AN INTEGRATED MODEL FOR COMMUNITY-BASED AGRITOURISM MANAGEMENT BASED ON THE BCG ECONOMY CONCEPT IN THAILAND

This research aimed to examine the level of community-based agricultural tourism management based on the biocircular-green (BCG) economy model in Thailand and study the levels of intercultural communication, the BCG economy, tourism components, infrastructure, community participation, and service innovation. Moreover, the causal factors of the BCG economy, tourism components, infrastructure, community participation, and service innovation that influence community-based agricultural tourism management under the BCG economy model in Thailand are analysed. This research employed a mixed-methods approach combining quantitative and qualitative research. For the quantitative research, the sample group consisted of individuals from areas with the potential for developing agricultural tourism on the basis of the BCG Economy Model in Thailand, totalling 83,237 people. A sample size of 500 respondents was determined using the criterion of 20 times the observed variables. Stratified sampling was applied, and questionnaires were used to collect the data. The data were analyzed using structural equation modeling (SEM). For the qualitative research, data were collected through in-depth interviews with 30 key informants, including local community leaders, agricultural tourism entrepreneurs, and agencies related to BCG development and community tourism in Thailand. The qualitative data were analyzed using content analysis. The research findings revealed that community-based agricultural tourism management based on the BCG Economy Model in Thailand was at a high level. In addition, community participation, infrastructure, tourism components, the BCG economy, management innovation, and intercultural communication were all at high levels. The causal factors influencing community-based agricultural tourism management in Thailand, according to the BCG economic model, were confirmed through structural equation modeling. The developed structural equation model demonstrated good validity and was consistent with the empirical data. The goodness-of-fit indices met all the criteria, including chi-square = 160.78, df = 138, χ2/df = 1.16, GFI = 0.98, AGFI = 0.94, NFI = 1.00, CFI = 1.00, RMSEA = 0.018, and RMR = 0.033. All causal variables in the model had positive effects on community-based agricultural tourism management in Thailand according to the BCG Economy Model, and together, they explained 98% of the variance (R² = 0.98).