Revitalizing Community Identity to Create Value for Local Wisdome-Based Product Development to Increase Income for Women and the Elderly in Noen Sadao Village, Chumsaeng District, Nakhon Sawan Province

Abstract

This study aimed to 1) preserve and revitalize the local culture and community identity of the Mon ethnic group in Noen Sadao Village to ensure long-term sustainability; 2) explore and develop approaches for creating local wisdom-based products to promote employment and increase income for women and the elderly in the community; and 3) enhance the value of agricultural products to support the development of new identity-based products that attract tourists. The research employed a qualitative participatory action research (PAR) design. The population and sample consisted of 41 participants, including community leaders, government officials, women and elderly groups, local entrepreneurs, and university lecturers, selected through purposive sampling. Research instruments included semi-structured interviews that were validated for content accuracy by three experts. Data were collected through focus group discussions and in-depth interviews, while data analysis was conducted using content analysis and holistic synthesis, with the findings presented descriptively.

The results revealed that: 1) the community successfully revived and organized the traditional “Khao Mao Making Ceremony,” strengthening community pride and unity; 2) five prototype local wisdom-based products were developed, including Daifuku stuffed with Khao Mao, Khao Mao cookies, fragrant rice leaf tea, banana syrup, and Krayasart with banana syrup; and 3) a community brand identity and packaging design were created, effectively reflecting local identity and enhancing product value. The findings indicate that community participation, knowledge transmission, and improved quality of life among the elderly are key drivers in creating identity-based community products and fostering sustainable income generation. Policy recommendations include establishing a community enterprise and developing product standards to expand marketing opportunities and build consumer confidence.