|Year of Publication||2015|
|Series Editor||กุลชัย พีรชัย, วรรณประภา เสาวนีย์, โกมลทัต สุวิชา, นิโรจน์ พรทิพา, Trivedi A, ไชยอำพร สุพรรณี, มีสมบูรณ์พูนสุข เพชรรัตน์|
|Keywords||การท่องเที่ยว, การท่องเที่ยวเชิงเกษตร, รูปแบบการจัดการท่องเที่ยว|
The three objectives of the study are 1) to examine the successful models of integrating agriculture with tourism in Rayong province; 2) to study the area, potential and feasibility of developing orchard models that can increase the income in the agricultural sector by means of tourism; and 3) to recommend some strategies for increasing the income in the agricultural sector in Rayong province by integrating agriculture with tourism. The documentary study was made to derive basic information. The quantitative data were collected by rural rapid appraisal (RRP) and by conducting a questionnaire survey. The qualitative data were collected by indepth interview of key informants, along with focus group discussion among stakeholders.
The findings are briefly stated as follows:
1. The main elements in tourism management to increase the income in the agricultural sector are people, place, quality / adequacy of products, activities/services, and support/promotion of agricultural tourism.
2. The models of tourism management to increase the income in the agricultural sector in Rayong province can be classified into
1) Network/group. Social capital in the community-orchard fruit and OTOP products produced by the group, for instance - is used as a key mechanism to drive tourism service. This form gives importance to the welcoming zone, such as the areas for resting, photographing, the garden path, toilets, etc. Also, some places are arranged as a learning center or for a study tour for tourists who are interested in learning agricultural skills and techniques. This model can serve tourists all the year round. Tow types of tourists that use this service are those who want to have a fruit buffet and those who want to make a study tour. The number of tourism in this model is the largest (50% of tourists in all the successful orchard models).
2) Home-stay. This model is “in harmony with the way of community life and the nature.” It is a family/kinship business. Family members and relatives form a group to render home-stay service to tourists who want to experience the way of life of orchard people. The business has a limited space, and the mechanism for operation is participation of family members and home-stay group members that are ready to service. The service space is properly arranged for this purpose. In addition, outstanding things in the community are included in the tourism program, along with the home-stay service. Therefore, the program covers a variety of activities that can help tourists truly feel the way of life of the community and the nature. The number of tourists in this form is the smallest (16.67% of tourists in all the successful orchard models).
3) Aggressive marketing. This model emphasizes a single orchard. There are no products from other orchards for sale because it wants to stress the quality of products—fresh healthy fruits—and ability to serve all customers. This model cannot accommodate a large number of tourists at the same time. The outstanding points of this model are space design and decoration. Apart from the garden path, there are places for shopping, photographing, resting, with clean toilets. New activities are always created to welcome tourists. This model is also a family business and emphasizes the standard quality of products in order to build the brand name. Marketing strategies are an important mechanism to increase the value of goods/products. This model is popular among tourists who love quality fruit—fresh, clean, and healthy. However, the number of tourists in this model is rather small (33.00% of tourists in all the successful orchard models).
3. Based on the findings, the following are recommended as strategies to increase the income in the agricultural sector by means of tourism in Rayong province: 1) being a quality fruit center in Thailand and trying to penetrate ASEAN markets; 2) Improving service standards and promoting agricultural tourism; 3) “Fruit Direct Sale”; 4) developing a systematic tourist database as a channel for public relations, promotion of products; and 5) Building networks of integrating agriculture and tourism.
|Alternate Title||The Tourism Management Styles to Enhance the Agricultural Sector|