The product development from dragon fruit according to the creative economy concept in the area of Rong Chik Subdistrict, Phu Ruea District, Loei Province
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Abstract
Rong Chik Subdistrict, Phu Ruea District, Loei Province, is a leading area for dragon fruit cultivation in the province. In some years, a surplus in dragon fruit supply has caused prices to plummet to only 3-5 baht per kilogram. This research aimed to develop dragon fruit products based on the concept of creative economy. It was a developmental study integrating both quantitative and qualitative research methods. The target group consisted of 20 members of large-scale dragon fruit agricultural enterprises in Rong Chik Subdistrict, Phu Ruea District, Loei Province. Data collection tools included interviews, data collection forms, sensory tests, and questionnaires. Quantitative analysis was performed using frequency, %, mean, standard deviation, and one-way ANOVA, while qualitative analysis was conducted through content analysis. The research results led to the development of two dragon fruit products based on the concept of creative economy: dragon fruit kimchi and dragon fruit breadsticks, branded as “Longchi.” Market testing with general consumers showed the highest satisfaction with both products. Additionally, these products have received certification for Food Safety Standards from Loei Province (LSF) and the Food and Drug Administration (FDA). This has led to plans for expanding distribution channels through agreements in Loei Province and boosting awareness and sales through digital marketing communication. Consequently, the large-scale dragon fruit agricultural enterprise group has increased its net income, leading to effective and sustainable group management.
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References
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