Organic Farm Stay Management to Accommodate the Niche Tourist Market in Ban Pang Term, Samoeng District, Chiang Mai

Abstract

This research aimed to study organic farm stay management to accommodate niche tourism market in Pang Term village, Samoeng district, Chiang Mai province. Using qualitative research; organic farm stay owner, tourists with specific interested, people in Pang Term village, and those who are involved with tourism in Samoeng district were observed, in-depth interviewed and focus group interviewed. 

The results of 4Ps marketing analysis showed that products of organic farm stay were suitable for a Niche Tourists.  Most of them are foreign tourists who want to relax, experience the true nature, learn about the Buddhist, the way of life of the traditional local Thai community, and organic farming, and exposure to other new experiences which different from the country of origin.  Although the farm location was in a remote area and difficult to travel, but niche tourists see it as a challenge to access the farm. The price of accommodation including 3 meals is quite affordable.  The farm has chosen a marketing promotion method to suit the niche market customers by promoting the community lifestyle and organic farm through online media.  Most tourists find that farm activities and services are appropriate.  Pang Term villagers welcome tourists because they gain benefits from tourists; such as, tourists’ volunteer works within the community, sale their agriculture and other products, and increased income from other related tourist activities. 

The organic farm stay management that is suitable for both the needs of tourists and villagers in the community and can be applied to other farm businesses including; farm owner should create variety activities within the farm to attract tourists; should build good relations with the villagers, introduce tourists to get to know the villagers, provide opportunities for villagers in the community to participate in various activities, and set appropriate manner guidelines for the tourists in accordance with the community way of life. In addition, all parties must jointly maintain the culture and traditional way of life.  Moreover, there should be a concrete publicity for agricultural tourism, farm stay and organic farm stay as well as encouraging villagers to be alert to joint development of agricultural tourism attractions.