Main Article Content
The objectives of this research were to (1) analyze the environments of community business in Mae Sariang, Mae Hong Son. (2) study the current competencies, assess competencies required of community business in Mae Sariang, Mae Hong Son. (3) study travel behaviors and local product selection of the tourists in Mae Sariang, Mae Hong Son, and (4) develop a marketing guideline for community business in Mae Sariang, Mae Hong Son using semi-structured interview and questionnaires as research instruments from 400 Thai tourists and 2 community business groups in Mae Sariang, Mae Hong Son. The data was analyzed using descriptive statistics including percentage, mean and standard deviation. The findings showed that identifying market opportunity (PNI=1.63), expanding into new market (PNI=3.45) and creativity (PNI=0.75) are the critical competencies required. Also, marketing guideline for community business can be concluded as create unique local products and product’s price tags, make a new channel through famous local outlets and support with promotion technique as product testing and sampling.
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