Social Return on Investment from Community Enterprise Business to Promote Sports Tourism in the Organization of Chom Bueng Marathon : A Case Study of Uyenpensook Thai-Mon Folkway Learning Center

Abstract

The purposes of this research were 1) to study the course of business of Uyenpensook Thai-Mon Folkway Learning Center which promoted sports tourism in the organization of Chom Bueng Marathon and; 2) to analyze the social impact resulting from the course of business of Uyenpensook Thai-Mon Folkway Learning Center. This was qualitative research studying purposive interviews and snowball Sampling 21 people key informants, using a semi-structured in-depth interview and focus group interview for collecting data. It was discovered that the business of Uyenpensook Thai-Mon Folkway Learning Center consisted of 9 components: 1) customer; 2) service; 3) capital; 4) community labor; 5) community product; 6) body of knowledge; 7) network; 8) social media and marketing and; 9) brand of the Center. The results of Social Return on Investment (SROI) from the business of Uyenpensook Thai-Mon Folkway Learning Center

is positive, equal to 6.73, meaning that 1 Baht of money from the Center's operations has contributed to the society equal to 6.73 Baht, and this resulted in a total social return of 838,114.11 Baht, which was the most economic return, followed by environmental and social rewards, respectively.