The Guidelines for Developing Strategies to Enhance Community Enterprises as a Social Enterprise in Nakhonchaiburin Provinceal Cluster
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Abstract
The research article consisted of the following objectives: 1) to investigate the environment of community and social enterprises in Nakhonchaiburin provincial cluster; 2) to explore the guidelines for enhancing community enterprise as a social enterprise in Nakhonchaiburin provincial cluster and the competitiveness of social enterprises in Nakhonchaiburin provincial cluster; and 3) to develop the strategies for enhancing community enterprise as a social enterprise in Nakhonchaiburin provincial cluster. The study used a qualitative research method, collecting data through focus group discussions and in-depth interviews with experts/ senior executives of social enterprises experienced and specialized in social enterprise development, and experts/ senior executives of social enterprises in community tourism.
From the study, the following results are found: 1) The environment of community and social enterprises in the Nakhonchaiburin provincial cluster consists of ten factors, namely (1) identity of the area/ community, (2) government sectors/ enterprises with the mission to promote tourism development, (3) network of activity development and tourism resources, (4) products and services, (5) readiness of the area/ community, (6) organizations and individuals using the community-based tourism services, (7) sources of capital, (8) educational institutions/specialized consulting organizations, (9) platform/ network system and access channels, and (10) communication and public relations; 2) The guidelines for enhancing community enterprise as a social enterprise in Nakhonchaiburin provincial cluster comprise (1) leadership and organizational leadership, (2) desirable characteristics of service provider, (3) social entrepreneurship, (4) presentation of products/ services, (5) added value of products/ services, (6) the ability to expand tourism, (7) social enterprise model, (8) organizational structure, and (9) the transparency in management. The guidelines for increasing the competitiveness of social enterprises in the Nakhonchaiburin provincial cluster include (1) resource-based competitiveness, (2) differentiation, (3) standard certification, (4) trust in logos and products, and (5) product quality; and 3) The strategic development to enhance community enterprises as a social enterprise in the Nakhonchaiburin provincial cluster consists of (1) leadership and organizational leadership, (2) identifying problem-solving/ development, (3) value proposition and customer segments, (4) marketing, (5) customer relations, (6) channels, (7) important resources, (8) main activities, (9) financial plans, (10) revenue from customer groups, (11) important partners, (12) costs and expenses, and (13) community-based tourism fund.
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