Sufficiency economy policy and agricultural extension service in Phrae province, Thailand

The study was primarily designed to describe the Sufficiency Economy Policy (SEP) of the government and its implications on the agricultural extension service in Tambon Mae Lai, Amphur Muang, Phrae province, Thailand. Specific objectives were: 1) to describe farmers constructs and operationalization of the three components of the SEP, 2) to analyze the influence of the three components of the SEP (Moderation, Reasonableness, and Self-immunity) on the agricultural extension service in Tambon Mae Lai, particularly on extension programs, clientele, field personnel, and communication strategy, 3) to identify perceived strengths and weaknesses of the existing agricultural extension program, clientele, field personnel, and communication strategy, and 4) to propose guidelines for agricultural extension service in Tambon Mae Lai that supports the SEP of the government. The study found out that all case farmers believe and commit to goodness and Buddha's discourse as their usual practices in their daily lives. Most of the case farmers avoid betting in lotto, gambling, and drinking alcohol. They indicated their reason by explaining causes and effects of particular phenomena. Most of case farmers considered their current budget before making buying decisions. They generated more income by implementing supportive occupations as well as consuming their own products and reduce some reducible costs. The emergent theory resulted from the ground theorizing method indicated two different groups of SEP practitioners, 1) strong SEP practitioners and 2) Weak SEP practitioner. The three components of the SEP influenced the agricultural extension service in three dimensions: 1) theoretical influence, 2) methodological influence and 3)content influence. The perceived strengths and weaknesses of the existing agricultural extension service appeared within: 1) program objective, 2) program activity, 3) characteristics of the clientele, 4) characteristics of field personnel, 5) extension-communication message and 6) communication approach. The study proposed guidelines for agricultural extension service composed of four main extension phases: 1) need assessment, 2) program planning, 3) program implementation, and 4) program evaluation.