The Potential and Preparedness of Local Products in the Brand Building for Tourist Souvenirs, Luang Prabang, Laos PDR.

Luang Prabang’s UNESCO World Heritage status and rich cultural heritage provide a strong foundation for developing local souvenir brands, as producers leverage indigenous knowledge to enhance authenticity. The Night Market serves as a key platform for showcasing diverse, locally invented products. However, brand development faces significant constraints, including limited innovation, weak marketing skills, lack of financial support, and conservative business practices. Qualitative research involving 40 in-depth interviews, participatory observation, and secondary data analysis revealed that while local producers possess skill and experience, their potential is hindered by resource gaps and outdated family-based operations. Collaboration among government agencies, associations, and financial institutions is essential to overcome these barriers and foster sustainable brand growth.

Sirisack, D., Sirivanh, T., Sengchanh, S., & Bounpathaph, L. (2016). The Potential and Preparedness of Local Products in the Brand Building for Tourist Souvenirs, Luang Prabang, Laos PDR. PSAKU International Journal of Interdisciplinary Research, 5(2), 51–62. https://doi.org/10.12778/235108618x15452373185778