From Village Hands to World Markets: VARNI’s Community-Powered Thai Sedge Wickerwork Enterprise Story
2025
Ditta-Apichai, Morakot | Praditsilp, Wasin | Kanjanapong, Punyaphat | Tawisuwan, Suwimon | Diawkee, Thianthip | Jitpakdee, Rungrawee
Summary Local products are part of the cultural heritage and serve as a medium for the cultural characteristics of the destination, which are crucial for travel experiences. This case study presents a success story of VARNI CRAFT’s community-based enterprise (CBE), which facilitates thriving handicrafts that preserve local culture, in Phatthalung province, one of Thailand’s most spectacular natural attractions. Employing business model analysis, the case study looks at how this CBE captures, creates, and delivers value to their consumers and communities. The study highlights what made this community business successful at making high-value local crafts, getting their brand known on national and international markets, and playing a role in tourist destination development and sustainability. Creative tourism by VARNI CRAFT showcases local craftsman traditions, provides authentic cultural experiences, and meets growing demand for sustainable, aesthetically pleasing products. The study also examines the challenges they have encountered and their future directions in promoting sustainable handicrafts and preserving local culture in tourism. VARNI CRAFT faces challenges in business, including price competition, insufficient supply, and English communication issues. It is exploring strategies to enhance supply chain efficiency, improve communication, and foster sustainable practices. Information © The Authors 2025
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