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

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Yananda Siraphatthada, Duangkamol Thitivesa, Phusanisa Siraphatthada, Pawintana Charoenboon, Peerawee Teppratuangtip

Abstract

The growth of durian agrotourism has a significant impact on the well-being of rural communities or farmers. From old to new agrotourism in Ban Nai Wong Tai District, management innovation research to boost durian growth was investigated. A quantitative approach was used by purposively selecting 210 participants using a non-probability sampling (convenience sampling) technique. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed that the farm owners in charge of the agrotourism durian operations went through various stages of management innovation to add value to the community-based agrotourism. The control and management, community, organisation, and management, coordination and cooperation with stakeholders, and power distribution, control, and ownership with which farmers participate in counseling effect the farmers’ decision to manage innovation in the development of durian agrotourism. The findings of this study suggest that policymakers in emerging economies should promote management innovation aspects to increase the value added of creative and experimental community-based agrotourism in emerging economies, particularly Thailand.

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