The development model of agro-ecotourism competitiveness as a learning resource for agricultural occupations in Suphan Buri Province

The research objective aimed to set a model for developing agro-ecotourism competitiveness as a learning resource for agricultural occupations in Suphan Buri province. This research applied mixed-method research. Data were collected using multiple methods including questionnaires, in-depth interviews, and focus groups interviews. The targeted research areas were downtown and U-thong district of Supan Buri province. Sampling groups were selected from local people, tourists, and legal experts related to agro-ecotourism business from dominant communities as learning resources for agro-ecotourism which were (1) Dong Yen Agroforestry Enterprise Group, (2) Hom Khachorn Farm, (3) Thai Farmers Lifestyle and Spiritual Learning Center (Na Here Chai), (4) Suan Kluai U-Thong Community Enterprise Group, and (5) Thungthong-Yangyeun Community Enterprise Group. The research findings showed that a model for developing agro-ecotourism competitiveness as a learning resource of all 5 learning resources should be developed from the structural level to the people in the community in 4 main contexts which were (1) the local learning resources must level up the service quality in order to increase tourists’ satisfaction; (2) setting up the marketing format to be suitable for different characters of learning resources; (3) increasing the capacity level of agro-ecotourism management as a learning resource; and (4) developing legal measures in promoting agro-ecotourism as a learning resource. In addition, it was found that the changing of technology was another important factor affecting the developing agro-ecotourism competitiveness as a learning resource. The key mechanism which helps the community to apply those technologies was government sector assistance.