Local Fruit Production Management to Enhance Competitiveness and Add Cultural Value and Economic Value to Local Area in Nakhon Ratchasima Province

Purpose. The purpose is to enhance the competitiveness of local fruit production that is distinctive, which brings cultural and economic value to the local area, with cultivating local fruit trees using four types of local fruit trees in Nakhon Ratchasima Province, namely custard apples, durians, pomelos, and Manila tamarind. Methodology/ approach. The following methods were used: a literature review aimed at integrating knowledge in production management and the cultural identity of local fruits. Data were then collected from three target groups: parties involved in local fruit cultivation, local fruit farmers, and local fruit consumers. The collected data were analyzed to determine the level of production management capability in enhancing the competitiveness of local fruit production, as well as to analyze the relationships using Structural Equation Modeling (SEM), which includes the management of local fruit production with components for measurement, such as management of production factors, enhancing competitiveness, and adding cultural and economic value. The results are presented through eight indices, divided into two categories: harmonization indices, which include GFI, AGFI, NFI, IFI, CFI, and TLI, and estimation error indices, which include RMSEA and RMR. Results. According to a study on the cultivation of custard apple, durian, pomelo, and tamarind is consistent with the community's cultural practices in the province. The average management ability of farmers was 4.04, indicating a high level. The management of local fruit production was the most effective. Durian was found to have the highest capacity for management among local fruit trees. The testing of hypotheses using structural equation model (SEM) analysis revealed that local fruit production management affects cultural value and economic value in a manner that statistically improves competitiveness. Consumers rated the transmission of cultural practices for cultivating indigenous fruit trees an average of 4.11. The consensus was greatest regarding production and cultural practices,. The Manila tamarind has the strongest cultural transmission among local fruit species. Originality/ scientific novelty. This research is an integration that emphasizes the cultural identity of local fruits by aligning cultural and economic values with production management. This approach enhances capacity and creates competitive cultural value in both domestic and international markets, focusing on the unique characteristics of the fruits. It leads to the sustainability of the economic, social, and cultural aspects of the local area, making them strong and sustainable. The study constructs a Structural Equation Model (SEM) to examine the relationships among production management, competitiveness, and cultural/economic value, aiming to elevate and enhance the capabilities of farmers from local fruits to a global level. Practical value/ implications. The study provides insights for optimizing local fruit production while preserving cultural identity, improving competitiveness for grow up in domestic and international markets. Practical implications include enhanced production practices, informed decision-making, and increased economic and cultural value. It also supports policy development for sustainable agriculture and socio-economic growth in rural areas.