PROMOTING MODERN FARMERS TO RAISE FIGHTING BULLS TO CREATE ADDED VALUE FOR THE GRASSROOTS ECONOMY IN SURAT THANI PROVINCE

Abstract

          This research had three main objectives: 1) To analyze the body of knowledge of modern cattle-fighting farmers in creating added value for the grassroots community economy; 2) To promote modern cattle-fighting farmers; and 3) To establish a farmer network. A mixed-methods approach was employed. The quantitative sample consisted of 226 stakeholders drawn from a population of 522 using stratified random sampling, while the qualitative group comprised 18 participants selected purposively. Research instruments included questionnaires and semi-structured interviews, which were validated for quality (IOC = 0.67 - 1.00, α = 0.89). Quantitative data were analyzed using descriptive statistics, whereas qualitative data were analyzed inductively. The findings revealed that 1) Farmers’ knowledge could be classified into three dimensions: cultural and local wisdom, contextual knowledge of the area, and empirical data from field surveys. The overall level of knowledge promotion was high ( = 4.47, S.D. = 0.73), with farmer empowerment scoring the highest ( = 4.66). 2) Farmer promotion achieved success in five dimensions: 2.1) Strengthening farmers, whereby modern cattle-fighting farmers employed technology and creative media to enhance their careers; 2.2) Improving production efficiency and upgrading the economic value of cattle-fighting through branding and cultural products; 2.3) Applying innovations in health, nutrition, and herbal remedies alongside digital platforms; 2.4) Sustainable resource management by integrating local wisdom with technology; and 2.5) Establishing farmer networks that integrated production, marketing, and self-reliance, with recommendations for state support in resources and knowledge. These outcomes led to the development of the “BULL OF SOPAR” model. 3) The farmer network was structured as an integrated “upstream-midstream-downstream” system encompassing production, processing, and marketing, while connecting with external organizations. This resulted in a resilient cattle-fighting economy and fostered sustainable community development.