THE DEVELOPMENT OF BAN THA KRAI COMMUNITY MARKET, MAE SA SUB-DISTRICT, MAE RIM DISTRICT, CHIANG MAI PROVINCE.

Abstract

This research article aims to: 1) study the community lifestyle context of Ban Tha Khrai, Chiang Mai Province; 2) develop a community-based market in Ban Tha Khrai; and 3) propose strategies for the community-based market in Ban Tha Khrai. The research employed structured in-depth interviews and focus group discussions with representatives of entrepreneurs, community leaders, and local residents. The data were analyzed using descriptive content analysis.
The research findings reveal that: 1) Ban Tha Khrai is a strong and well-prepared community with abundant resources and community capital, including local wisdom, handicrafts, agriculture, and souvenirs. 2)The development of Ban Tha Khrai’s community-based market involved integrating the community's resources and capital into a centralized location, fostering the exchange and sale of local products through participatory processes. This approach enhanced the community’s potential and created strategies to develop the market into a sustainable model that connects grassroots economic development with community sustainability. 3) Strategies for market development include: Advertising and public relations through mobile announcements and distributing leaflets within the village and nearby areas. Utilizing online platforms to sell goods and products.3.Modernizing product designs, branding, and improving packaging aesthetics.
The study concludes that leveraging community resources and capital to establish a centralized market, alongside continuous public activities and participatory processes, fosters a unique community market model. This approach enhances the charm of the local way of life, creating a distinctive selling point. It not only generates income for the community but also strengthens the grassroots economy, promoting equitable income distribution within the community.