The Development of Young Entrepreneurs to Drive the Career Creation of The Founding Communities Through the Electronic Marketing That Can Enhance the Quality of Life Along the Korat Geopark Route

Abstract

The purposes of this study were: 1) to study the community context to find ways to build community-career approaches out along the Korat Geopark route; 2) to develop a new-generation of entrepreneurs in career-creating aspects through electronic marketing on the route of Korat Geopark; 3) to support and drive new- generation entrepreneurs that elevate the quality of community’s life in career-creating aspects through electronic marketing in the area of Korat Geopark route; and 4) to revise lessons on the development of new-generation entrepreneurs toward creating careers through the electronic marketing so as to raise the foundation community’s income on the Korat Geopark route. This study is quality research with participatory practical research approaches. The key informers were the leader, entrepreneurs and network partners. Field survey procedure, document study, in-depth Interview, and focus group were applied for data collection. Then, the results were explained using content analysis.

The results of the research found that: 1) Communities along the Korat Geopark route on the route of Korat Geopark can be used as a model for product development in 4 areas: Hokkaido Corn fresh Milk community group, Mee Num Cha enterprise group, pork rind enterprise group, and community of Chili Sauce occupational group. 2) Entrepreneurship, including business plans, product development, electronic marketing and product life extension was developed as a new collection of knowledge to those communities. 3) Communities were encouraged to drive their marketing channels through electronic markets and trade show booths. 4)  There is a knowledge set concerning young entrepreneurs who can benefit from electronic marketing to create a career on the route of Korat Geopark through the thinking process, planning, decision-making, implementing and evaluating. These were established together with communities and networks. These results enhance the improvement of the quality of life and tourism toward the communities.