Guidelines for Creating Value-Added Agricultural Products and Economic Development for Border Trade between Kanchanaburi, Thailand - Myanmar (Phu Nam Ron, Kanchanaburi)

Abstract

The objective was to study: ways to create added value for agricultural products at the Thai-Myanmar border at Phu Nam Ron, Kanchanaburi; factors affecting the intention to buy agricultural products, including the need for trade development (small tourism business development of a non-toxic fresh market); factors affecting the willingness to pay high prices, including components of marketing, such as communications, in the city (the true value of the brand identity in the aspect of brand image); and the integration of research results to study the economic development guidelines for the Thai-Myanmar border trade in Phu Nam Ron, Kanchanaburi. The target group was 400 tourists visiting the Thai border in Kanchanaburi. The researcher used quantitative research. Data were collected using questionnaires from tourists. The statistics used in data analysis were analyzed using descriptive statistics, such as percentage, mean, and standard deviation. Inferential statistics was the statisitical method of stepwise multiple regression which found factors affecting the intention to buy agricultural products. It was found that the factors affecting the intention to buy agricultural products were the demand for trade development of small tourism business, the development of a non-toxic fresh market, and sufficient agricultural business. There was a correlation coefficient equal to. 499, which showed a need for development of small tourism business. Factors affecting intention to buy agricultural products at the Thai - Myanmar Border (Phu Nam Ron, Kanchanaburi) and marketing communication in the city (the true value of the brand identity in brand image) had a correlation coefficient equal to .679.