Studying a Strategic Model of the Creative Economy: A Case Study of Product Design

Abstract

The objectives of this research were 1) to study the relationship between strategic variables and the value of creative economy with product design and 2) to develop a strategic model used in the creative economy. 400 samples were creative workers in Bangkok. Data was gathered by questionnaire and analyzed by quantitative analysis. The level of agreement for a strategic model for the creative economy was discerned by Likert scaling. To develop a strategic model used in the creative economy. And analysis of variance (ANOVA) was used for hypothesis testing to study the relationship between strategic variables and the value of creative economy with product design.

Results were infrastructure, marketing, clusters, regulations and driving mechanism significantly influenced value increase for the creative economy. Moreover, the results of the study were developed to be a strategic plan of the creative economy in Thailand (2021 – 2023).