Agro-tourism as an Extension Strategy to Promote Agriculture in the Northern Region of Thailand
Abstract
This study contributes to the body of knowledge on agro-tourism by highlighting how it promotes agriculture and local culture among visitors in the northern region of Thailand. A case study research
design was used on two government-assisted and two independent agro-tourism sites selected from a list of best performing agro-tourism sites ranked by the Department of Agricultural Extension and Tourism Authority of Thailand. On-site data gathering was conducted from January to February 2020. Site owners were interviewed about their strategies in promoting agricultural technology, practices, and local
culture. Visitors were likewise interviewed regarding their chosen activities and satisfaction with these activities. Results show that the agri-focus in all sites was organic farming, consistent with the campaign
of the Tourism of Thailand on Green Travel. Each site has a showcase specialty crop such as grapes, passion fruit, tea, and vegetables. Lecture, demonstration, training, and participation in agricultural activities were among the strategies implemented to promote agricultural practices. Cooking/food preparation and decoration, selling, outfitting, and photography were among the common methods in showcasing the site’s culture and traditions. The possibilities of agro-tourism as a learning site for component technologies, agriculture as a business venture and way of life, and local culture need to be maximized by agricultural extension program as agro-tourism proves compatible with the elements of
experiential learning.
