Key Success Factors in Agro-Tourism Management: A Case Study of Agro-Tourism in Nakhon Ratchasima Province Key Success Factors in Agro-Tourism Management: A Case Study of Agro-Tourism in Nakhon Ratchasima Province

Abstract

This research aimed to study the context of agro-tourism management and the factors for success in agricultural tourism management. This research was qualitative. The sample groups used in this study included (1) 4 entrepreneurs and agricultural owners 4 entrepreneurs and agricultural farm owners in Nakhon Ratchasima, (2) 2 representatives from government sectors, and (3) 2 tourism experts. The research tools were narrative approach and in-depth interviews. The data were analyzed using narrative analysis and descriptive analysis. The research results found that 1) the four agro-tourism sites were managed efficiently and well connected with the stakeholders’ networks. The distinctive agricultural features have been presented to add value to agriculture sites and gather agricultural knowledge that can manage tourism throughout the year. The readiness to welcome tourists includes both organizing various tourism activities and selling quality products to provide tourists with experiences, knowledge, enjoyment, and impressions.  2) This research found four main success factors for organizing agro-tourism, including entrepreneurs (farmers, agricultural owners), management, sites (agricultural gardens, farms, and learning centers), and cooperation networks. The results of the study can be used as a prototype based on academic criteria data for entrepreneurs and agricultural owners, using research results as a model to analyze their management status. Consequently, the principles of developing processes and the environmental analysis prototype are needed to understand problems and manage gaps in order to develop agro-tourism effectively.