Development of an agricultural tourism program for the next era: A case study of Huai Muang Community, Kamphaeng Saen District, Nakhon Pathom Province

Abstract

The objectives of this research are to 1) evaluate the potential of the Huai Muang community capital in the Kamphaeng Saen district of Nakhon Pathom Province, and 2) establish attractive and engaging next-normal agro-tourism activities in the wake of the COVID-19 pandemic, thereby boosting the income of the Thai grassroots economy. This research was a mixed-method study that included group discussions and SWOT analyses with 25 community leaders, as well as the use of a potential assessment form with 74 community leaders and tourists. Subsequently, researchers and community leaders collaborate to establish tourism initiatives. The data was examined for content and descriptive statistics, including frequency, percentage, mean, standard deviation, and a five-point rating scale. The findings indicated that the Huai Muang community possesses agricultural resources. Organic vegetable cultivation, shellfish farming, rice cultivation, and food processing from community resources are among the community's significant learning resources and wisdom. The next agro-tourism program was established as a result of a moderate evaluation of the community's overall potential (X = 4.22, S.D. = 0.68). A two-day program is the format of the activity. Food and local wisdom are components of health care activities. The emphasis remains on the promotion of local products following the service. In lieu of employing human resources to distribute agricultural information, a QR code system is being implemented, with an emphasis on public relations and an expansion of online distribution channels on the fan page.