Community Participation, Farmer Networks, and Government Support Influencing the Management of Agritourism Sites in Chiang Dao District, Chiang Mai Province

บทคัดย่อ

This study aimed to analyze the production capacity, marketing, and farmer networks to enhance the value of community enterprise groups of organic vegetable growers in Chiang Mai Province. The research employed a quantitative methodology, collecting data from 357 farmers through questionnaires, including administrators, government officials, local leaders, private sector representatives, and local residents. Quantitative data were analyzed using descriptive statistics such as mean, standard deviation, and multiple regression analysis.

The results indicated that 1) overall, the groups demonstrated a high level of potential (=3.79, S.D.=0.925), with the production dimension being the highest (=3.93, S.D.=0.887), reflecting strengths in production planning, land management, and quality control. The farmer network dimension was also high (=3.87, S.D.=0.919), indicating strong collaboration and market linkage. The marketing dimension showed high potential (=3.58, S.D.=0.971) but revealed gaps in branding and pricing strategies. Recommendations to enhance group performance include developing production and quality control skills, establishing effective branding and distribution channels, and strengthening farmer networks for knowledge exchange and market connectivity. The findings provide guidance for increasing value and sustainability of organic vegetable products at both local and national levels.