Social Innovation Building from Local Wisdom for Value-Added Economy from Participatory of Nia-Kuol Ethnic Group, Wang Kamphaeng Village, Ban Khwao District Chaiyaphum Province

Abstract

Background and Aims: The adoption of the Isan culture of the Nia-kuol ethnic group in Ban Wang Kamphaeng, Ban Khao District, Chaiyaphum Province resulted in the Nia-kuol culture being gradually assimilated into the Isan culture. However, some cultural identities remain prominent, such as dress, food, games, beliefs, and utensils. Such potential, which is comparable to social capital, has an opportunity to be developed from the concept of creative economy to address the important issues of the province’s economic development. This research aims to 1) search for products that can be developed using the wisdom or cultural capital of the Nyahku ethnic group; 2) develop products from the wisdom or cultural capital of the Nia-kuol ethnic group in the form of new products through community participation; 3) create distribution channels for products from the wisdom or cultural capital of the Nia-kuol ethnic group through online trade using a research and development model.

Methodology: This research is qualitative. The study is divided into 3 phases as follows: Phase 1 to find products that can be developed using the wisdom or cultural capital of the Nyah-Kur ethnic group. Phase 2 is to develop products from the wisdom or cultural capital of the Nyah-Kur ethnic group in the form of new products through the process of community participation. Phase 3 to create a distribution channel for products from the wisdom or cultural capital of the Nia-kuol ethnic group through online trading. The target population is the Nia-kuol ethnic group in Ban Wang Kamphaeng who volunteered to receive training, totaling 30 people, divided into searching for community products, product development, and finding distribution channels for products.

Results: 1) Community products and product development from wisdom or cultural capital of the Nyah-Kur ethnic group and product development from wisdom or cultural capital of the Nia-kuol ethnic group in the form of new products by the process of community participation, including clothes, bags, scarves, Bakachi fertilizer, “Som Pla To” (sour fish made from large fish), pickled crabs, pickled crabs in fish sauce, royal honey mixed with lemon, royal honey from natural forests, Mim honey from natural forests, crispy rice crackers with pork and other fillings, mushroom crispy rice crackers, vegetables and fruits. 2) Online product distribution channels, divided into 3 levels: 1) Trainees who have skills in using communication tools (phones) with push buttons. The researcher developed the trainees using brand development techniques by specifying a clear phone number. Communication to provide product/goods information to consumers. 2) Trainees who have skills in LINE and Facebook applications. The researcher developed the trainees using QR codes in product labels to be used as an additional communication channel from the phone numbers in the LINE application. 3) Trainees who understand popular online trading platforms in Thailand, such as Lazada and Shopee. This research will add techniques from naming the store, taking pictures of products, writing product descriptions, shipping products, packaging, and specifying warehouses. Financial transactions and customer communication.

Conclusion: The Nyahku ethnic group has the potential to develop products through community participation processes, which can develop products from local wisdom in various forms. They can also open online marketing channels after receiving training. However, it was still found that the communication devices that the target group is familiar with are push-button telephones, which shows that the readiness of communication devices is not consistent with usage as much as it should be.