GUIDELINE FOR PROMOTING AGRICULTURAL TOURISM IN LOPBURI PROVINCE

Abstract

The research, “Guideline for promoting agricultural tourism in Lopburi Province,” aimed to 1) study the Thai tourists behaviors for agricultural tourism, 2) compare the marketing mix factors which Thai tourists would like to enhance the agricultural tourism, 3) survey the motivation of Thai tourists, and 4) propose the guidelines for promoting agricultural tourism in Lopburi Province. Quantitative research method was used in this study. The questionnaire was collected from 400 Thai tourists sampling group. The data analysis was based on statistic programmer in hypothesis testing with the inferential statistics t-test and F-test.

           The research was found that 1) majority of the sampling group was male, with the average age of 20-29 years old and single. Most of them were under-graduated students with the income less than 15,000 Baht. 2) The purpose of travel was mostly to increase the professional knowledge. Majority of them joined the first trip with more than 4 workmates during weekdays and the expenses less than 1,000 Baht. 3) The most significant Marketing Mix factors was process of service while promotion and product distribution were found in the least significant level. 4) The main factors of travel motivation were to gain more knowledge and to join the activities. 5) The qualitative data analysis indicated the high value of being the agricultural knowledge center. The research also indicated the need of more new variety of tourist activities and more cooperation among the government services and the private sectors. The proposed guideline presented the need of more support in on-line marketing promotion, better infrastructure and public transportation in order to be able to generate more income to the communities.