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

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

Abstract

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.