KNOWLEDGE TRANSFER FOR PROCESSED SEAFOOD PRODUCTS IN THE BAN CHONG FUEN MODEL COMMUNITY: ADVANCING SUSTAINABLE DEVELOPMENT OF COASTAL FISHING COMMUNITIES IN PAK PHAYUN DISTRICT, PHATTHALUNG PROVINCE, THAILAND

Abstract

This study aimed to: 1) Examine the knowledge transfer process in seafood processing, packaging development, and marketing of products from the Ban Chong Fuen model community; and 2) Enhance the capacity of coastal fishing communities to apply such knowledge for livelihood development and sustainable economic growth. A mixed methods approach was employed, with qualitative research as the primary method and quantitative research used to support the evaluation of learning outcomes among the target group. The population consisted of 54 members of the Ban Chong Fuen model community. The sample comprised 100 participants selected through purposive sampling from three communities in Falami Subdistrict: Ban Bang Muang Housewives Group (30 participants), Ban Bang Khuan Community Enterprise Group (40 participants), and Ban Laem Kai Phu Housewives Group (30 participants). The knowledge transfer tools included a handbook entitled “How to Process Products that Appeal to Consumers” and five instructional videos demonstrating the production of dried shrimp, sweet shrimp, three-flavored crystal shrimp, sun-dried Pla Butree, and shrimp oil rice topping powder. Qualitative data were collected through observation and focus group discussions, while quantitative data were gathered using knowledge and satisfaction assessment forms. Data were analyzed through thematic synthesis supported by quantitative results.The findings revealed that: 1) The knowledge transfer process was community-based and consisted of three phases: mutual understanding, practical implementation, and knowledge dissemination; 2) Packaging development involved three stages: knowledge provision on laws and standards, design, and application; and 3) Digital marketing development comprised four stages: basic understanding, product storytelling, media production, and dissemination. After the implementation, 80% of participants demonstrated improved knowledge and skills. They were able to develop products, packaging, and digital media, resulting in added product value, increased income, and enhanced economic capacity of the community.