นวัตกรรมโมเดลธุรกิจท่องเที่ยวเชื่อมโยงธุรกิจประมงในพื้นที่ชายฝั่งอันดามันตอนล่าง

Title

Innovation of Business Model for Tourism and Fisheries Business in the Coastal Lower Andaman Subregion

Keywords

business model,fisheries,tourism

Abstract

The area-based business model or the development model is a forming of the social innovation which the meanings and applications has been used wider than the general private business model. Currently, this business model is applied to generate more value among public sectors in some countries with noted on the technical state of developing models. The business model development may be assisted from government sectors who play role as a facilitator together with participation from key stakeholders to corporately design the business model. However, the application is rare in practice. In order to add more value to the fishery supply stakeholders in the lower Andaman sub-region, the present study focused on creating the connection between tourism and fishery businesses. Therefore, the business model framework was applied for creating the business models in order to increase more incomes among stakeholders. Consequently, the participants joining in the model creation were the representative from the fishery and tourism sectors where the government sectors facilitated thorough the study. The research activities were conducted in 3 provinces including Satun, Trang, and Krabi.

In this present study, both secondary and primary data were used for analyzing the current situation and the business model canvas was employed for presenting the business plan. Additionally, the business factor was excluded from the study because either large or small business units relating to the area based business model were involved as the co-partners in order to achieve the main target of the models. Moreover, the innovation of business models in theses 3 provinces could generate the total economic value up to 25,668,250 baht after the project. This economic value stemmed from Satun 7,431,000 baht and from Trang 18,237,250 baht with the Return of Investment (ROI) at the percentage of 428.43. What is more is the new business model would lead to the future economic value in 2023 up to 91,189,084 baht which would stem from new business model in Satun 2,274,000 baht, from Trang 85,999,200 baht, and from Krabi 2,915,884 baht with the ROI at the percentage of 1,522.02. The results of this study were not only enhancing the economic value, but it also provided the social value such as the area-based collaborative mechanisms. This collaboration mechanism was changed because the transformational leaders from both business units and other private sectors generated the business models with the facilitation from the government officers. Accordingly, these business models were implemented into the area based development plan. The transformational leaders participated in the project as the model co-creator. There 25 transformational leaders attended the project and become the social innovators in these areas. After attending the project, these transformational leaders became the social innovators. The project was implemented into the development plan of government sectors, universities, and Office of Farmer’s Reconstruction and Development Fund which the budget application at 774.758 million baht. This present research was adapted from the application of development plan of government sectors in developing the local economic. The business models created by the key stakeholders were mainly implemented for the businesses in the particular areas together with the supports and the developmental guidelines from government sectors. According to this process, of the occurrence was about the social change management. The factors affecting the success of the business model implementation depended on the impacts of the key stakeholders in creating changes of business forms and the social networks.