From October 24 to 25, 2026, the School of Business and Communication Arts (BCA), University of Phayao, conducted the Learning Space & Research and Learning Hub project for fiscal year 2026 through an activity entitled “Development of an Integrated Specialty Coffee and Coffee Tourism Learning Center.” The activities took place in the Ban Pang Pu Lo, Pha Daeng, and Pa Miang areas of Mae Chai District, Phayao Province. The initiative aimed to strengthen the capabilities of local coffee-growing communities, enhance coffee quality and product value, and develop local resources and cultural identities into sustainable creative tourism opportunities.
The project adopted an interdisciplinary approach, integrating knowledge from business administration, accounting, finance, economics, communication, tourism, agricultural technology, and innovation. It aimed to foster collaborative learning between the university and local communities while promoting the practical application of academic knowledge to specialty coffee development and coffee tourism throughout the coffee value chain.
The project featured knowledge-sharing sessions and hands-on workshops covering six key areas:
1. Specialty Coffee Production and Quality Enhancement
Mr. Phuwanai Khampinkham, President of the Phayao Robusta Coffee Community Enterprise Group, together with experts from the Highland Research and Development Institute (Public Organization), provided training on coffee bean sorting and quality assessment. Dr. Khunakon Khattisri from the School of Agriculture and Natural Resources, University of Phayao, also facilitated knowledge exchange on coffee plantation management and practices for improving specialty coffee production.
2. Innovation and Value Addition in Coffee Production
The Institute of Innovation and Technology Transfer, University of Phayao, provided training on techniques for collecting coffee processing by-products for cascara production. The session emphasized efficient resource utilization, waste reduction, and opportunities to develop value-added coffee products.
3. Coffee Preparation and Service Skills Development
Ms. Sukanya Intharueangsorn, a barista and coffee specialist, conducted a hands-on workshop on basic pour-over coffee brewing techniques. The training aimed to enhance participants' coffee preparation and service skills while strengthening their ability to present and promote the distinctive identity of locally produced coffee.
4. Business Management, Accounting, and Community Financial Literacy
Asst. Prof. Dr. Bang-on Sawatsuk, a lecturer in the Bachelor of Accountancy Program; Asst. Prof. Dr. Ariya Phaokhrueang, a lecturer in Economics; and Dr. Somkid Yaken, a lecturer in Finance and Investment, provided training on household accounting, income and expenditure management, cost management, and financial planning. The sessions aimed to improve financial literacy and strengthen the economic resilience of local households and communities.
5. Digital Communication and Tourism Marketing
Assoc. Prof. Dr. Pornpan Chandaeng, Chair of the Bachelor of Communication Arts Program in New Media Communication, delivered training on content creation and the use of promotional media for coffee tourism. The session focused on communicating community identity, developing product stories, and promoting local coffee tourism through digital communication channels.
6. Coffee Tourism Development
Asst. Prof. Dr. Suriya Suwanthipphayachot, Chair of the Tourism and Hotel Program, and Dr. Piyapong Supanyo, Associate Dean for Research Innovation and Network Development, led activities involving the exploration and assessment of tourism resources, homestay management, and the design of coffee-related learning activities and tourism experiences. These activities aimed to connect coffee production with local lifestyles, cultural heritage, and traditional knowledge, creating opportunities for value-added tourism and income generation within local communities.
The initiative highlights the School of Business and Communication Arts' role in advancing area-based development through the integration of teaching and learning, research, academic services, and collaborative partnerships. By bringing together university academics, government agencies, experts, and local communities, the project promotes knowledge exchange and practical approaches to local development.
In the longer term, the project aims to establish Ban Pang Pu Lo, Pha Daeng, and Pa Miang as a **Specialty Coffee & Coffee Tourism Learning Hub**, connecting academic expertise with local wisdom. This collaborative learning environment is intended to support value creation throughout the coffee value chain, enhance the potential of coffee tourism, and contribute to sustainable grassroots economic development.
Learning Space & Research and Learning Hub: Learning with Communities, Fostering Place-Based Innovation, and Enhancing the Value of Coffee and Tourism for a Sustainable Future.