Development of Art Toy Souvenirs Based on Cultural Capital Identity in Chiang Rai Province

Abstract

This research paper on “Development of Art Toy Souvenirs Based on Cultural Capital Identity in Chiang Rai Province” is part of a broader research project aimed at designing souvenirs from cultural capital to create value and promote creative tourism in Chiang Rai. The research has the following objectives: 1) To design and produce art toy souvenirs based on cultural capital to create value and promote creative tourism in Chiang Rai, and 2) To test the market for art toy souvenirs in Chiang Rai tourism that align with the current purchasing behavior and trends of art toys among tourists. A mixed methods research approach (MMR) was employed, integrating multiple data collection techniques. The study was divided into two phases. In the first phase, the research delved into the cultural heritage of Chiang Rai, analyzing and synthesizing data to identify suitable products that align with contemporary consumer behaviors and the trends of creative tourism. The second phase involved leveraging the findings to develop distinct brand archetypes inspired by Chiang Rai's cultural heritage, ultimately creating unique art toy souvenirs. These were divided into three cultural themes of Chiang Rai that consumers are interested in and perceive through tourism: 1) Nature and architecture, 2) Ethnic groups, and 3) Beliefs, literature, and legends. A total of 21 character designs were created, resulting in 1,500 art toy souvenirs. These were sold and tested at the Chiangrai Biennale 2023. The evaluation of customer satisfaction showed a high level of satisfaction, with an average score of 4.36 and a standard deviation of 0.66.