The Role of Social Networks that Affect the Success of AYUWATTANA Herbal Medicine Community Enterprise Koh Kerd Sub-District, Bang Pa In District, Phranakhon Si Ayutthaya Province

Abstract

This research aims (1) to study organization structure and administration of AYUTWATTANA herbal medicine community enterprise, and (2) study the role of social networks on AYUTWATTANA herbal medicine community enterprise. Researcher
use qualitative research include non-participant observation and in-depth interview with a semi-structured interview with a sample of 10 people, including leader, secretary, group members, Community – Based Tourism agency and music teacher. The results of the research are as follows: 1) AYUTWATTANA herbal medicine community enterprise has a solid group structure, transparent group management model, and allocation of budgets within groups is agreed upon by group members. 2) Social networks relevant to the growth and persistence of AYUTWATTANA herbal medicine community enterprise can be divided into 3 groups. The government networks are a support role to promote the group along with helping the group work approaches to the standards. The private networks play a role in promoting the production and distribution of herbal bolus and also promote homestay tourism. The people networks and education agencies play a role in bringing academic knowledge to help solve the problems of the group.