Psychosocial Factors Related to Organic Farming Behavior to Promote Agritourism Among Farmers in Chachoengsao Province
Keywords:
Agritourism, Interactionism Model, Organic Farming, Psychosocial FactorsAbstract
This research was a correlational comparative study based on the foundational framework of the interactionist model. The objectives were to examine the predictive capacity and identify predictors of organic farming behavior to promote agritourism among different types of farmers. The sample in this study consisted of 242 farmers from Chachoengsao Province. Purposive sampling was used to select participants who were willing to participate in the research. The instrument used for variable assessment was the summated rating scale, which demonstrated good reliability with Cronbach's alpha ranging from 0.710 to 0.907. Key findings from multiple regression analysis revealed that a combination of seven variables, categorized into psychosocial traits, situational factors, and psychosocial states, could collectively explain 65.3% of the variance in organic farming behavior to promote agritourism among the overall group. Recommendations for farmers to develop their organic farming practices and promote agritourism included that relevant organizations should help farmers prepare for organic farming, improve farmers' attitudes towards agritourism, and provide more examples of organic farming for agritourism.
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