chanit mai [The application of conjoint analysis for developing new food product concepts]. Journal of Science and Technology, Ubon Ratchathani University, 17(3), 71-78.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Inthip, S. (2012). Kānphatthanā ngān hatthakam khrư̄angpandinphao nai ʻēkkalak khō̜ng chumchon Mō̜n Pākkret samrap pen phalittaphan rūamsamai [The development of contemporary products from The Pak Kret ethnic Mon-Style pottery]. Industrial Technology Lampang Rajabhat University Journal, 5(2), 89-101.
Janpla, J., Songsuwong, W., Kijkar, P., & Wongsaming, S. (2011). Kānphatthanā rūpbǣp phalit phan phā thō̜ Thai song dam phư̄a sā ngō̜mūnkhā phœ̄m tām nǣothāng sētthakit sāngsan (Rāingān kānwičhai) [Development of Thai Song Dam Woven Fabric Products to add value following the creative economy concept (Rresearch report)]. Bangkok: Department of Cultural Promotion.
Junnu, K, & Nantachai, K. (2014). Patčhai thī mī phon tō̜ ʻakān yō̜m rap khō̜ng phūbō̜riphōk paomāi khō̜ng phalittaphan khāophōt phrō̜m rapprathān [Factors affecting to acceptance of target consumer of corn ready to eat products]. Kān prachum wichākān radap bandit sưksā sō̜ngphansipsī [Graduate Research Conference 2014] (pp. 476-482). Khon Kaen: Khon Kaen University.
Koo, L. C., Tao, F. K. C., Yeung, J. H. C. (1999). Preferential segmentation of restaurant attributes through conjoint analysis. International Journal of Contemporary Hospitality Management, 11(5), 242-250.
Kotler. (1997). Marketing management: Analysis, planning, implementation and control (9th ed.). New Jersey: A Simon & Schuster.
Lancaster, K. (1996). A new approach to consumer theory. Journal of Political Economy, 74(2), 132-157.
Montri, P. (2012). Theknik kān wikhro̜ khwāmchō̜p [Conjoint analysis]. Ramkhamhaeng University Journal, 29(2), 252-272.
Na Ayudhaya, B. S., Thanitbenjasith, P., & Mekkaphat, S., (2018). Kānphatthanā sinkhā hatthakam phư̄a songsœ̄m kān thō̜ngthīeo bān thawāi dōi chumchon [Development of handicrafts to promote Tawai village community -based tourism]. Thammasat Journal, 37(1), 125-149.
Piewdang, S., Dullayaphut, P., Mekkamol, P. (2016). Kānphatthanā sakkayaphāp kānthō̜ngthīeo chumchon chœ̄ng sāngsan klum chāttiphan lumnam khōng (Rāingān kānwičhai ) [The development of the capacity of creative community based Tourism in Ethnographic Mekong Basin (Research report)]. Udon Thani: Udon Thani University.
Pullman, M. E., Moore, W. L., & Wardell, D. G. (2002). A comparison of quality function deployment and conjoint analysis in new product design. Journal of Production Innovation Management, 19(5), 354-364. https://doi.org/10.1111/1540-5885.1950354
Punoi, R. (2020). Kānchai Conjoint Analysis phư̄a kān wikhro̜ talāt khrư̄ang thotsō̜p watsadu ʻutsāhakam [Application of conjoint analysis for analyzing the in dustrial material testing machine market] (Master’s thesis, Srinakharinwirot University).
Richards, G. W. (2011). Creativity and tourism: The state of the art. Annals of Tourism Research, 38(4), 1225-1253.
Sangvimonmas, N. (2018). Khwām temčhai thī čha čhāi læ khunnalaksana thī penthī chư̄n chō̜p khō̜ng khō̜n dō mi nīam samrap phūsūngʻāyu: Klum bē bī būm mœ̄ [The willingness to pay and the attributes preferences on elderly condominium: Baby boomer generation] (Master’s thesis, Thammasat University).
Sutakcom, O., & Somfong, T. (2020). Product development innovative weaving with a unique community BannPa Ngaew Weaving Group, Tha nuea, Mae On District, Chiang Mai. Journal of Innovative Technology Research, 4(2), 22-38.
Udonthani Provinicial Office of Tourism and Sports. (n.d.). Khō̜mūn čhangwat ʻUdō̜n Thānī [Udon Thani Province Information]. Retrieved December 31, 2019, from http://www.oic.go.th/infocenter22/2209/
Ungprasoet, P., Sirisupphalak, P., & Saengletsawai, S. (2018). Khunnalaksana ʻāhān samrap phūsūngʻāyu nai Krung Thēp Mahā Nakhō̜n [Attribute of foods for elderly persons in Bangkok]. Ngān prachum wichākān radap chāt khrang thī sō̜ng [UTCC Academic Day 2th] (pp. 736-747). Bangkok: University of the Thai Chamber of Commerce.
Withatanang, W. (2016). Kānsưksā læ phatthanā rūpbǣp phalittaphan hatthakam ngān čhaksān praphēt phalittaphan khō̜ng thīralư̄k khō̜ng toktǣng læ khrư̄angrư̄an čhangwat Phra Nakhō̜n Sī ʻAyutthayā [The study and development of wicker handicraft products as souvenirs, decorations, household furnishings in Phranakhon si Ayutthaya]. VRU Research and Development Journal Science and Technology, 11(3), 107-119.
Xaiyasin, S. (2016). Factors influenced on purchse decision behvior on Lao Silk of Lao in Vientiane Area (Master’s thesis, Burapha University).