Seminar on Purchasing Behavior of Gems and Jewelry Based on Tourists' Beliefs in the Chanthaburi Gem Market and Guidelines for Jewellry Design Development
Recognising the significant influence of tourist beliefs on purchasing decisions in the vital Chanthaburi gem and jewelry market, Assistant Professor Suparee Taowongsa’s lecture (a faculty member in the Jewelry Design Department, Faculty of Gems, Burapha University, Chanthaburi Campus) at the 2024 International Festival presented research insights to enhance business and design innovation by analysing tourist needs and preferences, particularly regarding auspicious colours and symbolic jewellery, and exploring creative applications like Chanthaburi reed mat integration, the lecture aimed to equip entrepreneurs and designers with the knowledge to develop appealing, culturally relevant products that cater to these beliefs, ultimately strengthening the local gem and jewellery industry.
To better serve the Chanthaburi gem and jewellery industry, this information aims to illuminate the significant role of tourist beliefs in shaping purchasing decisions within the local market. The objective of presenting research findings on tourist needs and preferences, especially regarding auspicious colours and symbolic jewellery, is to empower entrepreneurs and designers. This knowledge will facilitate the creation of innovative and appealing jewellery designs, potentially incorporating local elements like Chanthaburi reed mats, and inform more effective business strategies. Ultimately, the goal is to enhance the competitiveness and cultural relevance of Chanthaburi’s gem and jewellery offerings, ensuring stronger market appeal and industry growth.
The lecture’s core content stemmed from analysing two parts of the research data. The first part comprised survey research on the needs and purchasing behaviour of gems and jewellery based on the beliefs of tourists who purchase within the Chanthaburi gem market.
The findings of this research indicated that:
1) female tourists constituted the largest demographic among those visiting and purchasing gems and jewelry;
2) red and blue gems and jewelry were the most popular within the category of lucky charm adornments;
3) the types of lucky charm jewelry most frequently selected by tourists were accessories worn on the fingers, hands, or wrists;
4) design and aesthetic appeal were the primary factors that tourists prioritised in their purchasing decisions; and
5) The beliefs influencing jewellery purchasing decisions predominantly pertained to finance and fortune, with particular emphasis on beliefs concerning birth month, auspicious colors, and zodiac signs. The second part involved experimental research on the creative production of products, which utilised data from the survey research as a framework for developing novel jewellery product designs.
The data from this research is highly valuable for developing and creating new jewellery product designs that align with tourists’ needs and purchasing behaviour, especially by using beliefs and preferences regarding colour and jewellery type as design guidelines. This aims to enhance business opportunities and attract interest in Chanthaburi’s gems and jewellery products. The seminar provided attendees with an in-depth understanding of the influence of beliefs on tourists’ purchasing decisions, which is beneficial for entrepreneurs and designers in developing products and marketing strategies that cater to the target group, as well as in creating products that blend beliefs with beautiful and modern designs to strengthen the gem and jewelry industry of Chanthaburi Province.
Project Leader: Asst. Prof. Suparee Taowongsa, Faculty of Gems