Developing a Value Chain Management Model to Promote Agro-Tourism in the New Normal for Suphan Buri Province

Abstract

Abstract

        This research aimed to develop a value chain management process to promote new-normal agro-tourism in Suphan Buri Province, Thailand. A mixed-methods approach was applied, integrating qualitative and quantitative methodologies. The qualitative data were collected through in-depth interviews with 46 key informants, including agro-tourism entrepreneurs, tour operators, tourists, and local government officials. The quantitative data were gathered from 400 tourists using structured questionnaires and analyzed using descriptive statistics and thematic analysis. The results indicated that the development of the agro-tourism value chain in the new-normal context can be achieved through five key steps: (1) Selection of high-potential value chains, based on four quality criteria: management, visitor capacity, service quality, and attractiveness; (2) Analysis of stakeholder roles in designing services across four dimensions—agricultural activities, transportation, local accommodation, and food services; (3) Identification of development strategies using the 9Ps framework, highlighting the importance of Platform, People, and Partner; (4) Evaluation of strategic options through the 5A+1A model to reflect digital-age tourist behavior in terms of awareness, engagement, and word-of-mouth; and (5) Implementation planning that integrates technology, community participation, and meaningful experience design for sustainable development. The findings provide a comprehensive model that can serve as a prototype for managing agro-tourism value chains at the local level. Additionally, the model offers strategic implications for the formulation of sustainable development policies for creative tourism and secondary city promotion at the national level.