The model development of “Bang Khonthi community’s lifestyle” by bringing the cultural and traditional identity along with the resource management leading to the goods and souvenirs through tourism by the community to elevate the economy based on the participation in Samut Songkhram province.

Abstract

During the recent outbreak of COVID-19, different economies are going through from a range of challenges both in financial and non-financial perspectives. However, more focus towards development of local products specifically in the agriculture field may generate some meaningful economic and cultural outcomes. This study is conducted with the core purpose to investigate the promotion and Development of agriculture products to enhance the Community enterprise and their role towards Farmer Business Network in Samut Songkhram Province, Thailand. A primary data technique (questionnaire) was adopted, and data was collected from different respondents in the information technology industry. The study findings are divided into two major categories; measurement model and structural model, where the former is more linked with the checking of reliability, validity, internal consistency, and discriminant validity and later is conducted for testing the empirical relationship. The results confirm that data is quite reliable and consistent for applying the structural model through Smart PLS. Finally, the findings confirm that promotion and Development of agriculture products is positively and significantly impacting on the and community-based enterprise. However, a better explanatory power of the model for the nexus between promotion and Development of agriculture products and Community enterprise have been found. Besides, study has provided some useful suggestions and future recommendations..