Development of Community Enterprises to Success : A Case Study of Huai Mae Phriang Agricultural Tourism Community Enterprise, Huai Mae Phrieng Subdistrict, Kaeng Krachan District, Phetchaburi Province

Abstract

          The purpose of this research was; 1) to study the community context, including the history of the establishment and development of community-based agricultural tourism routes; 2) to conduct a study of management conditions within the community; 3) to investigate the factors influencing the development of community enterprises; and 4) to examine the problems, obstacles, and provide development guidelines for community enterprises within the agricultural tourism sector, focusing on the successful case of the Huai Mae Phrieng community in Huai Mae Phrieng Subdistrict, Kaeng Krachan District, Phetchaburi Province. The group of informants consisted of 12 government officials, presidents of enterprises, committees, and members of enterprises, community leaders, local philosophers, tourists, and shopkeepers involved in enterprises. The group of informants was selected by purposive sampling via In-depth interviews and Content Analysis.

          The results of the study to found that The Huai Mae Phrieng Community Agricultural Tourism Group was established within the community's context to generate income by emphasizing the utilization of natural resources for sale, processing, and as a source of learning. The Community Agro-Tourism route consists of 3 main points: 1) the fruit orchard attraction,
2) the hornbill and common bird watching attraction, and 3) the scenic cycling attraction. The sample group bought agricultural products from the community to support the community's productivity and reduce production costs and obtain quality raw materials. A production center has been set up to control and inspect production quality to meet standards. Products are sufficient for export. There is clear product distribution. There are a variety of distribution channels. There is an impression and satisfaction for customers. Factors contributing to successful development consist of intrinsic factors which found that all members had a common role in the development and formation and management within the group. There is an effective group operation plan. There is a group meeting to exchange ideas and make plans together. There were group activities and systems within the group together. The production process has been developed regularly. There is financial management and accounting. External factors were found to have a consignment network and are supported and promoted by relevant government agencies. Problems and obstacles in the development were found that there are many competitors in the market. The way to develop a successful group requires a focus on members, marketing, product promotion, product design, and the use of technology for promotion. Public and private sectors are important for tourism routes, community agri-tourism, and coordination between agencies for sustainable cooperation and support.