Program Evaluation to Enhance the Economy and Society in Case of Integrated Sub-district in University to Tambon, Charang Sub-district, Yaring District, Pattani Province

Abstract

This study aimed to evaluate the implementation of the Integrated Subdistrict Economic and Social Upgrading Project (U2T) in Charang Subdistrict, Yaring District, Pattani Province. The objectives were to assess the support system provided by the university and graduates involved in the project, to track the value creation process, and to evaluate the outputs, outcomes, and impacts on the Charang community following the implementation of the project activities. The study employed the CIPP evaluation model which systematically covers the analysis of context, inputs, processes, and outcomes of the U2T project integrated with the 16 indicators established by the Ministry of Higher Education, Science, Research, and Innovation, as well as the Quality-of-Life Index under TPMAP. A mixed-methods approach combining quantitative and qualitative research was adopted. The sample consisted of 90 participants, including local residents, community leaders, students, graduates, and faculty members.

The findings revealed three key areas of activity: (1) development of community products linked to tourism, (2) promotion of creative and cultural tourism, and (3) exploration and establishment of a creative tourism database. These activities resulted in a 20% increase in employment and income, the establishment of standardized model community products, the creation of seven new learning and tourism sites, and the addition of ten layers of community databases. Furthermore, the project enhanced the capacity of community enterprises and strengthened citizen participation. The outcomes reflected significant improvements in quality of life across five dimensions, with education and income showing the highest levels of achievement.

For future directions, the study recommends long-term monitoring to assess the sustainability of income generation and quality-of-life improvements. It is also essential to strengthen the capacity of local personnel in tourism management and digital marketing, while fostering mechanisms for collaboration among universities, local government agencies, and the private sector. Such efforts are crucial for sustaining development and reducing inequalities within the community.