แผนธุรกิจสำหรับแหล่งท่องเที่ยวเกษตรอินทรีย์ อำเภอป่าซาง จังหวัดลำพูน

Abstract

The objective of this independent study is to develop a business plan for an organic agriculture tourist attraction in Pa Sang District, Lamphun Province. The research encompasses an analysis of the external and internal environments, as well as market analysis, whichincludes data collected from interviews with eight general consumers whoare tourists interested in agricultural tourism, along with insights from Mrs. Jaruwan Ovararint, Managing Director of Chita Organic Food Co., Ltd. Theresults of the study can be summarized as follows: The appropriate strategy for Chita Organic Farm, under Chita Organic Food Co., Ltd., is a differentiation strategy. This will leverage the company's strengths in consumer confidence stemming from experience in organic agriculture and international organic certification. Additionally, it aims to create social and cultural value through its strong networks with local farmers and communities, beautiful locations, and a diverse range of products and services offered at the tourism site. From the marketing aspect, the primary target customers are health-conscious individuals who recognize the value of products and services derived from organic agriculture within the community. They are interested in health care and tourism that blends nature with relaxation, andthey have a middle to high income that allows them to accept the pricing of products and services. The secondary target group comprises local residents who appreciate and see the value in products and services that promote sustainability and environmental preservation within their communities. The marketing strategy to enhance the reputation and recognition of “Chita Organic Farm” will focus on online channels through social media, including the use of influencers who will visit the farm and create related content. An average budget of 30,000 Baht per month will be allocated for the first year. From the management and operational planning aspect, the development of the tourism site will involve the allocation of space for demonstration plots, recreational gardens, and swimming areas. Management will include staff recruitment and the arrangement of spaces within the restaurant and retail areas. The decoration and seating layout will reflect the organic farming concept, alongside employee training initiatives. From the accounting and finance aspect, the project requires an initial investment of 8,084,171 Baht, with a payback period of 4 years and 5 months. The net present value is estimated at 133,989 Baht, and the internal rate of return is 10.54%. Therefore, the investment in this project is deemed acceptable.