Extension Strategies for Geographical Indication Production of “Mae Jai Phayao Lychee”

Abstract

     The main objective of this research was to study the extension strategies for geographical indication (GI) production of “Mae Jai Phayao Lychee”. The research was conducted during 2021-2022 using a mixed-method design. The quantitative research was conducted using an interview schedule with 155 lychee growers that were obtained by Taro Yamane’s formula, with the error value of 0.05 and simple random sampling method by drawing lots proportionally. Focus group that was conducted with 15 key persons obtained by purposive sampling. The obtained data were analyzed by using both descriptive statistics consisting of frequency distribution, percentage, mean, standard deviation, and inferential statistics is Paired Sample T-Test. As well as, the SWOT analysis and TOW Matrix method were applied to create the extension strategies for GI Production of “Mae Jai Phayao Lychee”. The results revealed that 1) 50.3% of lychee growers had never heard or received information about GI, 44% had heard or received information about GI from training/government, and 66.5% had never been trained in lychee production management. 2) After attending the training or joining the education forum, it was found that the lychee grower had GI knowledge at a higher level (=13.69) than before participating (=9.97) and had statistically significant differences (p<0.05). 3) Sixteen lychee growers have passed the lychee yield quality assessment in accordance with the requirements of the GI “Mae Jai Phayao Lychee”. For the result from SWOT analysis and TOWS matrix in qualitative research in order to obtain strategies to promote the production of GI products “Mae Jai Phayao Lychees” production was concluded to 4 strategies e.g. Attacking strategy (SO strategy) for developing and creating a distinctive point for GI products “Lychee Mae Jai Phayao”., Preventive strategy (ST Strategy) for promoting lychee growers to produce production factors for their own use., Solution strategy (WO strategy) for developing knowledge about the quality lychee production process according to the GI product standard “Lychee Mae Jai Phayao” for lychee growers and Reacting strategy (WT strategy) for studying consumer demand in order to know the market direction and trend of demand for GI products.