ENTREPRENEURS’ PERCEPTIONS OF THE POLICY SUPPORTING ONE TAMBON ONE PRODUCT (OTOP) DEVELOPMENT IN THAILAND’S CENTRAL REGION IN THE DIGITAL ERA

Abstract

This research article aimed to: 1) examine entrepreneurs’ opinions toward the policy promoting One Tambon One Product (OTOP) development in Thailand’s Central Region in the digital era; and 2) compare entrepreneurs’ opinions toward the OTOP development promotion policy based on personal factors and product-related factors. This study employed a quantitative research methodology. Data were collected through questionnaires administered to 400 OTOP entrepreneurs in Thailand’s Central Region whose products were rated at the 3–5 star levels. The product categories included food, beverages, textiles and apparel, household items, decorative items and souvenirs, and non-food herbal products. The statistical methods used for data analysis consisted of frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), and pairwise comparison.

The findings revealed that: 1) overall, entrepreneurs perceived the policy promoting OTOP product development at a highly appropriate level, with the highest importance given to product development and community strengthening, followed by marketing, product background, human resource development, and self-reliance and creativity; and 2) entrepreneurs with different product categories, durations of participation in the OTOP program, product standard levels, and average monthly income from OTOP product sales demonstrated statistically significant differences in their opinions toward the OTOP development promotion policy.