The Problem of Increasing Distribution Channels for Local Wisdom Product Earthenware Pottery Village for Tourism: A Case Study of Dan Kwian Village, Chokchai Sub-district, Chokchai District, Nakhon Ratchasima Province

Abstract

The research aimed to study the problem of Increasing distribution channels for local wisdom product earthenware pottery village for tourism. And to propose guidelines to increase appropriate distribution channels of local wisdom products earthenware pottery village for tourism of Dan Kwian Village, Chokchai Sub-district, Chokchai District, Nakhon Ratchasima Province. The sampling group includes 400 tourists. The study applied quantitative methods. The quantitative phase was carried out through the use of a questionnaire collecting data from the tourists who visit earthenware pottery village for tourism. The qualitative phase was an in-depth interview with entrepreneurs of local wisdom products earthenware pottery village for tourism of 10 persons. The data were then analyzed for averages and qualitative data were used as the basis for analyzing the problem of Increasing distribution channels for local wisdom product earthenware pottery village for tourism of Dan Kwian Village, Chokchai Sub-district, Chokchai District, Nakhon Ratchasima Province. The results of the research showed that the opinion level of tourists behavior, consumers, that affects towards purchasing local wisdom products in pottery village for tourism: a case study of Dan Kwian Village, Chokchai Sub-district, Chokchai District, Nakhon Ratchasima Province, overall, it is at the highest level when considering each of the following aspects personal side followed by price, product, promotion, and distribution channels. The problem of increasing distribution channels for local wisdom product earthenware pottery village for tourism. Entrepreneurs sell products mainly through middlemen. Therefore, there is a lack of direct communication with customers and distribution channels through online media are not diverse. Guidelines for increasing distribution channels for local wisdom product earthenware pottery village for tourism Dan Kwian Village, Chokchai Sub-district, Chokchai District, Nakhon Ratchasima Province. Entrepreneurs should have both retail and wholesale distribution. Should expand the market to increase the opportunity to increase sales. Let government agencies or educational institutions be the center of creating websites or applications for online product purchases. Technology should be used to increase sales promotion channels to expand new customer groups Increasing distribution channels can increase production opportunities. Increase the service potential of personnel as well as create a network in the local wisdom product industry, pottery village for tourism.