Chulalongkorn University Theses and Dissertations (Chula ETD)
Other Title (Parallel Title in Other Language of ETD)
แนวทางโมเดลธุรกิจสำหรับธุรกิจท่องเที่ยวเชิงเกษตร กรณีศึกษาสิงห์ปาร์ค
Year (A.D.)
2023
Document Type
Independent Study
First Advisor
Katikar Tipayalai
Faculty/College
Faculty of Economics (คณะเศรษฐศาสตร์)
Degree Name
Master of Arts
Degree Level
Master's Degree
Degree Discipline
Business and Managerial Economics
DOI
10.58837/CHULA.IS.2023.321
Abstract
Agritourism, blending agriculture and tourism, has emerged as a potent force in fostering rural economies and bridging urban-rural gaps worldwide. Singha Park, formerly Boon Rawd Farm, exemplifies this phenomenon, transforming into a premier agritourism destination in Chiang Rai, Thailand. This research endeavors to develop innovative marketing strategies tailored to Singha Park's unique agritourism offerings. Drawing upon a comprehensive review of relevant literature and Singha Park’s information, this study evaluates Singha Park's performance and proposes strategic marketing approaches to maximize its potential. Singha Park's evolution under the stewardship of Boon Rawd Brewery Company Limited, epitomized by its commitment to sustainability, community engagement, and economic development, provides a compelling case study for Singha Park's agritourism strategy, analyzed through SWOT, 7Ps, Porter's Five Forces, and PESTEL frameworks, identifies strengths in unique offerings and opportunities in digital marketing and partnerships. Weaknesses in infrastructure and threats from competition are addressed through proposed strategies like targeted campaigns and sustainable tourism advocacy to enhance market competitiveness. By implementing these research-based marketing strategies, Singha Park can augment its appeal to both local and international tourists, foster sustainable economic growth in the region, and reinforce its position as a leading agritourism destination in Chiang Rai, Thailand. This research contributes to the advancement of agritourism marketing theory and practice, offering valuable insights for practitioners, policymakers, and researchers in the field.
Other Abstract (Other language abstract of ETD)
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Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Recommended Citation
Poolsiri, Nat, "An approach to business models for agritourism business, a case study of Singha Park" (2023). Chulalongkorn University Theses and Dissertations (Chula ETD). 11364.
https://digital.car.chula.ac.th/chulaetd/11364