The Development Model of Agro-tourism Management of Ubon Ratchathani Province
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Abstract
The article aimed to 1) investigated the state of agro-tourism management of Ubon Ratchathani province 2) developed the model and 3) evaluated the model. The target group of the study consisted of 60 stakeholders, 12 experts to consider draft of model and 17 professionals to evaluate model. The research instruments were questionnaires, focus groups and model evaluation. Collected data were analyzed by using mean, standard deviation, and content analysis. The research findings were as follows: 1) The state of agro-tourism management of Ubon Ratchathani province was found to be at a moderate level. 2) The development model consisted of: 2.1) management managed by management structure, management process, management to be a learning base and a complete tourist attraction, creating a travel network, coordination with relevant agencies and participatory management; 2.2) place managed by land and landscape management, homestay accommodation management, natural resource conservation, attractive location management and participatory location management; 2.3) services and activities managed by services in the form of agro-tourism, knowledge service, facilities, safety, participate in activities and attractive activities; 2.4) personnel development managed by knowledge development, preparation of guides and personnel development in the business sector, local organization and government agencies; and 2.5) marketing managed by selling agricultural products, revenue generation from network, public relations, attractiveness, connection with other tourism, creating added value and generating income for the community. 3) The model assessed by experts resulted in a highest level of suitability and a higher level of possibility.
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