THE PERPETUATION OF THAI SILK HANDICRAFT WISDOM TOWARDS CREATE PRODUCT IDENTITY BY INTEGRATING CONTEMPORARY KNOWLEDGE AND PUBLISH ART AND CULTURE INTERNATIONALLY IN DRIVE 13TH CELEBRATION OF SILK “THAI SILK ROAD TO THE WORLD”

Abstract

This research aims to evaluate the effectiveness of promoting and enhancing the creative potential of university students in contemporary Thai silk design by integrating local wisdom with cultural identity and the historical heritage of various nations. It also aims to assess the outcomes of building collaborative networks in arts, culture, technology, and innovation with government agencies, private sectors, and foreign embassies to enhance the competitiveness and international dissemination of Thai silk. The study involved three sample groups: 1) 97 university students and lecturers from 22 institutions, 2) 97 participants from youth groups and related personnel, and 3) 9 representatives from embassies and consulates of 93 countries. The research instrument was a validated questionnaire. We collected data through questionnaires and analyzed them using percentages, means, standard deviations, and content analysis. The results revealed that students and lecturers expressed high satisfaction with the application of Thai silk in international contexts, assessed through 15 variables across 5 factors, all of which showed statistically significant relationships at the .001 level. Similarly, participants in the activities indicated high satisfaction across 18 variables in 4 factors, also with significant correlations at the .001 level. Ambassadorial representatives showed satisfaction based on 15 variables in 5 factors, all significantly correlated at the .003 level. These findings highlight the potential of Thai silk as a cultural medium for international collaboration and the sustainable value-added development of Thai silk products.