Community Management to Strengthen the Local Economy of Agritourism Community Enterprises

Abstract

The objectives of this paper are 1) to study the situation and needs of community management to strengthen the local economy of agritourism community enterprises, and 2) to create community management innovations in the development of product and service production capacity to strengthen the local economy of agritourism community enterprises. The study area was Thakha Subdistrict, Amphawa District, Samut Songkhram Province, Thailand. The sample consisted of 30 participants: community leaders, member groups, and representatives of community enterprise chairmen. Data were collected through group discussions and analyzed using content analysis. Results indicate a need for packaging development and brand identity building. An innovation was developed: "Coconut Sugar Packaging Community Products with Logos that Reflect the Strengths of the Community," emphasizing local identity, environmental friendliness, efficient use of local resources, and waste reuse—reducing costs and appealing to eco-conscious consumers, thereby supporting sustainable community enterprise development and strengthening the local economy.