Creative Agricultural Tourism Model of Ban Bang Phlap Community, Bang Khonthi district, Samut Songkhram Province

Abstract

This research on “Creative Agricultural Tourism Model of Ban Bang Phlap Community, Bang Khonthi district, Samut Songkhram Province” aimed to (1) examine the agritourism potential of Ban Bang Phlap community based on the 5As model, (2) investigate tourists’ behavior and needs, and (3) develop a creative agritourism model. A mixed methods research design was employed, collecting quantitative data from 400 tourists determined by Taro Yamane’s formula at a 95% confidence level, together with qualitative data from in-depth interviews with key stakeholders. Descriptive statistics, namely mean and standard deviation, were used for quantitative analysis, while content analysis and methodological triangulation were applied to enhance the trustworthiness of the findings.

          The results revealed that Ban Bang Phlap community possesses a high level of agritourism potential, with an overall mean score of 4.28. Considering the 5As model, accommodation received the highest mean score ( = 4.56), followed by activities ( = 4.34), attractions ( = 4.25), while accessibility obtained the lowest score ( = 3.96). Tourists’ satisfaction with the creative agritourism potential in four dimensions was at a high level: attractiveness had the highest mean score ( = 4.25), followed by tourist reception capacity ( = 4.22), service provision ( = 4.20), and management ( = 4.19).

          Based on the findings, the “Creative Agri-Experience” model was developed, consisting of eight key components: community collaboration, resource management, experience design, authenticity preservation, thematic learning, innovation integration, value creation, and engagement and evaluation. The model integrates digital technologies such as QR codes and AR with local wisdom to promote sustainable creative agritourism in line with Thailand’s BCG (Bio-Circular-Green Economy) policy.