กลยุทธ์การจัดการเพื่อการพัฒนาการท่องเที่ยวเชิงเกษตรอย่างยั่งยืน กรณีศึกษา ศูนย์การเรียนรู้การท่องเที่ยวเชิงเกษตรมหาวิทยาลัยแม่โจ้

Abstract

This study determined the nature of the relationship between strategic management and the organizational performance, the relationship between service quality and visitor satisfaction in the agrotourism sector. The study employed the modified SERVQUAL instrument that was distributed using a convenience sample technique to 200 visitors of Maejo University’s Agrotourism Learning Centers to determine their perceptions of service quality and satisfaction. While a structured strategic management questionnaire was administered to, 25 employees purposively selected as respondents of the agrotourism learning centers. An exploratory factor analysis was conducted to discover the underlying attribute of services and correlation analysis as well as descriptive analysis was employed to analyze the data collected. The results showed that strategic management had significant effects on the operational performance of the learning centers. This proved that there was a strong and positive relationship between strategic management practices and the learning center’s operational performance (F=53.690, p<0.05). In addition, it showed that there was a significant and positive relationship between strategic management and the learning center’s ability to attract and satisfy tourists (r=.844, p<0.05). Moreover, results indicated that the 7 attributes were significant that included responsiveness, tangibility, reliability, empathy, tangible sustainability, assurance, and sustainable practices. Likewise, the 7 attributes positively influence the perceptions of service quality, tourists satisfaction and behavioral intentions. This study concluded that the practice of strategic management was positively related to boosting the learning centers performance and would eventually resonate to visitor satisfaction and behavioral intentions.