COMMUNICATION STRATEGIES AND DESTINATION MARKETING APPROACHES FOR SUSTAINABLE AGRICULTURAL TOURISM: A CASE STUDY OF FANG DISTRICT, CHIANG MAI PROVINCE

Abstract

The purpose of this research is to examine communication strategies for promoting agritourism in Fang District, Chiang Mai Province. The study focuses on analyzing marketing presentation formats, highlighting the comparative advantages of Fang District, and providing developmental guidelines for sustainable agritourism marketing in the region. The research methodology employs qualitative approaches such as interviews, participatory observations, and document analysis involving key informants, including four local farmers, four government officials involved in agritourism, two sustainable agritourism business owners, the president of the Northern Upper Region Hotel Association, and five tourists who have experienced agritourism in Fang District, totaling 16 participants. The study area is Fang District, Chiang Mai Province, and the research tools include structured in-depth interviews, group-specific interviews, and social listening tools. The study concludes that the transformation of orchards into sustainable organic farms, coupled with unique architectural designs, plays a pivotal role in attracting tourists. Effective online communication through platforms like TikTok, Facebook, and Line Official is essential for reaching a broader audience. Creating an online presence not only facilitates marketing but also establishes a platform for continuous information exchange between orchard owners and tourists.