Lamphun White Cattle: Phra Ko Rak Na Kwan Development of Souvenirs for Historical Conservation and Tourism in Lamphun Province

Abstract

This research article aimed to study 1) the identity of Lamphun White Cattle selected as Phra Ko. 2) To translate that identity into cultural product design. 3) To evaluate the development of souvenirs. This study employed a mixed-methods research design. Qualitative data were collected through in-depth interviews with 20 key informants using a structured interview guide. In addition, action research was conducted with a target group of 30 participants using evaluation instruments. The operational data were analyzed using descriptive statistics, including mean and standard deviation.

The research found that, 1) The identity of the Lamphun White Cattle selected as Phra Ko Rak Na Kwan comprises three dimensions of appropriateness: appropriateness of physical characteristics, appropriateness of temperament, and appropriateness of attributes. 2) The identity transfer (modeling) of Lamphun White Cattle into souvenir products consists of several essential elements: design inspired by historical narratives, incorporation of local wisdom, affordability, aesthetic value, modern packaging, diverse distribution channels, portability, use of local materials and labor, and production techniques. The development of souvenirs based on the identity of Lamphun White Cattle was carried out in two main forms: digital illustration and embroidered design. 3) The overall evaluation of the developed souvenirs indicated that they possessed a high to very high level of value, both as commemorative souvenirs and as tools for historical conservation. The product receiving the highest score was the screen-printed fabric bag, followed by postcards, embroidered fabric bags, and acrylic keychains. The promotion of the utilization and marketing of souvenirs based on the Lamphun White Cattle identity through both offline and online channels. The products attracted strong consumer interest due to their novelty and their ability to communicate historical narratives. Market feedback demonstrated that these souvenirs hold significant potential in generating community income, enhancing cultural value, and sustaining the Royal Ploughing Ceremony (Phuet Mongkhon), particularly the Phra Ko Rak Na Kwan tradition. This study contributes new knowledge in the form of the “WHITE Model”.