Unlocking Agritourism Potential: Transformative Opportunities in Nong Kung Si Community

Abstract

This research aims to study the potential and opportunities for developing agricultural tourism in Nong Kung Sri community. This descriptive research is based on data collected from five sub-projects under the research project on the integration of co-creative agricultural tourism route design with farmers. Data was analyzed using document analysis and the CIPP Model (Context, Input, Process, Product) for project evaluation. The result of the study found that the Nong Kung Si community possesses agritourism development potential across five dimensions: (1) attractions, including the scenic views along the Lam Pao Dam, diverse local products, and the agricultural and fishing lifestyles; (2) accessibility to tourist sites, which faces challenges regarding routes and transportation services; (3) facilities such as restrooms, signage, and relaxation areas; (4) tourism activities, which are currently limited, including hydroponic vegetable farming, oyster mushroom cultivation, and fish processing; and (5) accommodation services, which are inadequate. A CIPP framework was applied to evaluate the agritourism components and potential in Nong Kung Si. This finally leads to recommendations for developing agritourism opportunities, including adventure tourism, sports tourism, long-stay tourism, and health-oriented tourism.