The Development of Soil-Dyed Fabric Business Management for Enhancing Creative Tourism in Koh Pho District, Pattani Province
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Abstract
This research aimed to study 1) the business management of soil-dyed fabric in Koh Pho District, Pattani province, 2) the marketing mix factors affecting tourists' purchasing decisions regarding soil-dyed fabric products, 3) development guidelines for soil-dyed fabric business management to support creative tourism, and 4) the outcomes of soil-dyed fabric business management development. Data were collected through focus group discussions and interviews with 15 purposively selected key informants, followed by content analysis. Additionally, 400 Thai tourists were surveyed using accidental sampling, and multiple regression analysis was then used to determine the influence of the variables. The research findings revealed that 1) business management of soil-dyed fabric remains hindered by issues in production, marketing, financial accounting, and human resources. 2) The marketing mix factors, specifically distribution, price, and product, collectively accounted for 58.70% of the variance in purchase decisions regarding soil-dyed fabric products. 3) Guidelines for business management development to support creative tourism include designing participatory activities for tourists, preparing for product standard certifications, implementing online marketing, improving accounting records and financial documentations, transferring production knowledge, and enhancing members' public speaking and marketing skills. 4) One month after implementation, the group's income increased by 2,194 baht, and the production demonstration video on YouTube received 1,097 views. Additionally, members demonstrated improved knowledge of business management. Therefore, business management development for enhancing creative tourism should encompass production, financial accounting, marketing, and human resource management, with continuous monitoring and evaluation.
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