Strategies for Developing Handicraft Products of the People in Luang Prabang

Abstract

This study aims to analyze the development strategies for handicraft products among people in Luang Prabang, examining six key dimensions: market analysis, design and innovation, quality management, distribution and supply chain, branding and marketing, and capacity building. The findings reveal that entrepreneurs place high importance on all dimensions, with capacity building receiving the highest priority due to the need for continuous training, skill development, and intergenerational knowledge transfer to preserve cultural identity and value while adapting products to modern demands. Market analysis and branding and marketing follow as the next most important dimensions, while quality management and distribution and supply chain received relatively lower emphasis particularly regarding the use of online platforms (e-commerce), which remains limited due to some entrepreneurs' lack of digital knowledge and skills. These findings suggest that handicraft product development in Luang Prabang should be pursued comprehensively, with particular emphasis on artisan skill development and knowledge transmission, alongside adaptation to contemporary market demands.