The agricultural tourism management in family business: case study of Rayong province in Thailand
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Abstract
The agricultural tourism management in family business of 7 farms in Eastern of Thailand was studied. It is used the quality research with 7-S McKinsey principle. According to the study, it was found that there were seven farms with the informal organization structure in family business. It was done by using the organic farming and integrated farming. Then, It can stop the application of chemical fertilizer that leaded to food strategy to service the different tourist attractions. It included with the tour service groups. The most personnel group was the members in family business, and there were a few of alien neighbors to do farming. On the other hand, the owner of farming also has knowledge in agriculture. The management style was differed in family business way with flexibility although not do the full-time work. In this case, they helped each other to determine the tourist numbers with the durian numbers to be consumed in each day. Thus, it was easy to manage because this system to do for the household account as well as no IT system to collect data. In the part of the shared value, it was not regulated clearly with the different uniqueness from business tourist attractions. As the result, it was flexible with no strictness directly to the requirements of the private tourists.
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