THE PROPOSED GUIDELINES FOR DEVELOPMENT OF COMMUNITY ENTERPRISES FOR EXISTENCE OF THE WOODCRAVING IDENTITY AND WOOD STREET COMMUNITIES IN SAN PA TONG DISTRICT CHIANG MAI PROVINCE

Abstract

The purposes of this qualitative research in the San Pa Tong District of Chiang Mai Province were to 1) investigate the preservation of the identity of wooden carving and wood street communities, 2) analyze the states and problems of community enterprises of the wood street community and 3) propose strategies for the sustainable development of these community enterprises. The target group comprised 16 participants including wood carving artisans (Sala) and individuals affiliated with the wood street communities’ enterprise. Data were collected through interviews and focus group discussions. Content analysis was used to analyze qualitative data.

The findings from the study revealed that the identity of wooden carving and the wood street communities in San Pa Tong District is closely associated with carved wooden elephants. This identity of communities has evolved through three distinct stages 1) ancient carved wooden elephants, 2) developing carved wooden elephants and 3) stylized carved wooden elephants. The analysis of the states and problems of with the wood street communities’ enterprise identified two main entities the Yuhwa Wood Carving Craft Center a retail outlet for carved wood and the Kadsala communities’ enterprise as legal entity involved in both the sale of carved wood and the promotion of ecotourism. And the problems of communities’ enterprise include packaging that does not align with market demands and promotion strategies that fail to target the appropriate tourist.  Regarding the proposed strategies for the development of community enterprises in the region this study introduces the Saimai model framework which consists of the following components 1) the development of human resources within the community, 2) the enhancement of packaging for carved wooden elephant products, 3) the formulation of an ecotourism promotion plan and 4) the establishment of a curriculum for both local youth and tourists that focuses on the art of wood carving.