The Guidelines for Developing Competitiveness of Thai Agricultural Products: A Case Study of Durian Production in 14 Southern Provinces, Thailand

Abstract

Purpose: This study explores ways to make Thai durian production more competitive, concentrating on sustainable practices and difficulties experienced by durian growers.   Method: This is mixed-method research. Multiple techniques were used. A thorough grasp of the market dynamics was gathered through in-depth interviews with 30 industry stakeholders, including durian producers, exporters, distributors, government officials, and industry professionals. 200 responders from 14 southern regions of Thailand, where durian production is crucial because of traditional farming practices and a favorable climate. Examining quality control practices, distribution effectiveness and sustainable farming methods revealed areas that might be improved to increase industry competitiveness. Results and Conclusions: The study also revealed difficulties, including losses from post-harvest handling, barriers to entry into the market, regulatory limits, and inconsistent quality. The study also examined consumer preferences for sustainable products and their willingness to pay more.   Originality/Value: The findings reveal a sustainably produced durian goods market since they show an increasing consumer trend towards eco-friendly alternatives. Future recommendations call for incorporating technology into the supply chain, doing in-depth customer preference research, conducting a comparative analysis, and conducting long-term evaluations of sustainable practices. Policymakers, businesspeople, and researchers working to improve the competitiveness and sustainability of the Thai durian industry will find this study helpful.