The Approach to Enhancing the Success of Community Enterprises in the Herbal City Model for Development and Competitiveness in the Sustainable Health Tourism Industry
Keywords:
Enhancement, Success, Community Enterprises, Sustainable Health TourismAbstract
This study aimed to 1) examine the success factors of community enterprises in a model herbal city, and 2) propose approaches for enhancing the success of community enterprises in the model herbal city in order to promote development and competitiveness in the sustainable health tourism industry. This study employed a qualitative research design, using semi-structured interviews as the data collection instrument. A total of 18 key informants were selected through purposive sampling, including community enterprise producers and herbal processors, health tourism business operators, representatives from government agencies and the private sector, and academic institutions. The data were analyzed using content analysis. The findings revealed that 1) the key success factors included effective supply chain management, the application of digital technology for production tracking and business management, product differentiation, and the promotion of health tourism through activity design tailored to specific customer groups; and 2) the development of community members’ skills and knowledge, as well as the establishment of collaboration networks among community enterprises, government agencies, and the private sector, were crucial in enhancing success and supporting the sustainable expansion of the business.
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