Application of the 7 Rights of Logistics to Enhance Tourism Potential: A Case Study of Agro-Tourism Destination in Chanthaburi Province

Abstract

This study aimed to evaluate the potential of agricultural tourism attractions in Chanthaburi Province, examine tourist behavior, and develop a tourism management model based on the 7Rs logistics framework. A mixed-methods approach, incorporating both quantitative and qualitative research, was employed. Data were collected from 22 orchard-based agricultural tourism operators and 120 tourists. Descriptive statistics, including frequency and percentage, were utilized to analyze nominal data.

The findings revealed that the operators were most prepared in food management for tourists and overall tourism process management. Regarding tourist behavior, most visitors travel in tour groups, primarily receiving information from websites, the internet, friends, relatives, or acquaintances. The average expenditure per trip ranged from 10,000 to 20,000 baht. Tourists most frequently engaged in activities such as consuming fresh fruit from the orchards, purchasing fruit as souvenirs, enjoying local cuisine, and strolling through the orchards. Most respondents expressed a strong desire to revisit. An analysis of both operator readiness and tourist needs indicated a high degree of alignment in perspectives on agricultural tourism management within orchard-based contexts. When tourist expectations align with the capabilities of service providers, including orchard owners and other stakeholders, a tourism management model based on the 7Rs logistics framework can be effectively applied. This model can enhance tourist satisfaction and be integrated with other principles as a tool for managing agricultural tourism.