Strategies For Upgrading Goat Farmers In Chiang Rai Province For Export To The Greater Mekong Subregion Countries

Goat farming for export in Chiang Rai Province is gaining much attention among farmers because goats are resilient to climate change, suitable for small-scale farmers, require low investment, popular among consumers, and more beneficial than other types of meat. This research aims to analyze the current situation and needs of the goatherd group in Chiang Rai Province, as well as prepare the strategy development for enhancing the goatherd group for export to countries in the Greater Mekong Subregion. The research used mixed-method research, consisting of quantitative data collection from 200 members of the goatherd community enterprise and stakeholders, and focus group discussions with 20 representatives from the government, private sector, and related entrepreneurs. The instrument included a questionnaire that had been tested for reliability and an opinion assessment form in form of Likert Scale, as well as SWOT and TOWS Matrix analysis to prepare strategy development that appropriate to the context of Chiang Rai Province. The results found that the majority of goatherd group in Chiang Rai Province have high intentions to develop their farms to meet GAP standards, but lack in-depth knowledge and strong grouping. In addition, found problems in business management, lack of direct market channels, and reliance on middlemen, resulted in prices that farmers receive being significantly lower than the export price. The SWOT analysis indicated that Chiang Rai Province has appropriate geographical potential and resources, but has limitations in technology, finance, and complex policies. Therefore, the results prepared the strateg`y development that focus on developing farmers’ potential, promoting GAP standards, systematic grouping, developing logistics infrastructure, and creating direct export market channels to countries in the Greater Mekong Subregion, which will help increase competitiveness and generate sustainable income for the goatherd group in Chiang Rai Province.