DEVELOPING SUSTAINABLE AGRITOURISM WITHIN THE CONTEXT OF THAI SOCIETY

Abstract

Agritourism serves as a pivotal mechanism for driving the grassroots economy and generating national income. Amidst dynamic socio-economic shifts and evolving tourist behaviors, adapting destinations for sustainability is essential, particularly through the design of learning activities compatible with local contexts and target groups. The study synthesizes seven key components for developing effective learning resources: 1) community participation, 2) conservation and sustainable utilization, 3) deep experiential learning, 4) knowledge management, 5) holistic management, 6) responsiveness to target groups, and 7) creative marketing. Strategically, development should focus on communicating unique local identities through active participation experiences to enhance memorability and word-of-mouth. Integrating digital media and local networks into standardized tourism products is crucial for ensuring the long-term economic stability and resource sustainability of the community.