ปัจจัยความสำเร็จด้านการสื่อสารและบทเรียนที่ดีในการพัฒนาเกษตรบนพื้นที่สูง กรณีศึกษา : โครงการพัฒนาพื้นที่สูงแบบโครงการหลวง ห้วยเป้า ตำบลทุ่งข้าวพวง อำเภอเชียงดาว จังหวัดเชียงใหม่

Abstract

Communication: Taking lessons from the review of the communication process. conditions and factors that led to success in the development of highland agriculture which reflects the factors and communication processes that lead to successful development as well as lessons learned in terms of both successes and failures arising from the communication process in the community. Therefore, Communication Success Factors and Good Lessons in Highland Agricultural Development Case Study: Huay Pao Highland Development Project Using Royal Project System, Thung Khao Phuang Sub. -District, Chiang Dao District, Chiang Mai Province is not just a study of success. But study, including failures that have happened in order to obtain a complete overview of the communication process in the Huay Pao area, which this research aims to To study factors and learn good lessons in the communication process that will affect the development of highland agriculture. using a research method Mixed-Methods of Research Quantitative Approach and Qualitative Approach to obtain complete information in all dimensions of the communication process. in which the questionnaire is collected In-depth interviews, fogus groups, and participatory observations. The research found that Communication Success Factors and Good Lessons in Highland Agricultural Development Case Study: Huay Pao Highland Development Project Using Royal Project System, Thung Khao Phuang Sub-District, Chiang Dao District, Chiang Mai Province. The success of agricultural development in the highlands consists of 3 factors, namely Factor 1: Communicators, consisting of 1) farmers 2) community leaders 3) academic support and development. The communicator or person is a very important key to the communication process for the development of highland agriculture to be successful. And equally important key is the second factor in media format and communication activities. It is necessary to use Two-way communication. Due to the conditions and limitations of the target group, such as the ability to read and write. From the research, it was found that communication activities that are suitable for highland farmers include "providing advice in the fields", "study visits" and "training" respectively. In addition, the underlying factor in this aspect is The content must come from the needs of farmers and finally, the third aspect is the communication process. that requires specificity in the context A feature of the communication targeted at highland farmers. which from the research found The communication process that influences success is a good lesson. 1) Participatory communication process 2) Diffusion of innovation process and the last process that is considered as a key process. which will make the communication for highland agriculture successful is 3) communication by creating a successful model or opinion leader.