UPGRADING COMMUNITY PRODUCTS THAT PROMOTE TOURISM BY THE COMMUNITY ENTERPRISE OPERATORS OF TARNTO, YALA

Abstract

The research aims to develop products, analyze production costs and product pricing for community enterprises, and develop packaging and distribution channels for community products of community enterprises in Tharoto, Yala, to enable them to compete and sustain their businesses. This is qualitative research using participatory action research. Data was collected through interviews and group discussions. Key informants included the chairperson, group members, community development workers, experts in marketing and product development, and customers who had purchased the products, totaling 26 people. The results showed that the products lacked identity and diversity, the packaging was unattractive and lacked detailed product information, and the prices were not determined based on cost and profit calculations. The distribution channels could not reach the target customers, and the group lacked marketing promotion. The results of capacity development showed that the group developed products that could create added value. The packaging was durable and could better preserve the products. The labels were distinctive and provided product details. Additional online distribution channels were added, and marketing was promoted through distribution channels. The results showed that the products became well-known, resulting in increased sales and generating income for both individuals and the group.