Coconut Entrepreneurs’ Marketing Knowledge and Skill Development for Creative Tourism in Koh Samui

Authors

  • Siripat Chodchuang Prince of Songkla University
  • Laphassawat Subphonkulanan Faculty of Management Sciences, Prince of Songkla University, Hat Yai Campus
  • Jirayuth Chantanaphant Faculty of Liberal Arts and Management Sciences, Prince of Songkla University, Surat Thani Campus
  • Nuttapul Soralamb Managing Director, Samui Renong, Koh Samui, SuratThani Province, Thailand

DOI:

https://doi.org/10.25077/amar.8.2.1-19.2024

Keywords:

Knowledge and Skill Development, Entrepreneurs, Creative Tourism

Abstract

Nowadays, with crucial business competitions, entrepreneurs are obliged to possess marketing knowledge and skills in order for their business to survive and grow. Thus, the purpose of this research is to study marketing readiness of coconut products’ entrepreneurs and to offer guidelines on marketing development and skill improvement for coconut entrepreneurs. The research tool is structural interviews by conducting data collection from in-depth interviews with 21 individuals whose names are in a list of information providers along with 3 focused groups being classified based on coconut products’ operators. The findings show that coconut products’ entrepreneurs possess insufficient knowledge and skills in marketing management, in another word, their readiness is dissatisfied. It is imperative that training programs be conducted to improve knowledge and skills through a curriculum on quality and product standard development; packaging design development; increasing distribution channels; product advertisement and public relation strategy development; and creative tourism. The curriculum is aimed to create outstanding points of Samui coconut product identity and the differences of Samui tourism being compared with others.

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Published

2024-12-31

How to Cite

Chodchuang, S. (2024) “Coconut Entrepreneurs’ Marketing Knowledge and Skill Development for Creative Tourism in Koh Samui”, AMAR (Andalas Management Review), 8(2), pp. 1–19. doi: 10.25077/amar.8.2.1-19.2024.

Issue

Vol. 8 No. 2 (2024)

Section

Articles

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