Vol. 8 No. 3 July – September 2016 E-ISSN 2408-1752

Thailand Research Fund Vol. 8 No. 3 July – September 2016 E-ISSN 2408-1752

From the Panel Discussion “Dusting Off Local Wisdom Finding the Origin of Article No. 255913 Chiang Rak Noi” To the “3-3-9 Creative Space Project ... Cycling for Preservation, Sharing Knowledge” Aschavit Krishnasuvarna

Development of Marketing Potential to Enhance the Sustainable Tourism of Article No. 255914 Ban Nadee-Sangbong Community, Pha sook, Kumpawapee, Udonthani Watchirachai Wetchaninnart

Learning Outside the Classroom: The Integrated Learning Process of Article No. 255915 Vernacular Architecture Study Sombat Prajonsant

Reduction Costs of Animal Rations for Cattle Farmers by Participatory Action Article No. 255916 Research (PAR) in Tumbon Tandeaw, Aumphor Kangkoy, Saraburi Province Waripas Jiumpanyarach

Increasing Efficient of Cow-Calve for Solving Shortage of Beef Cattle Article No. 255917 Somporn Duanyai, Suntariporn Duanyai, Narongkorn Kasemsuk, Ratchataporn Lunsin and Sungwan Somboon

Strengthen the Production Cost Management of Rice Planting, the Ontai Rice Article No. 255918 Seed Center Community Enterprise in Sankamphaeng District, Chiang Mai Pikul Pongklang

The Potential Development of Youth Leaders in Teenager Pregnancy Article No. 255919 Protection According to Healthy City in Nongbualamphu Passkorn Buasri and Saowapa Sukprasert

Model of Community Potential Development of Solar Home System Case Article No. 255920 Study: Mae Salong Nai Community, Chiang Rai Province Pimnapat Bhumkittipich

Area Based Development Research Journal.2016;8(3) Article No. 255913 http://abcjournal.trf.or.th/

From the Panel Discussion “Dusting Off Local Wisdom Finding the Origin of Chiang Rak Noi” To the “3-3-9 Creative Space Project ... Cycling for Preservation, Sharing Knowledge”

Aschavit Krishnasuvarna School of Communication Arts, Bangkok University, Khlong Toey, Phra Khanong, Bangkok, Thailand 10110 E-mail: [email protected]

Abstract This article is part of the program of the social academic service and art and culture maintenance of the School of Communication Arts, Bangkok University. The objectives are 1) to study the context and local wisdom of the people in Chiang Rak Noi sub-district, Sam Khok district, Pathum Thani province; 2) to study communication processes and its effect of the community engagement activities through the social academic service of Bangkok University. The mixed research methodologies including quantitative and qualitative methods are used in this study. The lessons obtained from the study will be used in the future. The study finds that the context of Chiang Rak Noi community is a combination of Thai and Mon people. Each group has its own local wisdom: costumes, ways of life, traditions, cultures, food, and religions. Depending on circumstances of each village, its people make a living through agriculture, trade, labor, or in an industrial factory. In addition, the students in this project have an opportunity to see and experience new things in different dimensions. Those include, for example, tradition and culture, religion, community economy, ways of living together in community. The data base of the contexts of this community comes from four working processes including studying, preparing, executing, and evaluating. The activities within the processes are ice-breaking, mind mapping, and seminar. The information gained from these activities leads to the “3-3-9 Creative Space Project … Cycling for Preservation, Sharing Knowledge.” The evaluation has been made among the students and the community members who participated in the project. Research-based activities allowed the students to think and act through real activities and projects. Teachers are able to integrate the knowledge gained from this project to produce research, academic and creative work. The community and students are both developed through the project which is consistent with the commitment and identity of Bangkok University.

Keywords: Dust off local wisdom, Chiang Rak Noi, 3-3-9 Creative Space Project … Cycling for Preservation and Sharing Knowledge

Development of Marketing Potential to Enhance Sustainable Tourism in the Ban Nadee-Sangbong Community, Pha Sook, Kumpawapee, Udon Thani

Watchirachai Wetchaninnart Faculty of Management Science, Udon Thani Rajabhat University, Muang District, Udon Thani Province, Thailand 41000 Corresponding author’s E-mail: [email protected]

Abstract The purposes of this research were: 1) to study the context and style of marketing operations in the Ban Nadee-Sangbong community of Pha Sook, Kumpawapee district, Udon Thani province; 2) to create guidelines for enhancing the marketing potential of that location, and 3) to assess tourists’ opinions of, and satisfaction with, the operation of tourist activities there. The subjects in this study comprised; 1) 17 key informants, 2) 86 samples who participated in research activities, 3) 95 purposive samples who joined the trial village tour, and 4) 322 Nadee-Sangbong villagers randomly selected by proportional and accidental sampling. The data were collected by the community forum, small group meetings, interviews, observation of activities, SWOT analysis, workshops, touring experiments, result assessments, lesson summarizing, and returning results to the community. The results showed that the community has tourism potential, but has not yet launched systematically tourist activities. Therefore, tourist activities did not meet the needs of tourists. The results of creating guidelines to enhance the marketing potential were that five projects were launched to develop the marketing potential of tourist attractions in the community. Developing marketing potential resulted in people being proud of, loving, and cherishing their community. The results of villagers’ participation in the operation enabled the community to provide services to tourists, to enhance the beauty of the environment, to create unique souvenirs, and the development of effective communication of information-giving for tourists. The assessment showed that the participants’ opinions on the overall operations were at an “agree” level (¯ = 3.53), and that tourists’ satisfaction with the overall operations was at a high level (¯ = 4.01). � Keywords: Marketing potential and tourism �

Area Based Development Research Journal Vol. 8 No. 3 Article No. 255914 ABC JOURNAL the villagersare harmoniousandcourteous, andtheyset11 community, the In 2015. in village Economy Sufficiency the to bethebestpracticelearning centeroftheroyalproject Kumpawapee district,Udon Thani province–waspromoted evaluated, byallstakeholdersandcommunitymembers. performance its and controlled, is operation the finally, and benefits and revenue from tourism are shared in the community, maintain theuniquenessandcultureofeachlocality.The have plannedcooperativelytoorganizetourismactivitiesthat people. Stakeholdersbothinsideandoutsidethecommunity alternative tourismthatemphasizestheparticipationoflocal attention fromtourists,sincecommunitytourismisaform of life. Forthosereasons,communitytourismhasattractedmore conserving naturalresourcesandpreservingthelocalwayof turning theirattentiontoanalternativetourismthatfocuseson were lessinterestedinmainstreamtourism.Theywere,then, price competitionbetweenentrepreneurs.Asaresult,tourists and facilities, insufficient resources, natural of destruction the also broughtabouttourismissues,suchasanincreaseincrime, foreign tourists,but attracted alargenumberofbothThaiand tourism industrythein future. Thedevelopment not only and communication-inordertosupportthegrowthof of basicutilitysystems-suchastransportation, technology, government andtheprivatesectoraccelerateddevelopment communities. Recognizing theimportance of tourism,boththe generate revenueandtoraisevillagers’qualityoflifeinrural economy hasbeenexpanded.Thisexpansionhelpedto for touristshaveoccurred.Correspondingly,thecommunity of productinputsandtheproductiondistributionservices industry todeveloptheiroperationssystematically.Theexchange the communityhavebeenstimulatedbytourism the privatesector,smallandmediumenterprises, Ministry ofTourismandSports,2015).Furthermore,thegovernment, of (Office increase to likely is and percent, 5.45 about been (TDGDP) -comparedtothegrossdomesticproduct(GDP)-has coming intothecountry.Thetourismdirectgrossdomesticproduct Ban Nadee-Sangbongcommunity -locatedinPhaSook, The tourismindustryisoneofthemainsourcesincome Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 Background be aqualitytourist destination.Therewould be aparticipatory would helptodeveloptheBan Nadee-Sangbongcommunityto Ban Nadee-Sangbongcommunity. Theresultsofthestudy marketing potentialfordeveloping sustainabletourisminthe community. Theresearcherwas interestedinenhancingthe to establishguidelinesforthetourismdevelopmentin researcher wasinvitedtostudythemarketingcontextsand the communityisstillexperiencingproblems.Therefore, the popular withtourists.However,thetourismmarketing in community tobeagoodquality tourist attractionandtobe that itisveryimportanttodeveloptheBanNadee-Sangbong coordinating, consulting,anddevelopingthelocalarea,realized Kumpawapee (17December2015),whichisresponsible for of Office Administrative District the above, mentioned tourism tourist marketinghasnotmettheintendedpurposes. cooperate invariousactivities.Asaresult,thecommunity’s and adiscontinuousservice,aswelllackofpartnersto issues, anunpleasantenvironmentforthetouristattractions, Moreover, therewereproblemswithinappropriatepricing tourists did notparticipate in allactivities in thecommunity. reflected the local culture, it still lacked organized tours, so that although thecommunity has uniquetourismactivities which related totourisminformation.Thesurveyrevealedthat, and collecteddataonthestrengths,weaknesses,problems community tostudyitscontext,discussedwiththevillagers, hospitality ofthevillagers.Theresearcherhassurveyed tourist activities,attractions,accessibilitytofacilities,and the potentialfortourismbyconsideringitsattractions,suchas Ban Nadee-Sangbongcommunityhas mentioned above,the and uniquetouristattractionintheworld.(Matt,2015)As USA newsnetwork)mentioneditasthesecondmostbeautiful landmark and an Unseen In Thailand attraction, and CNN (the Authority ofThailandannouncedthatTaleyBuaDaeangisa tourists visitduringtheRedLotusSeafestival,asTourism Heritage), andTaleyBuaDaeang(ortheRedLotusSea).Many Diam, WatPaDonKeaw,BanChiangNationalMuseum(World attractions nearby, suchas Wat PaBan Tat, Wat Pra Tat Ban tourist important of lot a are There Economy. Sufficiency of activity groupsoperatinginaccordancewiththephilosophy In accordance with the importance and the problems of problems the and importance the with accordance In 255914-2 ABC JOURNAL the future. have greaterpotentialformarketingandtobesustainablein to helpdevelopthetourismbusinessandrelatedservices conserved properly.Academicknowledgewouldbeestablished The naturalresourcesinthecommunitywouldbeutilizedand would havejobs,higherincome,andaqualityoflife. and to make themproud of theirhometown. Thevillagers unified, community the make to villagers the with process 2 rdc lcmn n orarneet;()price;(4) arrangements; (3) product placementandtour (2) Industry: products; the marketing mix, covering 9 aspects -(1) processes, techniques,andtools ofactionresearch. Research (Suttinarakorn,2013) wasusedtostudytheprinciples, tourism towardssustainability. to developcommunityparticipationanddirect Based Tourism Institute, 2008; Rojrungsat, 2013) was applied 2005) wasusedtostudysustainabletourismdevelopment. sustainable tourismbyusingthefollowingconcepts: enhance touristsatisfactiontoamaximum,andimprove marketing potentialofBanNadee-Sangbongcommunity,to community. the marketingoperationoftourisminBanNadee-Sangbong community marketing potential of tourismintheBanNadee-Sangbong Kumpawapee district,UdonThaniprovince of tourismintheBanNadee-Sangbongcommunity,PhaSook, Theory andrelatedliterature )ConceptsofMarketing ManagementforTourism 4) Action Research: FreedomCreativity-Basedand 3) CommunityBasedTourism(TheThailand 2) SustainableTourismDevelopment(Jittangwattana, 1) the develop to planned researcher the research, this In Toassesstourists’opinionsof,andsatisfactionwith, 3) Tocreateguidelinesfortheenhancementof 2) Tostudythecontextandmarketingoperationforms 1) The purposesofthisresearchwere: Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 Objectives Region ofNortheasternThailand(Jaroenwanitet.al.,2002). 2015); andDevelopmentofSouvenirMarketsintheNorthern Siriwong, & (Boonkoum Region Central Lower the in Located Model inCulturalTourismResourcestheGroupofProvinces (Somnuek, 2009);DevelopmentofMarketingCommunications Phiboonmangsaharn district,UbonRatchathaniprovince Tourism Business in Phu Khatae Island, Nonklang sub-district, (Upachitkul etal.,2002);TheDevelopmentofCommunity-Base for TourismintheNorthernRegionofNortheasternThailand Increasing Potential in Developing Forms of the Souvenir Goods Development andHappiness:AResidents’Perspective; potential oftourism. as adecisionsupportforthedevelopmentofmarketing 2000) wasappliedtoevaluatetheperformanceofeachstep the satisfactionoftourists. study consumerbehavior in tourism,tourismincentives, and attractions inthecommunity. model andtodevelopthemarketingpotentialoftourist Pimonsompong, 2011)-wasusedtostudytheoperational Kotler et.al,2014;Morrison2013;Jittangwattana,2012; 2010; Chaudhary, 2012; Minnaert, & (Inkson stakeholders partnershipsandparticipationof tourism personnel, and(9) tourism serviceoftourism;(8) marketingpromotion;(7) (6) thephysicalenvironmentoftourist attraction; distribution; (5) sampling andwere dividedinto2groups,which were: The researchprocedureisshown below: conducted foroneyear,from 1March2015to31April2016. of BanNadee-Sangbongtouristattractions.Thestudywas as adecisionsupportforthemarketingpotentialdevelopment performance the evaluating in used was Model CIPP the and quantitative researchandparticipatoryaction(PAR), )Relatedliteratureswereasperthefollowing;Tourism 7) Performance Evaluation by CIPP Model (Stufflebeam, 6) TourismBehavior(Parasakul,2012)wasusedto 5) )Qualitativeresearch 1) This researchwasamixedmethodofqualitativeand Research methodology The subjectsinthisstudywere selectedbypurposive 255914-3 ABC JOURNAL and thesatisfactionwith, marketing operations. standard deviation(S.D.)were usedtoanalyzetheopinionsof, to define an overview of the population; the mean ( percentage wereusedtoanalyze thegeneralinformationand operations, andsatisfactionwiththemarketingoperations. in ordertostudygeneralcontexts,opinionofthemarketing of 0.95,and2)QuestionnaireNo.2,withareliability0.94. scale questionnaires:1)QuestionnaireNo.1,withareliability tourism experts,correspondents,andtourists. including BanNadee-Sangbongvillagers,marketingexperts, Prasithrathsint, 2001). proportion samplingformula(Yamane,1967referredtoin Organization, 2015),usingaccidentalsamplingandYamane’s from 1,365villagers(KumphawapiDistrictAdministration which were: potential ofthetouristattractionsinarea. analyzed to createguidelines in order to developthemarketing the interviews,studytour,andSWOTanalyseswere as workshops,trialtours,lessonsummaries,anddatareturn. attractions throughtheaboveresearchinstruments,aswell guidelines todevelopthemarketingpotentialoftourist and themarketingoperationofcommunitycreated study tour,andSWOTanalysis. (4 times),focusgroupdiscussions(3interviewforms,a marketing experts,andtourismexperts. activities, includingBanNadee-Sangbongvillagers, stakeholders, and theheadsmembersoftouristattractiongroups. )Thequantitativeresearch 2) The subjectsinthisstudyweredividedinto2groups, In the data analysis, the frequency distribution and the The datawerecollectedthroughthequestionnaires The researchinstrumentsusedweretwo5-levelLikert 95purposivesampleswhojoinedthetrialtour, 2.2) 322BanNadee-Sangbongvillagers,selected 2.1) The datareceivedfromthefocusgroupdiscussions, To collectthedata,researcherstudiedcontext The researchinstrumentsusedwerecommunityforum 86sampleswhoparticipatedinresearch 1.2) including communityleaders informants, 17key 1.1) Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 ¯ � ) andthe guidelines fortourismdevelopment together.Therewere86 management, toshareviews ondevelopment,andtocreate community forumwassetto enhance participationintourism and themembersoftouristattractiongroups. topic with5participants-thecommunityleaderandtheheads Nadee-Sangbong communityinordertodeveloparesearch literature ontouristattractionsandtourismresourcesintheBan as atouristattractioninthefuture.Then,researcherstudied possibility ofparticipatoryworkingforcommunitydevelopment as atouristdestination,thecurrenttourismsituation,and the villagersgovernment’spolicyoncommunitydevelopment selection, andteambuilding. and themembersoftouristattractiongroups. participants whoattendedthestudytour,includingheads potential ofcommunity touristattractions. There were 14 knowledge gainedfromthetourtodevelopmarketing Loei province. conservation andculturaltourisminChiangKhandistrict, attraction groups. the headsandmembersofBanNadee-Sangbongtourist were 17participantswhoattendedthediscussion,including and formofthemarketingoperationtouristattractions.There focus groupdiscussionwassettoshareviewsonthecontext groups, andBanNadee-Sangbongvillagers. leader, theheadsandmembersoftouristattraction participants whoattendedtheforum,includingcommunity share viewsonsustainabletourismdevelopment.Therewere18 project betweentheresearcherandcommunity,to forum wassettoexplaintheresearchobjectivesandaparticipatory shown below: )Researchprocedure 3) .)Operationstep 3.2) Preparationstep 3.1) The researchprocedurewasdividedinto3steps,as ..)Secondcommunity forum. 3.2.1) Firstcommunityforum. 3.1.2) Development of research topic, site 3.1.1) ..)Studytourofthemarketingfor 3.1.4) Firstfocusgroupdiscussion. 3.1.3) A studytourwassetinordertoapplythe The researcher discussed with with discussed researcher The The first community The second 255914-4 The first The ABC JOURNAL in theBanNadee-Sangbongcommunity. was usedtocollectdataontheoperationoftourismactivities interview. Asemi-structuredinterviewform,with8questions, 11 membersoftouristattractiongroupswhoattendedthe Nadee-Sangbong touristattractiongroups. Sangbong villagers. the membersoftouristattractiongroups,andBanNadee- participants, including thecommunityleader, the headsand villagers, andstudentsmajoring inTourism. the membersoftouristattraction groups,BanNadee-Sangbong procedure. Therewere33participants, includingtheheadsand service groups ontourist attraction Nadee-Sangbong tourist Tourism Service”,wassettoeducatethemembersofBan and BanNadee-Sangbongvillagers. including theheadsandmembersoftouristattractiongroups in ordertoimprovetheirprofession.Therewere20participants, tourist attractiongroups, to themembersof provide knowledge Sangbong touristattractions.These3activitieshelped to souvenirs, 3)environmentalimprovementofBanNadee- on homestaydevelopment;2)thedevelopmentofcreative Attractions”, wassetwith3sub-activities:1)aworkshop Ban Nadee-SangbongTourist Sustainable TourismProductsat observers. groups, withstudentsmajoringinMarketingattendedas and themembersofBanNadee-Sangbongtouristattraction Loei province.Therewere16participants,includingtheheads groups beforeattendingthestudytourinChiangKhandistrict, marketing knowledgeforthemembersoftouristattraction Sustainable TourismintheCommunity”,wassettoprovide the membersofBanNadee-Sangbongtouristattractiongroups. attractions. Therewere17participants,includingtheheadsand the contextandformofmarketingoperationtourist second focusgroupdiscussionwassettoshareviewson ..)Secondfocusgroupdiscussion. 3.2.3) InterviewwiththemembersofBan 3.2.2) ..)Workshop(4projects) 3.2.4) 1 Aworkshop,titled“TheMarketingfor (1) 4 Aworkshop, titled“Englishfor Communication (4) Aworkshop,titled“ThePsychologicalof (3) Aworkshop,titled“TheDevelopmentof (2) Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 Therewere The and studentsmajoringinMarketing. the headsandmembersoftouristattractiongroups, There were58participants,includingthecommunityleader, opinions, andtolistensuggestionsonmarketingoperations. community forumwassettosummarizelessons,exchange marketing operations. villagers, usingaquestionnairetoratetheiropiniononthe operations wascollectedfrom322BanNadee-Sangbong operations. marketing satisfaction withthe a questionnairetoratetheir marketing operationwascollectedfrom95tourists,using correspondents, andtourists. Nadee-Sangbong villagers,marketingexperts,tourism tourist attractions.Therewere95participants,includingBan 28, 2016andonApril2,2016,atBanNadee-Sangbong tourist attractions. Nadee-Sangbong touristattractiongroups. 17 participants,includingtheheadsandmembersofBan and tomaketheplacemoreaccessibletourists.Therewere communication model of Ban Nadee-Sangbong tourist attractions third focusgroupdiscussionwassettodevelopthemarketing Sangbong villagers. the membersoftouristattractiongroupsandBanNadee- English. Therewere22participants,includingtheheadsand Sangbong touristattractiongroupsoncommunicatingin in Tourism”,wassettoeducatethemembersofBanNadee- groups, andBan Nadee-Sangbongvillagers. leader, theheadsandmembers ofthetouristattraction community 17 participants, includingthe effective. Therewere community wouldimprovethe marketingoperationstobemore to themembersoftourist attractiongroups,sothatthe on, andthetourists’satisfactionwith,marketingactivities community forumwassettoreturnthestakeholders’feedback .)Conclusionandevaluationstep 3.3) ..)Thirdcommunityforum. 3.3.1) ..)Thefourthcommunityforum. 3.3.2) 3.2.8 Informationonopinionsofmarketing with on satisfaction Information 3.2.7) TrialtourofBanNadee-Sangbong 3.2.6) discussion. focusgroup Third 3.2.5) A trial tour was set twice, on March The fourth Thefourth The third 255914-5 The ABC JOURNAL cases, todevelop the tourism operations to bemoreeffective. every 3monthstoreviewthetourismoperationsor,inurgent of UdonThanito177countriesaroundtheworld. Relations Department,inordertopromotethetouristattractions “Thailand Today”,aTVprogramonNBTWorldStation,Public University. Sirindhorn” atPraipayomHall,UbonRatchathaniRajabhat in theCommunityofHerRoyalHighnessPrincessMahaChakri such as attending a seminar on “Sufficiency Economy Promotion special eventsorganizedbypublicandprivatesectors, life ofthevillagers wasconsideredtobea tourist activityfor in BanNadee-Sangbong community. such ascrime,changingtheway oflife,andlackprivacy. know thattourismcanhavenegative impactsonthecommunity, and villagersinthecommunity.Atsametime,theyalso in work,andexchangeknowledgeculturebetween tourists community inordertostrengthen harmony, createcooperation that willhelpgenerateincomeforthecommunity,develop the Villagers inthecommunityunderstandimportanceoftourism 10) localmassage,and11)organicvegetablecultivation. 7) localfabricweaving;8)reed9)wisdomhealers; cultivation; 5)dishwashingliquidproduction;6)broom production; 2)foldwafercooking;3)homestays;4)mushroom paste 1) are: which attractions, tourist into integrated be can that courteous. Thereare11groupsofactivitiesinthecommunity Kaen MittrapabRoad.Thevillagersinthecommunityare attractions easily,becausethevillageislocatedonUdon-Khon of thevillagersworkinagriculture.Visitorscantraveltotourist community hasafertileenvironment,suitedforcultivation.Most Sangbong community )ContextoftouristattractionsBanNadee- 1) The studyresultswereasperthefollowingdetails: .)Marketingoperations oftouristattractions 1.1) The touristattractionsoftheBanNadee-Sangbong ..)Arrangingfocusgroupdiscussions 3.3.5) Broadcastingofoperationresults 3.3.4) Publicationofoperationresultsin 3.3.3) Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 Study results Theuniquedaily on their community activitiesandneighboringcommunities tothe members agreedtodeveloptour programstogetherbylinking that therewerenotourprograms forthetouristattractions.The to developuniquesouvenirs for sale.Thethirdproblemwas the tourist attractions were not diversified, and members wanted Second, souvenirsof standard. improve theirhousestoahigh the membersofhomestaygroupdidnotknowhow to that thehomestaysfortouristswerenotstandardized,because of Ban Nadee-Sangbong tourist attractions. The first one was There weremanyproblemsfoundwiththemarketingoperations development ofthecommunity. University, whichhelptoprovideusefulknowledgefor the and thefacultyofManagementScience,UdonThaniRajabhat Development Office, the Sub-district Administration Organization, district, KumphawapiAgriculture,theCommunity participation, thiscommunityissupportedbytheKumphawapi sustainable tourism must be based on both internal and external and beverage staff, and security staff. As thedevelopment of activity staff,receptionstageshowsitefood minds. Thereisacleardivisionofresponsibilities,suchastourist The groupmembersarecourteousandhaveservice-oriented members ofthetouristattractiongroupsdoactivitiestogether. who havevisited,andpublicprivatesectoractivities.The brochures, vinyls,videotapes,viralintroductionsbythose Center, Learning Economy Sufficiency the for page Facebook community isnowusingvariouskindsofmedia,suchasa the tourists, to information provide to order In taxi. or bus, community isconvenient.Touristscanreachitbyprivatecar, and PhraThatDonKeaw.TraveltotheBanNadee-Sangbong tourist attractionsaretheRedLotusSea,PhraThatDonLuang, groups ofhomestaysthatcanaccommodatetourists.Themain lots, informationcenter,andsouvenirshops.Also,thereare7 basic facilities, such ashomestays,restaurants, toilets, parking livelihood forvisitorstoexperience.Thecommunityalreadyhas villagers havepreserved,andwanttoshare,theirculture environment issuitablefortourismdevelopment,andthe cultivation, foldwafercooking,andweaving.Thecommunity learn activitieswiththevillagers,suchasorganicvegetable Ban Nadee-Sangbongtouristattractions,allowingtouriststo .)Problemsoftourismmarketingoperations. 1.2) 255914-6 ABC JOURNAL tourism wereincluded. opinions about,howtoimprove themarketingpotentialof to participantsinthoseforums. Also,listeningto,andexchanging explain theresearchobjectives, actionplan,contextandinputs and villagerscooperativelyorganizedthecommunityforums to community leaders,membersofthetouristattractiongroups, from thetourtoimprovesustainabletourism.Theresearcher, tour, thememberswere eager tousethe knowledge gained knowledge beforeattendingthestudytour.After of touristattractiongroupstogainbasictourismmarketing organized amarketingtrainingprograminorderforthemembers group discussions,andcommunityforums.Theresearcherhad the developmentprocedure,basedonstudytour,focus Sangbong attractions.Theparticipatoryprocesswasusedin guidelines tostrengthenthemarketingpotentialofBanNadee- the touristattractiongroups,andvillagersjointlydeveloped of BanNadee-Sangbongcommunity were tooreluctantorshytotalkinEnglish. and services, their with satisfied be not might tourists foreign due tothelackofknowledgeinit.Also,theywereafraidthat visited theattractions,staffcouldnotprovidefulltouristservices, not communicatewithforeigntourists.Whentourists lacked knowledgeabouttourismandservices,theycould problem wasthatthenumberofstaffsmall.Moreover, community fortheconvenienceofvisitors.Thelastimportant be preparedwhichactedas a mapof tourist attractions in the be vinylsignsinfrontofthevillage,andthatbrochuresshould The membersofthetouristgroupcommentedthatthereshould result, thenumberoftouristsvisitingcommunitywassmall. no marketingcommunicationmodeloftouristattractions;asa were unknowntothetravelagentsinUdonThani.Therewas the souvenirshopsweresmall,andtouristattractions The otherproblemregardedthedistributionoftouristattractions; determined byconsideringthequalityandcostofservice. been setup,suitablepricesforthetourscouldhave had programs tour the If prices. tour right the set not could programs. Sincetherewerenotourprograms,themembers )Developmentofmarketingpotentialintourism 2) The researcher,communityleaders,membersof Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 policies, and4)localprivateagenciesprovidesupport. tourism; 3)thegovernmentsupportstourismdevelopment industry isincreasing;2)touristsareinterestedincommunity were notuniquetothetouristattractions. could notcommunicatewithforeigntourists,and5)souvenirs lacked theskillsrequiredfortourismoperation;4)members the touristattractionswerenotyetwell-known;3)members community wasonlyjustestablishedasatouristattraction;2) convenient accessibility,and5)availabilityofutilities. development; 3) interesting and diversetourismactivities; 4) community; 2)thecommunity’sneedfortouristattraction of BanNadee-Sangbongcommunity be improved-theresolutionin themeetingproposedtoplant tourists; 6)theenvironment of thetouristattractionsshould tourists andforeignlanguage communicationwithforeign members, in suchareas as thedevelopment of services to courses ontourismservicesshouldbeprovidedforcommunity standard levelforaccommodatingfuturetourists;5)training the tourist attraction; 4) homestaysshould be improved to a 3) souvenirsshouldbedevelopedtorepresenttheidentity of created with2options,a1-daytripand2-day-1-night trip; between touristsandvillagers;2)tourprogramsshould be community tocreatearelationship and acommonexperience model -touristsareinvolvedwiththeactivitiesbeingheldin the tourist attractionswereimprovedbyusingthecreativetourism could besummarizedasfollows:1)Thetourismpatternsof attractions shouldbelinkedtogether.Thedevelopmentguidelines and tourismactivitieswithinthecommunitynearby tourists shouldbeencouragedtoincreasetheirtravelexpenses, Sangbong community,tourismactivitiesshouldbeadded, potential. 3) many competitors, and 4) many comparable tourist attractions. tourist networks;2)lackofbudgetsupportfromthegovernment; .)Analysisresultsofthetourismmarketing 2.1) .)Guidelinesforthedevelopmentofmarketing 2.2) To developthequalityoftourisminBanNadee- Obstruction: Possibility: Weaknesses: Strengths: 1) Theunityofthevillagersin 1) The growth rate ofthetourism growthrate 1) The 1) Lackofcooperationwithnearby 1) TheBanNadee-Sangbong 255914-7 255914-8 Area Based Development Research Journal ===== Vol. 8 No. 3 July-September 2016

sunflowers along both sides of the road in front of the learning community had never organized tourist activities before, there center; 7) a shooting spot (check-in point) should be created were no tour programs, and there was no pricing set for the ABC JOURNAL for tourists; 8) there should be a big sign at the entrance of the tours. This project helped the community to develop proper tour village; 9) brochures should be provided for tourists and, finally, programs and pricing. Tour program information can finally be 10) stakeholders should be participate in tourism management. provided to tourists and people interested in community tourism. There were 5 tourism development projects conducted, There are two types of tour program: according to the development guidelines: (1) Ban Nadee-Sangbong sustainable tourism Tour Itinerary Type 1: One-day trip product development project. The main problems of tourism 9.00 a.m. Gather at the Sufficiency Economy Learning Center. products were that the homestays did not meet a standard, The president of the center welcomes visitors and souvenirs were not diversified, and the environment of the tourist introduces the history of the center. attractions was not beautiful. Therefore, this development project 9.30 a.m. Sightseeing activities within the Sufficiency consisted of 3 sub-workshop activities: 1.1) the development – 12.00 p.m. Economy Learning Center. of homestay accommodation; 1.2) the development of creative - Learn about the process of planting organic souvenirs, and 1.3) the improvement of the environment of vegetables and mushrooms. tourist attractions. These activities aimed to develop the standard - Watch and learn the process of making fold wafer. of the homestay (thus increasing the number of tourists), to - Watch the process of making pastes and other diversify souvenirs, and to improve the environment of the food processing and try to make them yourself. tourist attractions. 12.00 p.m. Have local food for lunch. (2) Project of tour program development – 1.00 p.m. and tourism product pricing. Since Ban Nadee-Sangbong

Figure 1 The community forum set to create guildlines for enhancing the marketing potential of tourist 255914-9 Area Based Development Research Journal ===== Vol. 8 No. 3 July-September 2016

Due to all activities not being able to be done in one day, in the afternoon, the tour program is divided into two ABC JOURNAL groups: group A and group B. Therefore, tourists can choose the attractions they go to themselves.

1.00 p.m. Group A – 3.00 p.m. - Watch the process of making dishwashing liquid. - Watch and learn how to weave woven mats and buy souvenirs. - Learn how to make brooms. Group B - Watch the process of making dishwashing liquid. Figure 2 The souvenirs (T- shirt) of the tourist attraction - Watch the process of baking Thai desserts and make them yourself. - Learn about wisdom of local healers, herbal medicine, and massage. 3.00 p.m. Enjoy Thai classical dancing; the last activity of the day. – 4.00 p.m. 4.00 p.m. Home sweet home. The program costs 260 baht per person (the price for 10 people).

Tour Itinerary Type 2: 2-day-1-night trip Day 1 9.00 a.m. Gather at the Sufficiency Economy Learning Center. The president of the center welcomes visitors and introduces the history of the center. 9.30 a.m. Sightseeing activities within the Learning Center of – 12.00 p.m. Sufficiency Economy. - Learn about the process of planting organic vegetables and mushrooms. - Watch and learn the process of making fold wafer. - Watch the process of making pastes and other food processing and try to make them yourself. 12.00 p.m. Have local food for lunch. – 1.00 p.m. 1.00 p.m. Watch and learn how to weave woven mats and buy – 2.00 p.m. souvenirs. 2.00 p.m. Learn about the wisdom of local healers, herbal Figure 3 The site preparation for sunflower planting – 4.00 p.m. medicine, and massage. ABC JOURNAL 1) Brochures:Green isthemaincolorused inthebrochure. and allagreedtouse3types ofmedia,asperthefollowing: opinions aboutthemediathat shouldbeusedinpromotions, attractions invarioustypesofmedia. Themembersalsoshared Attraction ofBanNadee-Sangbong” wasusedtopromotethe village, Brightgreenvegetables,Allforonecommunity,Tourist used asasymboloftouristattraction.Theslogan“Bigbarn Ban Nadee-Sangbongtourism.Apictureofalargebarnwas the developmentofmarketingcommunicationmodel of Project. p.m. /7.008.00 a.m. /07.0009.0011.002.00p.m.4.00 to takepictureswiththetrainatfollowingtimes:06.00 (Running Street)wereaddedtoeachprogramallowtourists the UdonThani-Bangkokroute.Complementaryactivities attractions hasatrainrunningthroughthebackofvillage, The programcosts 790 baht per person (the price for 10people). – 12.00p.m. – 8.00p.m. – 6.00p.m. 12.00 p.m. .0pm Haveleisuretime. 8.00 p.m. 6.00 p.m. 4.00 p.m. 8.00 a.m. 6.00 a.m. 9.00 a.m. 7.00 a.m. Day 2 The researcherandmembersoftouristgroupssummarized 3 Marketingcommunicationdevelopment (3) Have lunchandhomesweethome. Learnhowtoproducebrooms. - Watchtheprocessofmakingdishwashingliquid. - make themyourself. WatchtheprocessofbakingThaidessertsand - Cook lunchbyusingorganicvegetables. the lifestyleoflocalpeopleincommunity. Have amorningworkoutbycyclingtolearnabout the SufficiencyEconomyLearningCenter. Make Buddhistmeritbygivingfoodtomonksat Learning Center. Economy Sufficiency the at dancing I-san classical enjoy attend theBaisrisukwanceremonyand that, Have localfood(Home-Pa-Laeng)fordinner.After Return tohomestay. The location ofthe Ban Nadee-Sangbong tourist Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 pattern ofcloth thatvillagerscreatedthemselves. 3)Shooting community, whereastheweaving groupusesthesymbolofa uses thesymbolofaThaihouse, indicatingthelifestyleof group usingdifferentsymbols. For example,thehomestaygroup and postagestampatthebottom ofthetouristsymbol,each signs: Eachactivitygrouphasacircularsign,withwatermark and locationsoftouristattractionswithin.2)Touristactivities brochure, thereisamapofthevillage,showingnumbers numbers andQRcodesoftouristattractions.Ontheback the a listofBanNadee-Sangbong tour programsandthecontact villagers, alongwith main occupationofthe representing the On thefrontofbrochure,thereisaricepaddleimage, Figure 4Thedevelopmentoftourprogramandpricing Figure 5Thedevelopmentofmarketingcommunication 255914-10 255914-11 Area Based Development Research Journal ===== Vol. 8 No. 3 July-September 2016 ABC JOURNAL

Figure 6 The brochure promoting the attractions

Figure 7 The tourist activities signs Figure 8 The car sticker ABC JOURNAL starting fromwhenthetourists arriveuntilwhentheyreturn. services totourists,conducted bysimulatingrealsituations, tourists. Therewasaworkshop heldtolearnhowprovide needed tolearnabouttheprocess ofprovidingservicesto community waschangedtobeatouristattraction,thevillagers attractions in theBanNadee-Sangbong community. After the Sufficiency Economy Learning Center only. There were no tourist tourists”. the touristattractionstopublic. popular mobile marketing communication. It helps to promote ers: Abigbarncarstickerwasdesigned,stickersbeinga stick- Car 4) Line. and Instagram, Facebook, as such media, allows visitorstotakephotosandcheckinforonlinemarketing Na Dee–SangBong”,infrontofthelearningcenter,which spot sign:Thereisalarge-fontsign,containingthewords“@ In the past, outsiders came to study at or visit the visit or at study to came outsiders past, the In (4) Workshop “Psychological services to services “Psychological Workshop (4) Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 Figure 9Theshootingspotsign confident inspeakingEnglish withforeigntourists. foreign tourists.Aftertheworkshop, themembersfeltmore English andtolearnvocabulary usedinprovidingservicesto of thetouristattractiongroups topracticecommunicatingin and everydayconversation.Theworkshopallowedthemembers on the topics of greetings, food, giving directions, accommodation, the trainingshouldfocusonEnglishforcommunicationpractice, groups, andthelecturerconcludedtogetherthatcontent of product sales.Theresearcher,membersofthetouristattraction AEC”, withcontentaimedatpracticingconversationsforlocal a workshopentitled“Thecommunicationtoconsumersin the tourism. more capableandconfidentinprovidingtheseservices. and processesofprovidingservicestotourists.Also,theywere After theworkshop,membersunderstoodtechniques,steps, Members oftouristattractiongroupsweretrainedin 5 Workshoponenglishcommunication for (5) 255914-12 ABC JOURNAL stakeholders, and tourists’satisfactionwith thosemarketing and productivity,feedbackon themarketingoperationsof forum onthetopicsofcommunity context,inputs,processes souvenirs tomeettheneedsoftourists. properly preparetowelcometouristsandplanproduce should beallocatedtoallmembers;andgroups tourism from profits activities; the suits that management for tourismactivitieswereasfollows:thereshouldbetime and enjoyeddoingactivitieswiththem.Recommendations respectful andfriendlywiththevillagersincommunity, of thetourismactivityexperimentrevealedthattouristswere made theirperformances delayed and inaccurate. The observations The membersoftouristattractiongroupsweredistressed,which community. the in organized activities tourism first the were tourism activitieswerenotcompletedasplanned,becausethey team, andafoodteam.Theresultsofthisactivityrevealedthat among teams,suchasatourismactivityteam,reception and dividedthedutiesresponsibilitiesofmembers Before theoperation,membershadplannedoperation review what hadbeendetermined. and to activities on the opinions express their the lessonbygivingallmemberschanceto activities toparticipantsinthecommunityforum,andconcluded villagers feelimpressed. made tourists,themembersoftouristattractiongroups,and welcomed touristswith kindness andsmiles.Theseactivities the communitywerealerttoorganizedactivities.They the researcher’sobservations,itwasfoundthatvillagersin and thelifestyleofcommunitywithtourists.Accordingto to participateinfunactivities,andexchangetheirknowledge lead thetouriststovariousattractionsgroups,encouragethem activities for whichthey had beentrained. The members could lowed themembersoftouristattractiongroupstooperate tourists. Thetrialtoural tourism experts,correspondents,and including BanNadee-Sangbongvillagers,marketingexperts, )Datareturn 3) The researcherreturnedthe data tothecommunity Lesson summary The trialtour The researcher presented information on tourism The researcherpresentedinformationontourism There95 participants were inthetrialtour, Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 - ¯ tourism operationswereatan“agree”level( more than5years.Thestakeholders’opinionsontheoverall people (53.40%)whohadbeenworkinginthecommunityfor (83.20%) involvedintourismdevelopment.Therewere172 113 (35.10%)were46yearsoldorover.There268people stakeholders werefemale,with194people(60.20%),ofwhich operations ofstakeholdersrevealedthatthemajority operations. Theresultsofthefeedbackonmarketing � and theprocedureaspect,respectively( the contextualaspect,followedbyproductivityaspect in allaspectswasatan“agree”level;thehighestaspect considering eachaspect,itwasfoundthatthelevelofopinions ( ( month. Satisfactionwiththemarketingmixwasatahighlevel (63.20%), and38people(40%)earnedlessthan5,000baht/ studying for,abachelordegree.Therewere60students and 64people(67.40%)whohadgraduatedwith,orwere years old(63.20%).Therewere73singlepeople(76.80%), female, with69people(72.60%),ofwhich60were20-25 operations revealedthatthemajorityoftouristswere agencies todevelopmorefacilitiesinthefuture. If tourist attraction development occurs, it will help the relevant of thecommunitytosupportthem,problemsmaypossiblyoccur. because, iftherewerealotoftourists,exceedingthecapacity aspect oftheinputsthatstakeholderswereunsure tourism operationsinthesamedirection.Therewasonlyone between operators and stakeholderswouldhelp to develop a committeewassetuptocarryoutthetask.Planningjointly quality oflifethosevillagers.Afterthetourismdevelopment, villagers inthecommunity,andwouldhelptoimprove was inlinewiththegovernmentstrategy,metneedsof the stakeholdersagreedthatoperationsoftouristattractions products, tourist attractionpricing,tourism distribution,and environment ofthetouristattractions, tourprograms,tourism stakeholders, tourismstaff,the processoftourismservices,the average tothelowest:partnerships andinvolvementof aspects were satisfied at a high level, sorted from the highest ¯ ¯ � � =3.51).Onlytheinputaspectwasatan“uncertain”level = 3.40). From the above information, it can be explained that =3.40).Fromtheaboveinformation,itcanbeexplainedthat =4.01).Whenconsideringeachaspect,itwasfoundthatall The resultsoftourists’satisfactionwithmarketing ¯ � =3.66, ¯ � =3.53).When ¯ � 255914-13 =3.55, ABC JOURNAL and beautifulenvironment. Fortourismactivities andthetour clean the with wereimpressed tourists the community, in points quality. Whenwalkingorcycling tovisittheactivitiesatvarious from trainedstaffs,ingoodetiquette andservice,wereofhigh atmosphere. Theprocessofservicewascontinuous,andservices touching was thefriendliness of thelocal people and the friendly tourists visitedBanNadee-Sangbongvillage,whattheyfound From theabove information, it couldbe explained that, when = 4.03, marketing communication( ¯ � =4.02, Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 ¯ � =4.00, ¯ � =4.16, ¯ � =3.92, ¯ � =4.16, ¯ � =3.87, Figure 10TheTrailvillagetouractivities ¯ � =4.05, ¯ � =3.84). ¯ �

information. The researcherandparticipants in thecommunity receive of mediaguidingtourists,allowing morechannelsto clear signsforthoseattractions. Therewerevarioustypes found itveryconvenienttovisit theattractions,andtherewere to thequalityandservicetheyreceived.Additionally,tourists the lifestyleofcommunity.Theyfeltvaluedwhencompared feel good,haveagoodexperience,andenjoylearningabout followed thescheduleproperly.Theseactivitiesmadevisitors the localwisdomandidentityofcommunity,tour programs aspect,touristwelcoming activities wererelated to 255914-14 ABC JOURNAL develop tourismoperationstobemoreeffective. operations everythreemonths,orsoonerinurgentcases,to forum sharedtheideathatthereshouldbeareviewoftourism attractions can demonstrate activities from the villagers’ lifestyle attractions candemonstrateactivities fromthevillagers’lifestyle Sangbong communityhasthe potentialfortourism.Thetourist destination thatmeetstheneeds oftourists.TheBanNadee- for theBanNadee-Sangbong communitytodevelopatourist the operationsoftouristattractions,thisisagreatopportunity increase. Withthegovernmentandrelatedagenciessupporting the lifestyleofpeopleincommunity,andtrendislikely to tourism hasattractedtheinterestoftouristswholovetotouch balancing. Consideringthecurrentsituation,community-based of touristattractions,onthebasissupplyanddemand development ofeconomy,society,culture,andtheenvironment tourism inBanNadee-Sangbongneededtofocusonthe The developmentofthemarketingpotentialforsustainable Summary anddiscussion Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 Figure 11MarketingpotentialdevelopmentofBanNaDee–SangBongtourism workshops, thetrialtour, and performanceevaluation. and themarketingoperation model,potentialdevelopment, the developmentofresearch problems,studyingthecontext potential ofthetouristattractions. Theprocessstartedfrom collaboratively created guidelines todevelopthemarketing the membersoftouristattractiongroups,andvillagers,who the participation of theresearcher,relevantpolicypersons, of BanNadee-Sangbongtouristattractions. -mentioned potentialisacrucialelementinthedevelopment economic, environmental,macroeconomicandcultural.Theabove happiness ofpeopleindifferentdimensions,suchassocial, successful. It was found that tourism development is vital to the community, isstrong,andreadytodeveloptouristsitesbe The participationofstakeholders,bothinsideandoutsidethe there areenoughfacilitiesfortouristswithinthecommunity. attractions easily,and is convenient;touristscanaccessthe community’s wayoflife.Also,transportationtothecommunity in ordertoattracttouristswholovelearnandtouchthe The successofthedevelopmentactuallyresultedfrom 255914-15 ABC JOURNAL benefits. Moreover, the community was unified, and local and unified, was community the Moreover, benefits. thinking, planning,implementing, evaluating,andsharingof their development through had collaboratedintheirown local development oftourismpotential. Thevillagersinthecommunity attractions reflected the changes that had taken place after the the marketingoperationsofBanNadee-Sangbongtourist tourist attractions. the environment,andtourismbusinessdevelopmentat the tourism awarenessandonbalancingtheresources, that thecommunitycansupport.Theyshouldfocusoncreating who areinterestedinexchangingknowledge,anamount The marketingoperationsshouldfocusontargetedtourists, made tounderstandthelifestyleandcultureofcommunity. community andbusinesspartners,thepublicshouldbe pricing. Thereshouldbecollaborativemarketingbetweenthe take aroleindesigningserviceprogramsandreasonable community-based tourism,peopleinthecommunityshould explained that,inordertocreateasuitablemarketingformfor Community BasedTourismandJittangwattana(2005),itwas forms of services. Consistent with the findings of the Institute of visits, salesofcommunityproductsandsouvenirs,other businesses inthecommunityreceivedincomefromtourist was thattouristsspentmoretimeinthecommunity.Tourism community. Theresultofthetourismresourcedevelopment and tomaintainthebalanceoftouristattractionsintheir raise awarenessinthevillagerstofeelloveforcommunity who usethoseservices.Thetourismdevelopmenthelpedto reassure tourists with sincerityandsmileswhichimpress trained tobegoodhostsandprovideservicestourists be impressedandcomebackagain.Themembershadbeen creates valuabletourismintheeyesoftourists.Thetouristswill proper pricesthatsuitthequalityofserviceprovided,which and cultureoflocalpeople.Therearetourprogramswith activities whichallowtouriststolearnthewayoflife,customs, community in various fields. There are several forms of tourism conducted toenhancetourismintheBanNadee-Sangbong their owncommunities.Fivetourismdevelopmentprojectswere recognize theimportance,tosolveproblems,anddevelop This processencouragedstakeholdersinthecommunityto At thesametime,feedbackandsatisfactiontowards Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 tourist attractionstobeeffectiveandsustainable. process supportedtheoperationsofBanNadee-Sangbong they could use theconclusions to improve the operations. This service processes,andprosconsoftheoperation;then, the assessmentresultsoftouristattractioncontext,inputs, The resultsofthelessonsummaryallowedmemberstoreview service process. knew thestrengthsandweaknessesof destination. Asaresult,membersofthetouristattractiongroups were awareofthedevelopmentcommunityasatourist trial tourprogramwerethatthevillagersandcommunity were intheirownhome.Theoutcomesobtainedfromthe The touristswerealsoimpressed,feltwarm,andlikethey tourist attractionswere effective and met theneedsoftourists. of tourismforthecommunity.Asaresult,operations the knowledgegainedfromtrainingtodeveloppotential the importanceofdevelopingtouristdestinationsandapplied villagers andthemembersoftouristattractiongroupsrealized operations at a high level. These benefits occurred because the the with satisfied were tourists that showed also survey The businesses andvillagersreceivedmoreincomefromtourism. to therelevant authorities,suchastheTourism Authorityof tourism network,brochuresfor touristattractionsweresent stickers, andsigns.Topromote informationonandcreatea were createdtoprovidetourist information,suchasbrochures, reflect the local identity, and many types of promotional media environment hasbeenimproved.Therearesouveniritemsthat and cancommunicatewithforeigntourists.Thecommunity attraction groupsareknowledgeableinprovidingtouristservices, pricing forthosetouristattractions.Themembersof are variousnewtouristactivities,tourprograms,andreasonable driven bytheinvolvementofstakeholders.Accordingly,there community hasdevelopedatourismmarketingbusinessthat is has ledtoincreaseduseandsustainability;detailsareasfollows. Sangbong community,PhaSook,Kumpawapee,UdonThani, for thedevelopmentofsustainabletourisminBanNadee- Utilization andsustainability )Tourismmarketing: 1) This studyfortheenhancementofmarketingpotential TheBanNadee-Sangbong 255914-16 ABC JOURNAL the UdonThaniPublicRelationsdepartmenttocoordinatewith tourist site. In this regard, the governor of Udon Thani assigned departments ofUdonThanitopromoterecognitionthe operation byassigningtheAgriculturalandPublicRelations attractions; theDeputyDirector-Generalalsosupported of AgriculturalExtension,invisitingtheoperationstourist Director-General (ExtensionandTraining)oftheDepartment opportunity towelcomeMr.SudsakornPattarakulnit,Deputy of thisproject,theBanNadee-Sangbongcommunityhad to reportontheoperationsoftouristattractions.Asaresult Ubon RatchathaniRajabhatUniversity,andhadtheopportunity during theperiodofMay18-19,2016,atPraipayomHall, Initiative of Her Royal Highness Princess Maha Chakri Sirindhorn, Sufficiency Economy project in the community under the Royal attraction memberswereselectedtoattendaseminarforthe on March30,2016.Additionally,BanNadee-Sangbongtourist information onthewebsiteofPublicRelationsDepartment, came tothearea,inorderconducttourismnewsandplace a reporterfromtheRadioStationofThailandinUdonThani withthebrochures, thecommunity Afterpromoting companies. Kumphawapi MunicipalMunicipality,andprivatetourism Kumphawapi Sub-districtAdministrationOrganization,the the Thani, Udon of districts Center, Information Tourist Thani Udon the Thani, Udon in Thailand of Station Radio the Office, Thailand inUdonThani,theThaniPublicRelations Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 Figure 12NBTWorldstation, PublicRelationsDepartment, recordedtheshow and supplyofproductsthatmeettheneedstouristshas food storesandconveniencestores.Theimprovingoperations local businesseshavegrown,suchas of thecommunity.Many which sharesanactivitythatexpressestheidentityandculture lifestyle ofthecommunity,andfolk-danceshowgroup, options fortouristswhowanttostayovernightandlearnthe tourist groupstogether;thehomestaygroup,whichoffers development: Villagersinthecommunitysetuptwonew houses, inordertoimpresstourists. hygiene attouristsites,thelearningcenter,andaroundtheir aware ofmaintainingthelocalenvironment,suchas tourism developmentmadevillagersinthecommunitybecome with long-termmarketingpotentialhasbeencreated. strategic planfortourismdevelopment agencies, andthata attraction) tothedistrictlevel,includingprovincialandnational of touristmarketinghasbeencoordinatedfromthelocal(tourist in tourgroupsandprivately. and televisionbroadcasting,manytouristscametovisit,both countries aroundthe world.After conductingtrial a tour program to publicizeUdonThani’stouristattractionsviewersin177 Today showoftheNBTWorldstation,PublicRelationsDepartment, Ban Nadee-SangbongtourismtorecordatapefortheThailand )Tourismbusinessesresultingfromtourism 3) Environmentoftouristattractions: 2) From theabove,itcanbeseenthatdevelopment Theresultsof 255914-17 ABC JOURNAL Figure 14 createanetworkofattractions Figure 13Brochurewereprovidedtopublicinorder Studentsstudiedandpracticed tourismmarketing. Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 recognize thevalueofpreserving localculture. knowledge abouttheircommunity, lovetheirhomeland,and them intothecurriculum,so thatstudentswillhavemore Sangbong Schoolcanusetheresults ofthestudybyintegrating same direction and are effective. In addition, the Ban Nadee- As aresult,theoperationsoftouristattractionarein the performance toimprovetheoperationsoftouristattractions. Villagers jointlyevaluatetheworkandgivefeedbackto the benefits areallocatedtotheoperationsoftourismgroups. the of Some together. shared are benefits the and set, been the touristsiteandfollowedthisplan.Variousactivitieshave villagers jointlyplannedtodevelopthemarketingpotential of continue developingthecommunityasatouristattraction.The through co-thinking,analyzing,anddecidingwhetherto locals inthecommunityfrombeginningofstudyprocess, tourism developmentwereformedthroughengagementby tourism networks. There aretwotypesofparticipationincommunitytourismand outside community. self-reliant communitycanreducetheirdependenceonthe reduce costs and increase income. Fromthis, villagers in this sale, suchasorganicvegetablesandlocalherbs,inorderto programs. Localingredientsareusedtoproducesouvenirsfor the originaltourismandlistedtocreate2optionaltypesoftour and acyclingtourtostudythecommunity,werecombinedwith homestay, theBaisrisukwanceremony,folkdanceperformances, make themwanttoreturn.Activitieslikestayingovernightat participation intourismactivities,ordertoimpressthemand aimed atprovidingtouristswithexperiencesandallowing the tourismresourcesbydevelopingnewactivities part ofsustainable tourism development. This study changed and generatemoreincomeformembers. that thenewtourismgroupshelpmeetneedsoftourists and does reduced work migration from the area. It can be said create jobsforlocalpeople,keepsfamilymemberstogether, to helps also and profitable, more businesses local made )Participationandcommunitytourismnetworks: 5) )Tourismresources: 4) .)Withinthecommunity: 5.1) Tourismresourcesareanimportant The resultsofthe 255914-18

ABC JOURNAL of touristattractionshasresulted inthevillagershavingagood students, andresearchers. allowed knowledgeexchanging andlearningamongvillagers, allowed studentstolearnfromcommunityclassroomsand and practicefromtheserealtouristattraction.Thisintegration attractions aslearningresources,inorderforstudentstostudy for tourismbypositioningtheBanNadee-Sangbongtourist competitive advantage.Theresearcherintegratedmarketing development, tourism,andrelatedareas,inordertocreate results ofthestudytodevelopstrategicplansforcommunity Sook Sub-districtAdministrationOrganization,canuse the District CommunityDevelopmentdepartment,andthePha Agricultural departmentofUdonThani,theKumphawapi the operations.Moreover,relatedagencies,suchas tourism, increasingthepotentialofarea,andstrengthening aspects, exchangetourists,creatinganetworkofcommunity and neighboringattractionsexchangingknowledgeonvarious create anetworkoftouristattractionsthroughthecommunity Figure 15TheDeputyDirectot–GeneralofDepartmentAgriculturalvisitedtheoperationtouristacttractions 6) Creating Awareness inTourism: Awareness Creating 6) .)Outsidethecommunity: 5.2) Area BasedDevelopmentResearchJournal=====Vol.8No.3July-September2016 Thestudyhelpedto Thedevelopment community furtherasafuturetourismdestinationinthefuture. preservation of traditions and culture in ordertodevelop the self-reliant, harmonious, and proud, and can allow for the tourist destination.Tourismhashelpedtomakethecommunity a as development community on focus and understanding knowledge, andpreservingthe cultureofthecommunity.The community, developingthecommunity’s environment,enhancing areas, suchasimprovingthe qualityoflifepeopleinthe a solidandself-supportingtravelnetwork. in ordertoexchangeknowledge,experience, and tourists,as other touristattractionsinUdonThaniandneighboringprovinces sustainable tourismoccurs. technology, knowledge,budgeting,andmanagement,toensure operations oftouristattractionsinmanyareas,suchasmodern )Communitydevelopment shouldbedoneinother 3) Thetouristattractionsshouldestablishnetworkswith 2) Thepublicandprivatesectorsshouldsupportthe 1) Suggestions 255914-19 255914-20 Area Based Development Research Journal ===== Vol. 8 No. 3 July-September 2016

Acknowledgments

ABC JOURNAL results of this development will also enhance the potential of tourism. This research was funded by Udon Thani Rajabhat 4) A comparative study of demand for tourism and University. The researcher would like to thank the administrators, tourism supply should be made after the development of tourist teachers, lecturers, students, correspondents, community leaders, sites, in order to inform the decision-making processes of the members of tourist attraction groups, and all those involved in tourism operations. helping this research be conducted well.

References

Boonkoum, P. & Siriwong, P. 2015. Development of marketing communications model in cultural tourism resources in the group of provinces located in the lower central region. Veridian E-Journal Silpakorn University. 8(2); 2793-2808. (in Thai) Chaudhary, M. 2010. Tourism marketing. Oxford University Press. New Delhi. Inkson, C & Minnaert, L. 2012. Tourism management: an introduction. SAGE. Los Angeles. Jaroenwanit, P. et al. 2002. Development of souvenir markets in the Northern Region of Northeastern Thailand. Khonkaen University. Khonkaen. (in Thai) Jittangwattana, B. 2005. Sustainable tourism development. Press and Design. Bangkok. (in Thai) Jittangwattana, B. 2012. Marketing management for tourism industry. Fern Kha Luang Printing and Publishing. Nonthaburi. (in Thai) Kotler, P. et al. 2014. Marketing for hospitality and tourism. Prentice Hall. Boston. Kumphawapi District Administration Organization. 2015. Request a courtesy, personnel to development of market tourist attractions. (in Thai). Matt, B. 2015. World’s strangest lakes. Retrieved from: http://edition.cnn.com/2014/07/09/travel/worlds-strangest-lakes/index.html. Accessed 12 December 2015. Morrison, A. M. 2013. Marketing and managing tourism destinations. Routledge. New York. Office of Ministry of Tourism and Sports. 2015.The importance of tourism to the economy. Tourism Economic Report 2015. p 24. (in Thai) Parasakul, L. 2012. Tourism behavior. Chulalongkorn University Press. Bangkok. (in Thai) Pimonsompong, C. 2011. Tourism planning and marketing. 9th Ed. Kasetsart University Press. Bangkok. (in Thai) Prasithrathsint, S. 2001. Research methodology in social sciences. Liang Chiang Printing House. Bangkok. (in Thai) Rojrungsat, P. 2013. Community base tourism. O.S. Printing house. Bangkok. (in Thai) Somnuek. P. 2009. The development of community-base tourism business in Phu Khatae Island, Nonklang Sub-district, Phiboonmangsaharn District, Ubon Ratchathani Province. Maejo University. Chiangmai. (in Thai) Stufflebeam, D. L. 2000.The CIPP model for evaluation. In Evaluation models. Springer. Netherlands. Suttinarakorn, W. 2013. Action research: Freedom and creativity–based research. Siam Parithas. Bangkok. (in Thai) The Thailand Community Based Tourism Institute. 2008. Community based tourism marketing access. n.p. (in Thai) Upachitkul, S., et. al. 2002. Increasing potential in developing from of the souvenir goods for tourism in the Northern region of Northeastern Thailand. Khonkaen University. Khonkaen. (in Thai)

Area Based Development Research Journal.2016;8(3) Article No. 255915 http://abcjournal.trf.or.th/

Learning Outside the Classroom: The Integrated Learning Process of Vernacular Architecture Study

Sombat Prajonsant Faculty of Industrial Technology, Buriram Rajabhat University, Muang District, Buriram Province, Thailand 31000 E-mail: [email protected]

Abstract Vernacular architecture is a product of the cultural heritage which is suitable to be used as a base for learning of project; the integrated program of teaching, research, academic service and preservation of art and culture of program in architectural technology, Faculty of Industrial Technology, Buriram Rajabhat University. That were an integrated program of teaching and the mission of the university and for applying research methods to create mutual learning outside of classroom of university students group from different academic years and cooperative learning with the community. That new type of learning can help students gaining knowledge, and can propose the knowledge of conserving vernacular buildings and the proper use of the buildings. This learning process affected the students to engage in the learning process more than the old teaching method. The people in the community had the satisfaction of overall works and realized the importance of the vernacular architectures. Consequently, they were inspired to conserve the vernacular architectures in order to maintain its local identity through globalization.

Keywords: Architecture, Vernacular architecture, Conservation, Integrated learning, Cooperative learning

Area Based Development Research Journal.2016;8(3) Article No. 255916 http://abcjournal.trf.or.th/

Reduction Costs of Animal Rations for Cattle Farmers by Participatory Action Research (PAR) in Tumbon Tandeaw, Aumphor Kangkoy, Saraburi Province

Waripas Jiumpanyarach School of Agricultural Resources, Chulalongkorn University, Pathum Wan, Bangkok, Thailand 10330 E-mail: [email protected]

Abstract The objective of this study was to analyze factors which reduced costs of animal rations in Tumbon Tandeaw, Aumphor Kangkoy, Saraburi Province, Thailand during January 2014 - May 2016 by Participatory Action Research, PAR. A bottom-up approach was used to develop cattle system for farmers in Tumbon Tandeaw community. This was a supply chain of cattle farmers to beef consumers. The cattle were fed in grassland and cheap carbohydrate to develop muscle and body frame before selling to feedlot. The members in the farmers’ families were used as labor. According to traditional farm management, the serious problems were costs of productions, quality of rations, and marketing. The study found the economic and social of smallholders who had maximum 50 cattle in a farm. According to traditional agricultural management, farmers would not record costs of production. The farmers were not interested in accountant. Farmers always ordered ingredients for the rations individually. This caused high costs of productions and they could not produce animal rations for their farms because they did not have plan. The first step of the study found the community had leaders who could deliver knowledge and information to the farmer community. Second, this agricultural concept was surveyed. Third, knowledge and practice was extension to farmers. Forth, farmers in the community participated and practiced the cattle management. Farmers’ practices were evaluated and the model of cattle’ farm was created for community sustainability in the community. The results showed the extension service could reduce costs of the production was below traditional system 8.10-5.33%, which depended upon season. Also, the insufficient forage crops supply for cattle was serious problems. Thus, the extension to increasing forage crops using in own farms and group participation were necessary. This model would be sources of knowledge and of healthy community relationship.

Keywords: Animal rations, Supply chain of cattle, Cost of production, Smallholder

Area Based Development Research Journal.2016;8(3) Article No. 255917 http://abcjournal.trf.or.th/

Increasing Efficient of Cow-Calve for Solving Shortage of Beef Cattle

Somporn Duanyai, Suntariporn Duanyai*, Narongkorn Kasemsuk, Ratchataporn Lunsin and Sungwan Somboon Faculty of Agriculture, Ubon Ratchathani Rajabhat University, Muang District, Ubon Ratchathani Province, Thailand 34000 *Corresponding author’s E-mail: [email protected]

Abstract The important aims of raising cows for producing claves are that; cows are successfully inseminated before 2 years old and annually giving birth. Unfortunately, Thai farmer could not archive that goals which might due to raising system that dependent too much only on natural resource and lack of important management on reproduction system. Currently, domestic demand of high quality beef and for export is highly increased. Therefore, raising cows for producing claves system has to be highly more effective. This research was conducted on two groups of farmer; 1) fattening beef group (Nong Nare, Yasothorn district) 2) natural beef group Ubonratchathani district. Both groups have been encountered a shortage of cattle to expand the herd and for meat production. There were eight farmers from each group selected to participate in the project. Each farmer took part in selecting and perching 3 cows with 48 cows in total to run the project. The farmers were educated in nutrition, reproduction and body score judging as a tool for feeding management. Fermented cassava pulp or concentrate were supplemented during pre-partum and post-partum. Cows were artificial inseminated in estrous period after post- partum. The objectives were that cows could annually produced calves and developed raising pattern that is suitable for groups. Meeting with farmers was held continually to provide experience from experts and to assess knowledge that farmers had been educated. From this study, the learning of farmers were as follow; they learned when to determine suitable time for breeding cows. Within 48 cows, only 3 cows that were unfertile because of individual problem; one was skinny and unappetite, one with long period of estrus (7d) and one without estrus appearance. In addition, farmers realized the importance of feeding supplementation to induce cows ready for pregnant, time they must spend to observe sign of estrus both in the morning and evening so they wouldn’t miss the breeding time. Best practices from this study depended on the following factors; the strength of farmer groups, high leadership of leader, trust and respect from farmers to researchers. Researchers need to be able to clarify the principle of the project, recommend and resolve problems in a timely manner. Successful examples from this research induced an interest and being a role model for other farmers to follow. The program has expanded to other members of the two farmer groups. Knowledge of management cows and networking raisers had been occurred to more than 300 farmers. The finding from this project also was presented to the governor of Ubonratchathani and Livestock Office to carry out the project for developing farmer’s career in lower north- east provinces of the country.

Keywords: Management system, Cow-calve supply chain, Shortage of cattle

Area Based Development Research Journal.2016;8(3) Article No. 255918 http://abcjournal.trf.or.th/

Strengthen the Production Cost Management of Rice Planting, the Ontai Rice Seed Center Community Enterprise in Sankamphaeng District, Chiang Mai

Pikul Pongklang Faculty of Accountancy Finance and Banking, Payap University, San Sai District, Chiang Mai Province, Thailand 50000 E-mail: [email protected]

Abstract The participatory action research aimed to strengthen the cost management of rice planting. The population included 28 farmers of the Ontai Rice Seed Center Community Enterprise in Sankamphaeng district, Chiang Mai. The interview form was the research tool for collecting data and the arrangement of community forums was the tool for development. Qualitative data were analyzed by checking the completeness of data which is complied with the objectives of research. This study found that the members of the Ontai rice seed center community enterprise computed the production cost structure of rice planting incorrectly. They could explain the meaning and could analyze the production cost structure of rice planting only in some item. After attending the community forums, the members could compute the production cost and profit/loss of rice planting correctly and completely. That action enhanced their ability of cost management and consequently leaded to the reduction of production costs. Moreover, the members could use these data for planning to strengthen the rice planting management by focusing on self-reliance, instead of employing the others, and using good quality of rice seed, as well as consulting academics of agriculture in order to learn the proper method of rice field management.

Keywords: Strengthen, Capital management, Rice cultivation, Rice Seed Center Community Enterprise

Area Based Development Research Journal.2016;8(3) Article No. 255919 http://abcjournal.trf.or.th/

The Potential Development of Youth Leaders in Teenager Pregnancy Protection According to Healthy City in Nongbualamphu

Passkorn Buasri1,* and Saowapa Sukprasert2 1Community-Based Research, Coordination Center, Nongbualamphu Province, Thailand 39000 2Community Development, Faculty of Humanities and Social Sciences, Loei Rajabhat University, Muang District, Loei Province, Thailand 42000 *Corresponding author’s E-mail: [email protected]

Abstract The purposes of this Participatory Action Research were 1) to analyze the desirable characteristics of youth leaders in teenager pregnancy protection according to healthy city in Nongbualamphu 2) to develop a model of potential development of youth leaders in teenager pregnancy protection. The target groups were 1) 30 of youth leaders, parents, local academic officers and Nongbualumphu working group officers and, 2) 40 participants of youth leaders. The instruments were in-depth interview schedules, focus group discussion guides, participant observation forms, workshop guides and the evaluation forms. Methodological and data triangulations were applied for data checking. Data was analyzed by content analysis. The results were as follows: 1). The desirable characteristics of youth leaders in teenager pregnancy protection according to healthy city in Nongbualamphu signified 3 aspects as follows; 1) on attitude aspect comprised of the positive sex attitude, responsibility, friend love, volunteering mind, sacrifice, self-value and others 2) on knowledge aspect comprised of the knowledge of teenager pregnancy problems and causes, family planning, sex communication for teenager pregnancy protection and 3) on skill aspect comprised of assertion of teenager pregnancy protection, teenager pregnancy analysis, team work, compatibility and understanding in media use. 2). The model of potential development of youth leaders in teenager pregnancy protection stated the ideas of Peer Group Learning based on collaborative learning, empowerment and designating youth as the major roles. The main activities as 3 models, namely, 1) the potential development of youth leaders through research process, 2) potential development of youth leaders through training curriculum, and 3) potential development of youth leaders through networking of targeted areas. The evaluation results of the potential development of youth leaders stated that the youth leaders who participated in the continuous activities had the highest improvement on attitude aspect while the latter was knowledge and skill aspects respectively.

Keywords: Potential development of youth leaders, Teenager pregnancy, Healthy city in Nongbualamphu

Area Based Development Research Journal.2016;8(3) Article No. 255920 http://abcjournal.trf.or.th/

Model of Community Potential Development of Solar Home System Case Study: Mae Salong Nai Community, Chiang Rai Province

Pimnapat Bhumkittipich Faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi, Thanyaburi District, Pathum Thani Province, Thailand 12110 E-mail: [email protected]

Abstract This paper presents model of community potential development of solar home system, case study: Mae Salong Nai community, Chiang Rai province. The data were collected by using participatory action research, qualitative, quantitative and operations research methodology. The basic solution analysis using descriptive statistic and analytic hierarchy process is made and training document set is used as tool for knowledge transferring to the community. This study result was found that the main problem was SHS usage of community, especially the decreased efficiency of SHS operation because of the deteriorated electrical equipment and battery. The experts indicated that sustainability factor in terms of community’s SHS technical/knowledge could help develop community’s potential by using training method on system operation and maintenance. The training document set is made through five processes as follows: study of SHS operation, problem-based learning of SHS, community knowledge transfer, knowledge development for community and evaluation and conclusion of trainee. After training, the results showed that the participant’s knowledge about SHS usage increased significantly at 0.05 and training program had the efficiency value at E1/E2 equal to 47.50/80.83.This study can be used to apply with other renewable energy projects with consideration in terms of social context, geography and time of model application.

Keywords: Mae Salong Nai, Solar energy, Renewable energy, Training set