Promotion and Development of Capacity to Produce Goods and Services to Strengthen The Foundation Economy of Agricultural Tourism Community Enterprises in Samut Songkhram Province
Keywords:
Production of Goods and Services, Grassroots Economy, Agro-Tourism Community EnterprisesAbstract
The objectives of this research are to study the current situation and problems, promote and develop capabilities, and evaluate the production of goods and services to strengthen the grassroots economy of agro-tourism community enterprises in Samut Songkhram Province. The target groups consist of four groups: Group 1 includes 30 key informants; Group 2 consists of 200 sample participants; Group 3 comprises 30 training participants; and Group 4 includes 5 experts. The research tools used include focus group interviews, questionnaires for exploratory factor analysis, satisfaction evaluation questionnaires, and questionnaires for evaluating the development model. Data analysis methods include mean and standard deviation, exploratory factor analysis, and content analysis. The study findings reveal that: (1) The community's strengths lie in its diverse and unique tourism routes, but weaknesses exist in the areas of amenities and publicity. The exploratory factor analysis identified four key components that influence the production of goods and services; (2) A project was initiated to promote sustainable agro-tourism at Tha Kha Floating Market by integrating the four key components; and (3) The project evaluation results in terms of accuracy, appropriateness, feasibility, and usefulness were found to be very high, indicating the potential of the project to positively impact the development of agro-tourism and to sustainably strengthen the grassroots economy of the community.
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