Guideline for Adding Value to Agro-Tourism in Chanthaburi Province

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ธงชัย ศรีเบญจโชติ [Thongchai Sribenjachot]
สุรีย์พร พานิชอัตรา [Sureeporn Phanichatra]


Chanthaburi province has a varied agro-tourism management style, especially, fruit buffet which gains a lot of attention from tourists. However, some of the touristsexpectations are not met. The study on agro-tourism marketing in Chanthaburi province aimed for analyzing consumer’s surplus and proposing marketing guidelines for agro-tourism in Chanthaburi province.Methods used in the study were the data analysis, percentage, mean, statistics, T-Test, Individual Travel Cost Method (ITCM), and content analysis. The results revealed that the tourists were not satisfied in the management of agro-tourism in Chanthaburi province. Their preferences related to the following: product; product quality, price; cheaper price, place; convenience of accessibility of tourist attractions, and public relations; direction signs/public relations boards. The consumers’ surplus was -1,771.012 baht/person. Suggestions from the study were product—promoting the differences, selling values of products to boost product values, price—halting buffet sales and promoting more reasonable price for customers as well as explaining the pricing to them, place—developing more convenient facilities to reach the attractions, arranging appropriate places with enough space for a parking lot, marketing promotion—developing and promoting through online, establishing good relationships with customers and penetrating leading tourist agency market.


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[Thongchai Sribenjachot]ธ. ศ., & [Sureeporn Phanichatra]ส. พ. (2019). Guideline for Adding Value to Agro-Tourism in Chanthaburi Province. Journal of Business, Economics and Communications, 14(2), 134-152. Retrieved from
บทความวิจัย (Research article)
Author Biography

สุรีย์พร พานิชอัตรา [Sureeporn Phanichatra], Faculty of Management Sciences, Rambhai Barni Rajabhat University

หลักสูตรเศรษฐศาสตร์ธุรกิจ คณะวิทยาการจัดการ


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