ORGANIC-AGRO TOURISM DEVELOPMENT MODEL IN ROI-KAEN-SARN-SIN PROVINCE CLUSTER, NORTHEAST OF THAILAND

Abstract

The objectives of this research were to study the various contexts related to organic farming tourism in Roi Kaen Sarn Sin Provinces Cluster, Northeast of Thailand as follows: 1) To assess the tourism situation, 2) to collect the information and assess the readiness of the tourist attraction, 3) to study the behavior and the requirement of Thai tourists towards the tourism model, and 4) to suggest the model of organic farming tourism development. The research used a combined approach of qualitative research. The instruments used in this research were In- depth interview (The samples were four main groups of informants, including of 36 people.), Survey and Assessment form for the readiness of tourist attraction (29 tourist attractions), the Focus Group, Pilot trials in holding tourism activities. The data were analyzed with Matrix Table, SWOT Analysis, 7S of McKinsey Model, and Porter's Diamond Model, and summarized by content analysis. For the quantitative research, the instruments were questionnaires. The samples were 446 tourists. The data were analyzed with descriptive statistics, including such as mean, percentage, standard deviation. The findings were: The model of organic farming tourism development, which was suitable for the Roi Kaen Sarn Sin Provinces Cluster, will be based on the availability of local resources, including the natural resources, social and cultural resources, environment resources and important events, and stakeholders in all sectors, including farmers, local communities, entrepreneurs in the Hospitality Industry as well as leaders, and personnel involved in government sector. They must be ready to engage in tourism development and integration synergies in organic farming tourism development in the Roi Kaen Sarn Sin Provinces Cluster in order to be competitive in the tourism market. Furthermore, it can respond and create a memorable experience to tourists along with the development of sustainable communities through major driven processes: 1)Community organization management for tourism, 2) Human resources development for tourism, 3) the tourism value chain management, 4) Sustainable tourism management, 5) Creative tourism management, 6) Tourism marketing Management. 7) Tourism Strategic management, and 8) Creating tourism network .