Evaluation Operation of the 20-year National Herbs Expo to raise the level to become a leader in traditional medicine in Asia By 2027.

Abstract

     This study aims to assess the performance of the National Herbal Expo over the past 20 years and develop strategies to elevate the event to become a leader in traditional medicine in Asia by 2027. A Mixed Methods approach was employed, collecting quantitative data from 400 participants attending the 20th National Herbal Expo, held from June 28 to July 2, 2023, at Impact Muang Thong Thani. Evaluation data from the reports of the 1st to the 19th expos were also analyzed. Statistical analysis used the Chi-square method, while qualitative data were gathered through in-depth interviews with 20 policymakers and organizers. The qualitative analysis framework was based on public sector management concepts.The evaluation of 20 years of the National Herbal Expo covered four aspects:Context, Input, Process, and Product.
     The findings identified key success factors: (1) Collaboration among stakeholders (2) Government policy support (3) Introduction of new knowledge (4) Reaching the target audience (5) Themes and activities aligned with social trends Six strategic directions were proposed to achieve the goal of becoming Asia’s leader in traditional medicine by 2027: (1) Leadership: Focus on establishing international standards, promoting technology and innovation, enhancing private sector involvement, and expanding the importance of traditional Thai medicine and cuisine. (2) Strategic Planning: Enhance collaborate with financial institutions, banks, and the private sector, and implement short-, medium-, and long-term plans with proactive communication, such as international roadshows.(3) Stakeholder Engagement: Emphasize business matching, attract key stakeholders (e.g., chambers of commerce, industrial federations, and SMEs), and host exhibitions and activities at venues associated with nature and wellness. (4) Evaluation, Analysis, and Knowledge Management: Use AI and Big Data to analyze consumer behavior and market trends, and leverage sales data and business negotiations to forecast future opportunities. (5) Human Resource Development: Equip public sector personnel with business-oriented skills in marketing, negotiation, technology use,and data analysis, while promoting overseas training for product development and research. (6) Process Management: Focus on business matching, foster public-private cooperation, promote innovation and research, and ensure continuous monitoring and evaluation.