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Driving Creative Economy Through Likay Performing Arts: Integrating Product Innovation and City Learning Ecology in Ang Thong Province, Thailand (107565)
Session: On Demand
Room: Virtual Video Presentation
Presentation Type:Virtual Presentation
This research analyzes strategic approaches for transforming the cultural capital of "Likay" performing arts into creative commercial products to bolster the grassroots economy and cultivate a "City Learning Ecology" conducive to lifelong learning. Utilizing Ang Thong Province—acclaimed as the "Likay Capital of Thailand"—as a primary case study, this study employs a Mixed Methods Research framework, integrated with Participatory Action Research (PAR) and Qualitative Research methodologies.
The findings demonstrate that a pivotal driver for the creative economy is the development of "Likay Models," a series of five innovative toy and souvenir designs. These models deconstruct and reimagine the multifaceted identities and elaborate costumes of Likay characters to effectively bridge cultural values with the younger generation. Economic valuation reveals significant potential for wealth circulation, yielding a Return on Investment (ROI) as high as 5.66, thereby validating the commercial viability of cultural-based innovation.
Furthermore, the study indicates that the success of such creative endeavors relies upon a robust City Learning Ecology. This ecosystem synergizes a network of master artists and "Three-Generation Likay" performers (children, youth, and elders) with local entrepreneurs and multi-sectoral stakeholders. Such collaboration ensures the systematic transmission of traditional wisdom alongside contemporary innovation. Ultimately, this model not only mitigates management challenges within small-scale cultural enterprises but also reinforces local identity and ensures the global sustainability of Likay through creative economy mechanisms.
Authors:
Mutjarin Ittiphong, Silpakorn University, Thailand
About the Presenter(s)
Miss. Mutjarin Ittiphong is a University Assistant Professor/Lecturer at Silpakorn University in Thailand
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Virtual Presentation
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