The Development of Distribution Channels for Folk Handicrafts and Services of Thai Silk Village in Buriram Province Relative to Creative Economy

Abstract

This research aims: 1) to study the distribution channel development models for folk handicrafts and services, 2) to develop the distribution channel for folk handicrafts and services, and 3) to study user satisfaction towards the distribution channel for folk handicrafts and services of Thai silk village relative to creative economy. The sample group consisted of 73 participants from tourists, village committees, and the folk handicraft group members of Sanuan Nok Thai silk village, Huai Rat district, Buriram province. The research instruments were questionnaires for the distribution channel development model, the system usability assessments, and user satisfaction questionnaires. Statistics employed in the study were mean and standard deviation. The research results revealed that: 1) the appropriate distribution channel model for folk handicrafts and services needed by the community were the Business-to-Consumer of e-commerce, 2) the distribution channel development result was an e-commerce in the form of a web application on the client/server architecture. There are two major parts: the customer service part, which consists of Thai silk village learning-based content pages, homestay booking, and activities related to visiting the village visiting, product catalogues, shopping cart, and user registration; and the administrator service part, which consists of the management of product and service data, news, village visiting activities, ordering, and service booking. The result of overall system usability evaluation was at the highest level; and 3) The study result of overall user satisfaction towards the distribution channel for folk handicrafts and services was at a high level.