Guidelines for Sustainable Career Development of the Fermented Fish Group in Hua Thale Subdistrict, Bamnet Narong District, Chaiyaphum Province

Abstract

This study aims to (1) examine the current situation, challenges, and development needs of the fermented fish (Pla Som) group in Hua Thale Sub-district, Bamnet Narong District, Chaiyaphum Province, and (2) explore strategies for its sustainable development. A qualitative research approach, combined with documentary research, was employed. Data were collected through in-depth interviews with 10 key informants, including representatives from the Hua Thale Sub-district Administrative Organization, community members, and the fermented fish group. Data collection took place from September to November 2024, and the analysis was conducted by categorizing key issues. The findings indicate that the group seeks market support to address existing challenges. Sustainable development requires collaboration from both government and private sectors, focusing on online marketing, branding, skill development, and the adoption of new technologies. Encouraging community participation is essential for enhancing self-sufficiency. Furthermore, succession planning and attracting new labor will strengthen the group's long-term sustainability and professional potential.