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Service Design for Creative Craft Community and Product Development: a Case Study of Phanat Nikhom District, Chon Buri Province, Thailand*

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Service Design for Creative Craft Community and Product Development: a Case Study of Phanat Nikhom District, Chon Buri Province, Thailand* Veridian E-Journal, Silpakorn University International (Humanities, Social Sciences and Arts) ISSN 1906 – 3431 Volume 11 Number 4 January-June 2018 Service Design For Creative Craft Community and Product Development: A Case Study of Phanat Nikhom District, Chon Buri Province, Thailand* การออกแบบการบริการส าหรับชุมชนหัตถกรรมสร้างสรรค์และการพัฒนาผลิตภัณฑ์: กรณีศึกษาของอาเภอพนัสนิคม จังหวัดชลบุรี ประเทศไทย Rasa Suntrayuth (รสา สุนทรายุทธ)** Abstract Art and craft production from different local craft communities become a significant image of Thailand. It is a visible industry contributing to the country’s national economic and social development and it is providing many employments to local people. Craft products also become the identity of the local communities themselves. This research study investigates the local craft community and its potential to further develop onto a creative craft space. The objectives are identified into 3 points which are 1) to study the characteristics of Thai local craft community and the relationship between different groups of stakeholders; 2) to study the possibility of craft community conservation and opportunities to develop the space onto creative learning space; and 3) to explore methods in collaborating and developing new products for local craftsmen and other stakeholders within the community. The study has concentrated on a case study of Phanat Nikhom District, Chon Buri Province, Thailand where most of the people are creating wickerwork from bamboo. The data collected within the research come from ethnographic fieldwork, which consists of basic methods such as site visits and interviews. The research also includes the concept of Service design thinking and tools, which can help to analyze the data into different sets of relationship between service users, service providers, and environment. * This article is a part of dissertation titled Service Design for Local Creative Craft Community Development: A case Study of Phanat Nikhom District, Thailand บทความนี้เป็นส่วนหนึ่งของดุษฎีนิพนธ์ หัวข้อ การออกแบบบริการเพื่อการพัฒนาชุมชนหัตถกรรมท้องถิ่น กรณีศึกษา: ชุมชน จักสานไม้ไผ่ อ าเภอพนัสนิคม จังหวัดชลบุรี ** Student of Doctor of Philosophy Program in Design Arts (International Program), Faculty of Decorative Arts, Silpakorn University, Thailand Email: [email protected] ; Asst.Prof.Namfon Laistroolai, Ph.D (1st Supervisor), Asst.Prof. Veerawat Sirivesmas, Ph.D (2nd Supervisor) นักศึกษาในหลักสูตรศิลปะการออกแบบ (โปรแกรมนานาชาติ), คณะมัณฑนศิลป์ มหาวิทยาลัยศิลปากร ติดต่อ [email protected] ที่ปรึกษาอันดับที่ 1 ผู้ช่วยศาสตราจารย์ ดร.น้ าฝน ไล่ศัตรูไกล, ที่ปรึกษาอันดับสอง ผู้ช่วยศาสตราจารย์ ดร. วีรวัฒน์ สิริเวสมาศ 169 International (Humanities, Social Sciences and Arts) Veridian E-Journal, Silpakorn University Volume 11 Number 4 January-June 2018 ISSN 1906 – 3431 According to the objectives identified at the beginning of the research, the result of this research answers to all the objective questions, as 1) customers or service users are basically separated into various groups, for examples, local users, general tourist, business people, creative tourist, and local business cluster. Each group has different needs and different information acquiring in order to perceive the community as a creative space. Their relationship provided in the stakeholder map can lead to the next point in the research result; 2) a service design system occurred as a result of this research provided a possibility for the local craft community of Phanat Nikhom to be a creative space which should be consisted of three different hub concepts as creative learning hub, business and tourism hub, and cultural hub; and 3) the co-creation project during the evaluation process can be a very good example of exploring methods in collaborating and developing new products. Four collaboration groups were created as a group of design students and local craftsmen, a group of design students and local business cluster, a group of design students and local young generations, and a group of local craftsmen and professional design and artists. Each group provided different product design outcomes according to their different approaches on their collaborations. However, the process emphasising on presenting the ability of local craftsmen beyond what they are expected; exchanging knowledge; creating a more comfortable collaboration between the stakeholders; and strengthen the local craft community for more future sustainable developments. Keywords : Service Design, Local Craft Community, Creative Space, Community Development บทคัดย่อภาษาไทย ศิลปะและงานหัตถกรรมจากชุมชนหัตถกรรมของท้องถิ่นกลายเป็นหนึ่งในภาพลักษณ์ที่มีความส าคัญ ของประเทศไทย เป็นเศรษฐกิจหลักอย่างหนึ่งของประเทศที่สามารถสนับสนุนในการพัฒนาสังคม และสร้างงาน สร้างรายได้ให้กับแต่ละชุมชน ในงานวิจัยนี้ ได้ท าการศึกษาอัตลักษณ์ของชุมชนหัตถกรรม ท้องถิ่นในประเทศไทย และความเป็นไปได้ในการพัฒนาชุมชนไปสู่พื้นที่เรียนรู้สร้างสรรค์ด้านหัตถกรรม ที่ชาวบ้านสามารถเรียนรู้ แนวทางได้ด้วยตนเอง ซึ่งวัตถุประสงค์ของงานวิจัยนี้ได้ถูกแบ่งออกเป็น ๓ ข้อ คือ ๑) เพื่อศึกษาลักษณะเฉพาะ ของชุมชนหัตถกรรมท้องถิ่นของประเทศไทย และความสัมพันธ์ระหว่าง การผลิตงานหัตถกรรม ชุมชน และ ชาวบ้านช่างฝีมือในชุมชน ๒) เพื่อศึกษาความเป็นไปได้ของการอนุรักษ์ และโอกาสในการพัฒนาพื้นที่ชุมชนใน กลายเป็นพื้นที่เรียนรู้สร้างสรรค์ และ ๓) เพื่อส ารวจวิธีการในการรวมมือกันและการพัฒนาผลิตภัณฑ์ใหม่ ระหว่างช่างผีมือและกลุ่มผู้มีส่วนเกี่ยวข้องอื่นๆในชุมชน ซึ่งงานวิจัยนี้ ได้มุ่งเน้นไปที่ กรณีศึกษาของอ าเภอพนัส นิคม จังหวัดชลบุรี ประเทศไทย ที่มีความโดดเด่นในงานหัตถกรรมจักสานไม้ไผ่ 170 Veridian E-Journal, Silpakorn University International (Humanities, Social Sciences and Arts) ISSN 1906 – 3431 Volume 11 Number 4 January-June 2018 ข้อมูลที่ท าการส ารวจและเก็บได้มาจากการวิจัย ลงพื้นที่ภาคสนามเชิงชาติพันธุ์วิทยา ซึ่งประกอบไป ด้วยวิธีการต่างๆ อย่างเช่น การลงพื้นที่และการสัมภาษณ์ งานวิจัยนี้ ยังได้น าเอาแนวคิดของการออกแบบบริการ รวมไปถึงเครื่องมือต่างๆ มาใช้ในการวิเคราะห์ข้อมูลออกเป็นกลุ่มของความสัมพันธ์กัน ระหว่างผู้ใช้บริการ ผู้ ให้บริการ และสิ่งแวดล้อม ผลของการวิจัยตอบค าถามที่มาพร้อมกับวัตถุประสงค์ที่ตั้งไว้ตั้งแต่ต้นของการท าวิจัย คือ 1) ลูกค้า หรือผู้ใช้บริการถูกแบ่งออกมาเป็นหลากหลายกลุ่ม เช่น กลุ่มของผู้ใช้งานท้องถิ่น กลุ่มนักท่องเที่ยวทั่วไป กลุ่มนัก ธุรกิจ กลุ่มนักท่องเที่ยวเชิงสร้างสรรค์ และ กลุ่มนักธุรกิจในท้องถิ่น แต่ละกลุ่มมีความต้องการและการรับรู้ข้อมูล ส าหรับการที่ชุมชนจะมีการพัฒนาไปเป็นพื้นที่สร้างสรรค์ได้แตกต่างกัน ความสัมพันธ์ของแต่ละกลุ่มผู้ที่มีส่วนได้ ส่วนเสียสามารถน าไปสู่ประเด็นส าคัญอื่นๆของผลการวิจัยต่อไป 2) ระบบของการออกแบบการบริการที่เป็นผล มาจากกระบวนการวิจัยนี้ สามารถน าเสนอความเป็นไปได้ที่ชุมชนจะด าเนินไปสู่การพัฒนาไปเป็นพื้นที่สร้างสรรค์ ได้ ซึ่งจ าเป็นจะต้องประกอบไปด้วย ทั้งสามศูนย์กลาง คือ ศูนย์กลางการเรียนรู้สร้างสรรค์ ศูนย์กลางธุรกิจและ การท่องเที่ยว และศูนย์กลางทางวัฒนธรรม และ 3) โครงการการร่วมมือในระหว่างกระบวนการประเมินผล สามารถเป็นตัวอย่างที่ดีที่จะส ารวจวิธีการในการร่วมมือกัน และการพัฒนาผลิตภัณฑ์ขึ้นมาใหม่ การร่วมมือถูก แบ่งออกมาเป็น 4 กลุ่มด้วยกัน คือ กลุ่มนิสิตออกแบบและชาวบ้านช่างฝีมือ กลุ่มนิสิตออกแบบและกลุ่มนักธุรกิจ ในชุมชน กลุ่มนิสิตออกแบบและชาวบ้านรุ่นใหม่ในชุมชน และกลุ่มชาวบ้านช่างฝีมือและกลุ่มนักออกแบบ ศิลปิน ในแต่ละกลุ่มให้ผลของการออกแบบมาแตกต่างกันไป ขึ้นอยู่กับวิธีการในการท างานและวัตถุประสงค์ที่พวกเขา ตั้งไว้ อย่างไรก็ตาม การร่วมกันท างานนี้ เป็นการเน้นไปที่การแสดงออกถึงความสามารถของช่างฝีมือหัตถกรรม ท้องถิ่น ที่มีมากเกินกว่าที่พวกเขารู้และเข้าใจ มีการแลกเปลี่ยนความรู้ สร้างความร่วมมือที่เหมาะสม สร้างความ พึงพอใจระหว่างผู้มีส่วนได้ส่วนเสีย และเสริมสร้างความแข็งแกร่งให้กับชุมชนหัตถกรรมท้องถิ่นเพื่ออนาคตที่ ยั่งยืน INTRODUCTION Local craft products are one of the key elements in expressing different identities of local culture in different countries. Craft products are the community and the country pride as they are the trace of cultures, intellectuals, wisdoms, and aesthetics of the community. The craft products as well reflect ways of life of people who are living in the areas. Each local area in Thailand, people are creating very unique craft. They started from realizing of how abundant of raw materials they have which can create products that distinctive from other areas, from only a household product to be a national identity product. Local craft communities in Thailand are vast and diverse. Some areas have been developed and turned into tourist attractions that can offer exquisite and individual craft products but some just do not get pulled up the potential to their full capability. (Natsuda et. al., 2015) 171 International (Humanities, Social Sciences and Arts) Veridian E-Journal, Silpakorn University Volume 11 Number 4 January-June 2018 ISSN 1906 – 3431 This research is developed to study the characteristics of various local craft communities in Thailand but the main focus is on the bamboo wickerwork craft community in the Eastern region of Thailand called “Phanat Nikhom” in Chon Buri province. Phanat Nikhom is famous on having the biggest bamboo wickerwork in Thailand. During the mid-year season, they have a festival called “Boon Klang Ban”. The festival is basically made to pay respect to the nature for giving the locals opportunities to grow better crops with enough water and sunlight. This festival does not only appear in Phanat Nikhom but also in many communities in the Eastern and Central region of Thailand. However, Phanat Nikhomcreates quite a unique festival by putting up a contest on the most beautiful and the biggest bamboo wickerwork. (Phanat Nikhom Municipal, 2009) That is why Phanat Nikhom becomes very famous on this type of craft production. Apart from the festival, Phanat Nikhom
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