Strategies for proactive development of community-based agri-tourism in Nakhonpathom province, Thailand

Abstract

This research examined how community agricultural enterprises in Nakhonpathom, Thailand articulated organic agriculture and smart-farming concepts as strategies to transform plantations to become agricultural tourist attractions. The objective was to develop proactive strategies for promoting the community’s agri-tourism. A combination of survey questionnaires and in-depth interviews with semi-structured interviewing questions was used. 400 tourists from Bangkok and its vicinities (calculated from the Yamane simple formula), and 78 participants of a field trip group were samples. The survey was conducted to discover their satisfaction with the programs and the services provided by 'Paitong' --an organic farm in Nakhonpathom province, and an agricultural community-based enterprise studied case. Data were analyzed using descriptive statistics as frequency, percentage, mean, average, and standard deviation. An interview with seven informants who were members of the group was initiated to know how local people merged their careers with tourism. Another interview with the community president of Baan Laem Sak, Krabi province (the Southern region of Thailand) an outstanding community-based tourism enterprise, was eventually conducted.

Findings reflected that community enterprises were to implement proactive marketing strategies. The target segments were those who came for an overnight tour, a general tour, and a group tour for sightseeing and experience learning. It found that the attractive tourist programs were those offered together with a free meal and activities; half-day workshops and adventures with accommodation included. It also showed that the marketing mix strategies led to community agri-tourism performance with a high level of opinions in every item of its seven elements. The products and services element received the highest ranking score of customer satisfaction (x̅  4.21 out of 5). The activity that rendered direct experience of the smart-farming operations; and the demonstration of food processing reflected product differentiation strategy. According to the interviews, key success factors of the enterprise were cooperative workforces of local people, their realization of benefits gained and profit sharing, as well as their senses of ownership. Consequently, community cooperation with agriculture, technology, tourism, and management could generate revenue and enhance sustainability for the community.