ENTREPRENEURIAL PIONEER MODERN BY USING SUSTAINABLE SUFFICIENCY ECONOMY: CASE STUDY OF EASTERN PROVINCE GROUP

Abstract

The study aims to 1) study of either feasibility study of small-sized tourism or tourism product development, and 2) study the feasibility of a business plan to pioneer the small tourism business/development of tourism products using the principles of sustainable sufficiency economy. This research was qualitative research with in-depth and focus group interviews for 40 key informants consisting of small-sized tourism entrepreneurs, government personnel tourism, communities, and tourists. This study used content analysis and quantitative study of data collected from entrepreneurs and personnel of small-sized tourism by questionnaires with 200 both entrepreneurs and small-sized tourism personnel, the statistics used in the mean and standard deviation.

The study found that: 1) The feasibility study of small-sized tourism or tourism product development found that: the provinces of Chonburi and Trat have the potential to operate the tourism in the top two: (1) in terms of creating tourism products and processing local raw materials by using innovative marketing both online and offline, and (2) practical guidelines for accommodation in ecotourism. The provinces of Rayong and Chanthaburi have the potential to operate the tourism in the top two: (1) practice guidelines for ecotourism accommodation, and (2) innovative competitiveness strategies for commercial success. And 2) study the feasibility of a business plan to pioneer the small tourism business/development of tourism products using the principles of sustainable sufficiency economy found that: Chonburi province has the possibility of a business plan to see coastal ecosystems and fishermen's way of life and eco-cycling to see the nature along Bang Sare Beach and community lifestyle. Trad Province (Salak Phet community) has potential in the integrated tourism agro-tourism business plan. Rayong province has the possibility of a business plan to produce crackers from Klu leaves. Chanthaburi Province has the possibility of a business plan to produce crispy pork Chamuang.