Business model for fresh and Indigenous food roadside stall-type market to promote utilizing community cultural ground of the Khemmarat walking street, Ubon Ratchathani, Thailand

Abstract

Community member participation is important to area utilizations of the community cultural ground of the walking street, Khemmarat district, Ubon Ratchathani, Thailand. This research was purposely undertaken to develop a business model for a roadside stall-type market newly established along the alley connecting both the cultural ground and the walking street. The market hypothetically leads its customers to participate in cultural ground activities, subsequently promoting cultural area utilizations. The present research methodologically was conducted using a qualitative approach: purposive sampling, in-depth interviews and focus groups as data collection techniques. Respondents included potential market sellers, regular walking street customers, voluntary groups managing the cultural ground, subdistrict municipality officers, and current walking street entrepreneurs. The business model canvas (BMC model) was utilized as a tool for developing the market business model. The BMC model comprises nine organizational business elements into which the data collected were analyzed and categorized. Target customers are local customers who regularly visit the walking street, especially elderly, housewives, young couples, and disabled persons. The value proposition of the market delivered to the target customers is fresh and Indigenous foods including Mekong fish (both processed and fresh), and snacks. Fresh vegetables in particular are organically grown and certified by the participatory guarantee system (PGS), to serve customer needs for health benefits and affordability. The market is the physical marketing channel, whilst the online channel is also employed, however to a lesser extent. The voluntary group and the subdistrict municipality arranged the market and its essentials including bamboo stalls, electricity and trash cans. The sellers are responsible for the costs of their products and transport. Not only can the marketing activities generate reasonable incomes for all sellers, but they also lead the market customers to participate in the cultural ground events, subsequently increasing participatory extents approximately two-fold. In all, the business model developed for the roadside stall-type market practically can promote the utilization of the community cultural ground of the Khemmarat walking street.