THE SELECTIONS OF THAI HANDICRAFT SOUVENIRS FOR THE NORTHERN & CENTRAL EUROPEAN TOURISTS
The purpose of this research was to study the selections of Thai handicraft souvenirs in the satisfaction of the Northern & Central European. It was divided into basic information from various documents and the field survey data with questionnaires and interviews of 650 tourists who shoped at Rattanakosin area and Bangkok City in 2018. It found that the top 3 most Thai handicraft souvenirs in accordance with the satisfaction of the Northern & Central European tourists were Thai foods and fruits, souvenirs in Thai domestic animal forms and Thai architectures and vehicles. The most satisfaction in the styles of the products was Thai classical style. Secondary was Thai country & folk style and Thai modern style, respectively. The most satisfaction with colors were natural color scheme and warm colors scheme and texture groups were smooth as silk texture, warm and soft texture, respectively. For ordinal importance in the factors of the souvenir product selection were aesthetic,Thai identity, colour tones, functions, size and weight, reasonable price, attack look products, and delicates, respectively.