DEVELOPMENT OF A COMMUNITY ENTERPRISE PLATFORM TO INCREASE DISTRIBUTION CHANNELS FOR OTOP PRODUCTS AND PROMOTE AGRICULTURAL TOURISM INTEGRATED WITH EDUCATION FOR SUSTAINABLE DEVELOPMENT IN SAMUT PRAKAN PROVINCE

Abstract

This study aims to study basic information, develop and expand. a community enterprise platform to increase distribution channels for OTOP products and promote integrated agricultural tourism in Samut Prakan Province, with an emphasis on linking with education for sustainable development. This developmental research was conducted in three phases. Phase 1 involved studying the foundational data for platform development through interviews and focus group discussions with 48 experts. The collected data were analyzed using content analysis. Phase 2 focused on developing the community enterprise platform by selecting one pilot community and creating an online platform in the form of a website or application with an e-commerce system. The platform's accuracy and feasibility were verified by 9 experts using questionnaires. A trial implementation assessed operational conditions, user satisfaction, and platform efficiency based on standards of appropriateness and usefulness. This evaluation involved 64 participants, including government officials and community members. Data were analyzed using mean, standard deviation, and content analysis. Phase 3 expanded the platform's use by assessing acceptance standards from representatives of 47 local administrative organizations outside the pilot community. Data analysis included mean, standard deviation, and content analysis. The results showed that the community enterprise platform effectively increased OTOP product distribution and promoted agricultural tourism integrated with education for sustainable development in Samut Prakan Province. The platform, developed based on the local context of community enterprises and agricultural tourism, demonstrated high levels of accuracy and the highest level of feasibility. The pilot implementation in Bang Nam Phueng Subdistrict showed the highest level of operational efficiency and community satisfaction. The platform's effectiveness met the highest standards of appropriateness and usefulness, and its broader implementation was highly accepted by local administrative organizations.