MARKETING DEVELOPMENT OF AGRO-TOURISM AND TOURISM SUPPLY CHAIN OF KHLONG YONG-LAN TAK FA COMMUNITY DEE HOUSE GROUP, A CASE STUDY OF THE COMMUNITY MILL, BAN CHANOTE COMMUNITY ENTERPRISE, KHLONG YONG-LAN TAK FA COMMUNIT LAN TAK FA SUBDISTRICT NAKHONCHAI

Abstract

            This research aimed to investigate the potential of agro-tourism, the factors to develop agro-tourism marketing, and guidelines to marketing development of Agro-tourism and tourism supply chain on the basis of community innovation resources of Ban Chanod Klongyong-Lantakfah Community Enterprise, Lantakfah Sub-district, Nakhon Chaisi District, Nakhon Pathom Province. The key informants of this qualitative research were members of Ban Chanod Klongyong-Lantakfah Community Enterprise, people in the community, and Thai tourists. This research collected data from a total of 30 key informants subdivided into a group of 10 informants. The interview was applied as a tool of this study. The results showed that the potential in agro-tourism of Ban Chanod Klongyong-Lantakfah Community Enterprise had attractions which could bring to the agro-tourism places, such as, organic agriculture learning center, community enterprise, lifestyle of doing organic agriculture according to the Sufficiency Economy Philosophy, and learning-based activities of organic agriculture. The factors to develop agro-tourism marketing of Ban Chanod Klongyong-Lantakfah Community Enterprise were as follows: 1) Supply chain participation (stakeholders) of the community enterprise for agro-tourism should participate in the development of agro-tourism of community enterprises in various matters such as products or activities of agricultural community and the benefits that stakeholders will receive, 2) Marketing strategy applied for developing agro-tourism of the community consisted of (1) providing both online and offline public relations channels for products and services of the community enterprise related to agro-tourism, (2) building brand showing the identity of Ban Chanod Klongyong-Lantakfah organic agriculture community, and (3) promoting sales of the community enterprise. Moreover, (4) the agricultural products of the community enterprise are of quality and (5) the price of community enterprise products is appropriately set. Therefore, the guidelines for the development of agro-tourism marketing are that the members of the community enterprise and people in the community must cooperate in the development, must establish a public relations channel for the products and services, build brand which shows the identity, need to help promote sales, and should always take part in maintaining the product quality and product price of the community enterprise to be appropriate.