BUSINESS DEVELOPMENT GUIDELINES FOR CAGE-CULTURED ASIAN SEA BASS FARMING BASED ON THE THREE-PHASE NEW THEORY OF HIS MAJESTY KING RAMA IX: A CASE STUDY OF KOH YOR SUBDISTRICT, MUEANG SONGKHLA DISTRICT, SONGKHLA PROVINCE

Abstract

This study aimed to examine cage-cultured Asian sea bass farming in Koh Yor Subdistrict, Songkhla Province, and propose business development guidelines based on the Three-Phase New Theory of King Rama IX. A qualitative approach was employed, involving 12 purposively selected informants: six experienced farmers from two community enterprise groups and six representatives from government agencies and financial institutions. Data were collected through in-depth interviews, observation, audio recordings, and field notes. The interview guide was validated by three experts. Data were analyzed through coding, categorization, comparison, and synthesis. Credibility was enhanced through triangulation, expert review, and member checking. Findings showed that farmers relied on personal capital, household labor, experience, and Songkhla Lake's natural resources. Key challenges included high input costs, price fluctuations, dependence on middlemen, water quality and fish health risks, and limited access to finance. Phase 1 emphasized self-reliant farm management through cost control, production planning, record keeping, and risk management. Phase 2 focused on learning, value addition, market linkages, and bargaining power, although joint procurement remained limited. Phase 3 improved opportunities for group-based financing, but documentation, collateral, and loan limits remained barriers. The proposed guidelines prioritize farm-level cost and risk management, strengthen community enterprises through joint production and marketing, and connect financially prepared groups with suitable lenders and external markets. This sequential approach is expected to improve business stability and reduce long-term structural risks.

Keywords: Asian Sea Bass Cage Culture, Three-Phase New Theory, Community Enterprise, Business Development, Koh Yor