Digital Media Innovation for Sustainable Economic Enhancement: A Case Study of Agricultural Flood-Retention Communities in Phra Nakhon Si Ayutthaya Province

Abstract

This area-based development research aims to: 1) analyze the economic and marketing potential of community products, and 2) develop 3D Augmented Reality (AR) media to promote sustainable occupations during the flood season for agricultural flood-retention communities in Thap Nam Subdistrict, Bang Pahan District, Phra Nakhon Si Ayutthaya Province. Transitioning from economic volatility (VUCA) to post-pandemic fragility (BANI), the study employed a mixed-methods approach. Using baseline field data collected during 2021 and contextualized through the post-pandemic BANI paradigm, quantitative data were assessed using economic feasibility and sensitivity analyses, while qualitative data were analyzed via the TOWS matrix to formulate strategic implementations.

The results revealed that safe vegetable (salad) and lime products are highly economically feasible and resilient, withstanding up to a 15% change in selling prices and input costs. Strategic analysis indicated the necessity of enhancing product visibility; thus, AR media was developed as a corrective strategy for lime and a preventive strategy for salad products. Through community participation, an AR application featuring the “Nong Thap Nam” brand identity was created to bridge the incomprehensibility of digital markets and reduce consumer anxiety. Field trials involving 50 general users and expert assessments by 5 specialists demonstrated that the AR media was highly appropriate in content and usability, effectively increasing product awareness. Ultimately, this study proposes a new conceptual framework utilizing AR innovation as a strategic intervention for community enterprises operating within a BANI environment, serving as a replicable model for building economic resilience in flood-prone agricultural communities.