The Mechanism of Development and Market Value Added to the Folk Fishery Group’s Fish Processing Product surrounding Doi Tao Lake, Chiang Mai DOI:

Abstract

The objectives of this research were 1) to manage the knowledge and local wisdom related to the conservation and propagation of freshwater fish by the local fishing communities along Doi Tao Lake,  2) to increase the market value of processed fish products from these local fishing communities, and 3) to develop online marketing for processed fish products from these communities. The researchers applied a Mixed – Method Approach to collect and analyse data. The target group in this study consists of residents of Hot District, Chiang Mai Province, totaling 40 people (for interviews).Additionally, members of the community enterprise group, the agricultural housewives processing fish group, fish processing entrepreneurs in Doi Tao District, Chiang Mai Province, totaling 40 people (for trainings) were included. The research results found that 1) The wisdom in the conservation and propagation of freshwater fish of the fishing communities along Doi Tao Lake, is divided into seven components: the establishment of aquatic conservation zones, the setting of community rules and regulations, community participation, community beliefs, promotion of youth involvement in the conservation and propagation of aquatic species, conservation planning, and support from government and private agencies, 2) The market value of processed fish products from the fishing communities along Doi Tao Lake, could be increased by designing product labels that reflect the identity of the Doi Tao community and the various types of processed fish products. Additionally, making the products modern and providing complete information, and 3) Online marketing for processed fish products from the fishing communities along Doi Tao Lake, could be developed by creating a website as a sales channel. This is in response to the challenges of rising costs, decreasing customer numbers, and the lack of successors to the local wisdom of fish processing in traditional sales methods. The research findings can be applied to establish development mechanisms that enhance value and promote the effective utilization of aquatic resources surrounding Doi Tao Lake.