GUIDELINES OF THE DEVELOPMENT OF THAI CONTEMPORARY ARTS AND CRAFTS THROUGH A CO-CREATION PROCESS: A CASE STUDY OF BAN KRUA COMMUNITY

Abstract

This research aims to explore the development guidelines for Thai contemporary arts and crafts products that can be further commercialized through a co-creation process. A qualitative research method was employed. The key informants consisted of 12 participants: 10 community leaders and members of Ban Krua community, 1 user of Thai contemporary crafts, and 1 tourist. The research instrument was a semi-structured interview form focusing on the current situation and existing problems. Data were analyzed using content analysis. The findings revealed that the development of Thai contemporary arts and crafts products through a co-creation process, as a case study of Ban Krua community, serves as an example of innovation based on local cultural foundations. The core of this process lies in active participation between creators and the community, emphasizing learning by doing and participatory knowledge transfer. This approach contributes to enhancing the local economy while preserving the community's identity in a contemporary and sustainable manner. The study identified seven key development guidelines: 1) Preparing co-creators for the design process, 2) Conducting immersive fieldwork to understand the local context, 3) Analyzing the community's cultural identity, 4) Designing and developing prototype products, 5) Engaging the community in selecting representative products, 6) Transferring knowledge back to the community, and 7) Testing products in real markets. The development of Thai contemporary arts and crafts products was found to be sustainable when relevant knowledge was integrated, community participation was encouraged, and effective market transmission was ensured.