Academic journal article Journal of Marketing and Management

A Study on People's Sustainability of Quality of Life in Accordance with Philosophy of Sufficiency Economy in Aomkoi District, Chiang Mai, Thailand

Academic journal article Journal of Marketing and Management

A Study on People's Sustainability of Quality of Life in Accordance with Philosophy of Sufficiency Economy in Aomkoi District, Chiang Mai, Thailand

Article excerpt

Introduction

The 9th-11th National Economic and Social Development Plans revealed vision of the country development on quality social development. This placed the importance of balance, adequacy, and smart people with code of conduct, and self-reliance (Office of the National Economic and Social Development Board: ONESDB, 2006). While Thailand is aimed to develop the country's economy and prepared social order, the family institution which plays vital role towards quality of life development of an individual have not been overlook. Thus, the community must adjust its paradigm on moderate livelihoods with reasonableness to build self-immunity for the strong community. This conforms to the policy and direction of the country administration and development on the basis of the sufficiency economy principle in accordance with the Royal Initiatives (Prime Minister's Office, 2005)

"Sufficiency Economy" is a philosophy placing the importance of proper livelihoods (middle path) and self-practices of people in the country of all level, from the family to the community (ONESDB, 2004). Office of the National Economic and Social Development Board applies the philosophy of sufficiency economy to be a guideline for the determination of policies, planning, and project implementation. That is, human resource is the center for sustainable development with balance in economy, society, polities, and environment for happiness and self-reliance (The Chaipattana Foundation, 2005).

This research is a study on quality of life of households in Aomkoi district, Chiang Mai province. After the philosophy of sufficiency economy was employed as a guideline for earning a living there by The Community Development Department (a pilot project on the sufficiency economy village), there was the establishment of the sufficiency economy settlement by the Agricultural Land Reform Office (ALRO) to steer and adjust lifestyle of local people in accordance with the concept of sufficiency economy philosophy. Aomkoi district is an area for outcome expansion of The Royal Project Foundation and royal projects under the patronage of Queen Sirikit. It aims to investigate economic conditions, minor factors, level of quality of life, and factors effecting increased quality of life used for the determination of sustainable quality of life model in accordance with the philosophy of sufficiency economy. This can be adopted as a guideline for the development of quality of life of people in other areas.

Literature Review

Quality of Life

Quality of life (QOL) is a multi-level and amorphous concept, and is popular as an endpoint in the evaluation of public policy. While the main domains of quality of life identified in the literature are relevant to all ages, these can vary in priority among people in different age groups (Bowling, 1995a, 1995b). But the wider research community has accepted no definitive theoretical framework of quality of life, and no single research framework has been utilized in its investigation. Thus, despite a plethora of research on a wide range of objective and subjective indicators of QOL, there is no widely accepted or supported theory or measurement instrument of quality of life.

Quality of life has been defined in macro and micro terms (Rosenberg, 1992; Bowling, 1995a; 1995b; 1996; Bowling and Windsor, 2001). The former includes income, employment, housing, education, other living and environmental circumstances. The latter includes perceptions of overall quality of life, individual's experiences and values, and has included related, proxy indicators such as well-being, happiness and life satisfaction. Models of quality of life are also not consistent, ranging from needs based approaches derived from Maslow (1954; 1968) hierarchy of human needs to classic models based solely on psychological well-being, happiness, morale, life satisfaction (Andrews, 1986; Andrews and Withey, 1976; Larson, 1978), social expectations (Calman,1984) or the individual's unique perceptions (O. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.