STRENGTHENING THE DEVELOPMENT OF FARMER GROUP MANAGEMENT FOR ENHANCING AGRO-TOURISM BASED ON THE CONCEPT OF THE CREATIVE ECONOMY AT OMKOI DISTRICT, CHIANG MAI PROVINCE

Abstract

Objectives of this research article were: 1. To study the strengths and factors related to the strength of farmer groups management. 2. To develop and evaluate the strengthening of the management capacity of farmer groups in managing creative agricultural tourism. Research methodology was research and development. The unit of analysis was farmer groups at Omkoi District, Chiang Mai Province. The population consisted of farmer groups in the area. The research was divided into two phases. Phase 1 was research. The sample size was determined using the power of test analysis, resulting in 54 groups. The data collection tool was a questionnaire, and data analysis was conducted using descriptive statistics and multiple regression analysis. Phase 2 focused on strengthening through participatory action research (PAR) and evaluated the outcomes through After-Action Review (AAR) and conducted a summary using content analysis.

The research findings were as follows: 1. The farmers' group had a moderate level of strength in group management ( =2.77, S.D. 0.76). Factors that related to strength were found to the group leader's attitude toward agritourism, participation in the group's operations, networking with external organizations, and number of group members. All factors together explained 78.30 percent of the variation in the strength of farmer group management (R²= 0.783, F= 17.691, P<0.01). 2. The results of strengthening farmer group management through the participatory action research (PAR) process emphasized active involvement in every stage of development from idea generation and planning to joint implementation. This included group management, the design of agrotourism routes, the testing of route suitability, and the practical training of farmer groups in accommodating tourists. After the development process, it was found that participants in the route testing expressed satisfaction with the tourism program, routes, activities, and the overall management and services provided by the farmer group.