LESSONS FROM THE AREA-BASED ACADEMIC SERVICE DEVELOPER PROGRAM AT CHIANG RAI RAJABHAT UNIVERSITY: TRANSFORMING ACADEMIC ROLES TOWARDS COMMUNITY CO-CREATION IN BAN DU SUB-DISTRICT, MUEANG DISTRICT, CHIANG RAI PROVINCE

Abstract

The article aimed to 1) Develop the area-based management competencies of faculty members and personnel at Chiang Rai Rajabhat University and 2) To evaluate the behavioral achievement in applying these skills through a pilot project in Ban Du Subdistrict, Mueang District, Chiang Rai Province. An action research methodology conducted among a total of 60 key informants. The research instruments comprised rubrics assessment for evaluating the participants' area-based management competencies across four key domains: 1) Area and social capital analysis, 2) Collaborative integration, 3) Innovation design and project proposal writing, and 4) Awareness of Sustainable Development Goals (SDGs) targets. Additionally, a satisfaction survey regarding the Area-Based Management (ABM) Academic Service Practitioner Development Course was administered. The research findings revealed that overall participant satisfaction was at the highest level (mean = 4.53 - 4.63), with particularly high satisfaction in the domain of knowledge sharing. Regarding competency enhancement, the majority of participants successfully elevated their skills from the basic level to the application level. A significant role transition was observed from lecturer to facilitator, capable of effectively utilizing community survey tools and active listening to synthesize problems collaboratively with the community. This co-creation yielded key outputs, including draft project proposals that integrated multi-sectoral collaboration-encompassing the public, academic, private, civil society, and environmental management support sectors to drive the foundational economy in alignment with the SDGs, local needs, and national funding sources. Furthermore, reflective practices led to actionable guidelines for participatory community innovation development aimed at boosting the foundational economy. The successful capacity-building of area-based academic service practitioners serves as a crucial mechanism in transforming higher education institutions, enabling them to design academic services that generate tangible and sustainable economic and social impacts.