The Participation of Agri-tourism Communication of Travel Service Provider in Chanthaburi Province

Abstract

This research has the purposes: 1) to study the participatory agri-tourism communication process of tourism service providers in Chanthaburi Province; 2) to study the problems and obstacles in participatory agri-tourism communication of tourism service providers in Chanthaburi Province; and 3) to provide problem solutions to promote participatory agricultural tourism communication among tourism service providers in Chanthaburi Province. This research employs the qualitative research method. Using the purposive sampling technique, the studied samples included six agricultural tourism service providers. Typological analysis is used to classify data categories, synthesize overall results, and generate inductive conclusions based on concrete or visible phenomena. The results of the interviews were synthesized using a descriptive method. The results showed that the participatory agritourism communication process of the tourism service provider in Chanthaburi Province can include the following: 1) Messengers have a new-old-generation participatory working style; the older generation will mainly focus on local wisdom and encourage the new generation to support modern communication technology usage. 2) Information or content is concise, condensed, and direct; it has pictures that can influence customer decisions; it is modern enough to be appropriate for the target audience, which is mostly middle-aged people; and it highlights the community's strengths. 3) Communication channels use a variety of communication channels to communicate with consumer groups, which can mainly be grouped into two types of communication channels: traditional media communication channels and online communication channels. And, 4) most of the recipients are working people who live in the city and do not have the opportunity to experience the atmosphere of the agricultural way of life. As for the problems and obstacles in communicating participatory agri-tourism, there is still a lack of knowledge and updated information in online media; government agencies do not have enough support for entrepreneurs; and the telephone network and the internet signal are still not able to cover all tourist attractions. Solutions for promoting participatory agro-tourism include communicating with customers with truthful and complete information.