The communication process and marketing mix of Tai Yai handicrafts products

Abstract

Tai Yai handicrafts are a distinctive cultural product of Mae Hong Son Province, Thailand. However, the province is seeing a decline in the number of skilled artisans, and the economic value of these crafts remains largely restricted. This study examines the communication process and marketing mix for Tai Yai handicrafts products through qualitative research. The findings indicate that three main product categories: decorative items, ritual objects, and souvenirs. However, pricing lacks standardization, and distribution channels are limited, making the products difficult to access outside the local area. Promotional efforts, despite their recognition as a provincial identity, have only reached a limited local audience. A significant cultural communication element is the deep-rooted Buddhist faith among the Tai Yai ethnic group, which sustains the demand for these products, particularly among producers and sellers who share similar cultural experiences. Nevertheless, challenges persist in online media usage, especially among older entrepreneurs. The study suggests developing limited edition products that maintain cultural authenticity, expanding distribution channels to include major urban centers, and enhancing marketing communication strategies through storytelling and the use of online influencers, particularly those with an interest in art and culture, to create both online and offline customer communities.