Guidelines for Enhancing the Potentials of Cultural Business Management of Community Enterprises in Surat Thani Province

Abstract

The objectives of this research were 1) to study the conditions of problems; 2) to study the process of cultural business management; and 3) guidelines for enhancing the potentials of cultural business management of community enterprises in Surat Thani Province. It was a qualitative research. Four groups of key informants were selected from community enterprises producing cultural goods and services of 80 people classified into knowledgeable people groups and practitioner groups. Purposive sampling and accidental sampling were used. Data were collected by interview, focus group discussion and workshop and presenting descriptive-analytical research results. The results of the research found that 1) the conditions of problems in cultural business management of community enterprises in Surat Thani province were classified into 2 factors: 1.1) internal problems: (1) a lack of people participation in the community, (2) a lack of knowledge and skill in using English, (3) a lack of knowledge in online marketing management, (4) a lack of production funds, (5) the expensive raw materials and the outmoded technology in production, and 6) a lack of labor and inheritance of wisdom; and 1.2) external problems, namely (1) high standards for exporting products abroad, (2) problems of infrastructure and transport, (3) inconsistent support from government agencies, and (4) the market for cultural products was changing rapidly; 2) the cultural business management process of community enterprises in Surat Thani province found that there were 7 steps: (1) coordinating concepts, (2) meeting and formulating a product development plan, (3) producing cultural products and services, (4) checking and controlling product quality to meet standards, (5) analysis and development of production of goods and services, (6) market management, and (7) analysis of product performance and services; and 3) guidelines for enhancing the potentials of cultural business management of community enterprises in Surat Thani Province found that there were 3 main approaches: (1) enhancing human resource capital potential, (2) enhancing the potentials of capital, resources, environment, business management, and (3) maintaining common cultural identity of people in the community.