Digital Communication Processes Digital Communication Processes in Promoting Young Smart Farmers to Register Agricultural Products and Goods under the Community Trademark Representing Geographical Indications of Chanthaburi Province

Tue, 10 Mar 2026 00:00:00 +0700

This research article aims to: (1) examine the essential needs of Young Smart Farmers in Chanthaburi Province regarding the registration of agricultural products for the use of Geographical Indication (GI) community trademarks, and (2) investigate the digital communication processes that promote their participation in the GI registration system. A mixed methods research design was employed. The quantitative phase involved purposive sampling of 331 Young Smart Farmers from the official database of the Chanthaburi Provincial Agricultural Office, all of whom were formally registered and had at least one year of agricultural experience. The qualitative phase consisted of in-depth interviews with 10 Young Smart Farmers participating in the Young Smart Farmer Program, representing all 10 districts of Chanthaburi Province, along with relevant experts. Research instruments included a questionnaire and an interview form. Data were analyzed using percentage, mean, and the Priority Needs Index (PNI Modified).

The findings revealed that: (1) the most urgent need among Young Smart Farmers is the organization of integrated proactive activities to transfer knowledge on GI durian processing that reflects local identity while meeting consumer demands (PNI = 1.74). The second priority is training in marketing and online media to enhance skills in developing GI-labeled community products (PNI = 1.67). The third priority is the establishment of a Q&A channel through a Chatbot AI for providing consultation on GI products (PNI = 1.60). (2) The appropriate digital communication process comprises elements of the “DIGI-GI Interaction Process,” including: Senders—government agencies, agricultural leaders, and model farmers; Content—GI product information, storytelling techniques, infographics, and case studies; Communication Channels—Facebook, TikTok, and LINE groups; and Interactivity mechanisms—Q&A bots, live chat, and QR codes.

The results indicate that integrating digital communication strategies with local contexts enhances the engagement of Young Smart Farmers, strengthens the communication capacity of governmental agencies, and contributes to the sustainable value enhancement of GI-certified community products in Chanthaburi Province.

Capacity Building of working age groups to prepare for the aging society of Thung Yang Subdistrict Municipality, Laplae District, Uttaradit Province

Mon, 02 Mar 2026 00:00:00 +0700

This research aimed 1) examine the needs for capacity enhancement among the working-age population to prepare for ageing, 2) develop a capacity-building model appropriate to the community context, and 3) synthesize mechanisms to enhance the capacity of the working-age population for sustainable development..

The research findings he overall capacity-building needs of the working-age population were at a moderate level, with financial capacity showing the highest mean score, followed by digital technology use.The identified capacity-building model comprised three key dimensions: health care, financial management, and technology utilization. Participatory learning processes, including hands-on workshops and experience sharing, were effective in enhancing the capacity of the working-age population. The results of the model implementation indicated that participants’ knowledge and skills after the intervention were significantly higher than before participation (p < .05), and overall satisfaction was at a high level.The synthesis of capacity-building mechanisms highlighted that sustainable implementation requires collaboration among local stakeholder networks to ensure continuous and sustainable community-level preparation for an ageing society.

URU Journal of Integrated Sciences for Development

Digital Communication Processes Digital Communication Processes in Promoting Young Smart Farmers to Register Agricultural Products and Goods under the Community Trademark Representing Geographical Indications of Chanthaburi Province

Capacity Building of working age groups to prepare for the aging society of Thung Yang Subdistrict Municipality, Laplae District, Uttaradit Province