MARKETING MANAGEMENT GUIDELINES FOR AGRITOURISM PROMOTION OF BUDDHIST COMMUNITY ENTERPRISES SUPHANBURI PROVINCE

Abstract

This research aims to 1) Study the current situation of agritourism promotion market management. 2) Study the main components and management of agritourism promotion marketing; and 3) Propose guidelines for marketing management, promoting agritourism and increasing distribution channels for Buddhist community enterprise products Suphanburi Province. It is a participatory action research. The key informant and co-researcher were entrepreneurs, community members and community leaders. Using a specific selection from four agritourism community enterprises: Collecting data from group discussions, in-depth interviews, SWOT analysis, discussion forums, observations, and visits to evaluate operating results. Content data were analyzed inductively and quantitatively, using inferential and descriptive statistics.

The research showed that 1) Current situation, marketing management for Buddhist community agricultural tourism promotion there are both individuals and groups of people owning businesses that value local natural resources as an agricultural tourist attraction. There are modern technology and security systems, convenient transportation, activities for all groups and ages. There are non-toxic agricultural products and souvenirs to serve. 2) The main components and management of the marketing mix to promote agritourism as a whole passed the quality standard of agritourism at a very good level. The mean total score was 72.75 points, consistent with the interviews with key informants, but there must be a strengthening of the organization development plan and open to the community to participate in all activities. and 3) market management guidelines for promoting agritourism and increasing distribution channels for Buddhist community enterprise products, they are: (1) upgrading the main components of agritourism to quality standards. (2) management of the main components of agritourism sites in relation to the service marketing mix. (3) providing opportunities for communities to participate in the management of agricultural tourism sites.