Strategy for developing agricultural tourism in the lower northeastern region of Thailand

Abstract

Agricultural tourism, or agritourism, offers a strategic avenue for enhancing rural economies by merging agriculture and tourism, providing immersive and educational experiences to visitors while supporting local communities. This study outlines a strategy for developing agritourism in the lower northeastern region of Thailand, focusing on eight provinces: Nakhon Ratchasima, Buriram, Chaiyaphum, Surin, Amnat Charoen, Sisaket, Yasothon, and Ubon Ratchathani. Utilizing the 8P model—Product, Price, Place, Promotion, People, Process, Tangible Proof, and Partnerships—the strategy emphasizes integrating agricultural activities with cultural experiences, building sustainable tourism infrastructure, and effective marketing. Offering guided farm tours, seminars on sustainable farming methods, and lodging that immerses visitors in farm life are essential components. Including regional celebrations and customs enhances the attraction of the culture. Pricing plans are made to accommodate a range of financial constraints, and packages that provide all-inclusive farm experiences at affordable prices are available. The choice of location places a premium on accessibility, guaranteeing pristine roads and transit connections, and offering necessary tourist amenities. To reach a wider audience, promotion activities make use of internet marketing and collaborations with nearby companies and travel agents. High-quality tourist experiences are ensured by training programmers in hospitality and customer service for farmers and workers. Infrastructure development, sustainable practices, and community participation are supported by partnerships with local governments, non-governmental organizations, and local communities. The findings demonstrate how agritourism may strengthen the regional economy, generate employment opportunities, and encourage environmental responsibility.