Community product development to support tourists and exports in Chawang District, Nakhon Si Thammarat Province

Abstract

The objectives of this research are 1) to study the current problems and potential of community enterprises regarding product development  for tourism and exports, and 2) to study product elements that align with the behavior and requirements of both tourists and international customers ; 3) to propose guideline for community product development  to enhance value- added potential for tourism and export growth by using a mixed-methods research approach. The research utilized structured interviews with 4 key informant groups: community enterprise, district agricultural office personnel, and community product distributors. Questionnaires were administered to a sample of 340 tourists.  The finding indicated that 1) the majority of tourists purchasing community products were married female Thai nationals, aged between 31 and 40 years. Most held a bachelor's degree and had an average monthly income ranging from 20,001–40,000 baht. 2) Regarding product attributes, both Thai and foreign tourists rated expected product as the most important factor, followed by the product potential. The majority of the tourists purchased food-based community products on monthly basic consumption, with an average expenditure of 501–1,000 baht per purchase. The primary influence on purchasing decisions was the individual themselves. These products were typically bought from souvenir shops, with information primarily obtained via online media. 3) Guidelines for community product development include designing modern, user‑friendly branding and packaging that is distinctive, visually striking, and memorable. Emphasis should be placed on storytelling to create unique product narratives that add value and local identity.