Development of an Agro-Tourism Management Model: A Case Study of Agricultural Groups and Private Enterprises in Mae Rim District, Chiang Mai Province
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Abstract
This research article aimed to develop an agro-tourism management model for agricultural groups and private enterprises in Mae Rim District, Chiang Mai Province. A qualitative research approach was employed. Five key informants were selected to represent all relevant levels, ranging from the policy-making level and supporting agencies to community-level practitioners. This comprehensive selection contributed to the development of an agro-tourism management model that was appropriate, context-sensitive, and practically applicable for sustainable implementation. The key informants consisted of: (1) the Governor of Chiang Mai Province; (2) the Director of the Chiang Mai Provincial Office of Tourism; (3) the Chiang Mai Provincial Agriculture Officer; (4) the Director of the Office of Agricultural Extension and Development Region 6, Chiang Mai; and (5) a representative of an agricultural community enterprise in Mae Rim District. The research instrument was a semi-structured interview protocol. Data were collected through in-depth interviews and analyzed using content analysis.
The findings revealed that the agro-tourism management model for Mae Rim District comprised eight components: (1) systematic planning; (2) quality and sustainable production; (3) learning-oriented activities and experiences; (4) development of farmers’ knowledge and skills; (5) marketing and public relations; (6) collaboration and networking; (7) evaluation and improvement; and (8) sustainability, with an emphasis on the responsible and efficient use of resources.
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