THE RELATIONSHIP BETWEEN PRODUCT CREATIVITY AND THE SUCCESS OF ENTREPRENEURS IN OTOP PRODUCTS IN THAILAND

Abstract

Abstract—The One Tambon One Product (OTOP) initiative, a cornerstone of Thailand's local economic development, seeks to empower entrepreneurs to create unique products reflecting the cultural identity of individual tambons. This study investigates the nuanced interplay between product creativity and the entrepreneurial success of those engaged in OTOP products. Through a mixed-methods approach, encompassing quantitative surveys, in-depth interviews, and thematic analysis, the research explores the experiences of entrepreneurs across diverse tambons in Thailand. The study reveals a positive and statistically significant correlation between high levels of product creativity and entrepreneurial success. Entrepreneurs demonstrating greater creativity in their OTOP product development reported increased market penetration, revenue generation, and a profound positive impact on local communities. Qualitative analysis identified challenges such as limited resources and market access issues. Government support programs and the establishment of a supportive creative ecosystem were identified as opportunities to overcome challenges and foster success. To capitalize on these findings, recommendations include targeted training programs to enhance creative capacities, strengthened government support programs, the establishment of a collaborative creative ecosystem, and initiatives to address market access challenges.