Local Businesses Adaptation Using Business Models Linking Tourism and Fisheries in Coastal Areas of Satun Province, Thailand through Participatory Action Research

Abstract

This research aims to study the adaptation of local businesses using business models linking tourism and fisheries affected by COVID-19 pandemic in the coastal areas of Satun Province, Thailand which is a key challenge in the revitalization of regional economy. Participatory action research (PAR) methods were applied with five main sectors: community, private sector, public sector, political sector and academic sector. Qualitative data were collected through focus groups and Business Model Canvas (BMC) analysis. Moreover, quantitative data were analyzed for means and standard deviations to assess satisfaction and readiness to adapt. The study found seven innovative business models in three main business groups (tourism, fisheries and retail) that clearly reflect community-driven adaptation and innovation, including the transformation of Pakbara from a "passing point" to a "stopover point", as well as Satun Fishery Start-up model for creative use of resources. The successful implementation of these models has been tangible with strong social capital among various sectors. This research filled a gap in the literature that had largely focused on business model innovation in large organizations. It presented empirical evidence of adaptation and innovation in the context of small businesses and communities affected by crisis, which systematically integrates the concepts of organizational adaptation theory, community innovation, and social capital theory. These findings had practical significance for promoting experiential tourism and strengthening local collaborative networks. This also led to important policy recommendations to support infrastructure development and promote entrepreneurial potential for sustainable long-term local economic development.