การจัดการการท่องเที่ยวเชิงเกษตรวิถีชุมชนหมู่บ้านสันทางหลวงตำบลจันจว้าใต้ อำเภอแม่จัน จังหวัดเชียงราย

Abstract

The objective of the study of community based agro-tourism management at Ban San Thang Luang Village, Chan Chawa Tai Sub-district, Mae Chan District, Chiang Rai Province was to develop suitable strategies for agro-tourism management in the community of San Thang Luang Village. Data collection was performed through in-depth interviews with community leaders, entrepreneurs, and officials from government agencies on the organizational management according to its management functions together with a collection of data regarding the analysis of internal and external environmental factors of the community tourism. TOWS Matrix was utilized to analyze the data to determine suitable strategies for agro-tourism management of the community. The analysis of community based agro-tourism management at Ban San Thang Luang Village started with a study of the organizational management according to four functions of management 1) planning 2) organizing 3) leading and 4) controlling in order to get the overview of agro-tourism management of the community for determining suitable strategies. It was found that 1) in terms of SO strategy, since community tourism was trending, it was a good opportunity for the community to promptly improve and develop community products to create unique selling points and income for the community; 2) concerning ST strategy, as government budgets were subject to changes which could in turn affect community tourism, the community ought to encourage younger generations of community members to study and pursue relevant tasks of community tourism business or the community had to be more self-reliant; 3) about WT strategy, more attention should be paid towards planning since emergencies or unusual situations arising could result in a decrease in the number of tourists. Based on the results of the study, it was concluded that the community based Agro-tourism of Ban San Thang Luang Village was manageable. However, the community still lacked planning in case of emergencies or unusual situations such as an epidemic which might halt community tourism business and affect groups in the community which relied on community tourism in terms of marketing. Secondary plans should be developed such as focusing more on tourists on family travel or those residing in the city; encouraging younger generations to be part of the community tourism business in order to incorporate technology into tourism management for advertising or being used as a marketing channel; and systematically setting up an accounting system in order to reflect the financial status of the community tourism business.