The Process Innovation of Local Economy to Enhance the Value Added of Creative and Experiential Community-Based Agro-tourism: GI Durian in Ban Naiwongtai

Abstract

The purpose of this study is to determine the impact of various types of process innovations (technological change, communication, coordination, and information, trained human resources, and Information) to enhance the value added performance of agrotourism in Thailand. Argo - tourism is a common method of farm diversification that aims to generate revenue through tourism. Examining the correlations between the value-added performance indicators is part of the evaluation of agritourism innovations. Previous agrotourism research has not used quantitative data to identify and address the associated forms of process innovation and value-added performance. The survey method is being used to determine the role of various types of innovation in improving the value-added performance of agrotourism in Thailand. We distributed 250 questionnaires and received 210 for data Analysis. SPSS 23.0 software was used to test the proposed hypotheses. According to the findings, various aspects of process innovation are critical in achieving value-added performance in Thailand’s agrotourism sector. The finding implies that the characteristics that could drive sustainable agritourism include the expansion and application of an agritourism-specific plan, as well as the creation of a value chain for the local industry.