The agricultural tourism management in family business of 7 farms in Eastern of
Thailand was studied. It is used the quality research with 7-S McKinsey principle.
According to the study, it was found that there were seven farms with the informal
organization structure in family business. It was done by using the organic farming and
integrated farming. Then, It can stop the application of chemical fertilizer that leaded to
food strategy to service the different tourist attractions. It included with the tour service
groups. The most personnel group was the members in family business, and there were a
few of alien neighbors to do farming. On the other hand, the owner of farming also has
knowledge in agriculture. The management style was differed in family business way with
flexibility although not do the full-time work. In this case, they helped each other to
determine the tourist numbers with the durian numbers to be consumed in each day. Thus,
it was easy to manage because this system to do for the household account as well as no IT
system to collect data. In the part of the shared value, it was not regulated clearly with the
different uniqueness from business tourist attractions. As the result, it was flexible with no
strictness directly to the requirements of the private tourists.
Keywords
Family Business, Agriculture Tourism Management, 7-S McKinsey
INTERNATIONAL JOURNAL OF AGRICULTURAL TECHNOLOGY
Published by : Association of Agricultural Technology in Southeast Asia (AATSEA) Contributions welcome at : http://www.ijat-aatsea.com
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