Embed Size (px)
Citation preview
ORCHARD TOURISM IN TRAT PROVINCE, THAILAND:
TOWARDS SUSTAINABLE AGRITOURISM
By
Miss Phornphan Roopklom
A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree
Doctor of Philosophy Program in Architectural Heritage Management and Tourism
International Program
Graduate School, Silpakorn University
Academic Year 2016
Copyright of Graduate School, Silpakorn University
ORCHARD TOURISM IN TRAT PROVINCE, THAILAND:
TOWARDS SUSTAINABLE AGRITOURISM
By
Miss Phornphan Roopklom
A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree
Doctor of Philosophy Program in Architectural Heritage Management and Tourism
International Program
Graduate School, Silpakorn University
Academic Year 2016
Copyright of Graduate School, Silpakorn University
The Graduate School, Silpakorn University has approved and accredited the Thesis
title of “Orchard Tourism in Trat Province, Thailand: Towards Sustainable Agritourism” submitted by Miss Phornphan Roopklom as a partial fulfillment of the requirements for the
degree of Doctor of Philosophy in Architectural Heritage Management and Tourism
(International Program)
............................................................................
(Associate Professor Panjai Tantatsanawong,Ph.D.)
Dean of Graduate School ........../..................../..........
The Thesis Advisor
Corazon Catibog-Sinha Ph.D
The Thesis Examination Committee
.................................................... Chairman (Kreangkrai Kerdsiri, Ph.D.)
............/......................../..............
.................................................... Member
(Nantawan Muangyai, Ph.D.)
............/......................../..............
.................................................... Member (Corazon Catibog-Sinha Ph.D
............/......................../..............
iii
56056959: MAJOR: ARCHITECTURAL HERITAGE MANAGEMENT AND TOURISM
KEY WORD: ORCHARD TOURISM / AGRITOURISM / CULTURAL LANDSCAPE /
MULTIFUNCTIONAL MODEL / AGRICULTURAL PRACTICES
PHORNPHAN ROOPKLOM: ORCHARD TOURISM IN TRAT PROVINCE, THAILAND:
TOWARDS SUSTAINABLE AGRITOURISM. THESIS ADVISOR: CORAZON CATIBOG-SINHA, Ph.D.
152 pp.
The aims of this research were to assess the main attributes and characteristics of orchards as
part of the cultural landscape of Trat Province; determine the cultural, social, economic and environment
values or benefits of tourist orchards; determine the agritourism models that appropriately characterize the
tourist orchards; and provide recommendations on how best to promote and manage tourist orchards. The
primary data from interviews of 9 local farmers/ owners and questionnaire survey of 57 agritourists were
gathered. The secondary data from the literature were obtained. The study was conducted from November,
2014 to June, 2017.
The overall recreational opportunities of the tourist orchards in Trat Province, using the
Recreation Opportunities Spectrum analysis, collectively fall under Class 4 or semi-developed. The
tourist orchards may be categorized as traditional mixed and organic orchards. Most of tourist
orchards use a combination of chemical substances and organic matter as fertilizers. Two of the
orchards have received a government seal certifying that the exported fruits from their orchards are
organically grown. All orchards depend on rainwater for irrigation; however, six orchards
temporarily impound water in man-made ponds while the others use pumped water from natural
resources. Permanent and temporary labor is crucial to maintain the orchards throughout the whole-
year farming cycle. The tourist orchards fall into four categories following the theory of Zhou and
Chen (2008) namely Traditional Management Model, Eco-creation Model, Tech-education Model,
and Comprehensive Recreation Model.
The tourist orchards have cultural, social, economic, and environmental values, which
directly and indirectly benefit the nation and the local community including the visitors/tourists.
The multifunctionality of the tourist orchards affirms the model proposed by Aquino et al. (2010),
which is a useful model in understanding the inter-relationships of various elements within an
agricultural/cultural landscape. As a sustainable tourism venture, the orchards could provide not
only agricultural products but also a multitude of tangible and intangible benefits to the
environment, community, and economy. Being an emerging tourist venture with a niche market, the orchards have not yet
attracted as many tourists especially outside the harvest season. The majority of agritourists (n= 57,
all Thai) surveyed were females between the age of 21-24 years of age, married, and highly
educated. Most of them were employed as entrepreneurs and government officials with a monthly
salary between 15,000 and over 50,000 Baht. Almost half of them visited the tourist orchards with
friends and family in a big group (6 – 12 people per group). Tourist motivation, favorite tourism
activities and satisfaction levels were assessed using the Likert scale.
Management and research recommendations built on the perspectives of the respondents
and the results of the SWOT analysis are presented. Among others, the participation of local
community in orchard tourism, establishment of an agricultural information center, good planning
and management for sustainability, and tourism training can help develop sustainable orchard
tourism in Trat Province.
Program of Architectural Heritage Management and Tourism Graduate School, Silpakorn University Student's signature........................................ Academic Year 2016
Thesis Advisor's signature........................................
iv
Acknowledgments
I am very grateful to my supervisor, Dr. Corazon CATIBOG-SINHA, for her
valuable guidance, knowledge support, thesis review, comments, suggestions, and
encouragement throughout the duration of this research. Without her patient support and
persistence, the completion of this dissertation would have not been possible.
My sincere thanks to the teachers and staff members of the Faculty of Architecture,
Graduate School of International Program, Silpakorn University for their academic advice,
information sharing, and curriculum guidance.
My sincere gratitude to Assistant Professor Dr. Aphilak Kasempholkoon for the
valuable information about Trat Province. I also would like to thank Mr. Nakorn Wasikarm,
the nine orchards owners, and all respondents for their participation, valuable time and
significant information.
Many sincere thanks to all my best friends (Khun Khayub Gang) for their loyal
friendship, constant encouragement, and assuring warm hugs. I have to also thank all my
classmates for their camaraderie, sharing their opinions, and encouragement.
Specially thanks to my beloved father for his inspiration. This degree is a gift for
you. Hope you see my success from the sky. You are always in our hearts. To my beloved
mother, I will be forever grateful for your love, care, understanding and encouragement
throughout my life.
v
Table of Contents
Page Abstract ......................................................................................................................... iii
Acknowledgements ........................................................................................................ iv
List of Tables ................................................................................................................ vi
List of Figures................................................................................................................ vii Chapter
1 Introduction ....................................................................................................... 1
Research Statement ..................................................................................... 1 Research Aim ............................................................................................. 3
Research Objectives .................................................................................... 3
Research Questions ..................................................................................... 3 Research Methods ....................................................................................... 4
Process of Study ......................................................................................... 5
Scope and Limitation ................................................................................. 6
Overview Research Structure ..................................................................... 6 2 Literature Review .............................................................................................. 7
Agritourism, Orchard Tourism and Related Topics...................................... 7
Cultural Heritage ........................................................................................ 24 Multifunctionality ...................................................................................... 32
3 Research Methods .............................................................................................. 41
Research Framework ................................................................................. 41 Research Objectives, Methods, and Data Analysis ...................................... 42
Schedule of Activities ................................................................................ 47
4 Study Area Description ...................................................................................... 48
Location and Accessibility of Trat Province ................................................ 48 Topography of Trat Province ...................................................................... 49
Climate of Trat Province ............................................................................. 50
Historical Background of Trat Province ..................................................... 50 The People of Trat, Population and Occupation ........................................... 51
Tourism Industry in Trat Province............................................................... 53
Study Sites ................................................................................................. 57
Agritourism in Trat Province....................................................................... 61 5 Results and Discussion ..................................................................................... 64
Main Attributes and Characteristics of the Tourist Orchards ........................ 64
Orchard Tourists: Profile and Characteristics .............................................. 102 The Significant Values of Tourist Orchards in the Study Area .................... 108
6 Conclusions and Recommendations .................................................................. 116
Conclusion ................................................................................................. 116 Management Recommendations ................................................................. 122
Research Recommendations ....................................................................... 124
References .................................................................................................................... 125
Appendixes ................................................................................................................... 134 Appendix A Questionnaire for Local Farmer .................................................... 135
Appendix B Questionnaire for Visitors .............................................................. 139
Appendix C Template Recreational Opportunities Spectrum .............................. 147 Appendix D Abbreviation .................................................................................. 150
Biography ..................................................................................................................... 152
vi
List of Tables
Tables Page
1 A comparison of traditional and tourist orchards ............................................... 11
2 A comparison of the fundamental principles of management of
agricultural farms and agritourist farms ..................................................... 12
3 Basic values of nature ...................................................................................... 31 4 Recreational Opportunity Spectrum (ROS) template developed by
the National Parks and Wildlife Service of New South Wales, Australia ... 43
5 Detail address of sampled tourist orchards in Khao Saming District and Koh Chang District ................................................................................... 62
6 Summary of the tourist amenities, activities and services in the nine orchards
surveyed .................................................................................................... 77 7 The results of the ROS analyses of the nine tourist orchards in Khao Saming
District and Koh Chang District ................................................................ 80
8 Agricultural systems and products of tourist orchards in Trat Province ............. 81
9 Use of fertilizers and insecticides in tourist orchards, Trat Province ................. 86 10 Irrigation management of tourist orchards in Trat Province .............................. 88
11 Labor force in tourist orchards at Trat Province ............................................... 93
12 Tourist orchard models in the study area ............................................................ 101 13 Demographic profile of tourists ......................................................................... 103
14 Travel companions ............................................................................................ 105
15 Motivations to visit orchard tourism ................................................................. 106 16 Satisfaction level of agritourists toward tourist orchards .................................... 108
17 Tourist sources of information about orchard tourism in Trat Province .............. 111
18 Natural values of tourist orchards ..................................................................... 113
19 Summarizes the main features and characteristics of the orchards sampled in this study ................................................................................................... 118
20 SWOT Analysis of orchard tourism in Trat Province ........................................ 121
vii
List of Figures
Figures Page
1 Research Framework of the Study ................................................................... 4
2 Process of Study ............................................................................................. 5
3 The hierarchical position of agritourism within the tourism industry ................ 8
4 Types of agritourism ....................................................................................... 23 5 The interrelationships of factors in the Modified Multifunctionality Model ..... 36
5 The interrelationships of factors in the Modified Multifunctionality Model ..... 46
6 Map of Trat Province ....................................................................................... 49 7 Seven Districts at Trat Province ....................................................................... 52
8 Natural attraction: Koh Chang Islands.............................................................. 53
9 Natural attraction: Than Mayom Waterfall, Koh Chang .................................... 54 10 Cultural attraction: City Pillar of Trat Province ............................................... 54
11 Cultural and historic attractions: Wat Buppharam, Meaung District ................. 55
12 Nature-based tourism at Salakhok Bay, Koh Chang ......................................... 55
13 Community-based tourism and ecotourism at Ban Nam Chiao Community, Trat ........................................................................................................ 56
14 Orchard Tourism, Khao Saming District, Trat ................................................. 56
15 The map of Khao Saming District ................................................................... 57 16 The map of Koh Chang District ....................................................................... 60
17 Map showing the location of the sampled tourist orchards in
Khao Saming District ............................................................................. 63 18 Map showing the location of the sampled tourist orchards in
Koh Chang District ................................................................................. 63
19 The yellow sign board indicating the location of Phol Amphai Orchard ............ 65
20 The green sign board indicates the location of Phol Amphai Orchard .............. 66 21 Mr. Chaiwat Primphol, the owner of Phol Ampai Orchard,
with the researcher ................................................................................. 66
22 A dirt 2WD access road leading to Paitoon Orchard ........................................ 67 23 Agritourists enjoying the fruit buffet at Paitoon Orchard ................................. 67
24 Sightseeing inside a mushroom nursery used to be an attraction at
Ta Nghim Orchard ................................................................................. 68
25 Mr. Siraphob Naewphana, the owner of Ta Ngim Orchard, being interviewed with the researcher ................................................................................. 68
26 A sealed 2WD access road to Sean Rak Orchard ............................................. 69
27 Accommodation in Sean Rak Orchard ............................................................. 69 28 The entrance to Suan Baan Durian Orchard ..................................................... 70
29 The fruit trees at Suan Baan Durian Orchard ................................................... 70
30 The tributary of Khao Saming River flowing along the waterfront rest area of Suan Baan Durian Orchard ..................................................................... 70
31 A bungalow within Suan Baan Durian Orchard ............................................... 71
32 A sealed 2WD access road to Suan Ton Palm Orchard .................................... 71
33 An open roofed shelter at Suan Ton Palm Orchard temporarily used as garage 72 34 Coffee shop at Khun Poo Orchard ................................................................... 72
35 Homemade products for sale at the coffee shop in Khun Poo Orchard ............. 73
36 The farm landscape at Sonphot Koh Chang Orchard ........................................ 73 37 A bungalow for tourist accommodation at Somphot Koh Chang Orchard ........ 74
38 An agricultural shop/stall at Somphot Koh Chang Orchard .............................. 74
39 A signage indicating the location of Kiribunchorn Orchard ............................. 75 40 Kiribunchorn Orchard is planted to durian and mangosteen ............................. 75
41 Fresh fruits from Kiribunchorn Orchard (mangosteen and longkong) ............... 75
viii
Figures Pages
42 A small shop/stall and seating area at Kiribunchorn Orchard ........................... 76 43 Durian ice cream and coconut ice cream at Kiribunchorn Orchard ................... 76
44 Ta-khian Trees planted among the fruit trees in Phol Ampai Orchard .............. 83
45 The processed products being sold in Phil Ampai Orchard are advertised
on the signboard ........................................................................................ 84 46 Shed where king bees are being cultures for honey in Phol Ampai Orchard ..... 87
47 Shed for making wood vinegar in Suan Ton Palm Orchard .............................. 88
48 The Khao Saming River is the main source of irrigation water for orchards ..... 89 49 A man-made pond in Suan Ton Palm Orchard ................................................. 90
50 Schedule of activities in orchards in Trat Province .......................................... 90
51 Tourism cycle showing the stages of development of tourist orchards ............. 96 52 Favorite activities in tourist orchards ............................................................... 107
1
Chapter 1
Introduction
1. Research Statement
Thailand, an agricultural country in Southeast Asia, is one of the main
agricultural producers in the world. Among the main agricultural products of Thailand
are rice, rubber, corn, bean, cassava, vegetables, spices, orchids, coffee beans (Center
for Agricultural Information, 2014). The seasonal fruits comprise the main Thai
export products, which are very well known overseas because they are plentiful,
diversified, inexpensive, and delicious (Thaiways, n.d.). The famous seasonal fruits of
Thailand include southern langsat, durian, mango, lychee, banana, orange, rambutan,
mangosteen, pineapple, and coconut. Some of these fruits are mostly planted in the
eastern area of Thailand, especially in Rayong, Chantaburi and Trat provinces,
collectively known as the “Eastern Fruit” Region.
Trat Province is a main tropical fruits producer in the southeastern part of
Thailand. Due to its long history of producing seasonal fruits, there are many cultural
traditions, ceremonies, and beliefs about fruit gardens which reflect through farmers’
wisdom. The cultural landscape not only reflects the linkages between cultural
landscape, cultural ecology and way of life but also shows the interventions and
interactive activities among humans, nature, and supernatural (Walliphodom, 2014).
The outstanding values of cultural landscape of orchards in Trat province is the main
resource of local cultural heritage conservation, which can change and support local
communities and provide opportunities in sustainable tourism.
Even though agriculture is the main source of revenue in Thailand, farmers
have been facing problems associated with overproduction and limited harvesting
period. They have, for a long time, been suffering from price fluctuations, low market
value, and poor market access. They have attempted to change to another agricultural
product, but the problem still exists (Srisomyong, 2010). Likewise, there is
overproduction problem during harvest season (May – July). As a result, some fruit
farmers have lost income because of low profits. The eastern fruit gardens have been
2
converted to farms planted to economic plants, such as rubber trees and oil palms,
which have much higher market value.
Other farmers have shifted from fruit production to agritourism (otherwise
known as agrotourism). In Trat province, many orchard owners have been promoting
their fruit orchards as a new tourism attraction. Orchard tourism can generate local
income through direct provision of tourism goods and services as well as job
opportunities for the local community (Zhou & Chen, 2008; Albu & David, 2012;
Hamzah et al., 2012). Unfortunately, orchard tourism has not been successfully
promoted and smoothly managed because farmers lack skills and knowledge about
tourism management (Aruninta, 2011; Srisomyong, 2010).
Moreover, the significance of the cultural living heritage is low. The youth
have left their homes and migrated to urban or manufacturing areas for better job
opportunities and higher income. They have adapted modern or western culture and
some of them had neglected traditional ceremonies about fruit culture and traditional
beliefs (Srisomyong, 2010).
Even though there are some researches about cultural landscape of fruits
orchards in Thailand, these studies were concentrated around the Chaophraya River
and on the central plateau especially in Bangkok, Nonthaburi, Samut Prakarn, and
Samut Songkram Province (Nimlek, 2012; Songsiri, 2012; Khaokhrueamuang, 2014).
The orchards in central Thailand such as in Bangkok, Samut Prakarn, and Nonthaburi
Province are characterized by an agricultural landscape of ditches and dikes that are
usually connected to natural and man-made canals (Khaokhrueamuang, 2014). Unlike
the agricultural landscape of central Thailand, that of southeastern Thailand, such as
Trat Province, is mostly dominated by paddy fields.
There has been no research about fruit orchards in southeastern Thailand
in particular in the context of sustainable tourism. The study of agritourism in Trat
Province will provide a better understanding of the multiple functions and socio-
economic benefits of orchards within this complex and interesting landscape. This
dissertation, therefore, aims to explore the current situation of cultural landscape of
orchards in Trat Province, to study the perceived significant values of orchards, to
compare and contrast cultural landscape of orchards in different settings, and to
3
determine the appropriate orchard tourism for better and more successful tourist
enterprise for the local communities.
2. Research Aim
To assess the features of the cultural landscape of orchards in Trat
Province and determine how they can contribute to sustainable tourism
3. Research Objectives
31 To assess the main attributes and characteristics of the orchards in Trat
Province.
3.2 To determine the cultural, social, economic and environment values or
benefits of tourist orchards in the study area.
3.3 To determine the appropriate tourist orchard model that can be
sustained in Trat Province based on visitors demand/behavior, farmers’ capability,
geographic suitability, cultural and social acceptability, and economic profitability.
3.4 To provide recommendations on how best to promote and manage
tourist orchards in Trat Province as tourist attraction.
4. Research Questions
4.1 What are the current situation, characteristics, and significant values of
orchards in Trat province which contribute to sustainable tourism?
4.2 What are the features of a model orchard tourism as perceived by
visitors and farmers?
4.3 What are the attributes of an orchard model built on farmer’s capability
and capacity as well as the natural and physical features of the environment including
social and cultural acceptability and economic profitability?
4
5. Research Methods
A combination of qualitative and quantities research methods was
employed. Both primary (questionnaire survey, interview, field observations) and
secondary (literature review) data were collected (Figure 1).
The research problem was identified after the completion of the preliminary
phase of the study. The results of the site survey of orchards in Trat Province and
preliminary interviews with orchardists and stakeholders provided the basis for the
formulation of the research objections and research questions.
The research aim of this study was to assess the features of the cultural
landscape of tourist orchards in Trat Province and how they can contribute to
sustainable tourism. The management recommendations to achieve sustainable orchard
tourism were drawn from the research results.
Figure 1 Research Framework of the Study
Figure 1 Research Framework of the Study
Objectives Methods Outcomes
Q 1: Assess the main
attributes and characteristics
of the tourist orchards
Q 2: Determine the values or
benefits of tourist orchards
Q 3: Determine the
appropriate tourist orchards
model that can be sustained
Q 4: Provide recommendations
on how best to promote and manage tourists orchards as
tourist attractions
M 1: Literature review,
field trip study, ROS,
observation, interview,
questionnaire survey
M 2: Literature review,
interview, questionnaire
survey
M 3: Literature review,
questionnaire, interview
Integrated Results
Conclusion &
Recommendation
5
6. Process of Study
Figure 2 illustrates the systematic process undertaken in conducting this
research. It starts with problem discovery and definition, followed by research design,
sampling and scope of study, data gathering and analysis, and finally, the conclusion
and recommendations.
Figure 2 Process of Study
Source: Adapted from
http://xa.yimg.com/kq/groups/19237362/1705472895/name/FLOW+CHART+OF+THE+RESEARCH+PROCESS.pdf.
1. Problem Discovery &
Definition Problem Statement
2. Research Design
Selection of Basic Research Method - Secondary Data - Questionnaire Survey
- Interview - Observation
3. Sampling & Scope of Study
Selection of Sampling - Non-Probability - Probability
Selection of Study Area -Non-Probability
4. Data Gathering Collection of Data - Site Visits and Physical Evidence - Archival and Documentary Evidence
- Questionnaire Survey, Interview and Observation
5. Data Accessing & Analysis
Identify and Assess Landscape Character - Overall Landscape Patterns - Agricultural Practices
- Significant Values - Tourist Orchard Models
Data Processing
Data Analysis - ROS - Multifunctional Model
- SWOT
6. Conclusion & Reports Interpretation of Findings
Reports
Selection of Exploratory Technique - Experience - Secondary Documents
- Case Studies
Problem Identification
6
7. Scope and Limitation
The study was conducted in 9 tourist orchards within the two districts of
Trat Province, namely, (a) Khao Saming District, which is located on the mainland and
produces the biggest volume of fruits and highest revenue from tropical fruits and (b)
Koh Chang District, which is located on a district in the eastern part of Thailand that
plant tropical fruits.
The data collection was confined only during the harvest season May - July
and the start of the peak of orchard tourism. Respondents were selected only from those
who were willing to participate in this study.
8. Overview Research Structure
The research consists of six chapters as follows:
Chapter 1 – Introduction
Chapter 2 – Literature Review
Chapter 3 – Research Methods
Chapter 4 – Study Area Description
Chapter 5 – Results and Discussion
Chapter 6 – Conclusions and Recommendations
7
Chapter 2
Literature Review
This chapter is a review of the literature of the following major topics:
agritourism, heritage conservation, cultural landscape, and multifunctional model.
This chapter begins with the discussion of orchard tourism and related sub-topics in
agritourism: emergence of tourist orchard, benefits of and constrains in orchard
tourism, market segmentation in agritourism and orchard tourism, agritourism
development and management, and agritourism and orchard tourism models. Also
discussed are the features of local heritage conservation the significant values of
culture and nature in heritage conservation, and cultural landscape and tourist orchard
in the cultural landscape. Lastly, multifunctionality and its sub-related topic including
its concepts, models and agricultural multifunctionality are also discussed.
1. Agritourism, Orchard Tourism and Related Topics
1.1 Agritourism
Agritourism has been defined in various ways. The word “agritourism” is a
combination of the prefix “agri” and “tourism”. The prefix “agri”, which is derived
from Latin term “ager” means “field”. The word “tourism” is a form of
recreational/leisure activity that is undertaken away from one’s place of residence and
inspired by cognitive, recreation and sport needs (Sznajder et al., 2009, p.3). Hence,
agritourism refers to recreational or leisure opportunities undertaken in rural tourist
destination areas that link human hedonistic needs and agricultural production.
Sznajder et al. (2009, p. 3) further state that agritourism offers tourism activities to
familiarize visitors with various farming practices and for them to participate in
related recreational activities within an agricultural environment
Figure 3 shows the hierarchical position of agritourism in the tourism
industry, indicating its specialized and emerging nature among the other forms of
8
tourism. Sznajder et al., (2009, p.3) agree that orchard tourism can be classified as a
specialized form of agritourism.
Figure 3 The hierarchical position of agritourism within the tourism industry
Source: Sznajder et al., 2009
Hamzah et al. (2012, p. 4581) explain that agritourism complements the
usual and daily agricultural activities within the farms without causing adverse
impacts. The tourism activities should contribute to the values of agriculture products
including other non-material values such as the natural landscape and fresh air.
Moreover, agritourism is an agribusiness activity which local farmers can gain
economic benefits by offering sight-seeing and educational farm tours. In these tours,
visitors can observe farming activities, such as growing, harvesting, and processing of
locally grown foods and/or other agricultural products. This experience enables
tourists to appreciate a lifestyle not otherwise encountered in cities or even in other
rural areas. Agritourism can also earn extra income to farmers by providing home stay
accommodation and guided tours (Kumbhar, 2009).
Aruninta (2011) indicates that agritourism combines agricultural
production and tourism services that encourage visitors to visit rural areas and observe
farming for enjoyment, education, and/or involvement in agricultural production and
other farm activities. Meanwhile, the Bureau of Farmers Development, Thailand
(2005) classifies agritourism activities based on the length of stay of visitors on site.
9
These are (a) short-term activity, which involves short-time farm visits and
participatory harvesting and (b) overnight and/or long-term participation, which
involves experiencing village lifestyle, learning modern and traditional agricultural
practices, studying farm ecology (e.g., beneficial insects, farm pests, local
vegetables), and agribusiness (e.g., distribution and marketing agricultural products).
Agritourism also promotes the appreciation and conservation of local
culture and natural heritage. It highlights the image of a rural area by encouraging the
local communities to promote and appreciate their tradition, beliefs and practices as
well as their traditional agricultural practices. UNWTO (2013) explains that many
agritourists are interested in merging with the local community to experience local
farm life style, traditions, agricultural practices, local vernaculars, and landscapes.
Robert and Hall (2001) agree that farmers should be encouraged to preserve their
traditions and cultural activities (e.g., festivals, crafts, museums, cultural events, farm
events, and farm products) so as to promote agritourism.
1.2 Orchard tourism
Orchard tourism, which is classified under agritourism and a subset of
rural tourism, is becoming a trendy niche in the tourism industry (Sznajder et al.,
2009, p. 6). When Thailand underwent an economic recession caused by the recent
financial crisis, agriculture acted as a social safety net for the country, providing food
security and employment. Orchard tourism is an emerging alternative form of tourism
in many rural areas, such as in Trat Province, which is blessed with sea, sand, and sun
attractions. With abundant supply of natural resource and agricultural products,
orchard tourism has been meeting the increasing demand of many urban dwellers to
experience an authentic rural environment. Moreover, tourist orchards offer
opportunities to learn about agriculture practices in a farm setting.
Zhou and Chen (2008, p.4) define orchard tourism as one which combines
tourism and orchard culture. This concept integrates sightseeing, recreation, ecology,
general science, and economics. Orchard tourism, as a form of agritourism, links the
agricultural production of fruits and several tourism services (Albu & David, 2012, p.
137). Moreover, orchard tourism is primarily comprised of gardens and gardening
activities. It is an agri-business where local farmers offer tour of the orchard,
10
providing visitors opportunities to learn about fruit growing, harvesting, post-harvest
handling, and fruit storage. Orchard tourism also provides a pollution-free
environment as well as exposure to cultural elements and traditions including the
daily lifestyle of rural people not normally experienced by many urban dwellers
(Awasthi et al., 2015).
The three basic activities offered in orchard tourism are the actual
experience related to culture, nature, and orchard farming; participation in some
agricultural activities to augment fun and enjoyment; and buying or consuming farm
products as well as other rural crafts (Awasthi et al., 2015).
1.3 Emergence of tourist orchards: A transition in the rural landscape
Even though agriculture is the main source of revenue in developing
countries, such as in Thailand, farmers continue to face problems associated with
overproduction, limited harvesting period and climate change. They have, for a long
time now, been suffering from price fluctuation, low market value, poor market
access, high production costs of machineries and chemicals, and increasing intensity
of competition in the global market (Srikatanyoo & Campiranon, 2008; Na Songkhla
& Somboonsuke, 2013). Although, many farmers have attempted to shift to other
agricultural products, they have been unsuccessful because of the various changes and
uncertainties in agricultural structure, globalization, industrialization, and government
policies (Srisomyong, 2010). As a result, farm management has become challenging
and unsustainable especially so because many farmers are not up-to-date with the
necessary skills and knowledge (Khamung, 2015a). Subsequently, some fruit farmers
in particular have lost income from low profits and dimishing economic role of
agriculture. Some of the orchards in eastern in Thailand, for example, had been
converted to more economically profitable farms planted to rubber trees and oil
palms. However, this form of monoculture farming has not totally solved the
prevailing agricultural problems.
Despite the decline in Thai agricultural sector and rapid urbanization,
many farmers have found new ways to survive by shifting from fruit production to
orchard tourism (Aruninta, 2011). In Trat Province, many orchard owners have been
promoting their orchards as new tourist attractions. Because monoculture cannot
11
adequately fulfill the fundamental domestic needs of farmers, orchard tourism was
embraced as a new source of employment and a supplemetary component in existing
ochard-focused business (Srisomyong, 2010). Minimally, orchard tourism can
generate local income through direct provision of tourism goods and services as well
as job opportunities for the local community and local farmers (Zhou & Chen, 2008;
Albu & David, 2012; Hamzah et al., 2012).
The transformation of traditional fruit farms to tourist orchards can provide
better economic benefits both from the sales of fruits and tourist visitation. Because
traditional orchards mainly focus on cultivating fruit trees and selling the fruits, the
value and revenue of the products are limited. On the other hand, integrating tourism
in these orchards would provide higher revenue as the “core value of orchard tourism
lies in sightseeing experience while the acts of cultivation and fruit selling are merely
complementary” (Zhou & Chen, 2008, p. 5).
Zhou & Chen (2008) made a comparison between traditional orchards and
tourist orchards (Table 1). The main target products of traditional orchard are farmers
while those of tourist orchards are non-farmers and urban dwellers. Since the major
activities at traditional orchards are related to fruit and agriculture production, the
revenue is solely from selling these products during harvest season. On the other
hand, the major activities of tourism orchards are both agricultural production and
agritourism, hence the revenue is from both.
Table 1 A comparison of traditional and tourist orchards
Category
Market
Targeted
products
Major
activities Activities
Time of
activities Life cycle
Ultimate
profit
Traditional
orchard
Mainly
farmers Fruit Production Seasonality
The cycle of
fruit trees
Sale revenue
of fruit
Tourist
orchard
Non-
farmers and
urban
dwellers
Fruit,
orchards,
experience,
amenities
Management
of tourist
activities
All seasons The tourist
cycle
Sale revenue
of fruit, and
visitor
expenditures
Source: Zhou & Chen, 2008, p. 5
12
Moreover, Sznajder et al. (2009) compare the management principles in
agricultural farms and those in agritourist farms in terms of land use, production
structure, work organization, investment, market outlet, and sources of income (Table
2). Agricultural farm maximizes breeding and possibly processing activities,
especially on production and increasing the scale of production. Hence, the use of
agricultural resources such as land, labor, instuition, material, fertilizers and
pesticides, modern technologies, etc. is maximized in order to make more profits as
the total income is generated from agribusiness only. Meanwhile, the land use and the
use of agricultural resources of agritourist farm are not as intensive as those in other
agricultural farms, and some portions of the land are used for agritourist activities.
The agricultural development and environment conservation in agritourist farm are
balanced; the income from agritourism is an important part of their total revenue.
Table 2 A comparison of the fundamental principles of management of agricultural
farms and agritourist farms.
Principles of
management
Agricultural farm Agritourist farm
Use of land
Maximization of agricultural land use
Partial using for agritourist purpose
Production structures Only agricultural activities and
increasing the production scale
Proper diversification of agriculture
and agritourist activities and
balanced farm development
Work organization Maximization of work efficiency Give tourists a chance to participate.
Work efficiency is not the leading
principle.
Investment level Emphasis on production intensity and
investment in modern technology.
Emphasis on extensive production
and environment protection.
Market for
agricultural products
Mainly contracting and purchasing Using the products for agritourism,
excess sold on the market.
Sources of income Income mainly from agricultural
products.
Income from both agritourism and
agricultural products
The country Agricultural production done in rural
areas.
The country facilitates agritourism,
possibly using folk traditions.
Source: Sznajder et al., 2009, p.106
13
Khamung (2015c) also states the agritourism involves diverse techniques
in crop production and environmental conservation including the minimal use of
chemical fertilizers and pesticides. Furthermore, tourist orchards are used for various
activities which include not only farming but also tourism. These activities reflect the
community’s local identities which are sustained through generations. The cultural
landscape in tourist orchards is characterized by its history, transformation, and
evolution which mirror the sense of belonging and cultural pride of the local
community as well its tangible cultural assets, such as local materials, handicrafts,
artifacts, clothing, etc.
The main characteristics of agricultural features in agritourism are: small-
scale farms in traditional agricultural landscapes, diversified agricultural products,
conservation of the environment, and the interaction of rural and urban communities.
These characteristics are fundamental in promoting agritourism (Khaokhruemuang,
2014).
1.4 Benefits of Agritourism
Agritourism, and in particular orchard tourism, provides a wide range of
environmental, social and economic benefits to local farmers and local community.
Agritourism enhances a sustainable economic option for local areas (Albu
& David, 2012) especially in developing countries, such as Thailand, where the
agriculture sector is prominent. Agriculture is not only a major source of goods and
foreign exchange but also a way of life for the majority of the rural population. It
provides occupation and supports traditional culture and values for the rural people,
who have long existed in harmony with nature. Agriculture is also part of the natural
capital of the country, in terms of natural resources, biodiversity and the environment.
Any changes in the agricultural landscape would most likely affect the rest of the
country (Jitsanguan, 2001).
Sustainable agritourism enhances farmers’ awareness about environmental
problems and the adverse impacts of chemical fertilizers and pesticides. Farmers who
are aware of these environmental issues have shifted from monoculture practice to
more sustainable agriculture practices, such as mixed crop farming, organic farming,
14
agroforesty, and agritourism in tourist orchards. Sustainable agriculture, in general,
involves the harmonization of biodiversity and ecological integrity in farming
practices to ensure long term viable opportunities for all stakeholders from the
economic and social perspectives (Colliver et al., 2010).
Orchard tourism also plays an important role in enhancing the welfare of
the local people and development of their community (Aquino et al., 2010). Similarly,
orchard tourism is a new face of tourism which has gained popularity in developed
and other fruit growing countries because it has not only an economy driver, but it is
also an effective tool for nutritional security, poverty, alleviation, and large scale
employment and additional source of income for skilled and unskilled labor (Awasthi
et al., 2015). Zhou and Chen (2008) underscore the economic benefits of orchard
tourism through better income for local farmers, women, and young people as well as
more diversified and focused economic activities, job opportunities, and poverty
alleviation.
Agritourism has a role to play in linking social and economic benefits
through orchard tourism in developing countries, such as Thailand, where agriculture
is major source of income and the way of life of rural people. Its advantages include
empowerment of farmers, strengthening their social ties, and developing their social
skills and relationships (Zhou & Chen, 2008). Importantly, agritourism that is
operated by local farm owners can enhance their sense of pride and belonging in
addition to gaining new farming and tourism-related management skills. Local
farmers can feel personal pride in what they do and, hence, they invest their time and
resources to learn more about sustainable agriculture practices (Khamung, 2015b).
Local agricultural practices and traditional farming practices can be sustained and
preserved as part of their local culture and wisdom. This knowledge and skills can be
shared with visitors through farm tours, volunteerism in farming, and farm
demonstrations (Khamung, 2015c).
15
1.5 Constraints in Agritourism
Agritourism, as in other forms of tourism, can have adverse impacts if not
properly managed and regulated. This is the case in many developing countries, such
as in Thailand, where orchard tourism can deflect major agricultural production in
order to achieve the economic goal of tourism. The management and maintenance of
tourist orchards in order to provide quality recreational activities (e.g. sightseeing,
fruit picking) can be expensive and labor intensive. As a result, many orchards are not
adequately managed and maintained. Some studies have reported that some tourist
orchards have poor accessibility, incomplete infrastructures and facilities, lack
diversity in products and programs, substandard service and poor management, and
lack of sanitation (Zhou & Chen, 2008; Aruninta, 2011; Su, 2011).
Many problems in orchard tourism in particular and agritourism in general
are related to the organizational management which requires the collaboration of farm
owners and relevant government agencies as well as to the lack of professionalism
and innovation among stakeholders. The necessary skills and knowledge about
tourism management are lacking among several tourist orchard managers who also
have difficulty communicating with international tourists because of their inability to
speak English or a foreign language. The lack of proper communication could lead to
misunderstandings, hostility, and conflict. The other constraint in orchard tourism in
rural sites is the inadequate understanding of market demands. In some tourist
orchards, traditional houses and other authentic infrastructures found therein, had
been demolished and replaced with modern facilities to accommodate visitors
(Aruninta, 2011).
The lack of genuine partnership between the tourism industry and relevant
government agencies is a major constraint in orchard tourism. Aruninta (2011) claims
that the Tourism Authority of Thailand seems to focus more on achieving high
economic returns from tourism by imposing high tourism standards and expectations,
which the agritourism industry is unable to achieve. On the other hand, the
Department of Tourism under the Ministry of Tourism and Sports, which supports
agritourism through policy development, has limited budget to implement them. Thus,
local agritourism (including orchard tourism) entrepreneurs have very limited
16
monetary support from the government for them to provide high quality tourism
goods and services including management initiatives (e.g., networking with non-
government organizations).
1.6 Agritourism Development
Agritourism including orchard tourism in Thailand generates considerable
revenue from nearby hotels and other accommodations, shops, and attractions. If
properly developed and managed, agritourism and in particular orchard tourism, can
be financially viable and can be a good strategy in enhancing environmental quality
and cultural integrity. According to Jitsanguan (2001), farmers should fully
understand the meaning of sustainable agriculture practices and be willing to change
to sustainable working practices. The farmers should be aware of the fact that farming
practices should be in harmony with the natural environment. The farmers have to
help conserve and maintain the quality of environment through proper planning by
assessing the potential impacts of their actions; they should be able to integrate the
technical, economic, and social aspects of orchard tourism with the rural environment.
According to Kuehn et al. (2000), agritourism development has three main
components: small-business, agricultural events such as festivals as a creative
expression of the local community and farmers and as a tourist’s window into the
local community, and regional agritourism planning. Moreover, the factors needed to
reinforce orchard tourism development include a well-integrated sustainable
agriculture system which is rich in local cultural heritage, geographical features,
agricultural products, and off -farm activities. In addition, agritourism to be successful
should involve the local community, utilize the local assets and resources, and
improve the local economy, and equitably share the profits among stakeholders while
at the same time allowing visitors to have unique tourist experience and to develop
conservation ethos (Khamung, 2015a).
Khamung (2015a, p. 1) further states that the conservation of local farming
traditions and cultural heritage can serve as the basic foundation for sustainable
agritourism development. The awareness of both natural and culturally constructed
landscape, farming livelihoods, cultural heritage, and traditional self-sustaining
agricultural practices are the strong building blocks to foster prosperity, ecological
17
integrity, cultural identity, social well-being, self-sufficiency, biodiversity, and
sustainable conservation in rural village that wish to become an agritourism
destination.
Albu and David (2012) indicate that the development of tourist orchards
are based on different elements: location, economic base, agriculture industry, festive
events, and community support. This notion is also supported by Na Songkhla &
Somboonsuke (2013) who found complementary interactions between tourism and
agriculture. These interactions, however, depend on the design of agritourism
activities such as study/ farm demonstration, distribution, and agri-business.
Khumbar (2009) emphasizes the need for farmers to have the appropriate
business aptitude and aspiration because commercial mindedness is also a key
ingredient in sustaining agritourism development. Thus, training staff or family
members in tourism and hospitality (e.g. reception, entertainment, and other services)
is essential. It is also important that the tourism operators understand tourist demands
and expectations by developing a customer feedback system that solicits comments
about the service rendered and suggestions on how improve tourism management.
Developing good relationships with clients, customers, and other stakeholders is also
crucial. Awasthi et al. (2015) reaffirm thattourists should feel fully engaged in
orchard production activities, which offer a very different experience from those in
urban life. Orchards managers should employ tourism specialists who understand the
tourism industry and tourism trends.
Some marketing techniques suggested by Khamung (2015c) include the
establishment of tourist information centers and the development of different agritour
packages for various types of tourists to address their needs and expectations. Since
every farm is unique, it is important to showcase specific capacities, skills and
resources. It is important to develop contacts with others stakeholders, such as
schools, colleges, NGOs, clubs, unions, organizations, etc., and to enhance and
broaden publicity via newspapers, television, websites, events, websites, and other
types of media. Promotional and marketing strategies such as seasonal discounts and
offering new activities, facilities and services can also attract tourists. Understanding
the needs and expectations of visitors will assist agritourism operators in developing
18
promotional packaged deals, which will enable them to become more competitive in
the marketplace.
It is also crucial for the tourism authorities and policy makers to take into
consideration the supply and demand aspects of agritourism marketing and to provide
appropriate financial and policy support to achieve a sustainable agritourism
development.
1.7 Market segmentation in agritourism and orchard tourism
To optimize the benefits of tourism, it is essential for tourist orchards to
understand market segmentation, which is comprised of three general types:
demographic segmentation, geographic segmentation, and psychographic
segmentation. Demographic segmentation refers to certain social and socio-economic
characteristics of visitors, namely age group, gender, social class, income level,
educational achievement, occupation, and marital status. Geographic segmentation
pertains to the country of origin of visitors, their place of destination, and activities to
be undertaken at the destination. Psychographic segmentation makes reference to
visitors’ attitudes and behaviors which affect their travel decision.
One of the most well-known theories that support psychographic
segmentation was proposed by Plog in 1974 (cited in Leiper, 2004). According to
Plog’s theory, visitors can be classified either as allocantric or psychocentric.
Allocentric tourists are adventure seekers who prefer unfamiliar places or
destinations. They always seek new destinations and are usually the ones who
discover the place before mainstream visitors learn about them. Psychocentric tourists
are those who visit well-known and safe destinations and who indulge in hedonistic
tourist activities; most of them are considered mass tourists. In-between these two
extreme types of tourists are the mid-centric who represents the majority of visitors.
1.8 Agritourism Planning and Management
The transformation from production orchard to tourist orchard requires a
different approach to planning and management. Zhou & Chen (2008, p. 5) state that
“the focus must be on a sightseeing experience while the acts of cultivation and fruit
selling are merely complementary. Tourist orchards need to be constructed and
19
managed as a tourist attraction not as a working farm. It requires embarking on a new
track for further development.” With careful planning and development, farmers can
generate higher revenues and sustain their livelihoods and agricultural practices
(Khamung, 2015c).
In general, tourism planning and management should involve the locals as
well as the professionals in the tourism industry (Taylor, 2004). Local agriculture
practices and farm management involving local people is one of the important pluses
to sustainable growth (Khamung, 2015c). Good planning strategies for long term
sustainable development of tourist orchards also include equitable revenue sharing
and continuing education and conservation efforts to support farmers and their
communities.
Although landscape design plays an important role in tourism
development, management should take into account the carrying capacity of the land.
This means the number of visitors at a particular destination area at a particular time
should be controlled to ensure that the tangible and intangible properties of land and
the cultural landscape are not compromised (Aruninta, 2011). Khamung (2015c)
states that farmers’ networks, support facilities, and learning resources should be in
place to help and enrich farmers’ understanding of the conservation principles, the
limitation of their resources, and wellbeing of their own communities.
Sznajder et al., (2009) point out that the management in agritourism has to
face a wide range of issues that are relevant to the success of the enterprise. It
includes the management of logistics (i.e., monetary and human resources), products,
and services including hospitality, quality and safety. Management of products and
services is particularly essential in a situation when the farm is becoming increasingly
popular to tourists who may have a range of expectations. Hospitality with special
emphasis on psychology facilitates the individual approach to satisfy tourists. This
includes the correct manner of receiving guests, better communication and face-to-
face conversations, timely preparation and serving of meals including providing a
pleasant and friendly environment. Among the most important challenges in tourism
are ensuring the safety of the staff and guests as well as maintaining high quality
standard through proper management and control (Sznajder et al., 2009).
20
Thai farmers, especially small-scale farmers who are among the poorest
group, are recommended to adopt farming system under what is called “sustainable
agriculture” (Jitsanguan, 2001). Rural farmers with self-esteem and resource
management skills would provide sufficiency economy and build a self-reliant
community through sustainable agriculture practices and conservation (The
Chaipattana Foundation, n.d.).
1.9 Agritourism Models
Kumbhar (2009) recognizes that, unlike mainstream tourism, agritourism
offers activities with includes experience, education and cultural transformation.
Sznajder et al. (2009) list some basic features of a model agritourism venture. These
are:
1. Agritourism that provides tourists a chance not only to participate in
plant and animal production and food processing but also to take part in the daily life
of a farm family. This will address human curiosity and perceptions about farm
production and about the lives of rural people, their culture and customs.
2. Agritourism that attempts to meet the emotional needs of visitors
through direct contact with the authentic rural environment such as domestic animals,
plants, and animals.
3. Agritourism that provides a tourist an experience typical in an idyllic
countryside with clean surroundings associated with the atmosphere of rusticity,
silence, sounds or even smells of the country and farm.
4. Agritourism that links tourist relaxation with acquiring new practical
skills or experiences.
In Thailand, the agricultural practices around the central plateau especially
in Bang Kachao area are grouped into four categories or models. These categories
have direct and indirect implications to the way tourist orchards are being developed
and managed.
1. The traditional mixed orchard - It is the oldest agricultural system in
central Thailand, dating from ancient times. It is characterized by an agricultural
21
landscape of ditches and dikes that normally connect with natural or man-made
canals. The uniqueness of traditional mixed orchards is the cultivation of various
kinds of fruits and other crops in the same dike.
2. Monoculture - Because of floods in the late 1960s and economic growth
between 1970 and 1997, the agricultural system that relied on subsistence farming
changed, and the cultivation of commercial crops began. Some traditional mixed
orchards have been converted to monoculture systems that produce solely one crop
for market, but they are still cultivated in traditional agricultural landscape of ditches
and dikes.
3. Integrated farming system - Since the economic boom in Thailand in
1997, agricultural practices have been modified into integrated farming based on the
new theory farming system. Integrated farming involves not only the cultivation of
commercial crops but also the management of natural resources particularly land and
water. The integrated approach to farming ensures not only the sustainable protection
of the environment but also the optimization of economic benefits to farmers while
ensuring food security, reduced risks from natural calamities or other external
changes, and self- reliance of the local farmers (Kantamara, 2016). This farming
system aims to help small – scale farmers (with average holdings of 15 rai) gain the
highest benefits by dividing their land into four parts: 30% for pond/water reservoir,
30% for rice fields, 30% for horticultural crops and fruit trees, and 10% for residential
and animal husbandry (The Chaipattana Foundation, n.d.).
4. Agroforestry. This farming system refers to planting/cultivation of fruit
trees and several types of crops alongside forest trees It was adapted in Thailand
following the King’s slogan “three forests, four benefits,” meaning growing a mixed
forest with three kinds of trees for fruits, for fuel, and for timber with the additional
benefits of increasing soil moisture and prevention of soil erosion.
Phillip et al., (2010) have classified agritourism based on the following
criteria: working or non-working farm, nature of contact between tourists and the
agricultural activity, and authenticity of the tourist experience. Based on these criteria,
five types of agritourism are proposed (Figure 4). Such agritourism typology can be
applied in the study of tourist orchards.
22
1. Non Working Farm (NWF) agritourism – This is a generic form of
agricultural/rural tourism. Examples include agricultural heritage and imagery (e.g.
accommodation in the converted farm house), farm heritage attraction (e.g. horse
riding), farmers markets and farmland access (e.g. walking where the working farm is
not the central tourist activity).
2. Working Farm, Passive Contact (WFPC) agritourism – The relationship
between tourism and agriculture is superficial or not active. Examples are bed and
breakfast accommodation in farm houses and outdoor activities that do not interfere
with the day-to-day farming activities although they provide supplementary income to
farmers.
3. Working Farm, Indirect Contact (WFIC) agritourism- Agricultural
commodities complement tourism. Examples are fresh farm commodities provided for
tourist consumption, visiting a winery or butter-making demonstration.
4. Working Farm Direct Contact, Staged (WFDCS) agritourism – This is
considered a ‘staged agritourism’ where agricultural activities are purposely
introduced or staged to enhance tourist experience. Examples include model or
demonstration farms, animal feeding, animal petting, milking.
5. Working Farm Direct Contact, Authentic (WFDCA) agritourism - This
type of agritourism allows tourist to have first-hand farming experience. Examples
include physical participation in farm tasks such as fruit-picking. The tourists in this
case contribute free labor in exchange for food and accommodation.
23
Figure 4 Types of agritourism.
Source: Phillip et al., 2009, p. 756
1.10 Tourist Orchard Models/Categories
Zhou and Chen (2008, pp. 6-7) have classified tourist orchards in China
into 6 models or categories. These are:
1. Traditional Management Model – This model involves only harvesting
fruits in the orchard. This is the most common category of tourist orchard in China.
2. Rural Landscape Model (Citizens’ Orchard) - This model has the
features of a tourist orchard within a village setting. Through elaborate planning, the
tourist orchard develops a pleasant rural atmosphere to fulfill the psychological
enjoyment of tourists. This type of orchard is specially designed for city residents and
often referred to as a “citizen orchard.”
3. Theme Park Model – This model is developed using certain thematic
activities depending on the available products and services. For example, tourist
orchards could highlight juicing machinery, brewing and fermenting operations, and
fruit science education.
4. Eco-recreation Model – This model creates a natural environment by
planting trees like those in an arboretum. Appropriate facilities are set up in the tourist
orchard for leisure/recreational activities in a well-protected eco-environment.
24
5. Tech-education Model – This model, also referred to as an experimental
orchard, is developed for education, research and demonstration. The tourist orchard
is planted to representative fruit trees. In addition, new farming technology is
exhibited to educate tourists. Research facilities and demonstration plots may also
established within the orchard.
6. Comprehensive Recreation Model – This model is designed from the
perspective of tourists by combining orchard and related leisure activities. This model
has extensive facilities, combining travel and relaxation.
2. Cultural Heritage
Cultural heritage is the “sum total of traditions, beliefs, value systems, and
assets passed on from one generation to the next whereas cultural heritage attractions
consist of numerous tangible and intangible expressions of culture” (Catibog-Sinha,
2016, p. 109). Cultural heritage represents not only one’s own-self-identity but also
that of a collective society. The cultural heritage of a rural village, for example, is
shown in its lifestyle, which is the result of long tradition reflecting the community’s
tangible and intangible values. Cultural heritage has both tangible values found in
artifacts, natural or built landscape, building, museums, monuments, and intangible
values inherent in language, artistic performances, music, beliefs, festivals,
knowledge, folklore, values, rituals and traditions, and way of life (Khamung, 2015a;
Catibog-Sinha & Wechtunyagul, 2011).
The World Heritage Convention classifies cultural heritage into three
categories: cultural heritage, natural heritage, and mixed cultural and natural heritage.
Article 1 of the Operational Guidelines for the Implementation of the World Heritage
Convention defines cultural heritage as follows (UNESCO World Heritage Centre,
2016, p. 10):
-Monuments: architectural works, works of monumental sculpture and
painting, elements or structures of an archaeological nature, inscriptions, cave
dwellings and combinations of features, which are of outstanding universal value
from the point of view of history, art or science (p. 10).
25
- Groups of buildings: groups of separate or connected buildings which,
because of their architecture, their homogeneity or their place in the landscape, are
of outstanding universal value from the point of view of history, art or science (p. 10).
- Sites: works of man or the combined works of nature and of man, and
areas including archaeological sites which are of outstanding universal value from
the historical, aesthetic, ethnological or anthropological points of view..
Natural heritage is a component of biodiversity including various species
of plants and animal, ecosystem, and the complex integrations between them and the
physical environment (Catibog-Sinha & Wechtunyagul, 2011). UNESCO defines
natural heritage as follows (UNESCO World Heritage Centre, 2016 p. 11):
-Natural features consisting of physical and biological formations or
groups of such formations, which are of outstanding universal value from the
aesthetic or scientific point of view (p. 11).
-Geological and physiographical formations and precisely delineated
areas which constitute the habitat of threatened species of animals and plants of
outstanding universal value from the point of view of science or conservation (p.11).
-Natural sites or precisely delineated natural areas of outstanding
universal value from the point of view of science, conservation or natural beauty.
(p.11).
2.1 Cultural Landscape
Article 47 of the Operational Guidelines for the Implementation of the
World Heritage (UNESCO World Heritage Centre, 2016, p.11) defines cultural
landscape as cultural properties representing the "combined works of nature and of
man"… they are illustrative of the evolution of human society and settlement over
time, under the influence of the physical constraints and/or opportunities presented by
their natural environment and of successive social, economic and cultural forces, both
external and internal.”
26
Mitchell et al. (2009, p. 19) define cultural landscape as “a diversity of
manifestations of the interactions between humankind and its natural environment.”
Cultural landscapes often reflect specific techniques of sustainable land-use,
considering the characteristics and limits of the natural environment they are
established in, and a specific spiritual relation to nature. Protection of cultural
landscapes can contribute to modern techniques of sustainable land-use and can
maintain or enhance natural values in the landscape. The continued existence of
traditional forms of land-use supports biological diversity in many regions of the
world. The protection of traditional cultural landscapes is therefore helpful in
maintaining biological diversity (UNESCO, 2016, p. 73). Moreover, these landscapes
symbolize “the acceptance and integration of communities and their relationship to
the environment even if such landscapes are linked to powerful religious, artistic or
cultural associations of the natural elements rather than material cultural evidence”
(UNESCO, 2007, p. 115)
At the world heritage level, six principles are presented. These principles
embody many of the fundamental ideas and approaches that should underpin
strategies and to inform specific activities for the management of World Heritage
Cultural Landscapes (UNESCO, 2009, p.35)
- People associated with the cultural landscape are the primary
stakeholders.
- Successful management is inclusive and transparent, and governance is
shaped through dialogue and agreement.
- The value of the cultural landscape is based on the interaction between
people and their environment and the focus of management is on this relationship.
- The focus of management is on guiding change to retain the values of
the cultural landscape.
- Management of cultural landscapes is integrated into the larger
landscape context; and
- Successful management contributes to a sustainable society.
27
According to Operational Guidelines for the Implementation of the World
Heritage Convention (2016, p. 73), cultural landscapes are classified into three
categories as follows:
a. Landscape designed and created intentionally by man: Examples
aregarden and parkland landscapes constructed for aesthetic reasons which are often
(but not always) associated with religious or other monumental buildings and
ensembles.
b. Organically evolved landscape. This results from an initial social,
economic, administrative, and/or religious imperative and has developed its present
form by association with and in response to its natural environment. Such landscapes
reflect that process of evolution in their form and component features. They fall into
two sub-categories:
(i) a relict (or fossil) landscape is one in which an evolutionary process
came to an end at some time in the past, either abruptly or over a period. Its
significant distinguishing features are, however, still visible in material form.
(ii) a continuing landscape is one which retains an active social role in
contemporary society closely associated with the traditional way of life, and in which
the evolutionary process is still in progress. At the same time it exhibits significant
material evidence of its evolution over time.
c. Associative cultural landscape. The inscription of such landscapes on
the World Heritage List is justifiable by virtue of the powerful religious, artistic or
cultural associations of the natural element rather than material cultural evidence,
which may be insignificant or even absent.”
2.2 Tourist Orchards within the Cultural Landscape
The heritage within a cultural landscape is comprised of natural and
constructed features, such as agricultural practices, local festivals, language, dress,
crafts, and lifestyle (Hall et al., 2011). The heritage features of agriculture within the
cultural landscape reflect the age-old knowledge and wisdom of Thai farmers
(Jitsanguan, 2001).
28
Across diverse settings, traditional agricultural landscapes, created by
indigenous peoples and local communities, have been shaped by the dynamic
interaction of people and nature over time. These living landscapes, rich in agro-
biodiversity as well as inherent wild biodiversity and cultural and spiritual values,
embody human ingenuity and are continually evolving. Moreover, it plays an
important role in ensuring ecosystem function, and supporting livelihoods and food
security (Brown & Kothari, 2011, p. 139).
Farms and orchards are example of a constructed cultural landscape. They
are the interactions of culture, nature, and the environment. Rural farmers shape the
land for their settlement, cultivation of crops, irrigation, and livestock grazing.
Culturally constructed landscapes in agricultural areas can be seen in different farm
patterns, such as those found alongside river banks and within villages. Village rice
paddies, farm ponds, irrigation canals, and orchards create interesting and
aesthetically pleasing geographic characters within a culturally constructed landscape
(Khamung, 2015b).
In some developed countries (e.g. USA) certain historic orchards planted
to a variety of fruit trees are being preserved as part of the cultural landscape. These
orchards are the repositories of many rare and unusual fruit trees. The cultural
landscape sometimes represents to the cultural environments and agricultural history
as Scazzosi (2002) reflects that
“Places are… a document full of material and immaterial traces of man
and nature’s history, in this sense that are a vast archive, available to anyone willing
and able to read it, that allows us to improve knowledge of culture, techniques, way of
life, as well as the nature, climate, and vegetation of the past… When we use the term
‘landscape’, we stress the relationship between the world and ourselves: a window
through which we can look at the world with the eyes of our cultural tradition.”
(Cited in Bond & Worthing, 2016, p.16)
Landscapes are not only shaped by the inter-relationships between humans
and their environment. Conversely, the natural setting has shaped how people live,
their settlement patterns, livelihoods, cultural practices and beliefs – indeed their way
of life. Indigenous peoples and local communities are widely acknowledged to have
29
evolved, managed, and sustained agricultural biodiversity for millennia. This role in
shaping, managing and conserving entire landscape with their complex interplay of
the “wild”, and the “domesticated”, the “natural” and the “cultural”. It follows that
taking a landscape approach to conservation must embrace this complex diversity –
recognizing natural as well as cultural values, tangible and intangible heritage, history
and present-day uses. (Brown & Kothari, 2011, p. 141)
2.3 Cultural Heritage Values
According to the Burra Charter (2013, p. 2), “cultural significance is
embodied in the place itself, its fabric, setting, use, associations, meanings, records,
related places and related objects. Different individuals or groups put a range of
values to places.
Cultural significance include aesthetic, historic, scientific, social or
spiritual values for past, present or future generations (Australia ICOMOS, 2013).
These values are defined in the Burra Charter (2013, pp. 3-4), namely:
Aesthetic value means either sense or perception of people to form, scale,
color, texture, smell, sound etc. of a place and have a strong effect to the opinion,
attitudes, and feeling.
Historic value points to the relationship between the story of the past and
people. A place may have historic value because it has influenced, or has been
influenced by an historic figure, event, phase or activity. Some events or associations
may be so important that the place retains significance regardless of subsequent
treatment
Scientific value refers to the important information or data which involved
in a place and its ability to reveal and contribute the past through examination or
investigation.
Social value relates to the connections between the place and community
including indigenous and cultural group.
30
Spiritual value or intangible value talks about the meaning of a place that
evokes people to give importance to place identity, traditional knowledge, wisdom,
way of life, art, practices of community or cultural group.
Taylor (2004, p. 426 - 427) state that additional evaluation of cultural
values may be useful in conservation studies. These are:
Interpretive value applies to the ability of a place to answer and reveal
important historic questions such as where things have occurred, what has occurred,
when they occurred, who was involved, and why things occurred in order to evoke a
sense of place, feeling and create connections with the past.
Associative value relates to the ability to understand and explain how the
past actions of the predecessors participated in a place.
Integrity points to the survival of components and patterns of both tangible
and intangible elements from the past and the ability to maintain the historic identity
and sense of the place.
2.4 Natural Heritage Values
Natural heritage is a component of the cultural landscape and should be
conserved and appreciated because of their significant values to humanity. Bond &
Worthing (2016) argue that the environment value of a landscape does not necessarily
have ecological value, such as manicured city parks that have been heavily altered by
humans for limited use or function. The basic values of nature are outlined in Table 3
(Catibog-Sinha & Heaney, 2006). Nature has both tangible (e.g. utilitarian,
dominionistic) and non-tangible (e.g., naturalistic, aesthetic, symbolic) values.
31
Table 3 Basic values of nature.
Types of basic values Explanation Examples
Utilitarian Obtaining material benefits
from nature to fulfill human
needs and desire.
Food, water, clothing,
medicines, tools, implement,
and other products.
Naturalistic Obtaining pleasure and
satisfaction from direct
experience of nature and
wildlife
Nature-based recreation,
visiting zoos and parks, etc.
Ecologistic /Scientific Gaining knowledge about
biological and physical
components and
nature/biodiversity along with
their functions and processes;
usually focused on wildlife
(plants and animals) and their
ecological roles in nature.
Research, nature exploration,
systematic studies in the field
and laboratory, and learning
about natural history
Aesthetic Obtaining a feeling of pleasure,
aware, and harmony from the
beauty of nature, life, and
diversity
Viewing landscapes, seascapes,
and open panorama
Symbolic Using nature to express
communicate one’s ideas,
thoughts, emotional, and
aspirations
Language, stories, myths,
fairytales, poems, marketing,
and educational interpretations;
Anthropomorphism (humans
disguised as animals) in
children’s stories.
Dominionistic Control, mastery, and over-
exploitation of nature and
natural resources.
Wildlife exploitation; fishing,
hunting, and gathering;
destruction of predators;
reliance on modern technology
to harness natural resource and
solve problems
Humanistic Developing bonding, intimacy
and companionship with
individual animals or single
species; can improve human
capacity to care, love, bond,
and cooperate with other human
beings
Domesticated pets and
companion animals
32
Table 3 Basic values of nature (Continued)
Types of basic values Explanation Examples
Moralistic Finding spirituality in nature
and using it as a guide to human
conduct; associated with the
ethical treatment of animals and
non-human life
Tribal beliefs of the ethical
reciprocity between human
action and nature; traditional
linkage between people and
nature; holistic view of nature;
connectivity of life.
Negativistic Avoiding or disliking elements
in nature that are life-
threatening or those perceived
as being ugly, dangerous, or
scary
Storms, dangerous sharks and
snakes, crocodiles, insect pets,
swamps, dark caves
Sources: Kellet 1996 cited in Catibog-Sinha & Heaney, 2006, p. 305
3. Multifunctionality
3.1 Concept of Multifunctionality
The concept of multifunctionality has been used in various industries and
has been defined in various contexts. The word “multifunction” is a combination of
the prefix “multi” and the word “function”. The prefix “multi-”, which is derived
from Latin term “multus” means “more than one; many”. The word “function” refers
to an activity that is natural to or the purpose of a person or thing. Oxford Advanced
Lerner’s Dictionary defines “multifunctional” as “having several different functions”.
Meanwhile, Cambridge Advanced Learner’s Dictionary defines the word
“multifunctional” as “having several different uses”. From above meaning,
multifunctionality refers to a system or practice that provides more than one output.
The word “multifunctionality” is widely used and applied in agriculture,
which provides various positive and negative services to society besides producing
food and fiber.
33
3.2 Multifunctionality of Agriculture
Multifunctionality is a new paradigm in agriculture. It is emphasizes the
production of food and fiber alongside a wide range of non-commodity goods hence
shaping several externalities such as ecological services, state of the environment,
social and cultural systems and economic growth (Van Huylenbroeck et al., 2007, p.
5).
The OECD Declaration of the agricultural Ministers Committee (Maier
and Shobayashi, 2001) defines multifunctionality of agriculture as follows;
“Beyond its primary function of producing food and fiber, agricultural
activity can also shape the landscape, provide environmental benefits such as land
conservation, the sustainable management of renewable natural resources and the
preservation of biodiversity, and contribute to the socio-economic viability of many
rural areas. Agriculture is multifunctional when it has one or several functions in
addition to its primary role of producing food and fiber.” (cited in Van Huylenbroeck
et al., 2007, p. 6)
In terms of supply side viewpoint, multifunctionality defines as multiple
joint outputs of an activity or of a combination of activities which can be private or
public, main or secondary and that can be intentionally produced or not by produced
(Van Huylenbroeck et al., 2007, p. 8). It can be acknowledged that agriculture is not
just an economic activity producing commodity outputs (private goods), but also
offering a range of non-market outputs or public goods such as sustaining the local
cultural heritage, providing opportunities for agro-tourism, and securing a number of
ecological services, and agro-biodiversity conservation. Some of these ecological
services may have a direct use value both for farmers and for society as a whole,
while others may be of non-use value (e.g. existence and bequest values)
(Sangkapitux, 2015, p. 4)
Generally, multifunction is classified into two functions, environmental
function and cultural and social function. Ohe (2007, p.8) presents that environmental
function consists of land preservation, nurturing water resource, preserving natural
environment, and landscape formation. This function are not easy to entirely
34
internalize at an individual farm level. It require collective efforts at local community
level for complete internalization. In contrast, cultural and social function which
including of preserving cultural heritage, health and recreational function, and
educational function is concerned. Health and recreational function and educational
function can be internalized into a farm level activity more easily than other functions,
as they are easier to transform into service goods such as rural tourism by a farm
activity.
The multifunctionality of agriculture is a method aimed at producing food
and fiber while at the same time providing ecological services and promoting rural
development through the establishment of new enterprises, such as agritourism.
Holistically managed farms take into account the inter-relationships of the
environmental, economic, cultural, social and political aspects. These dynamic
interactions are observed both on-farms and off-farms including in tourist orchards
(Budiasa & Ambarawati, 2014). Farm activities and recreational activities in farms
can complement each other.
Multifunctionality of agriculture implies variety in agricultural production,
which can enhance local food supply and economic renewal. Agricultural products
(e.g. fruits and vegetables) from traditional mixed orchards, for example, can
rejuvenate the local economies in rural communities (Khaokhrueamuang, 2014).
Van Huylenbroeck et al. (2007, p. 7) explain that multifunctional
agriculture provides four sets of functions or services, coined as ‘green’, ‘blue’,
‘yellow’ and ‘white’ functions. The set of green functions consists of landscape
management and the upkeep of landscape amenities, wildlife management, the
creation of wildlife habitat and animal welfare, the maintenance of biodiversity,
improvement of nutrient recycling and limitation of carbon sinks. The set of blue
function consists of water management, improvement of water quality flood control,
water harvesting and creation of (wind-) energy. The set of yellow functions refers to
the role of farming for rural cohesion and vitality, ambience and development,
exploiting cultural and historical heritages, creating a regional identity and offering
hunting, agritourism and agri-entertainment. Finally, the set of white functions
produces include food security and safety.
35
Orchard tourism is a good example of multifunctional agricultural system
which can be consistent with sustainable development and heritage conservation. It
also provides additional recreational activities cultural which give visitors opportunity
to experience rural agricultural attractions (Kumbhar, 2009).
Sznajder et al. (2009, pp. 105-107) propose three types of interactions that
may occur between tourism and agriculture. These are complementary, competitive
and even opposing relationships.
1. Complementary relationship consists of activities that mutually enhance
the each other. An agritourism activity can enhance the importance of an agricultural
activity and vice versa. For example, if a farm receives more guests, it needs more
agricultural products that could be consumed or sold as food. Apart from selling
agricultural products, a new market may open. Guests staying on a farm can buy even
those products the farmers could not sell otherwise.
2. Agritourist products may also be in competition. For example, a farmer
growing commodity crops may have to reduce some agricultural inputs and activities
(e.g. land area, fertilizers, capital outlay) in order to accommodate agritourism.
Redirecting financial investment to agritourism instead of investing in crop
production is another example of competition.
3. There may also be an opposing or conflicting relationships between the
agricultural and agritourist activities such as in a situation wherein one activity
excludes the other. For example, large pig, poultry or cattle farms may be excluded in
agritourism because of their offensive smell. Certain forms of crop production may
not favor agritourism, especially those related to the use of pesticides.
The European Union Agricultural Commissioner links multifunctionality
with sustainable agriculture, food safety, and protected environment and landscape
(Cotes et al., 2007). The basic idea behind multifunctionality is that agriculture is not
merely producing food and selling commodities; it also produces many “intended and
unintended by products”. According to Ohe, (2007, p. 3) “Some externalities are
good, such as creating employment in rural areas, while others such as pollution and
erosion are clearly undesirable. Externalities can be intangible, such as the
36
preservation of a farming heritage. If farmers can successfully take an externality into
farm business or internalize it, multifunctionality will give them a chance to realize a
new income source”
3.3 Multifunctionality Models
The use of the multifunctionality model in tourism development and
management can help influence the collaborative efforts of government and local
communities. The study of Aquino et al. (2010, p. 67) has shown that tourism
programs and activities based on a multifunctionality model have improved and
currently being sustained, hence empowering the local people to be self-reliant and
optimistic.
The Modified Multi-functionality (MMF) Model proposed by Aquino
et al. (2010, pp. 65 - 66) is useful in understanding the inter-relationships of various
elements within an agricultural landscape. The concept of multifunctionality can help
understand the role of agriculture in sustainable development, which is not only
focused on the production of agricultural products but also on creating intangible
values. Even though intangible values are not tradable and cannot be reflected in the
prices of agricultural products, other functions like socio-economic, environmental
and cultural are addressed.
Figure 5 The interrelationships of factors in the Modified Multifunctionality Model.
Source: Aquino et al., 2010, p. 66
37
As shown in Figure 5, the Modified Multi-Functionality Model (MMF)
shows the inter-relationships of different factors and activities (i.e. tourism,
environment, and agriculture) within a cultural landscape. Such integration becomes
an agent of change which leads to economic, social, technological and political
development. The local government has a role in encouraging the participation of the
local people to boost business opportunities by using new technologies and
encouraging tourists to interact actively with the community. As such, more
innovative and artistic activities are created for better tourism programs. Tourism as a
component of the multifunctionality model can enhance cultural authenticity and
strengthen cultural identity and integrity in particular those manifested in music,
dance, food, activities, and people’s characteristics (Aquino et al., 2010).
Cotes et al. (2007) re-affirm the above-mentioned agritourism functions
but emphasized the importance of ensuring food security. Food security is the
condition related to scarcity or absence of food due to inadequate food supply and
inability of people to access it. Food shortage may occur in war and peace. Natural
and man-made disasters such as plant and animal diseases, extensive radioactive
fallout, or major shifts in global demand and supply can cause food insecurity. The
government response to ensure food security includes policy interventions on
promoting self-sufficiency, consumption pattern (e.g. promoting the substitution
between foods), production (e.g. making it more responsive to sudden need to
increase supply), storage and marketing. The sound application of multifunctionality
in agritourism and orchard tourism, is one way to achieve self-reliance and sustained
food production.
Iakovidou et al. (cited in Sznajder et al., 2009, pp. 9-11) summarize three
agritourism functions that are commonly mentioned in the literature. These functions
may be applied to the multifunctionality model in tourist orchards.
1. Socio-psychological functions are those related to increased respect for
the rural community, blending of rural and urban cultures and an opportunity to enjoy
contacts with the traditional lifestyle of the rural community. Socio-psychological
functions of agritourism may include:
38
a. Gaining new skills, experiences and professions, learning foreign
languages, gaining entrepreneurial skills, activization of the rural community,
formation of new capacities in tourist services, broadening one’s knowledge or
learning more about one’s local area, its history and attractions,
encouragement of social initiatives or new opportunities for rural women.
b. Meeting new people, a possibility to make new contacts and
social ties, exchange of experiences or attitudes, on the part of farmers and
their guests, increased tolerance in relation to different attitudes, behavior or
opinions, broadening of knowledge on the world and other people on the part
of farm owners, encouragement to develop hobbies and interests.
c. A possibility to revitalize rural traditions, promoting respect and
revival of folk traditions and culture, the development of culture in rural areas,
fuller utilization and revival of certain objects in villages (community centers,
sports facilities, etc.).
d. Educational functions of agritourism are connected with learning
about the real world (nature, cultural heritage), which modifies specific
attitudes in relation to different aspects of reality (the host and guest, a group
of tourists, family); agritourism is also a medium to express one’s feelings
(learning about and respect for farmers and farm produce); agritourism offers
an opportunity for tourists to be creative (participation in farm work, learning
a folk craft, etc.), contributes to good health (climatic conditions, food,
exercise).
2. Economic functions are concerned with the stimulation of development
of agriculture, horticulture or animal-breeding as well as the generation of additional
sources of income both for rural households and for local/regional communities.
Economic functions may include:
a. Extension of accommodation facilities, maintenance of existing
production, extension of assortment and improved quality of offered services
to facilitate direct sales of certain farm produce, contribute to the formation
39
and development of additional markets for foodstuffs and different types of
local services, such as crafts, handicraft products, artistic metalwork, etc.
b. Creation of employment and reduction of unemployment rates,
including potential unemployment, which results in the residents being needed
and socially accepted.
c. Obtaining additional sources of income for which results in
reduced dependence on farming and diversification of the local economy.
d. Obtaining additional income for business, communities, local
governments, and associations of communities or the region.
e. Overcoming economic recession. Tourism can help in reviving
the local economy and rural areas and the revitalize rural community by
offering possibilities of social and economic advancement.
f. Promotion of the socio-economic development of
underprivileged areas, diversification of economic activity in rural areas,
creating conditions and opportunities for the development of other types of
activity in rural areas.
3. Environmental functions of agritourism in the context of
multifunctionality include the following
a. Enhanced care for the environment, nature protection, creating a
friendlier and welcoming environment for guests and visitors.
b. Development of local infrastructure (water supply, sewage
systems, sewage treatment plants, roads, public transport, recreation facilities),
thus, improving the standard of living for rural populations.
c. Improved aesthetic value of houses and areas in their vicinity,
care for the aesthetic value of villages, houses, streets and other public spaces.
d. Utilization of old, frequently derelict buildings (rarely used
rooms, attics, whole uninhabited buildings, parts of households, farm
buildings, windmills, restaurants, shops, castles, palaces, manor houses, etc.),
which can contribute to the preservation of the rural cultural heritage.
40
e. Countering mass migration from rural areas (mainly of young
and educated people) and the depopulation of rural areas.
Some of the above-mentioned functions of agritourism may either overlap
or supplement each other. It is difficult to define which of them is more important or
less important. However, several studies have shown (based on the opinions of some
farmers and rural accommodation suppliers) that generation of additional income is
the primary function of agritourism (Sznajder et al., 2009).
41
Chapter 3
Research Methods
This chapter discusses the research methods undertaken in this study. It
starts with the presentation of the research design/ framework, followed by the
discussion of the research objectives, methods, and data analysis. The schedule of the
research activities is also presented.
1. Research Framework
A combination of qualitative and quantities research methods was
employed. Both primary and secondary data were collected.
1.1. Data sources
a. Primary Sources:
- Field study and survey. A total 6 tourist orchards on mainland of Khao
Saming District and 3 tourist orchards on an island in Koh Chang District were
sampled for this study. Information on the characteristics and features of each of the
orchards was collected; the data included size of farm, land ownership, horticultural
practices, types of fruits and crops planted, machineries and fertilized usage, income
of gardeners, financial assistance, logistical support, facilities for visitors,
accessibility of orchards, and fruit orchard tourism potential and practices.
- Interview with the heads of local communities and orchard
owners/farmers (Appendix A).
- Interview with visitors of the selected tourist orchards to determine their
demographic and geographic profile, their motivations, behaviors and needs as
tourists (Appendix B).
- Participation in and observation of agricultural practices to understand
the way of life, farm practices, and attitudes of orchards owners.
42
b. Secondary Sources:
- Literature search from books, journal articles, websites, and electronic
sources from libraries and online sources, focusing, among others, on relevant topics,
such as the notion of cultural landscape, agritourism, sustainable tourism,
multifunctional model, and the history and significance of fruit gardens/orchards in
Trat Province.
2. Research Objectives, Methods, and Data Analysis
The research methods used to address each of the objectives of this study
are enumerated below. Some of the research procedures used addressed more than
one objective. Collected data from the questionnaire survey were statistically analyzed
using descriptive statistics. The contents of the interviews were analyzed, and the
significant quotes from the respondents were narrated in the text.
Q. 1: To assess the main attributes and characteristics of tourist orchards
and agritourists in Trat Province
M. 1: Primary and secondary data were gathered using a combination of
research methods. The data were sorted into 2 sampling groups: the
orchardists/orchard owners and the agritourists
a. Orchardists/Orchard Owners
The primary data were gathered and documented by using photographs,
site observation, interviews and questionnaire survey. Field study and ocular
observation were undertaken to have first-hand insights into the situation of the study
area. Actual field observation and survey of tourist orchards on mainland Khao
Saming District and on Koh Chang Island in Koh Chang District were done several
times (April 2015 – June 2017). The questionnaire survey form (Appendix A) was
used to gather information from farmers about the past and current characteristics of
the orchards, the linkage between traditional orchards and tourist orchards, and their
views on how to develop sustainable orchard tourism. Moreover, the characteristics
and features of each orchard that were collected include the size of the farm, land
ownership, horticultural practices, types of fruits and crops planted, machineries and
fertilized used, income of gardeners, financial assistance and other logistical support,
43
facilities for visitors, accessibility of orchards, and orchard tourism potential and
practices.
The secondary data were collected from articles, journals, websites,
books, research, magazines, and poems, etc., focusing among others, on relevant
topics such as the notion of cultural landscape, agritourism, sustainable tourism,
multifunctional model, history and significant values of tourist orchards in Trat
Province.
From the collected primary data, a planning framework called Recreational
Opportunity Spectrum (ROS), developed by the National Parks and Wildlife Service
of New South Wales, Australia (Clark & Stankey, 1979) was used to assess the
tourism potential of each study area (Appendix C). Table 4 shows the ROS template
used in this study.
Table 4 Recreational Opportunity Spectrum (ROS) template developed by the
National Parks and Wildlife Service of New South Wales, Australia
Class 1 Class 2 Class 3 Class 4 Class 5
General
Description
Essentially
unmodified environment
of large size
Predominantly
unmodified environment
of moderate-
large size
Predominantly
natural environment,
generally
small
development
areas
Modified
environment in a natural
setting,
compact
development
area.
Substantially
modified environment,
natural
backdrop.
Access No roads or
management
tracks. Few
or no formed
walking
tracks
No road
management
tracks and
formed
walking tracks
may be
presented.
Dirt roads,
management
tracks and
walking tracks
may be
presented.
2WD roads
(dirt and
sealed). Good
walking
tracks.
Sealed road.
Walking tracks
with sealed
surfaces, steps,
etc
Modifications
and facilities
Modifications generally
unnoticeable.
No facilities.
No structures
unless
essential for
resource
protection
and made
with local
materials.
Some modifications
in isolated
locations.
Basic
facilities may
be provided to
protect the
resource (e.g.
pit toilets and
BBQs).
Some modifications
but generally
small scale
and scattered.
Facilities
primarily to
protect the
resource and
public safety.
No powered
facilities.
Substantial modifications
noticeable.
Facilities may
be relatively
substantial
and provided
for visitor
convenience
(e.g. amenities
blocks) and
caravans may
be presented at time.
Substantial modifications
which dominate
the immediate
landscape.
Many facilities
(often including
roofed
accommodation
) designed for
large number
and for visitor
convenience.
44
Table 4 Recreational Opportunity Spectrum (ROS) template developed by the
National Parks and Wildlife Service of New South Wales, Australia
(Continued)
Class 1 Class 2 Class 3 Class 4 Class 5
Modifications
and facilities
Modifications
generally
unnoticeable.
No facilities.
No structures
unless
essential for
resource protection
and made
with local
materials.
Some
modifications
in isolated
locations.
Basic
facilities may
be provided to
protect the resource (e.g.
pit toilets and
BBQs).
Some
modifications
but generally
small scale
and scattered.
Facilities
primarily to
protect the resource and
public safety.
No powered
facilities.
Substantial
modifications
noticeable.
Facilities
may be
relatively
substantial
and provided for visitor
convenience
(e.g.
amenities
blocks) and
caravans may
be presented
at time.
Substantial
modifications
which dominate
the immediate
landscape.
Many facilities
(often including
roofed accommodation)
designed for
large number
and for visitor
convenience.
Social
Interaction
Small
number of
brief contacts
(e.g. less than
5 a day). High
probability of
isolation
from others.
Few if any
other groups
present at
campsites.
Some contact
with others
(e.g. up to 20
groups), but
generally small groups.
No more than
6 groups
present at
campsites.
Moderate
contact with
others. Likely
to have other
groups present at campsites.
Families with
young
children may
be presented.
Large
number of
contacts
likely.
Variety of groups,
protracted
contact and
sharing of
facilities
common.
May have up
to 50 sites.
Large numbers
of people and
contacts.
Groups of all
kinds and ages. Low likelihood
of peace and
quiet.
Visitor
regulation
No on-site
regulation.
Off-site
control through
information
and permits
may apply.
Some subtle
on-site
regulation
such as directional
signs and
formed tracks.
Controls
noticeable but
harmonise
(e.g. information
boards,
parking bays).
On-site
regulation
clearly
apparent (e.g. signs, fences,
barriers) but
should blend
with bush
backdrop.
Numerous and
obvious signs of
regulation. No
attempt to blend in. Management
personnel likely
to be presented.
Source: Clark & Stankey, 1979
45
b. Agritourists or Orchard Tourists
The tourists (n=57) who were visiting the sample tourist orchards in Khao
Saming District in May, 2016 and in Koh Chang District during in April, 2017 were
surveyed. The questionnaire survey used for this group (Appendix B) queried about
their demography, motivation, behavior and satisfaction.
The levels of agreement among the respondents were determined using the
5-point Likert scale method. The quantitative data were analyzed using descriptive
statistics (percentage, means, and standard deviation values) to assess tourist
motivation and satisfaction of orchard tourists. The data were then summarized and
presented in tables, graphs, and charts. The qualitative data (interview results) were
presented as quotes.
Q. 2: To determine the cultural, social, economic and environment values
or benefits of tourist orchards in the study area
M. 2: In addition to interviews of the nine farmers/orchardists (Appendix
B), the primary data were obtained through site observation with the assistance of a
community representative – Mr. Nakorn Wasikarm, the Ex-Mayor of Khao Saming
District. The primary and secondary data on the cultural, social, economic and
environment values or benefits of tourist orchards in the study area were also
collected. The natural values in the study area were classified following Kellert’s
study (1996 cited in Catibog-Sinha & Heaney, 2006, p. 305). Photos were taken to
document significant events, issues and places.
Q. 3: To determine the appropriate tourist orchard model depicting
sustainable orchard tourism in Trat Province based on visitor demand/ behavior,
farmers’ capability, geographic suitability, cultural and social acceptability, and
economic profitability.
M. 3: The collected primary and secondary data were analyzed using the
modified Multifunctional Model (Aquino et al., 2010) (Figure 5)
The Multi-functionality Model, which was used to find the interventions and
interactive activities in tourism development and management in the study area, can
46
provide insights into the role of orchard tourism in achieving sustainable development
and in enhancing the cultural landscape of Trat Province.
Figure 5 The interrelationships of factors in the modified Multi-functionality Model
Source: Aquino, 2010, p. 66
Moreover, the gathered data about the tourist orchards sampled from Khao
Saming District and Koh Change District were assessed to determine the tourist
orchard model into which they would fit following the proposed theory of Zhao and
Chen (2008) who the classified tourist orchards into 6 models, namely; traditional
orchard, rural landscape style or citizen’s orchard, theme park style, eco-recreation
style, tech-education style, and comprehensive recreation style.
Q. 4: To provide recommendations on how best to promote and manage
tourist orchards on Trat Province as tourist attraction
M. 4: The gathered data from both primary and secondary sources were
critically analyzed. The qualitative data from the interview of orchardists, agritourists,
and representatives from the local government, community organization, and tourism
organizations were assessed. Other relevant data were gathered from actual field
observation.
47
3. Schedule of Activities
In summary, the schedule of activities is listed below:
Process Date Place
1. Field survey and site inspections
1st Trip: 13 - 16 Apr’ 15
2nd Trip: 11 - 13 Sep’15
3rd Trip: 20 - 24 May’16
4th Trip: 19 - 22 Jan’ 17
5th Trip: 9 - 13 April’ 17
6th Trip: 7 – 12 June’ 17
Trat
2. Literature Review
1 Dec’ 14 – 20 May’ 17
Bangkok
3. Questionnaire designed and tried out
1st Time: 1–20 Nov’ 14
2nd Time: 1–30 Aug’ 15
3rd Time: 1 May–14 Jul’ 16
Bangkok
4. Questionnaire survey and interview
1st Time: 20 – 23 May’ 16
2nd Time : 10 – 13 Apr’ 17
Trat
5. Data analysis
1 Jun’ 16 - Present
Bangkok
6. Drafting the report.
- Chapter 1: Introduction
- Chapter 2: Literature Review
- Chapter 3: Research Methods
- Chapter 4: Study Area Description
- Chapter 5: Results & Discussion
-Chapter6:Conclusions & Recommendations
Multiple times from
2015 to 2017
7. Submission of dissertation to Review Panel 15 July 2017 Bangkok
8. Oral defense dissertation
1 August 2017
Bangkok
9. Submission of the final dissertation to the
Graduate School of Silpakorn University. 11 August 2017 Bangkok
48
Chapter 4
Study Area Description
Thailand, an agricultural country in Southeast Asia, is one of the main
agricultural producers in the world. Agriculture is an old traditional occupation of
Thailand. In contrast, tourism is a relatively new industry that has become very
important in Thai economy. This industry has been increasing its role and impact
throughout the whole kingdom especially in rural areas. Agritourism, which combines
agriculture and tourism, is a tourism niche that will benefit the rural economy and
socio-cultural landscape.
The Tourism Authority of Thailand (TAT) started its agritourism program
in 2002. Since then, the number of private agriculture entrepreneurs participating in
this program has increased (Hamzah et al., 2012). Presently, there are 1,215
agritourism farms in Thailand that are operated by local owners across 969 farm sites
(Wipatayothin, 2016). Agritourism in these sites are popular especially in eastern
Thailand.
1. Location and Accessibility of Trat Province
Trat Province is located at the easternmost section of Thailand. It is 315
kilometers south of Bangkok (via Sukhumvit Road) or around 4 hours by land. It
covers a land area of about 2,819 square kilometers; the marine ecosystem extends up
to about 7,257.60 square kilometers, and the coastline is about 165 kilometers long.
The geographical boundaries of Trat Province are Chantaburi Province and the
Kingdom of Cambodia. The Gulf of Thailand is located in the south.
49
Figure 6 Map of Trat Province
Source: ThailandMaps.net
2. Topography of Trat Province
Trat Province is composed of various land forms such as mountains,
basins, coastal plains, and islands. The topography defines the suitability of
agricultural lands, including orchards
- The mountains and the highlands are located at the eastern section of Trat
Province including some parts of Khao Saming District. The Banthat Mountain,
which straddles from north to south, is located between Thailand and Cambodia. The
mountain side facing the study area used to be covered with thick forests, but vast
tracts of the land had been converted to rubber tree plantation and fruit gardens.
50
- Rivers and streams run in the middle and the eastern sections of the
Province. These natural water systems as well as numerous man-made water canals
irrigate rice fields including orchards.
- South of mainland Trat Province are some 52 islands, most of which are
within Mu Koh Chang National Park. Koh Chang Island is formed by igneous rocks;
the coastal plain at the eastern and southern part of the island is suitable for fruit
gardens.
3. Climate of Trat Province
The climate of Trat Province is moderately hot (March - April, around 34
degree Celsius) to cold (November-February, around 20 degree Celsius). The average
rainfall is more than 4,000 millimeters per year and the rainy season (May-
September) may last up to eight months in a year (Thanroysai Publishing House,
n.d.).
4. Historical Background of Trat Province
Some artifacts (e.g., bronze kettle drums, metal tools, etc.) discovered in
Trat Province indicate that ancient people had settled in the Province since prehistoric
time. Archaeologists believed that the bronze kettle drums dug in Mueang District
were used, among others, in growing rice, proving that the ancient settlers had
“already started macro agriculture, had subsisted on rice crop cultivation, and knew
how to cast bronze for making tools and utensils” (Office of National Museums,
2013, p. 98).
During the Ayutthaya period, Trat Province was an important seaport in
eastern Siam (former name of Thailand) not only because of its strategic location but
also because of its rich forest and bountiful agricultural products. The main exported
products were animal horns and hide, honey, eagles, wood and timber, and spices
(e.g. cardamom, pepper). It has also a network of navigable rivers and canals for
transporting other tradable goods (e.g. Sangkhalok ceramics and Chinese porcelain) in
and out of mainland Province and the outside world, such as China. In fact, a 300-year
old sea junk was discovered at the bottom of the sea around the islands of Koh Kradat
and Koh Chang.
51
5. The People of Trat, Population and Occupation
5.1 The People of Trat
The various ethnic groups that comprise the population of eastern Thailand
are Thai, Chong, Vietnamese, Chinese, and Cambodian Muslims. They had settled in
Trat Province since time immemorial, and they continue to spread as their population
increases over time.
The Thai people comprise the first ethnic group who settled in Trat
Province, which was then covered with forest since the Ayutthaya or Thonburi period.
Evidence proves that this group immigrated from Ban Lat Phli in Chantaburi Province
during the war between Siam and Burma.
The Chongs or the Mon Khmer people live in the eastern region of
Thailand, in particular Chantaburi Province and Trat Province. Some of the Chongs
settled in Tha Som Sub-district within Kho Saming District. They usually live at the
foothills along the border. They have their own spoken language but have no written
language (Kasempholkoon, 2010).
The Vietnamese or Yuan people immigrated and settled at Trat Province in
several migration waves since the Rattanakosin Era. On the other hand, the Chinese
began to settle in Trat after the downfall of Ayutthaya. At first, the Chinese came to
Trat Province for trading purposes only, but decided later to settle in the Province
because of its rich natural resources and good commercial location. Moreover, some
of the early Chinese residents found refuge in the Province during the war between
Cambodia and Vietnam.
The Muslims Cambodians or the Khaek Cham people immigrated to
Thailand during the reign of King Nangklao (Rama III) and the war between
Cambodia and Vietnam. They originally settled in Laem Ngop District, but eventually
spread themselves to other districts within the Province when their population
increased (Office of the National Museums, 2013).
52
5.2 Population Size and Revenue
Trat Province is divided into 7 districts, namely Khao Samig District, Bo
Rai District, Meuang District, Klong Yai District, Laem Ngob District, Koh Kood
District, and Koh Chang District (Figure 7). In 2015, the total population of Trat has
increased to 229,435 people, of which 114,181 are males and 115,254 are females.
The most populated district is Kling Yai at 507.40 people per square kilometer
(Official Stratisics Registration Systems, 2015).
Figure 7 Seven Districts at Trat Province.
Source: Area Excise Office Trat, n.d.
The main revenue of Trat Province comes from the agriculture and fishery
sectors. According to Economic Activities Report (2015), the top economic sectors in
the Province are agriculture, hunting and forestry, earning for the Province 12,571
million Baht. The next top income earner is fishery at 5,185 million Baht. Trat Province
is also an agriculture producer, especially tropical fruits. Durian (‘king of fruits’),
mangosteen (‘queen of fruits’), rambutan, and longkong are very abundant. In 2011, the
estimated total land area planted to fruit trees and tree crops was 521,592 rai,
53
representing 71.86% of the total farm holding of 725,816 Rai (National Statistical
Office, 2016).
6. Tourism Industry in Trat Province
Trat Province is blessed with abundant natural and cultural resources,
accentuated by beautiful mountains and beaches, bountiful marine and agricultural
resources as well as historic places and cultural events. The Province is described as one
with “half a hundred islands, precious rubies, sweet zalaccas, high quality ridgeback
dogs, Koh Chang Naval Battle, the east end of Thailand” (Office of the National
Museums, 2013).
The primary tourist attractions include Chang Islands, Kut Island, Mak
Island, Than Mayom Waterfall, Wat Yotha Nimit, Wat Buppharam, City Pillar, Wat
Tasom, and Wat Khao To Mo (TAT, 2014). Domestic and international tourists have a
wide range of activities available in natural and man-made settings, such as in
ecotourism, community-based tourism, creative tourism and agritourism.
Figure 8 Natural attraction: Koh Chang Islands
Source: http://www.kohchangparadise.com/wp-content/uploads/2015/02/slide5.jpg
54
Figure 9 Natural attraction: Than Mayom Waterfall, Koh Chang
Source: http://www.strippedpixel.com/wp-content/uploads/2015/08/than-mayom-
falls-koh-chang.jpg
Figure 10 Cultural attraction: City Pillar of Trat Province
(Photo by Phornphan Roopklom on April 14, 2015)
55
Figure 11 Cultural and historic attractions: Wat Buppharam, Meaung District
(Photo by Phornphan Roopklom on April 14, 2015)
Figure 12 Nature-based tourism at Salakkhok Bay, Koh Chang
(Photo by Phornphan Roopklom on September 12, 2014)
56
Figure 13 Community-based tourism and ecotourism at Ban Nam Chiao Community,
Trat
Source:http://7greens.tourismthailand.org/uploaded/cms/green_attraction_model/imag
e/1411154521-1049491033-o.jpg
Figure 14 Orchard tourism, Khao Saming District,Trat.
(Photo by Phornphan Roopklom on May 21, 2016)
57
7. Study Sites
The 2 districts of Trat Province namely, Khao Saming District and Koh
Chang District were selected as the study sites for this research. According to a tourism
campaign of Tourism Authority of Thailand (2014), they have the highest number of
registered tourist orchards, that is, 10 tourist orchards at Khao Saming District and 5
tourist orchards on the island of Koh Chang District. These tourist orchards have also
long history of cultivation and rich wisdom in gardening and farming.
7.1 Khao Saming District
Khao Saming District, the gateway to Trat Province, covers a total area at
679.19 square kilometers. It is accessible via land along Sukhumvit Road and by air.
The airport is operated by Bangkok Airways.
Figure 15 The map of Khao Saming District
Sources: Adapted from Google Map, 2016
Figure 15 shows the geographical location of Khao Saming District and
the places that surround it. The north is adjacent to Klung District of Chantaburi
Province and Bo Rai District of Trat Province. The eastern part is next to Borai
District and Meuang District of Trat Province while the western part adjoins the
58
Meuang District and Laem Ngob District of Trat Province. It is boarded to the south
by Klung District of Chantaburi Province. Its topography is dominated by basins and
rugged hills. Fresh water is supplied by the main rivers (e.g. Khao Saming River,
Welur River) and canal (Ang Thep Nimitr Canal) and abundant rainfall
(approximately 3,000 – 4,000 ml/year for about 130 – 160 days per year).
Khao Saming District was established in 1898, but its name has been
changed several times. At first the District was named Si Bua Thong, then it was
changed to Thung Yai, and finally renamed to Khao Saming District. The district is
subdivided into 8 sub-districts (tambon) namely, Khao Saming, Sean Tung, Wang
Takhian, Tha Som, Sato, Pranit, Thep NImit, and Thong Nonsri. It is further
subdivided into 66 villages (moo ban). Two townships (thesaban tambon) are part of
Sean Tung Sub-district, Khao Saming Sub-district, and Thong Nonsri Sub-district.
The orchards surveyed in this study are found in Khao Saming, Sean Tung, and
Thong Nonsri Sub-district.
The population of Khao Saming District in 2015 was 45,063 or 66.4
people per square kilometer. The main occupations of the residents are in agriculture,
livestock production, and fishery (Khao Saming District Agricultural Extension
Office, 2016). In 2016, 12,163 households were registered, of which around 64%
(7,794 household) are farmers.
The report of the Khao Saming District Agricultural Extension Office
(2016) indicates that the District has a total area of 417,956 rai or 66,872.96 hectares,
and more than half of which (295,414.5 rai or 47,266.32 hectares) are agricultural
land. A variety of fruit trees are planted in 280,130 rai or 44,820.8 hectares, The other
land/sea uses are fishery (9,219 rai or 1,475.04 hectares), field crops ( 5,263 rai or
842.08 hectare), rice paddies ( 541 rai or 86.56 hectares), and pasture (269 rai or
43.04 hectares).
Khao Saming District has an abundant supply of fresh water throughout
the year. The fresh water from Welu River is used for irrigation, and the sediments are
carried downstream and deposited as alluvial rich soil, which is suitable for growing
crops and fruits. The orchards that benefit from fertile soil are those planted to
rambutan, durian, mangosteen, pineapple, and grapefruit.
59
The tourist attractions in Khao Saming District are Wat Muang Khao
Saentum, Khao Saming Municipality Market and tourists orchards. All visitors have
to pass this district either by car or by plane. In 2015, there were 1,770,554 tourists
traveling to Trat Province including of 419,948 foreigners and 1,350,606 Thais.
(National Stratistical Office, 2016)
7.2 Koh Chang District
Koh Chang District, which is located on the Gulf of Thailand, is
considered the second biggest island in Thailand next only to Phuket Island. The total
land area is around 650 square kilometers, 85% of which are mountainous and 15 %
are offshore. The rough topography of the District is interspersed with many
waterfalls and rain forest vegetation. Koh Chang Island has also thriving coral reefs.
Khao Salak Phet is the highest peak at 744 meters above sea level. The Mu Koh
Chang National Park, the only protected area in the District, was established on
December 31, 1982. Even though most area of Chang Island is managed by the
National Park, the coastal plain especially on the eastern of the island, is inhabited by
the locals who thrive on farming and fishery. Tourist orchards are cultivated in this
area because of its good location for trading and pleasant climate.
60
Figure 16 The Map of Koh Chang District
Sources: Adapted from Department of National Parks, Wildlife and Plant
Conservation.
Figure 16 shows the map of Koh Chang and the areas that surround it. To
the north is the Gulf of Thailand and Laem Ngob District of Trat Province; and to the
east is the Gulf of Thailand and Meuang District of Trat Province. The west is
bordered by Gulf of Thailand; and the south is bordered by the Gulf of Thailand and
Koh Kood District.
The average yearly temperature is 27 degree Celsius. The rainy season is
from May until October. The average rainfall is 5500 – 6500 ml/year (Koh Chang
District of Agricultural Extension Office, n.d.).
The population of Koh Chang District in 2015 was 7,944 people or 51.3
people per square kilometer. Being a predominantly agricultural land, the traditional
occupation of the populace is farming. The most economic plants produced on site are
rubber trees, coconut, durian, mangosteen, longkong, and rambutan. Of the 4,634
61
households recorded in 2015, around 14.25% percentages were considered
agricultural-based (Koh Chang District of Agricultural Extension Office, 2016).
The tourist attractions include beaches, waterfalls, mangrove forests,
islands, marine resources, and tourist orchards. In 2015, some 260,897 tourists
(113,443 foreigners and 147,464 domestic) visited Mu Koh Chang National Park
(Department of National Parks Wildlife and Plant Conservation, 2016).
8. Agritourism in Trat Province
The Tourism Authority of Thailand (TAT) started the agritourism program
in Thailand in 2002. Since then, the number of private agricultural entrepreneurs had
increased (Hamzah et al., 2012). In Trat province, the orchard tourism program at
Khao Saming District was launched by TAT in 2009 under the theme “Amazing Fruit
Paradise” and was replicated at Koh Chang District in 2013 under the theme “Travel
every orchards and taste it”.
In 2014, TAT promotes 17 tourist orchards in Trat Province. Of these, 12
orchards are located on the mainland (11 at Khao Saming District, and 1 at Meuang
District) and 5 orchards are located on the island of Koh Chang District.
The orchard tourism program in Trat had a bumpy start. Initially there
were only 7 tourist orchards. As a part of the tourism promotion, the visitors were
allowed to harvest and enjoy unlimited amount of fresh fruits for only 100 Baht per
visit per person (Tourism Authority of Thailand, 2011). Despite this generous
promotion, the program was not successful.
In 2013, a revival was initiated and a campaign promoting fruit festivals
was launched. The campaign was supported and promoted by all TAT offices within
the eastern region of Thailand, which included 6 provinces, namely Rayong,
Chantaburi, Trat, Nakhonnayok, Prajinburi, and Sakaew, comprising of 42 fruit
tourist orchards. In Khao Saming District, the number of participating orchards
increased from 7 tourist orchards in 2012 to 16 orchards in 2014. Orchard tourism
was promoted under the theme “12 Don’t Miss Cities” which not only highlights on
“Dream Islands” but also covers all other natural and cultural attractions of Trat
Province.
62
In this research, 6 tourist orchards in Khao Saming District and 3 tourist
orchards in Koh Chang Distict were sampled. Table 5 shows detail address of each
orchard in the study area. The locations of these tourist orchards are shown in Figures
17 and 18.
Table 5 Detail address of sampled tourist orchards in Khao Saming District and Koh
Chang District.
Name of Orchard Code of
Orchard Address
Phol Ampai Orchard PAO Chong Nonsri Sub-district,
Khao Saming District, Trat Province
Pai Toon Orchard PTO Chong Nonsri Sub-district,
Khao Saming District, Trat Province
Ta Nghim Orchard NGO Khao Saming Sub-district,
Khao Saming District, Trat Province
Sean Rak Orchard SRO Khao Saming Sub-district,
Khao Saming District, Trat Province
Suan Baan Durian Orchard
(former Lang Suan Orchard)
BDO Khao Saming Sub-district,
Khao Saming District, Trat Province
Suan Ton Palm Orchard TPO Khao Saming Sub-district,
Khao Saming District, Trat Province
Khun Poo Orchard KPO Koh Chang Sub-district
Koh Chang District, Trat Province
Somphot Koh Chang Orchard SKO Koh Chang Sub-district
Koh Chang District, Trat Province
Kiribunchorn Orchard KBO Koh Chang Sub-district
Koh Chang District, Trat Province
63
Figure 17 Map showing the location of the sampled tourist orchards in Khao Saming
District
Source: Adapted from Google Map, 2017
Figure 18 Map showing the location of the sampled tourist orchards in Koh Chang
District
Source: Adapted from Google Map, 2017
64
Chapter 5
Results and Discussion
This chapter presents the findings of the study based on primary data and
secondary data. The chapter is divided into three parts, namely, 1. main attributes and
characteristics of the tourist orchards in the study area, 2. behaviors and needs of
tourists towards orchard tourism in the study area, and 3. significant values of tourist
orchards in the study area.
The first part of the chapter presents the primary data collected from field
observations as well as from interviews with farmers/owners (n = 9). The data include
the main attributes and characteristics of the sampled tourist orchards. The second
part of the chapter discusses the results of the questionnaire survey of the tourists (n =
57) who were willing to participate in the study. The survey focused on the behaviors
and needs of tourists. The statistically analyzed data are presented using tables and
charts. The last part of the chapter discusses the significant values of tourist orchards
in the study area. The multifunctionality of the tourist orchards is also discussed.
1. Main Attributes and Characteristics of the Tourist Orchards
The main attributes of tourist orchards in the study area are described in
terms of their ability to provide recreational or tourism opportunities, using the
Recreation Opportunities Spectrum (ROS) analysis. This section also discusses
relevant topics, namely, agricultural systems and products, use of fertilizers and
insecticides, irrigation management, labor force, daily life in orchard, and tourism
services. These information were obtained from the results of the questionnaire
survey, field observation, and face-to-face interviews.
65
1.1 General Attributes of Tourist Orchards
The information about the recreation facilities of nine tourist orchards in
Khao Saming District (n = 6) and Koh Chang District (n = 3), all located in Trat
Province, are outlined below. The map showing the locations of these orchards is in
Chapter 4, Figures 17 and 18.
Of the six orchards located in mainland Khao Saming District, four are
temporarily closed to the public during the time of the study. Since they still contain
tourist facilities, they were nonetheless included in this study as they could re-open in
the near future to resume the orchard tourism venture.
1.1.1 Phol Ampai Orchard is located in Thong Nonsri Sub-district, Khao
Saming District (See location map in Chapter 4, Figure 17). The orchard is 2.40
kilometers from Sukhumvit Road. A local 2WD sealed road leads to the orchard
(Figure 19 and 20). The tourist facilities found within include an open roofed shelter,
toilets, and good walking trail around the orchard. The owner of the orchard is Mr.
Chaiwat Primphol (Figure 21).
Figure 19 The yellow sign board indicating the location of Phol Amphai Orchard
(Photo by Phornphan Roopklom on January 20, 2017)
66
Figure 20 The green sign board indicates the location of Phol Amphai Orchard
(Photo by Phornphan Roopklom on January 20, 2017)
Figure 21 Mr. Chaiwat Primphol, the owner of Phol Ampai
Orchard, with the researcher
(Photo by Phornphan Roopklom on May 21, 2016)
1.1.2 Pai Toon Orchard is located in Thong Nonsri Sub-district, Khao
Saming District (See location map in Chapter 4, Figure 17). The orchard is 1.5
kilometers from Sukhumit Road and only about 765 meters from Phol Amphai
Orchard. Tourists can access Pai Toon Orchard via a local 2WD dirt road (Figure 22).
In addition to tropical fruits, tourists can use other tourist facilities such as the open
roofed shelter, walking trail, and toilets (Figure 23). The orchard covers a huge area
(the largest tourist orchard surveyed in the study area) that is planted to numerous
fruit-bearing trees for the consumption of tourists every harvest season. It is one of the
two pioneering orchards in Khao Saming District that has remained open for tourism
since 2009.
67
Figure 22 A dirt 2WD access road leading to Pai Toon Orchard
(Photo by Phornphan Roopklom on January 20, 2017)
Figure 23 Agritourists enjoying the fruit buffet at Pai Toon Orchard
(Photo by Phornphan Roopklom on May 21, 2016)
1.1.3 Ta Nghim Orchard is located in Khao Saming Sub-district, Khao
Saming District (See location map in Chapter 4, Figure 17). The orchard is about 1.35
kilometers from Sukhumvit Road, and accessible via a sealed 2WD road. This orchard
used to propagate and sell mushrooms for tourists (Figure 24). Because of the
outbreak of some mushroom diseases, the mushroom production along with the
existing tourist facilities was abandoned and replaced by a local travel agency
business (Ta Ngim, personal communication, May 20, 2016) (Figure 25).
68
Figure 24 Sightseeing inside a mushroom nursery used to be an attraction at Ta
Nghim Orchard.
Source: Suan Ta Ngim, 2011, https://www.facebook.com/suan.ta.ngim/
Figure 25 Mr. Siraphob Naewphana, the owner of Ta Nghim Orchard, being
interviewed by the researcher.
(Photo by Phornphan Roopklom on May 22, 2016)
1.1.4 Sean Rak Orchard is located in Khao Saming Sub-district, Khao
Saming District (See location map in Chapter 4, Figure 17). The orchard is 965 meters
from Sukhumvit Road, through a small dirt 2WD road (Figure 26). In the past, the
orchard provided homestay (Figure 27) and package tour; however, the owner decided
two years ago to close the business when he accepted a paid employment elsewhere.
69
Figure 26 A sealed 2WD access road to Sean Rak Orchard
(Photo by Phornphan Roopklom on June 10, 2017)
Figure 27 Accommodation in Sean Rak Orchard
(Photo by Phornphan Roopklom on June 10, 2017)
1.1.5 Suan Baan Durian Orchard (formerly known as Lang Suan Orchard)
is located in Khao Saming Sub-district, Khao Saming District (See location map in
Chapter 4, Figure 17). The orchard is about 200 meters from Sukhumvit Road. Even
though the orchard is so close to the main road, it cannot be accessed by big vehicles
because the dirt road leading to the property is too narrow for big vehicles (Figure
28). The prevailing climatic and environment conditions in the orchard are well suited
for fruit production because it is located near the Khao Saming River (Figure 29 and
Figure 30). Although some visitor facilities such as the small open roofed shelter,
waterfront rest area (Figure 30), and bungalow (Figure 31) have been constructed
within the orchard, they are not always readily available to tourists due to limited
staff.
70
Figure 28 The entrance to Suan Baan Durian Orchard
(Photo by Phornphan Roopklom on May 20, 2016)
Figure 29 The fruit trees at Suan Baan Durian Orchard
(Photo by Phornphan Roopklom on May 20, 2016)
Figure 30 The tributary of Khao Saming River flowing along the waterfront rest area
of Suan Baan Durian Orchard
(Photo by Phornphan Roopklom on May 20, 2016)
71
Figure 31 A bungalow within Suan Baan Durian Orchard
(Photo by Phornphan Roopklom on May 20, 2016)
1.1.6 Suan Ton Palm Orchard is located at Khao Saming sub-district, Khao
Saming District (See location map in Chapter 4, Figure 17). It is 1.10 kilometers from
Sukhumvit Road. A 2WD sealed road leads to the orchard, but it is quite narrow and
not passable by big vehicles (Figure 32). Because the orchard is small (12 Rais), big
groups of visitors are not appropriate. Within the orchard is an open-air shelter;
signage on regulations is not apparent (Figure 33). Due to all members in family
involved all practices of this organic orchard and do not hire extra laborers, they
decided to close the tourism section of this orchard.
Figure 32 A sealed 2WD access road to Suan Ton Palm Orchard
(Photo by Phornphan Roopklom on June 10, 2017)
72
Figure 33 An open roofed shelter at Suan Ton Palm Orchard temporarily used as
garage.
(Photo by Phornphan Roopklom on June 10, 2017)
1.1.7 Khun Poo Orchard is located on the island of Koh Chang Sub-
district, Koh Chang District (See location map in Chapter 4, Figure 18). The orchard
is 5 kilometers from the pier and can be accessed via a 2WD sealed road. Presently,
the orchard is equipped with tourist amenities and basic tourism services. Besides
tourist orchard, the property has an oil station and a coffee shop (Figure 34).
Moreover, the orchard also sells homemade soap, lipstick, lip scrub, and processed
agricultural products at the coffee shop (Figure 35).
Figure 34 Coffee shop at Khun Poo Orchard
(Photo by Phornphan Roopklom on June 9, 2017)
73
Figure 35 Homemade products for sale at the coffee shop in Khun Poo Orchard
(Photo by Phornphan Roopklom on June 9, 2017)
1.1.8 Somphot Koh Chang Orchard is located on the island of Koh Chang
pier some 5.3 kilometers away and only 200 meters from Khun Poo Orchard (See
location map in Chapter 4, Figure 18). The orchard can be accessed via 2WD sealed
road. The orchard is jointly managed by the owner and his son, who plan to make this
property a model tourist orchard and produce organic fruits in the future (Figure 36).
To enhance their interest and skill in fruit preservation, the owners are members of a
local group that make traditional durian preserves (D123 or Chanee type). An
agricultural shop and a bungalow are the two other tourist facilities in the orchard.
Visitors can also stay overnight and buy agricultural products (Figure 37 and Figure
38).
Figure 36 The farm landscape at Somphot Koh Chang Orchard
(Photo by Phornphan Roopklom on June 9, 2017)
74
Figure 37 A bungalow for tourist accommodation at Somphot Koh Chang Orchard
(Photo by Phornphan Roopklom on June 9, 2017)
Figure 38 An agricultural shop/stall at Somphot Koh Chang Orchard
(Photo by Phornphan Roopklom on June 9, 2017)
1.1.9 Kiribunchorn Orchard is approximately 9.20 kilometers accessed by
a 2WD sealed and dirt road (See location map in Chapter 4, Figure 18). Although,
there are no basic tourist amenities (e.g. toilets), a small stall/shop has been set up for
visitors (Figures 39, 40, 41, 42). The tropical fruit from the orchards especially durian
(chanee type) and mangosteen are sold. In 2017, the owner began selling processed
agricultural products such as durian ice cream, coconut ice cream, and freeze durian;
he plans to sell these products even during the off farm season (Figure 43).
75
Figure 39 A signage indicating the location of Kiribunchorn Orchard
(Photo by Phornphan Roopklom on May 24, 2016)
Figure 40 Kiribunchorn Orchard is planted to durian and mangosteen
(Photo by Phornphan Roopklom on May 24, 2016)
Figure 41 Fresh fruits from Kiribunchorn Orchard (mangosteen and longkong)
(Photo by Phornphan Roopklom on May 24, 2016)
76
Figure 42 A small shop/stall and seating area at Kiribunchorn Orchard
(Photo by Phornphan Roopklom on June 9, 2017)
Figure 43 Durian ice cream and coconut ice cream at Kiribunchorn Orchard
(Photo by Phornphan Roopklom on June 9, 2017)
77
Table 6 Summary of the tourist amenities, activities and services in the nine orchards
surveyed.
Name of Orchards Status Tourist
Amenities
Tourist
activities
Tourist
services
Mainland-based orchards
Phol Ampai
Orchard
Open Access road,
open roofed
shelter, toilets, walking trail
Sightseeing,
fruit-tasting,
fruit-shopping, agriculture
demonstration
Tour guiding,
fruit buffet
Pai Toon Orchard Open Access road,
open roofed shelter, toilets,
walking trail
Sightseeing,
fruit-tasting, fruit-shopping,
agriculture
demonstration
Tour guiding,
fruit buffet
Ta Nghim Orchard Temporarily
closed to
the public
Access road,
toilets, walking
trail
Previously:
sightseeing,
mushroom
shopping, agriculture
demonstration
None ongoing
Sean Rak Orchard Temporarily closed to
the public
Access road, homestay
accommodation,
toilets, walking
trail
Previously: sightseeing, tour
packaging,
Staying
overnight, fruit-tasting, fruit-
shopping
None ongoing
Suan Baan Durian Orchard
Temporarily
closed to
the public
Access road, , open roofed
shelter,
homestay
multifunction, toilets,
waterfront rest
area, walking trail
Previously: Sightseeing,
staying
overnight, fruit-
tasting, fruit-shopping
None ongoing or limited
access
Suan Ton Palm
Orchard
Temporarily
closed to
the public
Access road,
open roofed
shelter, , walking trail
Previously:
Sightseeing,
fruit-tasting, fruit-shopping,
agriculture
demonstration
None ongoing
or limited
access
78
Table 6 Summary of the tourist amenities, activities and services in the nine orchards
surveyed (Continued).
Name of Orchards Status Tourist
Amenities
Tourist
activities
Tourist
services
Island-based orchards
Khun Poo Orchard Open Access road,
coffee shop, oil
station, toilets, walking trail,
Sightseeing,
fruit-tasting,
shopping for fresh fruits and
handmade
products (e.g.soap,
lipstick)
Tour guiding,
food and drinks
Somphot Koh
Chang Orchard
Open Access road,
open roofed shelter,
bungalow,
toilets, walking trail
Sightseeing,
Staying overnight, fruit-
tasting, fruit-
shopping, agriculture
demonstration
Tour guiding,
overnight accommodation
Kiribunchorn
Orchard
Open Access road,
agricultural shop/stall
Sightseeing,
fruit-tasting, fruit-shopping
Tour guiding
1.2 Recreation Opportunities Spectrum (ROS) analysis results
The Recreation Opportunities Spectrum (ROS) is a planning framework
developed by the National Parks and Wildlife Service of New South Wales, Australia.
The framework was used to assess recreational opportunities in tourist attractions and
provide information about the study area with respect to its recreational setting,
natural attributes, and features of tourist activities and experiences. It provides a
conceptual basis on how to create diversity of recreation experiences (Clark &
Stankey, 1979; Driver, 1989 cited in Hall & Page, 2006). Appendix C shows the
template used in ROS analysis.
The collective results of the Recreation Opportunities Spectrum (ROS)
analysis of the nine tourist orchards in Khao Saming District and Koh Chang District
are presented in Table 7, using the prescribed ROS template. The sampled tourist
orchards have similar features in terms of their general features, accessibility,
facilities, interactions among tourists and host community, and to some degree
79
regulations. They all fall under Class 4 or semi-developed. The social interaction and
visitor regulation categories fell under Category 3 not because the orchards are ‘closer
to nature or remote’ but because they are not as well managed as one would expect
and are not as actively promoted for tourism; however a few basic tourist facilities
and products have been built for tourism purposes.
As presented in Table 7, all the orchards in Khao Saming District are not
far away from Sukhumvit Road. The farthest orchard from the main road is Phol
Ampai Orchard (2.40 kilometers) and the nearest orchard is Suan Baan Durian
Orchard (200 meters). Likewise, the orchards on the island of Koh Chang District are
very accessible. From the main road, visitors can easily access the orchards by either
local 2WD sealed or dirt road in which each orchard has directional signage. Since
most of the local roads are quite narrow and unpaved, they are passable only by much
smaller vehicles. The tourist facilities constructed within the orchards invariably
include small open-roofed shelters, fruit stalls/shops, toilets, walking trails, coffee
shop, agricultural shop, and accommodation. The owners of the orchards welcome
tourists and serve as their personal guides, hence, directional and tourist information
signage is deemed not so essential at this stage of the tourist operation. Tourist
orchards that are open to the public, such as Phol Ampai Orchard and Pai Toon
Orchard on the mainland and Khun Poo Orchard, Somphot Koh Chang Orchard and
Kiribunchorn Orchard on the island, exhibit moderate level of social interactions
during the harvest season.
80
Table 7 The results of the ROS analyses of the nine tourist orchards in Khao Saming
District and Koh Chang District.
Class 1 Class 2 Class 3 Class 4 Class 5
General Description
Essentially unmodified
environment
of large size
Predominantly unmodified
environment of
moderate-large
size
Predominantly natural
environment,
generally
small
development
areas
Modified environment in
a natural
setting,
compact
development
area.
Substantially modified
environment,
natural
backdrop.
Access No roads or
management
tracks. Few
or no formed
walking
tracks
No road
management
tracks and
formed walking
tracks may be
presented.
Dirt roads,
management
tracks and
walking tracks
may be
presented.
2WD roads
(dirt and
sealed). Good
walking tracks.
Sealed road.
Walking tracks
with sealed
surfaces, steps,
etc
Modifications and facilities
Modifications generally
unnoticeable.
No facilities.
No structures
unless
essential for
resource
protection
and made
with local
materials.
Some modifications in
isolated
locations. Basic
facilities may
be provided to
protect the
resource (e.g.
pit toilets and
BBQs).
Some modifications
but generally
small scale
and scattered.
Facilities
primarily to
protect the
resource and
public safety.
No powered
facilities.
Substantial modifications
noticeable.
Facilities may
be relatively
substantial and
provided for
visitor
convenience
Substantial modifications
which
dominate the
immediate
landscape.
Many facilities
(often
including
roofed
accommodatio
n) designed for
large number and for visitor
convenience.
Social
Interaction
Small number
of brief
contacts (e.g.
less than 5 a
day). High
probability of
isolation from
others. Few if
any other
groups present at
campsites.
Some contact
with others (e.g.
up to 20
groups), but
generally small
groups. No
more than 6
groups present
at campsites.
Moderate
contact with
others. Likely
to have other
groups present
at campsites.
Families with
young children
may be
present.
Large number
of contacts
likely. Variety
of groups,
protracted
contact and
sharing of
facilities
common. May
have up to 50 sites.
Large numbers
of people and
contacts.
Groups of all
kinds and ages.
Low likelihood
of peace and
quiet.
Visitor
regulation
No on-site
regulation.
Off-site
control
through
information
and permits
may apply.
Some subtle on-
site regulation
such as
directional
signs and
formed tracks.
Controls
noticeable but
multifunction
(e.g.
information
boards,
parking bays).
On-site
regulation
clearly
apparent (e.g.
signs, fences,
barriers) but
should blend
with bush
backdrop.
Numerous and
obvious signs
of regulation.
No attempt to
blend in.
Management
personnel
likely to be
presented.
81
Table 7 The results of the ROS analyses of the nine tourist orchards in Khao Saming
District and Koh Chang District (Continued).
Comparison No. 1. Recreation Opportunity Setting classes used by the Victorian Department of Conservation and Environment (No date).
Class Class 1
Remote
Class 2
Semi- Remote
Class 3
Roaded-
Natural
Class 4
Semi-
Developed
Class 5
Developed
1.3 Agricultural Systems and Products
The orchards in the study area can be categorized into two types of
agricultural systems, namely traditional mixed and organic systems. In Thailand, there
are several sustainable agricultural practices such as integrated farming, organic
farming, natural farming, agroforestry, and New-Theory farming (Khaokhrueamuang,
2014). Despite the economic crisis in 1997, Thai people had shown resilience by
adopting the “sufficiency economy” philosophy which H.M. King Bhumibol
Adulyadej proposed in order for the nation to move towards a healthier, more
prosperous, more sustainable, and happier future (Avery & Bergsteiner, 2016).
The results of the ocular investigation and interviews with the orchard
farmers indicate that seven of the nine sampled orchards are considered traditional
mixed orchards (77.77%) and two are organic orchards (22.23%) (Table 8).
Table 8 Agricultural systems and products of tourist orchards in Trat Province
Name and Location of
Orchards
Code of
orchards
Agricultural Systems
Traditional mixed
Orchard Organic Orchard
Phol Ampai Orchard PAO √
Pai Toon Orchard PTO √
Ta Nghim Orchard NGO √
Sean Rak Orchard SRO √
Suan Baan Durian Orchard
or
Lang Suan Orchard
BDO
√
Suan Ton Palm Orchard TPO √
Khun Poo Orchard KPO √
Somphot Koh Chang
Orchard
SKO √
Kiribunchorn Orchard KBO √
82
1.3.1 Traditional Mixed Orchard
Traditional mixed orchards is a farming system wherein more than two
different kinds of fruit trees are planted in rows within the same block of land. This
traditional farming practice is passed on from one generation of land owners/farmers
to the next. The farming system is applied from the time the young plants (seedlings)
are planted up to the fruiting stage. Fertilizers and pesticides (usually chemical-based
substances) are deemed necessary to nurture the crops and ensure better productivity.
Because the farm is diversified, the farmers can earn money all year round in addition
to the extra income from tourism.
In addition to the conventional farming practices, ownership of the
traditional mixed orchards in the study area is transferred from one generation of
farmers to the next – a social practice done for more than half a century. The current
farmers claim that they inherited the farms including the fruit trees planted therein
from their parents who inherited them likewise from their ancestors. Most of the
standing fruit trees were planted during the early stages of orchard farming, and many
of them are in fact over 50 years old. Mr. Paitoon Wanitsee (personal communication,
May 21, 2016) from Pai Toon Orchard expressed his gratitude by saying “Thanks to
my parents for planting the different kinds of tropical fruit trees on my land. This
provides us some income almost all year round”
The interviews also revealed that some of the orchards in Khao Saming
District (PAO, PTO, NGO, and BDO) were previously planted to rubber or oranges
because they were then highly priced farm products. However, because of the
changing market demand and climatic conditions in recent years, many farmers from
the mainland (e.g., PAO, PTO, NGO, BDO) and island of Koh Chang (e.g., KPO and
SKO) decided to replace some of the existing trees with much more economically
profitable tropical fruits such as durian, mangosteen, rambutan, and longkong.
One orchard (PAO) in the mainland, which is still growing palm and
rubber, has also planted Ta-khian (Hopea odorata), known in Thailand as the home of
the lady spirit called Ta-khian (Figure 44). It is a large tree and valued for its wood. It
is a globally threatened species (Vulnerable category) by the International Union for
the Conservation of Nature (IUCN, 2017). Planting this species has at least dual
83
functions in the orchard – conservation of the species and economic benefit from its
wood.
Figure 44 Ta –khian trees planted among the fruit trees in Phol Ampai Orchard
(Photo by Phornphan Roopklom on May 21, 2016)
As in the majority of the orchards in the study area, KBO is a traditional
mixed orchard predominantly planted to durian, in particular the Chanee variety. Due
to the increasing popularity of Koh Chang as a tourist destination and declining
profitability of the conventional fruits, many orchards planted to durian in the island
have been replaced by other farm produce and land uses. Unfortunately because of
this, durian especially the Chanee variety has become rare or nearly ‘extinct’ in the
Koh Chang District. The owner of the orchard, Mr. Manop Thongsrisomboon, has
recently realized the medicinal value of durian. He found out, based on the result of a
laboratory test, that durian is rich in iodine (a broad antiseptic and has high medicinal
value). Consequently, he is now promoting durian production and tourism on the
island. Because of minimal use of chemical and intimate natural ecology in the
orchard, the taste of durian is allegedly different from the others.
The fresh produce from traditional mixed orchards are sold in domestic
and international outlets, and some are for household consumption. One of orchards
(PAO) has diversified its farming practice and has expanded its trading business by
84
producing and selling preserved dried fruits such as dried durian, dried banana, and
dried pineapple (Figure 45). KPO in Koh Chang District also produces other products
from the orchard, such as homemade soap, lip balm, and lip scrub. Another orchard
(KBO) sells processed agricultural products such as durian ice cream, coconut ice
cream, and freeze durian.
Figure 45 The processed products being sold in Phol Ampai Orchard are advertised
on the signboard
(Photo by Phornphan Roopklom on May 21, 2016)
1.3.2 Organic Orchard
Organic farming is an alternative farming system which aims to sustain a
healthy environment and healthy people by producing food which is grown in
‘harmony with nature’. No hazardous and synthetic chemicals are applied. Organic
farming also cultivates plants that do not require too much fresh water and other
agricultural inputs that are either costly or toxic. Jitsanguan (2001, p.3) states that
organic farms are fertilized using materials from organic sources (e.g. manure,
compost, and other non-synthetic substances), while farm pests and weeds are
controlled using various biological and cultural methods. He further states that “the
aim of organic farming is to achieve sustainability in order to increase food safety and
restore soil fertility and water quality which have been damaged by chemical use.
Organic farming can also help improve the quality of underground water as well as
conserve biodiversity.”
85
Two of the tourist orchards investigated in this study are 100% organic
farms (PAO and TPO), both of which are located in Khao Saming District. The Suan
Ton Palm Orchard (TPO) with an area of 1.92 hectares was managed in the past as a
traditional mixed orchard. However, after long-term use of chemical fertilizers and
insecticides, the owner (Mr. Theeraphan Wongnapa, personal communication, May
22, 2016) became concern of the adverse impact of these chemical substances on the
environment and human health. As a result, he decided to convert his farm into an
organic tourist orchard. Even though the orchard property and production is small-
scale and planted only to mangosteen as the main crop, the organically grown fruits
have high market demands and sold at a much higher price overseas than the
traditionally grown fruits. The orchard is certified as an organic farm by both national
and international bodies (Organic Agriculture Certification Thailand and International
Federation of Organic Agriculture Movements), and is currently exporting its produce
abroad.
Mr. Ampai Primphol (personal communication, May 21, 2016), the owner
of Phol Ampai Orchard (PAO), said that many European buyers are willing to pay
more for organically grown farm produce. He claims that he was able to secure an
official certificate from the government (Organic Thailand Certification from Organic
Agriculture Certification Thailand) that guarantees that the exported fruits from his
farm are indeed organically produced. The main tropical fruits produced in this
orchard are durian, rambutan, longkong and mangosteen.
1.4 Use of fertilizers and insecticides in orchards
To increase farm productivity, many farmers apply agricultural/
horticultural inputs, such as fertilizers and insecticides. Enrichment of soil in orchards
may be classified as chemical, organic, and combination of chemical and organic
fertilizers (Khaokhrueamuang, 2014, p. 6).
As shown in Table 9, the orchards investigated in this study are enriched
using a combination of chemical and organic fertilizers. Seven orchards (77.77%) use
both chemical and organic fertilizers, while two orchards (22.23%) use only organic
matter.
86
Table 9 Use of fertilizers and insecticides in tourist orchards, Trat Province.
Name of Orchard Fertilizer and insecticide used in orchards
Organic Both Chemical and Organic
Phol Ampai Orchard √
Pai Toon Orchard √
Ta Nghim Orchard √
Sean Rak Orchard √
Lang Suan Orchard √
Suan Ton Palm Orchard √
Khun Poo Orchard √
Suan Somphot Koh Chang Orchard √
Kiribunchorn Orchard √
The farmers claimed that they prefer to use chemical fertilizers and
pesticides approved or prescribed by the Ministry of Agriculture and Cooperatives
(MOAC). They use natural and biological fertilizers to reduce costs and improve the
quality of agricultural produce. For example, Pai Toon Orchard (PTO), the largest
tourist orchard in the mainland (250 Rai or 40 Hectare), combines traditional and
organic orchard farming systems. Mr. Paitoon Wanitsee (personal communication,
May 21, 2016) of PTO states that “We cannot use hundred percent organic matter. As
we export our fresh produce to China, we use only good grade chemical fertilizers and
insecticides in order to maintain high quality export.”
On Koh Chang District, the intensive use of chemical fertilizers was
necessary especially in small-scale orchards where high profit is essential even at the
expense of environmental conservation and human health welfare. Increasingly, many
farmers, who are realizing the importance of sustaining human health and
environment, are gradually shifting to sustainable tourist orchards. Sangkapitux
(2015, p. 5) stresses that “switching from a chemical-based agricultural system to
organic farming and other eco-friendly farming systems as the basis of
multifunctional agriculture not only offers safer products to consumers but also
mitigates negative health impacts on farmers”. This is also crucial in preserving island
ecology because islands, compared to mainland or continental mass, are more at risk
and vulnerable to environmental problems such as soil and water pollution from
farmlands that are over-fertilized or treated with excessive chemical substances
(Catibog-Sinha & Heaney, 2006).
87
Two orchards (PAO, TPO) in Khao Saming District are totally being
fertilized organically, although this was not the case in the past. The farmers of these
orchards are composting organic materials on site. Furthermore, one organic orchard
(PAO) maintains a hive of king bees (Family Apidae) to help in natural pollination
(Figure 46). Honey from the bees also provides additional income to the farmers. Mr.
Theeraphan Wongnapa (personal communication, May 22, 2016) said that “My
family had been maintaining the orchard for many years using chemical inputs until a
family member got sickly probably because of the chemical fumes. We then decided
to change our agricultural system by shifting to organic.” Mr. Theeraphan Wongnapa
has also ventured into making wood vinegar (pyroligneous acid). Burnette (2013, p.
1) claims that wood vinegar helps in the “improvement of soil quality, elimination of
pests, plant growth control, being able to accelerate the development of roots, stems,
tubers, leaves, flowers, and fruits, used to increase amounts of fruit produced in
orchards” (Figure 47).
Figure 46 Shed where king bees are being cultured for honey in Phol Ampai Orchard
(Photo by Phornphan Roopklom on June 10, 2017)
88
Figure 47 Shed for making wood vinegar in Suan Ton Palm Orchard
(Photo by Phornphan Roopklom on June 10, 2017)
1.5 Irrigation Management
The orchards in the study area are being sustained by basic but functional
irrigation systems. In addition to rainwater, irrigation water from nearby creeks, rivers
or waterfalls is pumped directly into the plantation or impounded temporarily in man-
made ponds for future use (Table 10, Figure 48, and Figure 49).
Table 10 Irrigation management of tourist orchards in Trat Province
Name of Orchard
Irrigation Management
Source of Freshwater
(i.e. creeks, rivers,
waterfalls)
Man-made Pond
Phol Ampai Orchard √
Pai Toon Orchard √
Ta Nghim Orchard √
Sean Rak Orchard √
Lang Suan Orchard √
Suan Ton Palm Orchard √
Khun Poo Orchard √
Suan Somphot Koh Chang Orchard √ √
Kiribunchorn Orchard √
Note: All orchards depend on rainwater during the wet season.
89
The main river that traverses Khao Saming District is known as Khao
Saming River, which runs from the rainforest of the Banthat mountains at Bo Rai
District and drains into the Gulf of Thailand. The orchards along or adjacent to
streams and the river banks benefit from the constant supply of water. Meanwhile,
orchards in Koh Chang District are benefiting from the abundant water from the
waterfalls, such as Than Mayom Waterfall and Khlong Nonsri Waterfall. Some
farmers transport irrigation water from nearby natural sources using water pipes and
motor pumps into the plantation and/or made-made ponds.
Figure 48 The Khao Saming River is the main source of irrigation water for orchards
(Photo by Phornphan Roopklom on January 20, 2017)
However, orchards located at some distance from natural sources of
irrigation water depend only on rainwater during the wet season and/or on water
stored in man- made ponds (Figure 49) during the dry season. Ponds equipped with
water gates to regulate water flow are commonly constructed in organic farms.
Although man-made ponds are good sources of water for the orchard, they are not
always dependable as they dry up during prolonged dry season. In this case, some
farmers are forced to purchase freshwater taken from Khao Saming River. The water
is delivered by water trucks to the orchard. Even though this is costly, the farmers
seem to have no choice especially when newly planted plants have to survive the
draught.
90
Figure 49 A man- made pond in Suan Ton Palm Orchard
(Photo by Phornphan Roopklom on June 10, 2017)
1.6 Farm practices in orchards in conjunction with tourism
Orchard farming, planted to a variety of fruit trees and has multifunctional
role, requires whole-year maintenance and management (Figure 50). Some farmers
and/or land owners incorporate certain tourism activities in the farming timetable,
which are usually held during the harvest season. The tropical fruits especially durian,
mangosteen, and rambutan in the eastern part of Thailand are very popular and most
sought after by tourists during the peak of the harvest season when they are
considered the sweetest.
Types of Tropical
Fruit Trees
Months
Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Durian
Mangosteen
Rambutan
Tourism
Figure 50 Schedule of activities in orchards in Trat Province
Sources: Personal communication with the owners of sampled tourist orchards (PAO,
PTO, TPO, SKO, KBO) on May 20 – 23, 2016 and April 10 – 13, 2017
Remark: Pollinating Roping Harvesting Pruning
Nurturing Providing Tourism Services
91
The local farmers have to learn practical ways, and to certain extent some
agriculture-related theories about farming and forestry, to maintain healthy and
productive orchards. For example, Mr. Chalermphol Tatsamakorn (personal
communication, April 11, 2017) of Suan Somphot Koh Chang Orchard (SKO) has to
learn how to facilitate the pollination of durian, which is usually effective at night, by
manually introducing the male parts of the flower (called anthers containing the
pollen) into the female parts of the flower (called pistil containing the ovules). They
have to learn also how to integrate the seasonality of fruiting so they can schedule
other farm activities, such as tourism.
Harvest season of most fruit trees usually starts from the mid of April until
July each year. Fruiting seasons vary depending on the type and varieties of fruit
trees. For example, mangosteen, considered the ‘queen of fruits’ bear fruits much
earlier than other species, although harvest time occurs only when the fruits are ripe
enough (about 80% ripe) and ready for transport and trade. Durian, considered the
‘king of fruits’, is harvested more or less at the same time as mangosteen (April to
June) and rambutan (April-July), but the peak lasts only for two months (April to
May) each year.
The height of orchard tourism coincides with the fruiting season and
harvest period thereby ensuring a more enjoyable rural tourist experience while at the
same time taking advantage of cheaper retail price, abundant supply, and variety and
quality of fruits.
Various tourist activities are held in the fruit orchards and immediate
surrounds. This include fruit buffet, pleasure walk within the orchard, shopping for
fresh and processed fruits, basic learning about orchard farming, and overnight
accommodation. The owners of the orchards always personally welcome the visitors
while some of their farm helpers/laborers assist in certain tourism-related
demonstration activities.
92
1.7 Labor force in the orchards
Hired labor is an important component in orchard management. Hiring
locals and tapping their local knowledge in farming contributes not only to local and
household economies but also to the conservation of traditional knowledge in
sustainable agricultural practices and biodiversity (Catibog-Sinha & Heaney 2006).
In the study, Thai nationals are hired as permanent laborers, majority of
whom are relatives of the farmers/owners and are residing in the farm (Table 11).
Permanent laborers are hired to do routine farm work such as applying fertilizers,
watering, pollinating, harvesting, and pruning. Temporary laborers are also hired to
augment the permanent labor force during harvest season. In some cases, the children
of these laborers also work in the orchard even up to their adulthood. The laborers in
Khun Poo Orchard (KPO) are paid about 7,000 Baht per month with free
accommodation and rice supply (Ms. Pitchaya Karupanich, personal communication,
April 12, 2017), while those in SKO are paid around 13,000 Baht with
complementary dinner (Mr. Chalermphol Tatsamakorn, personal communication,
April 11, 2017).
On the other hand, the temporary laborers are comprised of Thai and
Cambodian nationals, who are hired only from May to July-August during the harvest
season. They are paid based on the volume of fruits that they can pick. For example,
the rate for picking rambutan is 3 Baht per kilogram and mangosteen is 4 Baht per
kilogram. Otherwise, laborers are paid 300 or 330 Baht per day (Mr. Manop
Thongsrisomboon, personal communication, May 24, 2016).
The only tourist orchard investigated in this study that does not hire extra
labor is Suan Ton Palm Orchard (TPO). This is because all the family members are
involved in farming. Mr. Theeraphan Wongnapa (personal communication, May 22,
2016) claims that “We have a small orchard, only 12 Rai. We can look after the farm
ourselves and ensure that organic farming is practiced and not compromised.”
93
Table 11 Labor force in tourist orchards at Trat Province
Name of Orchard Labor force
Permanent Labor Temporary Labor
Phol Ampai Orchard √ √
Pai Toon Orchard √ √
Ta Nghim Orchard √ √
Sean Rak Orchard √ √
Lang Suan Orchard √ √
Suan Ton Palm Orchard √
Khun Poo Orchard √ √
Suan Somphot Koh Chang Orchard √ √
Kiribunchorn Orchard √ √
1.8 Multifunctionality of Tourist Orchards
Multifunctionality is a new paradigm for agriculture. Its concept is not
focused only on food and fiber production; it also provides a wide range of tangible
and intangible values through multiple functions. The multifunctionality of tourist
orchards aims to produce goods (e.g. food, fiber, wood) while at the same time
provide ecological services (e.g., biodiversity, water conservation, aesthetic beauty,
clean air, recreation); it also promote rural development through the establishment of
new enterprises, such as tourism, hence increasing livelihood opportunities and
domestic and rural income.
The multifunctionality of the tourist orchards in Trat Province may be
described based on the study of Van Huylenbroeck et al. (2007). Accordingly,
multifunctional includes four fundamental functions namely, ‘white’, ‘green’, ‘blue’
and ‘yellow’.
The ‘white’ function of the orchards in the study area primarily focuses on
the production of food in line with the notion of food security and safety. All the
orchards produce and sell fresh fruits, and some even process certain agricultural
products for domestic and international markets. These agricultural products, although
not considered staple foods, are essential in achieving a balanced diet and better
quality of life for consumers. Cotes et al. (2007) mention the contribution of orchards
in achieving food security during times of scarcity.
94
The ‘blue’ function of orchards is related to the conservation of ground
water. The roots of fruit trees have the ability to absorb rainwater and store it in the
ground’s water table. The ‘blue’ functions of orchards in the study area are comprised
of water management and harnessing water from the soil’s water table, surface
wetlands (e.g. waterfalls, made-made ponds), and rainfall. Irrigation water is
considered the most necessary input in all farms and, thus, the orchard owners ensure
that water supply is properly managed and available especially during the dry season
and early stages of planting (PAO, NGO, SRO, TPO, SKO, and KBO). According to
Khamung (2015b), farm ponds and irrigation canals also create interesting and
aesthetically pleasing geographic features.
The ‘yellow’ functions of the orchards in the study area pertain to the role
of orchards in maintaining rural vitality and cohesion of the local community by
ensuring that the cultural and historic heritage integrity of the locality are maintained
through orchard tourism. As such, regional identity and pride for rural culture and
heritage are achieved and sustained. Besides trading the fruits for domestic and
international markets, the orchardists in the study area welcome visitors and share
information with them about local farming culture and practices. According to the
ROS results conducted in this study (See Table 7), tourist orchards create authentic
and natural experiences for the visitors. The orchards are well managed, and tourist
facilities such as the open roofed shelters, bungalows, toilets, and agricultural shops
are provided for the enjoyment of visitors. Kumbhar (2009) states that agritourism,
including orchard tourism, offers activities that encourage experience, education and
cultural exchange.
The ‘green’ functions of the tourist orchards consists of the management
and upkeep of the green landscape including wildlife and their habitats, biodiversity
conservation, and nutrient recycling. Catibog-Sinha and Heaney (2016) underscore
the importance of maintaining biodiversity not only in protected areas but also in rural
and agricultural areas. For example, Phol Ampai Orchard (PAO) grows a dipterocarp
species (Hopea odorata) alongside the fruit trees; it shows that orchards can
contribute to the conservation of a globally threatened species such as this species
(IUCN, 2017). Some of the tourist orchards in the study area practice recycling of
95
organic waste materials through composting and use of organic matter for fertilizers
(PAO, TPO, and SKO). With minimum or no introduction of chemical substances
(i.e., in the form of chemical fertilizers and pesticides) to the farms, the farms can
provide a safe habitat for several wildlife species (e.g. bats and birds), hence helping
in conserving the diversity of life forms. The green canopy of the fruit trees serve as
‘carbon sink’ by absorbing excess pollution (carbon dioxide in the air) that contributes
to global warming. Fruit trees just like all other trees act as an air cleaner or filter by
absorbing carbon dioxide and releasing oxygen into the atmosphere (Catibog-Sinha &
Heaney, 2016).
The multifunctionality features demonstrated by the tourist orchards affirm
the model proposed by Aquino et al. (2010), which is a useful model in understanding
the inter-relationships of various elements within an agricultural landscape. Although
this study did not quantify the multifunctionality of the tourist orchards, it is clearly
implied in this study that the tourism orchards do not only provide agricultural
products, they also provide other functions that create a multitude of tangible and
intangible benefits to the environment, community, and economy. Tourism orchards
interact with many other functions and activities such as food production,
environmental protection, rural development, community cohesion, conservation of
biodiversity and cultural heritage, and livelihood opportunities. These functions and
activities affect directly and indirectly the way of life of farmers, agricultural
practices, community health, and economics. However, the role of the government in
terms of policy development and implementation, financial support, and technological
assistance is very essential to complete the interactive processes that enhance the
multifunctionality of orchard tourism in Trat Province.
1.9 Tourism Development
Based on the Butler’s (1980) tourism destination life cycle, orchard
tourism in Trat Province generally falls between the exploration stage and the
development stage (Figure 51). Agritourism, particular orchard tourism, in Thailand is
in its infancy stage, and the description of the stages of tourism development as
described by Butler (1980) does not accurately fit the tourist orchards investigated in
this study. Nonetheless, an attempt to approximate the description of the Butler Cycle
96
is discussed below to serve as initial management guidelines for future planning and
development of orchard tourism in the Province.
Figure 51 Tourism cycle showing the stages of development of tourist orchards
Source: Adapted from Butler (1980)
From 2009 until 2017, orchard tourism in Khao Saming District has
evolved from exploration stage to early development stage. Meanwhile, the orchard
tourism in Koh Chang District which started from 2013 has been evolving from
involvement stage towards the development stage.
1.9.1 Exploration stage
Theoretically, the exploration stage is characterized by small numbers of
tourists, who arrange traveling individually and exhibit irregular visitation patterns.
Non-local visitors have been attracted to the area because of its unique cultural and
natural features. At this stage, there are no specific facilities for tourists. The use of
local facilities and contact with local residents are high. The physical fabric and social
situation of the area would be unchanged by tourism, and the arrival and departure of
tourists have relatively little significance to the economic and social life of the
permanent residents (Butler, 1980).
97
Orchard Tourism in Khao Saming District was introduced to Trat Province
in 2009. It was initiated by the local farmers/gardeners with support from the Trat
Provincial Agricultural Extension Office (Khao Saming District) and the national
Tourism Authority of Thailand (Mr. Chaiwat Primphol, personal communication,
May 21, 2016). In the first year of the operation, there were eleven tourist orchards
established in Khao Saming District during which time the landowners were involved
in the process. All the owners of these orchards believed that Khao Saming District
has the potential to be the center of orchard tourism in the country because of the
District’s abundant fruit resources, accessibility and strategic location. At that time,
Oriental Garden was the agritourism and agricultural learning center which also has a
premium OTOP shop. The Oriental Garden cooperated with the tourist orchard
owners by providing some other activities such as orchard tourism as well as initiating
corporate social responsibility (CSR) and rally car activity (RC). Besides providing
tourism services, the Oriental Garden produced and sold many processed products
such as fried durian, vacuum packed ripe durian, crispy baked pineapple, crispy baked
mango, crispy baked jackfruit, fish sauce, and shrimp paste (Trat Provincial Office,
n.d.).
1.9.2 Involvement stage
Butler (1980) explains that during the involvement stage, the number of
tourist increases and the tourists travel regularly; some local residences begin to
provide tourist facilities especially catering; the level of contact between locals and
visitors is still high; and some advertisement and basic initial market of the area are
anticipated. Furthermore, the tourist season is expected to emerge and adjust with the
social pattern; and local residents are involved in tourism. Some level of organization
in tourist travel arrangements is expected, and relevant governments and public
agencies are urged to provide or improve transport and other facilities for visitors.
Some of the features of the involvement stage described by Butler (1980)
are exhibited in the study area. Due to the strategic location and accessibility of the
tourist orchards via the Sukhumvit Road, the promotion and marketing of tourism in
Khao Saming District have been reinforced both by the national and local government
authorities. The tourism orchards in Khao Saming have become popular and the
98
number of agritourists had slightly increased. In 2009 – 2012, the orchards in Khao
Saming District were supported and promoted by TAT under the theme “Amazing
Fruit Paradise”. Since 2013 the orchards in Trat Province including in Khao Sming
District, Meuang District and Koh Chang District have been promoted by TAT under
the theme “Travel every orchards and taste it”. This promotional campaign in Trat
Province also covers other eastern provinces such as Rayong, Chantabuti,
Prachinburi, Sakaew, and Nakhonnayok.
Because of the apparent success of orchard tourism in Khao Saming
District, it was replicated in Koh Chang District in 2013. However, unlike those in the
mainland, the tourist orchards on the island are individually managed but nonetheless
have been operating more or less successfully. The first tourist orchard in Koh Chang
District was KPO. After that, SKO and KBO also participated in this industry. Mr.
Manop Thongsrisomboon (personal communication, May 24, 2016) said that “We just
would like to publish about our traditional occupation and gardens and also to
promote Koh Chang for its beautiful beaches and orchards.
In 2017, the number of visitors in Koh Chang District has further increased
with better promotional undertakings such as advertisements using various media (e.g.
online, television, blog, and radio). Since 2013, the orchards in Koh Chang District
are being promoted by TAT under the theme “Travel every orchards and taste it”.
Subsequently, the tourist orchards in this district built more tourist facilities such as
accommodation at SKO, agricultural shop/stall at SKO and KBO, and coffee shop at
KPO.
1.9.3 Development Stage
The involvement stage and development stage in the study area partially
overlap with each other in terms of the role of the private and public sectors in
promoting orchard tourism. According to Butler (1980), the development stage, in
theory, reflects a well-defined tourist market area, shaped in part by heavy advertising
in tourist-generating areas. Local involvement and control of development decline
rapidly. Some local facilities would have disappeared, being superseded by larger,
more elaborate and more up to date facilities provided by external organizations
particularly for visitors accommodation. Natural and cultural attractions are developed
99
and marketed specifically, and these original attractions would have been
supplemented by man-made imported facilities. Changes in the physical appearance
of the area are noticeable, and it can be expected that not all of them will be
welcomed or approved by all of the local population.
During this stage, the tourist orchards in the study area were heavily
dependent on the role of Oriental Garden, which was set up in the early tourism stage.
Unfortunately, the popularity of Oriental Garden as the focal tourism hub in Khao
Saming District declined because its corporate founder decided to diversify its
business and to expand in other areas (i.e. Koh Chang Island). As a result, the
orchards that used to depend on Oriental Garden to market their products were left
without any alternative lucrative market outlet, and no government support was
provided during this time. Subsequently, some landowners of the orchards decided to
terminate the tourism venture and concentrated instead on traditional farming. In other
words, the orchard tourism in the mainland (Khao Saming District) has not actually
reached the development stage as described by Butler. In fact, four of the orchards in
this study (NGO, SRO, BDO, and TPO) are temporarily closed to tourists, although
there is a possibility for them to resume the tourism venture in the future. Apparently,
the tourism venture in these orchards has collapsed even before it has reached the
peak of development. Conversely, this situation is not the case in the island (Koh
Chang) where the orchard tourism venture has been maintained and increasingly
becoming popular and slowly but surely being developed under independent
management style.
1.9.4 The aftermath: Outcome after the early developmental stage of
tourist orchards in Khao Saming District
None of the orchards studied in this study has reached the consolidation
and stagnation stage as described by Butler (1980). For various reasons, the tourism
venture has become economically unsustainable. Of the sampled tourist orchards in
Khao Saming District, only 2 orchards (PAO and PTO) have remained open to
tourism in 2017 but the tourist services (e.g. rafting, food processing demonstration,
and homestay) are either rudimentary or provincial.
100
The respondents from the temporarily closed orchards (although farming is
still operational) expressed their misgivings about the relatively failed orchard tourism
venture in the mainland. Mr. Surapol Pratumsuwan from BDO (personal
communication, May 22, 2016) and Mr. Theeraphan Wongnapa from TPO (personal
communication, June 10, 2017) said “It’s very hard to do agriculture and provide
tourism services at the same time especially during harvest season.” Ms. Niyom
Petrachom from SRO said (personal communication, May 22, 2016) “It is hard work.
I’m employed in the government and have to commute to work every day. So I don’t
have enough time to provide adequate tourism services. In the past, I used to provide
accommodation to visitors, but now I lack the time and required labor to run the
tourism venture here in the orchard. My younger brother is now managing the farm-
side of the tourist orchard.”
Ta Ngim Orchard (NGO), which used to highlight mushroom and orchard
tourism including a ‘learning center, has also decided to change their business into a
travel agency to Koh Mak because of personal health problem which he associated
with mushroom spore allergy (Mr. Siraphob Naewphana, personal communication,
May 22, 2016)
In summary, the Butler’s tourism cycle, although helpful in understanding
the evolution of tourism in general, is not totally applicable to the orchard tourism in
Trat Province. There are many complex factors that affect the evolution of tourism
development, and it is very difficult and misleading to make discrete and absolute
categorization of the stages proposed by Butler. However, a more in-depth and long-
term research on this subject matter would be an interesting topic of investigation in
the future, which could help in the management of a sustainable orchard tourism in
Thailand and elsewhere.
1.10 Tourist Orchard Models/Categories
According to Zhou and Chen (2008, pp. 6-7), there are six tourist orchard
models, namely traditional, rural landscape, theme park, eco-creation, tech-education,
and comprehensive recreation style. In this study, the tourist orchards fall into four
categories or models namely, Traditional Management Model, Eco-creation Model,
Tech-education Model and Comprehensive Recreation Model (Table 12).
101
Table 12 Tourist orchard models in the study area.
Category/Model Orchard (code) Features of the orchard that
correspond to the category model
Traditional Management Model PAO, PTO, KPO,
SKO, KBO
Harvest tropical fruits and provide
to tourists.
Eco-recreation Model PTO, BDO, SKO,
KBO
Beautiful and authentic scenery
Tech-education Model PAO, NGO, TPO,
SKO
Provide agricultural information
and demonstration
Comprehensive Recreation Model SRO, BDO, KPO,
SKO, KBO
Provide tourist facilities i.e.
homestay, coffee shop, agricultural
shop
The Traditional Management Model focuses much of the farming
activities on production of fruit trees and harvesting the fruits for domestic and
commercial purposes. Five orchards (three each from the mainland and island) may
be categorized under the Traditional Management Model because they still operate
fully as a farm and tourist destination. Visitors enjoy the fresh fruits from the
orchards, and the bulk are sold in domestic and international markets. This is the most
common model in China (Zhou & Chen, 2008).
Some tourist orchards in Trat Province are surrounded with natural and
beautiful a sceneries especially those located along the river banks of Khao Saming
River (PTO, BDO) in the mainland and those near Mu Koh Chang National Park
(KPO, SKO, KBO) in the island. These orchards may be categorized under the Eco-
recreation Model because of the combined attractions from nature and recreational or
leisure activities thereat.
A few of the tourist orchards (PAO, NGO, TPO, and SKO) in the study
area may be categorized under the Tech-education Model. These orchards provide
practical interpretation program (guided tour, demonstration farm) to educate the
tourists interested in learning about orchards particularly about organic farming and
the multifunctional role of orchards. Owners generally serve as tour guide, wherein
their personal experiences in farming are shared with the tourists.
The Comprehensive Recreation Model combines orchard farming and
related leisure activities. There are 3 orchards (SRO, BDO, SKO) that provide tourist
102
accommodation and another 3 orchards (KPO, SKO, KBO) sell fresh produce and
homemade products in agricultural shops/stall and coffee shop.
2. Orchard Tourists: Profile and Characteristics
This section presents the demographic profile, characteristics, and
behaviors of orchard tourists in order to generate some insights into the needs and
preference of tourists. These data can serve as guide in deciding what facilities and
services are needed to make orchard tourism successful and competitive in Trat
Province.
The tourists in the study area were surveyed and interviewed to solicit the
following information: demographic profile, motivation, behavior and satisfaction
about orchard tourism in Trat Province (Appendix A). A total of 57 tourists were
interviewed: Pai Toon Orchard (PTO) (n = 40) in Khao Saming District on May 21 in
2016 and April 9 and April 13 in 2017, Suan Somphot Koh Chang Orchard (SKO)
(n = 6), Khun Poo Orchard (KPO) (n = 6), and Kiribunchorn Orchard (KBO) (n = 5)
in Koh Chang District on April 10 – 12, 2017.
2.1 Demographic Profile
The demographic profile of the orchard tourists is presented in Table 13.
All domestic Thai tourists were predominantly female (n = 46, 80.70%), while the
male was merely 19.30% (n = 11). The study of Srikatanyoo and Campiranon, (2008)
confirm that more females were into agritourism and that they were more concerned
with safety, environment, and convenience facilities than their male counterpart.
The two majors age groups were 21-34 years old (n = 27, 47.37%) and 45
-54 years old (n = 12, 21.05%). More than half of them were single (n = 38, 66.67%),
while 21.82% were married. Over 50% (n = 32) of the tourists finished a bachelor
degree and 35.09% (n = 20) got either master or higher degree. The majority of the
tourists claimed to work as entrepreneurs (n = 21, 36.84%), government officers (n =
13, 22.81%), business owners, freelance and university officer (n = 5, 8.77%), and
housewife (n = 4, 7.02%). More than one-fourth of agritourists (n = 16, 28.07%)
earned a salary of about 15,000 – 24,999 Baht per person per month, followed by
those that earned more than 50,000 Bhat per person per month (Table 13).
103
Table 13 Demographic profile of tourists (n = 57)
Demographic Profile No. of Agritourists
(people)
Percentage
Gender
Female 46 80.70
Male 11 19.30
Total 57 100
Age
21 – 34 years old 27 47.37
35 – 44 years old 7 12.28
45 – 54 years old 12 21.05 55 – 64 years old 7 12.28
Over 65 years old 4 7.02
Total 57 100
Marital Status
Single 38 66.67
Married 17 29.82
Divorced 1 1.75
Separated 1 1.75
Total 57 100
Education
High School 2 3.51
Undergraduate 3 5.26
Bachelor Degree 32 56.14 Mater Degree or higher 20 35.09
Total 57 100
Occupation
Entrepreneur 21 36.84
Government Officer 13 22.81
Business Owner 5 8.77
Freelance 5 8.77
University Officer 5 8.77
Housewife 4 7.02
Student 3 5.26
Guide 1 1.75
Total 57 100
Salary (per person per month) Less than 14,999 Baht 11 19.30
15,000 – 24,999 Baht 16 28.07
25,000 – 34,999 Baht 10 17.54
35,000 – 44,999 Baht 8 14.04
Over 50,000 Baht 12 21.05
Total 57 100
In summary, the majority of tourists surveyed were females between the
age of 21-24 years of age, married, and highly educated. Most of them were employed
as entrepreneurs and government officials with a monthly salary between 15,000 and
over 50,000 Baht. The results of the demographic survey therefore indicate that
orchard tourism in Trat Province cater to female visitors who can afford to visit and
purchase high quality farm products as well as those who are able to appreciate and
104
learn about the natural and cultural attributes of orchards as part of the rural
landscape.
Females, especially those approaching retirement age, are potential tourist
market in orchard tourism. Thus, the Tourism Authority of Thailand (TAT) in
collaboration with Thai Smiles Airways and the group of Thai hotels and
www.HotelsThailand.com launched a campaign called “Madam Explorer. The more
you travel, the younger you are” (Thansettakij, 2016). The campaign’s target group
focuses on females over 50 years old, which comprise a large segment of the
population (some 6.5 million females). Most of these females have been in
management and have owned businesses. Moreover, they are still active, enjoy their
lives, and eager to learn new things. They like to travel and join activities that can
enrich their lives. More importantly, they have high purchasing power, high potential
for travelling, and independent lifestyle. Because of these features, the orchard
tourism industry should provide the necessary goods and services to attract them. This
involves not only improving facilities in the orchard but also developing a business
plan that addresses the market demands of this group while maintaining the orchard’s
tradition and cultural integrity.
2.2 Travel Companions
Almost half of respondents (n = 28, 49.12%) visited the tourist orchards
with friends, 28.07% (n = 16) visited the orchards with family members, and 15.79%
(n = 9) visited with colleagues. Over half of them (61.40, n = 35) traveled in big
groups (6 – 12 people per group) while the rest (38.60%, n = 22) traveled in small
groups (1 – 5 people per group) (Table 14). Suthiudom et al. (2007) report that Thai
tourists in Trat Province, and Koh Chang in particular, travel in groups with their
friends or work colleagues. They arrange the trip themselves and decide the places
and attractions to visit.
105
Table 14 Travel companions
Demographic Profile No. of Agritourists
(people)
Percentage
With whom traveling?
Friends 28 49.12
Family 16 28.07
Colleagues 9 15.79
Couples 4 7.02
Total 57 100
No. of traveling people per group
1 – 5 people 22 38.60
6 – 12 people 35 61.40
Total 57 100
2.3 Travel Motivations
The orchard tourists (n = 57) were interviewed about their motivation for
visiting the tourist orchards in Trat Province. Based on the Likert scale, the levels of
agreement regarding travel motivations were ranked from lowest to highest: 1= lowest
, 2 = low , 3 = average , 4 = high , and 5 = highest (Appendix A).
Table 15 lists the average ranking scores derived from the Likert scale.
The tourists agreed that the ‘highest’ motivations (score from 4.63 to 4.21) to visit
tourist orchards were tasting fruits, foods and beverages, good service from farmers,
diversity of fruits, price of entrance fee, influencing of tourism flow, clean and safety
surrounding, and educational opportunities about agricultural knowledge. The study
of Na-Nakorn et al. (2015) also found that the eating/tasting tropical fruits is the
strongest motivation of tourists in Trat Province. This shows that there is an emerging
niche market that appreciates fresh foods in visiting a destination (Phumsathan et al.,
2015). The ‘high’ motivation level of tourists consisted of easy to access, quick
service, educational opportunities about agricultural tradition, beautiful scenery, close
to other tourist attractions, diversity of recreational activities, selling agricultural
products, and convenient facilities. Meanwhile, there was only ‘average’ agreement
for activities that ‘allow family/group participation’ and ‘availability of overnight
accommodation in orchards.
106
Table 15 Motivations to visit orchard tourism. (n = 57)
Motivating factors Number of respondents
X̅ S.D Motivation
Level Highest High Average Low Lowest
(5) (4) (3) (2) (1)
Taste of fruits, foods and
beverage
44 77.19%
11 19.30%
2 3.51%
4.63 0.52 Highest
Good service from farmers 35 61.40%
20 35.09%
2 3.51%
4.50 0.57 Highest
Diversity of fruits 31 54.39%
18 31.58%
7 12.28%
1 1.75%
4.42 0.77 Highest
Price of entrance fee 27 47.37%
22 38.60%
6 10.53%
2 3.51%
4.38 0.92 Highest
Influencing of tourism flow 20 35.09%
24 42.11%
7 12.28%
6 10.53%
4.29 0.95 Highest
Clean and Safety
Surrounding
32 56.14%
21 36.84%
4 7.02%
4.21 0.63 Highest
Educational opportunities
about agricultural
knowledge
19 33.33%
31 54.39%
7 12.28%
4.21 0.65 Highest
Easy to access 25 43.86%
22 38.60%
9 15.79%
1 1.75%
4.13 0.79 High
Quick service 12 21.05%
34 59.65%
9 15.79%
2 3.51%
4.13 0.72 High
Educational opportunities
about agricultural tradition
18 31.58%
29 50.88%
10 17.54%
4.04 0.69 High
Beautiful Scenery 25 43.86%
22 38.60%
10 17.54%
4.00 0.74 High
Close to other tourist
attractions
17 29.82%
27 47.37%
10 17.54%
3 5.26%
3.96 0.83 High
Diversity of recreational
activities
9 15.79%
25 43.86%
14 24.56%
8 14.04%
1 1.75%
3.92 0.97 High
Buying agricultural products 20 35.09%
29 50.88%
7 12.28%
1 1.75%
3.92 0.78 High
Convenient facilities 12 21.05%
23 40.35%
18 31.58%
4 7.02%
3.88 0.87 High
Activities that allow
family/group participation
15 26.32%
25 43.86%
13 22.81%
2 3.51%
2 3.51%
3.33 0.98 Average
Availability of overnight
accommodation
8 14.04%
14 24.56%
17 29.82%
11 19.30%
7 12.28% 2.79 1.23 Average
+ Legend: x̅ 1.00 – 1.80 = lowest, x̅ 1.81 – 2.60 = low, x̅ 2.61 – 3.40 = average, x̅ 3.41 – 4.20
= high, x̅ 4.21 – 5.00 = highest
2.4 Favorite Tourist Activities
Figure 52 shows the preferred or favorite activities of the tourists during
their visit. The majority preferred to wander around the orchards (n = 49, 85.96%).
They also preferred to buy agricultural products (n = 44, 77.19%), pick fresh fruits
from trees (n = 30, 52.63%); participate in farm demonstration such as how to pick
fruits, how to make natural fertilizer, how to make soap (n = 15, 26.32%); learn about
agricultural practices such as traditional mixed orchard, and organic farming (n = 13.
5.26%); and eat fruit buffet (n = 3, 5.26%). These activities constitute the so called
107
‘creative tourism which provokes the creative experience between visitors and the
surrounding involving four actions, namely, buying, seeing, testing, and learning
(Phumsathan et al., 2015, p. 57).
52.63
26.32
22.81
5.26
WANDERING ORCHARD
BUYING AGRICULTURAL PRODUCTS
PICKING FRESH FRUIT
PARTICIPATING WITH DEMONSTRATION
LEARNING ABOUT AGRICULTURAL PRACTICES
EATING FRUIT BUFFET
Figure 52 Favorite activities in tourist orchards
2.5 Tourist Satisfaction
The tourists were asked if they were satisfied with their experience at the
tourist orchards. According to the Likert scale, the level of agreement with regard to
their satisfaction was grouped into 5 levels: 1= very dissatisfied, 2 = dissatisfied, 3 =
neutral, 4 = satisfied, 5 = very satisfied.
Table 16 shows that among the tourist orchard features that made
agritourists ‘very satisfied’ were good service from farmers, taste of fruits, foods and
beverage, clean and safety surrounding, educational opportunities about agricultural
knowledge. They were ‘satisfied’ with various tourist orchard features such as
diversity of fruits, quick service, beautiful scenery, easy to access, educational
opportunities about agricultural tradition, selling agricultural products, close to other
tourist attractions, diversity of recreational activities, activities that allow
family/group participation. They were, however, not concern whether there was
available overnight accommodation. According to Hirankitti et al. (2014), Thai
visitors are satisfied with good environment, nature of the tourist attractions, beautiful
sceneries, and suitability and condition of these sceneries.
108
Table 16 Satisfaction level of agritourists toward tourist orchards (n= 57)
Tourist Orchard Features
Number of Respondents
X̅ S.D Satisfaction
Level VS S N D VD
(5) (4) (3) (2) (1)
Good service from farmers 32 56.14%
21 36.84%
4 7.02%
4.54 0.63 Very
Satisfied
Taste of fruits, foods and
beverage 26
45.61% 31
54.39% 4.50 0.50
Very
Satisfied
Clean and Safety Surrounding
26 45.61%
28 49.21%
2 3.51%
1 1.75%
4.25 0.65 Very
Satisfied
Educational opportunities
about agricultural
knowledge
19 33.33%
32 56.14%
5 8.77%
1 1.75%
4.25 9.67 Very
Satisfied
Diversity of fruits 16 28.07%
33 57.89%
8 14.04%
4.17 0.64 Satisfied
Quick service 20 35.09%
24 42.11%
9 15.79%
4 7.02%
4.17 0.89 Satisfied
Beautiful Scenery 17 29.82%
30 52.63%
9 15.79%
1 1.75%
4.00 0.72 Satisfied
Easy to access 13 22.81%
36 63.16%
6 10.53%
2 3.51%
4.00 0.69 Satisfied
Educational opportunities about agricultural tradition
9 15.79%
37 64.91%
5 8.77%
6 10.53%
3.96 0.81 Satisfied
Selling agricultural products 15 26.32%
25 43.86%
14 24.56%
1 1.75%
2 3.51%
3.79 0.95 Satisfied
Close to other tourist
attractions 14
24.56% 28
49.12% 12
21.05% 2
3.51% 1
1.75% 3.67 0.87 Satisfied
Diversity of recreational
activities 6
10.71% 24
42.86% 19
33.93% 5
8.93% 2
3.57% 3.52 0.93 Satisfied
Activities that allow
family/group participation 9
15.79% 26
45.61% 14
24.56% 6
10.53% 2
3.51% 3.50 1.00 Satisfied
Availability of overnight accommodation
4 7.14%
24 42.86%
9 16.07%
6 10.71%
13 23.21%
2.87 1.33 Neutral
* x̅ 1.00 – 1.80 = very dissatisfied, x̅ 1.81 – 2.60 = dissatisfied, x̅ 2.61 – 3.40 = neutral, x̅ 3.41
– 4.20 = satisfied, x̅ 4.21 – 5.00 = very satisfied.
3. The Significant Values of Tourist Orchards in the Study Area
The orchards in Trat Province have several values or benefits to the nation
and to the local community as well as to the visitors/tourists. The tourist orchards in
the study area have significant values such as cultural, social, economic, and
environmental. The perceived values were generated from interviews with orchard
farmers/owners and visitors. These values were not quantitatively measured in this
study.
109
3.1 Cultural Value
Orchards, in particular tourist orchards, are part of the geographical and
cultural landscape, which reflect the relationships (both positive and negative)
between humans and the environment over time. Sustainably managed tourist
orchards, however, can reflect this human-nature harmonious relationship through
traditional wisdom and best farming practices.
According to Brown et al. (2011, p. 139-140), the striking features of
traditional agricultural landscapes across diverse settings are their complexity and
resilience. Many landscapes that are created and cared for by indigenous people and
local communities mirror the dynamic interactions of people and nature over time.
They encompass a variety of ecological setting, embody human ingenuity, and are
continually evolving and adapting. They are rich in agro-diversity as well as inherent
wild biodiversity and intangible cultural and spiritual values”.
The local orchard farmers in Trat Province have developed over several
generations’ ways on how to nurture and managed farms, which in many cases are
handed to them by their ancestors. The wisdom involved in different stages of farming
– from planting to harvesting to selling the fruits – has been nurtured by experience
and cultural influences.
Sustainable farming practices are acquired over several years, or even
several generations, of cultural practices and observations. For example, farmers have
learned what fruit trees are suitable to a specific climatic and soil conditions as well as
their water and nutrient requirements and the best way to control of weeds and natural
pests. The local agricultural farming practices reflect the long-term interactions
between human and natural environment anchored on traditional beliefs, values, and
knowledge of technologies (Na Songkhla & Somboonsuke, 2013).
3.2 Social Value
The social values associated with orchard tourism include empowerment
of farmers, strengthening of social ties, and development of social skills and
relationships (Zhou & Chen, 2008). Fruit trees help people become connected to the
110
growing process of the plants while also providing a nutritious food source and food
security.
Since the early developmental stage of orchard tourism in Khao Saming
District, there has been some degree of cooperation among local farmers and the
government as they believed that the District has the potential to succeed in orchard
tourism. The study of Phumsathan et al. (2015) confirms that orchard tourism in the
study area has high potential especially if there was local community participation and
support. On the other hand, orchard tourism in Koh Chang District has been relatively
successful since its implementation in 2013. Government promotional support to
tourism has empowered farmers to manage their orchards even individually. The
farmers have developed their skills and learned new techniques about sustainable
agricultural practices, leading to winning awards for their organic products. As a
result, the local farmers have developed personal pride in their accomplishments and
have endeavored to preserve best farming practices as part of their local culture and
wisdom. Moreover, they are also happy to share this knowledge with others including
the visitors. For example, some orchard owners serve as tour guides and share
agricultural information and farming experiences with guests through tourist
interpretation program and demonstration projects. Such face-to-face interactions
have enhanced the social value of orchard tourism as well as the visitors’ experience
and satisfaction. The study of Wang and Pfister (2008) reveals that the positive
attitude of local residents towards tourism could elicit community-building values as
well as community pride when tourism is still in its early stage. This notion seems
applicable to Trat Province where orchard tourism is in its emergent stage and where
the enthusiasm of the farmers towards the visitors is friendly and welcoming.
3.3 Economic Value
The economic value of orchard tourism is derived from fruit trade and
income from tourism (e.g. accommodation, transportation, other tourism goods and
services). Fruit trade in Trat Province has a long and interesting history. In the past,
farmers used to have small farms producing just enough fruits for household
consumption. During good harvest, they sell the produce to local/provincial markets
in Trat Province such as Talat Rim Klong (Canal-side Market), Talat Yai (Major
111
Market), Talat Khwang (Cross Market), and Talat Tha Ruea Chang (Ferry Market).
These markets are near the natural waterways for easy transport of farm products.
Historical records show that the trade of most agricultural products occurred in Talat
Rim Klong and Talat Tha Ruea Chang, which are located in the heart of Trat town
and accessible via Bang Phra Canal (Office of the National Museums, 2013).
Mr. Paitoon Wanitsee (personal communication, May 21, 2016) from Pai
Toon Orchard said that “When I was young, my parents trucked fruits and sold them
to nearby ‘Lhong’, a permanent and concreted open space where fruit trading occurs.
Nowadays, many orchard farmers set up fruit stands or stalls along the roads to sell
their produce at whole price or retail price. The traders are Thai and the labor help are
hired locally and from Cambodia.
Because Thailand is well known for its good quality tropical fruits,
international demand is high. For example, China orders fruits such as durian,
mangosteen, and southern longkong, amounting to over 4,000 – 5,000 million Baht
per year (Weawklaiphong, 2016).
Some tourist orchards in Khao Saming District advertise their business
online by setting up websites. When the respondents in this study were asked how
they learned about the orchards they visited with multiple answers, they said it was
from websites. (n = 21, 23.33%) and social network (Facebook, Twitter, Instragram)
(n = 14, 15.56%) (Table 17). However, the power of ‘word of mouth’ especially from
friends and relatives (n = 37, 41.11%) cannot be ignored, it being the highest and
most reliable source of information about orchard tourism in the Province.
Table 17 Tourist sources of information about orchard tourism in Trat Province
(multiple responses)
Sources of information No. Percentage
Word of mouth 37 41.11%
Website 21 23.33%
Social network (Facebook, Twitter, Instagram) 14 15.56%
Signboard 5 5.56%
Television 5 5.56%
Radio 4 4.44%
Agricultural Magazine 4 4.44%
Total 90 100%
112
The study of Hirankitti et al. (2014) reveal that visitors in nine agritourism
attractions in Rayong Province spent at least 1,500 Bath per person, which include
purchases of agricultural products directly from the farmers/orchard owners. The
laborers in Khun Poo Orchard (KPO) are paid about 7,000 Baht per month with free
accommodation and rice supply (Ms. Pitchaya Karupanich, personal communication,
April 12, 2017), while those in SKO are paid around 13,000 Baht with
complementary dinner (Mr. Chalermphol Tatsamakorn, personal communication,
April 11, 2017). These economic benefits are essential in boosting the local economy
in rural areas and in reviving rural community through social and economic
advancement (Sznajder et al., 2009).
3.4 Environment Value
The environmental values of a destination include both natural (e.g.,
landscape, soil quality, biodiversity) and physical (e.g. good climate/weather, fresh
air, clean water) benefits. Fruit trees provide shade for homes especially during
intense summer. Fruit trees absorb storm runoff, reduces soil erosion and flooding.
Trees freshen the atmosphere because they have the ability to filter dirty air, absorb
carbon dioxide and produce oxygen; hence they can help reduce greenhouse gases.
According to TreePeople.org, “one acre of mature fruit trees will absorb as much
carbon dioxide as would be produced by driving 26,000 miles”.
The adaption of sustainable tourism practices, in particular integrated
organic farming, can provide numerous environmental benefits alongside social,
cultural and social benefits. The organic and integrated systems practiced in apple
orchards in the state of Washington (USA), for example, resulted in good soil quality
and potentially low negative environmental impact. The farms also produced sweet
apples, good profitability and high energy efficiency (Reganold et al., 2001).
In the study area, it was found that visitors placed high regard to the
aesthetic beauty of the place (average Likert score = 4.17), especially in orchards
located along the banks of the Khao Saming River (PTO, BDO). Using the Kellert’s
theory on the values of nature (1996), this study attempted to describe the natural
values that are applicable to the tourist orchards, based on the following groupings:
utilitarian, naturalistic, ecologistic, aesthetic, dominionistic, and negativistic (Table
18).
113
Table 18 Natural values of tourist orchards
Types of basic
values
Explanation Examples found in the
study area
Names of
orchards
Utilitarian Buying and selling of
diverse fruits for personal and
commercial
consumption
Tropical fruits (durian,
mangosteen, etc.), other agricultural products
(e.g. honey, mushroom),
homemade organic products (e.g. soap, lip
gloss, etc.).
PAO, PTO, NGO,
KPO, SKO, SBO
Naturalistic and
Aesthetic
Beautiful scenery,
fresh air, farm landscape
Surrounded by
mountains and river.
PAO, PTO, BDO,
SRO, SKO
Ecologistic
/Scientific
Educational
information about agricultural practices
and tradition
Guided orchard tour,
interpretation signage and talk, demonstration
projects
PAO, PTO, SKO,
KBO
Dominionistic Human control and
exploitation of nature and natural resources
Man- made pond, human
–induced pollination, application of fertilizers
and pesticides
PAO, TPO, SKO
Negativistic Avoiding or disliking
elements in nature that are life-
threatening or those
perceived as being ugly, dangerous, or
scary
Storms, snakes, falling
trees/branches, mosquito, insect pests,
king bee, dirty, muddy
grounds, rubbish
PAO, PTO, BDO,
SKO
Conclusions
The overall recreational opportunities of the tourist orchards in Trat
Province, using the Recreation Opportunities Spectrum (ROS) Analysis, fall under
Class 4: Semi-Developed.
Tourist orchards in Trat Province may be categorized as traditional
mixed orchards (PTO, NGO, SRO, BDO, KPO, SKO, KBO) and organic orchards
(PAO, TPO).
Most of tourist orchards use a combination of chemical substances and
organic matter as fertilizers. There are two orchards (PAO, TPO) that use only
organic matter and have received a government seal certifying that the exported fruits
are from organic farms.
114
Six orchards (PAO, NGO, SRO, TPO, SKO, KBO) temporarily
impound water in man-made ponds while the other orchards (PTO, BDO, KPO, SKO)
pumped water from natural resources for irrigation purposes.
Farming is a whole year process – from planting seedlings to
maintenance of growing trees (e.g. fertilization, irrigation, control of pests and weeds,
pruning) and to harvesting.
Permanent and temporary labor is crucial. Thai are hired as permanent
laborers for routine works while temporary laborers are hired during harvesting
season. Only TPO does not hire any laborers as all family members are involved in
farming.
Tourist orchards in Trat Province generally fall between the
exploration stage and the development stage according to Butler’s tourism destination
life cycle model.
The tourist agricultural systems applied in the tourist orchards are
correlated with their multifunctionality. The tourist orchards fall into four categories
namely, traditional management model, eco-creation model, tech-education model,
and comprehensive recreation model
The majority of agritourists surveyed were females between the age of
21-24 years of age, married, and highly educated. Most of them were employed as
entrepreneurs and government officials with a monthly salary between 15,000 and
over 50,000 Baht. Almost half of them visited the tourist orchards with friends and
family in a big group (6 – 12 people per group).
The ‘high’ motivation level of tourists consisted of easy to access,
quick service, educational opportunities about agricultural tradition, beautiful scenery,
close to other tourist attractions, diversity of recreational activities, selling agricultural
products, and convenient facilities.
The majority preferred to wander around the orchards, buy
agricultural products, pick fresh fruits from trees and participate in farm
demonstration The tourists were ‘very satisfied’ with the good service by farmers;
115
taste of fruits; foods and beverage; clean and safety surrounding; and educational
opportunities about agricultural knowledge.
The tourist orchards have several values or benefits, such as cultural,
social, economic, and environmental, which all accrue to the nation, the local
community and the visitors/tourists. The multifunctionality features demonstrated by
the tourist orchards affirm the model proposed by Aquino et al. (2010), which is a
useful model in understanding the inter-relationships of various elements within an
agricultural landscape. The tourism orchards do not only provide agricultural
products, they also provide other functions that create a multitude of tangible and
intangible benefits to the environment, community, and economy.
116
Chapter 6
Conclusions and Recommendations
This chapter summarizes the research results and offers some specific
management and research recommendations. The overall research objectives of this
study were to describe and assess tourist orchards in Trat Province and determine
how they can contribute to sustainable tourism. The research was conducted from
November 2014 to June 2017. It used a combination of qualitative and quantities
methods. Both primary and secondary data were collected. The primary data were
gathered from site observation, interview and questionnaire survey. Nine
farmers/owners were interviewed, and 57 agritourists participated in the questionnaire
survey. The secondary data were obtained from various sources such as books,
journal articles, reports, websites, and electronic sources. The literature review
described about agritourism, orchards tourism, cultural heritage, cultural landscape,
multifunctionality, and significant values.
1. Conclusions
The following summary results and conclusions are presented according to
the set of research objectives:
Objective 1. To assess the main attributes and characteristics of the
orchards in Trat Province
Using the Recreation Opportunities Spectrum (ROS) Analysis framework,
the nine tourist orchards (6 tourist orchards in Koh Saming District and 3 tourist
orchards in Koh Chang District) in Trat Province were collectively categorized as
Class 4: Semi-Developed. The framework was used to assess the recreational
opportunities in tourist attractions and provide information about the study area with
respect to its recreational setting, natural attributes, and features of tourist activities
and experiences.
117
The results of the ocular investigation and interviews with the orchard
farmers indicate that seven of the nine sampled orchards are traditional mixed
orchards (77.77 %) and two are organic orchards (22.23%).
The orchards are enriched using a combination of chemical and organic
fertilizers. Seven orchards (77.77%) use both chemical and organic fertilizers, while
two orchards (22.23%) use only organic matter. None of the orchards are
supplemented with 100% chemical substances.
In addition to rainwater, six orchards (PAO, NGO, SRO, TPO, SKO,
KBO) temporarily impound water in man-made ponds while the other orchards (PTO,
BDO, KPO, SKO) pumped water from natural resources (i.e. creeks, rivers or
waterfalls) for irrigation purposes.
The orchards are planted to a variety of fruit trees and have
multifunctional role; they require whole-year maintenance and management from
planting seedlings to maintenance of growing trees (e.g. fertilization, irrigation,
control of pests and weeds, pruning) and to harvesting. Some farmers and/or land
owners incorporate certain tourism activities in the farming timetable, which are
usually held during the harvest season.
Permanent and temporary labor is crucial. Thai laborers are hired for
routine works such as applying fertilizers, watering, pollinating, harvesting, and
pruning while temporary laborers are hired during harvesting season. Only one
orchard does not require extra labor as all family members are involved in farming.
According to Butler’s tourism destination life cycle model, tourist orchards in
Trat Province generally fall between the exploration stage and the development stage.
From 2009 until 2017, orchard tourism in Khao Saming District has evolved from
exploration stage to early development stage. Meanwhile, the orchard tourism in Koh
Chang District, which started from 2013, has been evolving from involvement stage
towards the development stage.
The main features and characteristics of the orchards sampled in this study
are summarized in Table 19.
118
Table 19 Summary of the main features and characteristics of the tourist orchards in
the study area
Objective 2. To determine the cultural, social, economic and environment
values or benefits of tourist orchards in the study area.
The tourist orchards in Trat Province have several values or benefits to the
nation and to the local community as well as to the visitors/tourists.
a. Cultural value: The tourist orchards are part of the geographical and
cultural landscape of Trat Province. They reflect the relationships between humans
and the environment over time. The local orchard farmers in Trat Province have
developed over several generation ways on how to nurture and manage farms, which
in many cases are handed to them from their ancestors. The wisdom involved in
different stages of farming – from planting to harvesting to selling the fruits – has
been nurtured by experience and cultural influences. Sustainably managed tourist
orchards reflect this harmonious human-nature relationship through traditional
wisdom and best farming practices.
b. Social value: The social values associated with orchard tourism reflect
the empowerment of local farmers. Fruit trees help people become connected to the
growing process of the plants while also providing a nutritious food source and food
security. The farmers have developed their skills and learned new techniques about
sustainable agricultural practices. The local farmers develop personal pride in their
accomplishments and have endeavored to preserve best farming practices as part of
119
their local culture and wisdom. The face-to-face interactions between farmers and
tourists, although limited because orchard tourism is relatively at its infancy stage,
have enhanced the social value of orchard tourism as well as the visitors’ experience
and satisfaction. This also helps strengthen social skills of farmers.
c. Economic value: The economic value of orchard tourism is derived from
fruit trade and tourism. As a part of the tourism attraction, the visitors are allowed to
harvest and enjoy unlimited amount of fresh fruits for only 100 Baht per visit per
person (Tourism Authority of Thailand, 2011). Fresh fruits sold at the orchards are
generally cheaper that those sold at public markets. Local laborers, such as those in
Khun Poo Orchard (KPO), earn about 7,000 Baht per month with free accommodation
and rice supply, while those in SKO earn around 13,000 Baht with complimentary
dinner. These economic benefits are essential in boosting the local economy in rural
areas and in reviving rural community through social and economic advancement
(Sznajder et al., 2009).
d. Environmental value: The environmental values of tourist orchards
include both natural (e.g., landscape, soil quality, biodiversity) and physical (e.g. good
climate/weather, fresh air, clean water) benefits. These values are prominent in tourist
orchards that implement environment-friendly practices, such as organic farming.
According to the Kellert’s theory on the values of nature (1996), the natural values
that are applicable to the tourist orchards include utilitarian, naturalistic, ecologistic,
aesthetic, dominionistic, and negativistic values.
Objective 3. To determine the appropriate tourist orchard model that can
be sustained in Trat Province based on visitors demand/behavior, farmers’ capability,
geographic suitability, cultural and social acceptability, and economic profitability.
a. Orchard tourists- Profile and characteristics:
The majority of agritourists surveyed were females between the age of 21-
34 years of age, married, and highly educated. Most of them were employed as
entrepreneurs and government officials with a monthly salary between 15,000 and
over 50,000 Baht. Almost half of them visited the tourist orchards with friends and
family in a big group (6 – 12 people per group).
120
The ‘high’ motivation level of tourists consisted of easy to access, quick
service, educational opportunities about agricultural tradition, beautiful scenery, close
to other tourist attractions, diversity of recreational activities, selling agricultural
products, and convenient facilities.
The favorite tourist activities in tourist orchards includes wandering
around the orchards, buying agricultural products, and picking fresh fruits from trees.
The orchards’ features that made agritourists ‘very satisfied’ were good service from
farmers, taste of fruits, foods and beverage, clean and safety surrounding, educational
opportunities about orchard farming.
b. Tourist orchard models
The tourist orchards fall into four categories following the theory of Zhou
& Chen (2008). These are Traditional Management Model, Eco-creation Model,
Tech-education Model, and Comprehensive Recreation Model. Five orchards (two
orchards from the mainland and three orchards from the island) may be categorized
under the Traditional Management Model because they still operate fully as a farm
and tourist destination. Four tourist orchards may be categorized under the Tech-
education Model. These orchards provide practical interpretation program to educate
the tourists interested in learning about orchards particularly about organic farming
and the multifunctional role of orchards. The Comprehensive Recreation Model
combines orchard farming and related leisure activities. There are 3 orchards (SRO,
BDO, SKO) that provide tourist accommodation and another 3 orchards (KPO, SKO,
KBO) sell fresh produce and homemade products in agricultural shops/stall and
coffee shop.
In conclusion, the tourist orchards in Trat Province would contribute to
sustainable tourism if they continue to be managed in an integrated and environment-
friendly manner. This is manifested in the multifunctionality of orchards as part of the
natural landscape of the Province. The concept of multifunctionality is not focused
only on food and fiber production; it also provides a wide range of tangible and
intangible values through multiple functions. The multifunctionality of tourist
orchards aims to produce goods (e.g. food, fiber, wood) while at the same time
provide ecological services (e.g., biodiversity, water conservation, aesthetic beauty,
121
clean air, recreation); it also promote rural development through the establishment of
new enterprises, such as tourism, hence increasing livelihood opportunities and
domestic and rural income. The multifunctionality of the tourist orchards in Trat
Province as described by Van Huylenbroeck et al. (2007) includes four fundamental
functions namely, ‘white’, ‘green’, ‘blue’ and ‘yellow’. While, the multifunctionality
features demonstrated by the tourist orchards affirm the model proposed by Aquino et
al. (2010), which is a useful model in understanding the inter-relationships of various
elements within an agricultural landscape. The tourism orchards do not only provide
agricultural products, they also provide other functions that create a multitude of
tangible and intangible benefits to the environment, community, and economy.
Objective 4. To provide recommendations on how best to promote and
manage tourist orchards in Trat Province as tourist attraction
An integrated approach to tourism promotion and management is essential
and crucial to achieve sustainability. Table 20 presents the result of the SWOT
(Strength, Weakness, Opportunities, and Threats) analysis to determine the major
issues and concerns that have to be addressed in the management of sustainable
orchard tourism. The Strengths and Weaknesses of the tourist orchards refer to
internal factors that affect the success or failure of the orchards, while the
Opportunities and Threats refer to the external factors that can benefit or deter the
sustainability of orchards.
Table 20 SWOT Analysis of orchard tourism in Trat Province.
Internal Environment Analysis
Strength Beautiful natural landscapes with clean and safety surrounds
Easy accessibility
Good service from farmers
Tasty and fresh fruits
Inherent knowledge and wisdom of farmers
Diversity of agricultural products and tourism activities
Emerging niche market
122
Table 20 SWOT Analysis of orchard tourism in Trat Province (Continued).
Weakness Lack of tourism management and operational skills
Lack of off-season farm activities or products
Insufficient infrastructure and tourist amenities
Shortage of government support
Absence of an orchard tourism information center
Unavailability of rules, regulations, and policies to manage
orchard tourism effectively
No or minimal public/ community involvement in planning
and management
External Environment Analysis
Opportunities Increasing number of tourists
Collaborative efforts with nearby other towns and districts in
developing an integrated tourism management program including the
establishment a common information center
Current interest and promotional programs of the TAT, other
organizations, and websites
Threats Lack of leadership and genuine coordination among relevant
stakeholders
Climate change and global warming that can affect the fruiting
season and accessibility of sites
High competition of orchard tourism in neighboring towns/
provinces
Uncontrollable tourism city and urbanization
2. Management Recommendations
The management recommendations are presented corresponding to the
perceived issues/problems identified by the relevant stakeholders.
a. Local community (orchard owners, workers, local residents)
Absence of an orchard tourism information center: Having an
agricultural center or an information center should be a major initiative.
123
Lack of off-season farm activities or products: Giving priority to
events and products available during off-season may also benefit sustainability. Such
activities may include serving food and beverage at coffee shops and local restaurant,
buying agricultural products at OTOP shops, rafting along Khao Saming River, and
offering package tours even during outside harvest season.
No or minimal public/ community involvement in planning and
management: Local farmers have to be closely involved in all aspects of orchard
tourism planning and implementation in support of sustainable development of the
Province.
Lack of tourism skills: Professional training on tourism for better
understanding and ability to serve and inform tourists.
b. Visitors
Lack of interpretative materials promoting the sustainability of tourism
orchards: The availability of good quality information to visitors when they arrive and
during their stay can be a very valuable tool for making tourism more sustainable
(UNEP and WTO, 2005). Although the owners of the orchards welcome tourists and
serve as their personal guides, directional and tourist information signage and
guidebook/brochures are essential in the long-term operation of orchard tourism.
c. Tourism industry and relevant government bodies
Inadequate follow-up projects to promote orchard tourism in the
Province: Relevant government agencies such as TAT should continue to support the
local orchard tourism industry in particular the concerns brought forward by the
farmers and the local community. Orchard tourism is an emerging niche market that
can enhance local, regional and national economies as well as the cultural pride of
farmers that produce the world class tropical fruits.
Lack of tourism management and operational skills: These are among
the weaknesses of the tourist orchards in the study area; therefore, there is a need to
involve the farmers in all aspects of tourism management.
Inadequate government support: The government should support and
improve basic infrastructure and tourist amenities in the area, such as road, parking,
toilet services for more accessibility and larger capacity. Good planning on long term
sustainable strategies, revenue sharing, and continuing education and conservation
124
efforts is crucial to support farmers and the local community. Policy guidelines
including rules and regulations on tourism management are also needed.
3. Research Recommendations
This study has provided initial and basic information about the natural and
cultural features of the tourist orchards in Khao Saming District and Koh Chang
District and their role in promoting sustainable tourism. However, further and more
in-depth studies are necessary to continue the research interest and momentum about
orchard tourism. The specific research topics/areas include the following:
Attitudes and aspirations of the local community and local farmers
towards orchard tourism and how they can contribute to enhancing sustainable
orchard tourism development.
Government policy and management planning strategies in
collaboration with the orchard tourism industry as well as other organizations
concerned with the conservation of local cultural and natural heritage natural
conservation.
Valuation of the economic, social, and environmental benefits of
orchard tourism to the local community and nation.
Ways to establish an effective agricultural information center and
community based agritourism.
Ways to effectively develop and implement a tourist interpretation
program.
Strategies to advertise and promote orchard tourism at the domestic
and international markets.
Strategies to measure and integrate the multiple functions of orchard
tourism as part of the sustainable development of the Province.
Sustainable indicators to assess the impact of tourist orchards on the
environment and social wellbeing.
Features of the tourist orchards to support contemporary theories and
concepts on sustainable tourism, such as the Butler cycle, mutifunctioanality models
and other agritourism models, and their application to the agritourism industry in
Thailand
125
References
Albu, G.R. & David, E.C. (2012). Tourist orchards: An opportunity for sustainable
development tourism in Romanian traditional fruit growing areas. Bulletin
of the Transilvania University of Braşov, 5(54), 137-144.
Aquino, M. U., Bagunu, J. V., & Battad, Z. M. (2010). A closer look at the historical
episodes of the agro-eco tourism in Pampanga after the wrath of the Mt.
Pinatubo eruption: Why innovative tourism click? International Journal of
Agricultural Travel and Tourism, 1(1), 56 – 68.
Area Excise Office Trat. (n.d.). Area of responsibility. Retrieved, 2 May 2017, from
https://www.excise.go.th/trat/ABOUT_US/AREA/index.htm
Aruninta, A. (2011). The pros and cons of agro-eco tourism development in rural
provinces of Thailand. The 2nd International Symposium of International
Federation of Landscape Architects, Asia Pacific Region, Cultural Landscape
Committee (IFLA APR CLC). Seoul.
Australia ICOMOS Incorporated. (2013). Charters. Retrieved, 28 May 2015, from
http://australia.icomos.org/wp-content/uploads/The-Burra-Charter-2013-
Adopted-31.10.2013.pdf
Avery, C. Gayle, & Bergsteiner, H. (2016). Sufficiency thinking: Thailand’s gift to an
unsustainable world. Australia: Griffin Press.
Awasthi, O. P., Singh, A. K., & Verma, M. K. (2015). Orchard tourism as an
enterprise. Retrieved, 12 February 2017, from
https://www.researchgate.net/.../282367839_Orchard_Tourism_as_an_Enterpr
iserises
Bond, S., & Worthing, D. (2016). Managing built heritage: The role of cultural
values and significance (2nd ed.). Malaysia: Vivar Printing Sdn Bhd.
Brown, J., & Kothari, A. (2011). Traditional agricultural landscapes and community
conserved areas: An overview. Management of Environment Quality: An
International Journal, 22(2), 139-153.
126
Budiasa, I. W. & Ambarawati, I. G. A. A. (2014). Community based agro-tourism as
an innovative integrated farming system development model towards
sustainable agriculture and tourism in Bali. J.ISSAAS, 20(1), 29-40.
Bureau of Farmers Development. (2005). The handbook of agro-tourism
management. Bangkok, Thailand: Department of Agricultural Extension.
Burnette, R. (2013). An introduction to wood vinegar. Retrieved, 4 May 2016, from
https://c.ymcdn.com/sites/echocommunity.site-
ym.com/resource/collection/D9D576A1-771A-4D95-A889-
4FBD9E75D03D/TN_77_An_Introduction_to_Wood_Vinegar.pdf
Butler, R. W. (1980). The concept of a tourist area cycle of evolution: Implications for
management of resources. The Canadian Geographer/Le Géographe
Canadien, 24(1), 5-12.
Center for Agricultural Information. (2014). Thailand foreign agricultural trade
statistics 2014. Retrieved, 28 March 2016, From
http://www.oae.go.th/download/journal/2558/thailandtradestat2557.pdf
Clark, R. N., & Stankey, G. H. (1979). The Recreation Opportunities Spectrum: A
framework for planning, management and research. General Technical Report
PNW-98.
Colliver, A., Calder, M., Ryan, L., White, C., & Fien, J. (2010). Teaching and
learning for sustainable future – Module 15: Sustainable agriculture. Paris,
France: UNESCO – World Heritage Centre.
Cotes, A., Urbina, N., & Cotes, J. M. (2007). Multifunctional agriculture and
integration of farming production systems within agribusiness chains. Revista
Facultad Nacional de Agronomía, Medellín, 60(2), 3839 – 3857.
Cotibog-Sinha, C., & Wechtunyagul, P. (2011). Natural and cultural heritage.
Percieved importance for tourism: a case study in Thailand. Journal of
Tourism and Sustainability, 1(1), 29 – 45.
Cotibog-Sinha, C., & Heaney, L. (2006). Philippine biodiversity: Principles and
practice. Manila: Haribon Foundation Inc.
127
Department of National Parks Wildlife and Plant Conservation. (n.d.). Mu Ko Chang.
Retrieved, 22 March 2016, from
http://park.dnp.go.th/visitor/nationparkshow.php?PTA_CODE=1045
Department of National Parks Wildlife and Plant Conservation. (2016). Amount of
visitors to national park . Retrieved, 22 March 2016, from
http://www.dnp.go.th/NPRD/develop/data/stat58/fthai_58.pdf
Hall, C. M., Hultman, J., & Gossling, S. (2011). Sustainable tourism in rural Europe:
approches to development. In C. M. Hall, J. Hultman, S. Gossling, & M. D.
S.A. (Ed.), Tourism mobility locality and sustainable rural development (pp.
29-41). New York: Routledge.
Hall, C. M., & Page, S. J. (2006). The geography of tourism and recreation,
environment, place, and space. London: Routledge.
Hamzah, A., Suiaiman, Y. M., Bahaman, S. A., Jeffrey, D. L., Neda, T., HayrolAzril,
S. M., & Jegak, U. (2012). Socio-econimic impact potential of agro tourism
activities on Desa Wawasan Nelayan community living in Peninsular
Malaysia. African Journal of Agricultural Research, 7(32), 4581-4588.
Hirankitti, P., Sayapunt, U., Yaibuakrin, K., Inkeaw, S., & Hirankitti, S. (2014).
Agro-tourism behavior of Thai visitors. Suthiparithat, 28(88), 362 – 384.
International Union for the Conservation of Nature. (2017). The IUCN list of
threatened species. Retrieved from http://www.iucnredlist.org/search
Jitsanguan, T. (2001). Sustainable agricultural systems for small-scale farmers in
Thailand: Implications for the environment . Bangkok: Kasetsart University:
Food and Fertilizer Technology Center.
Kantamara, P. (2016). The new theory for the agricultural sector. In A. G. Gayle, &
B. Harald, Sufficiency thinking: Thailand’s gift to an unsustainable world (pp.
55 – 74). NSW, Australia: Allen & Unwin.
Kasempholkoon, A. (2010). Tracing the royal visit at Koh Chang, Trat. Bangkok:
Trat Cultural Office, Ministry of Culture and DASTA.
128
Khamung, R. (2015a). A study of cultural heritage and sustainable agriculture
conservation as a means to develop rural farms as agritourism destinations.
Silpakorn University Journal of Social Science, Humanities, and Arts, 15(3), 1
– 35.
Khamung, R. (2015b). Analysis of apitudes, aspiration, capacities, and resources for a
community-based agritourism establishment. Silpakorn University Journal
Social Sciences, Humanities, and Arts, 15(2), 25 – 57.
Khamung, R. (2015c). Cultural heritage and agricultural tradition for a sustainable
agritourism and ecomuseum in rural Chiangkhan, Thailand. Burapha
University International Conference 2015: Moving forward to a Prosperous
and Sustainable Community (pp. 187 – 220). Chonburi: Burapha University.
Khao Saming District Agricultural Extension Office. (2016). Agricultural information
at Khao Saming District, 2016. Retrieved, 24 May 2016, from
http://khaosaming.trat.doae.go.th/PDF_kh/data%202.pdf
Khao Saming District Agricultural Extension Office. (n.d.). General information of
Khao Saming District, Trat Province. Retrieved, 24 May 2016, from
http://khaosaming.trat.doae.go.th/PDF_kh/data%201.pdf
Khaokhrueamuang, A. (2014). The characteristics of agricultural practices in Bang
Kachao area, the Bangkok metropolitan fringe. Retrieved, 18 August 2015,
from http://hdl.handle.net/10748/6489
Koh Chang District of Agricultural Extension Office. (n.d.). General information of
Koh Chang District. Retrieved, 13 May 2016, from
http://kohchang.trat.doae.go.th/kochang.htm
Koh Chang District of Agricultural Extension Office. (n.d.). Agricultural information
of Koh Chang District, Trat Province. Retrieved, 13 May 2016, from
http://kohchang.trat.doae.go.th/data.htm
Koh Chang Paradise Resort. (n.d.). Koh Chang. Retrieved, 13 May 2016, from
http://www.kohchangparadise.com/wp-content/uploads/2015/02/slide5.jpg
129
Kuehn, D., Hilchey, D., Ververs, D., Dunn, K. L., & Lehman, P. (2000).
Considerations for agritourism development. Retrieved,18 September 2015,
from https://www.uvm.edu/~snrvtdc/agritourism/research/agritourconsid.pdf
Kumbhar, V. M. (2009). Agrotourism: scope and opportunities for the farmers in
Maharashtra. Retrieved, 9 April 2017, from
https://www.researchgate.net/publication/228289508_Agro-
Tourism_Scope_and_Opportunities_for_the_Farmers_in_Maharashtra
Leiper, N. (Eds.). (2004). Tourism management. Australia: Pearson Education
Australia
Mitchell, N., Rossler, M., & Tricaud, M. P. (2009). World heritage cultural
landscape, A handbook for conservation and management. Paris: UNESCO.
Na Songkhla, T.,& Somboonsuke, B. (2013). Interactions between agro-tourism and
local agricultural resources management: A case study of agro-tourism
destination in Chang Klang District, Southern Thailand. Journal of
Agriculture and Food Sciences, 1(3), 54-67.
Na-Nakorn, U., Phumsathan, S., Phumsathan, N., & Udomwitid, S. (2015). Research
for creative tourism pattern development of Trat Province. Bangkok: The
Thailand Research Fund. Retrieved, 21 April 2017, from
http://elibrary.trf.or.th/project_content.asp?PJID=RDG5750134
National Stratistical Office. (2016). Tourism. Retrieved, 9 August 2016, from
http://service.nso.go.th/nso/web/statseries/statseries23.html
Nimlek, S. (2012). Thai Art and Architectural Studies Series, Volume I. Thailand,
BKK: 21 Century.
Office of the National Museums. (2013). Trat Museum. Bangkok: Phraram Creation.
Official Stratistics Registration System. (2015). Statistics of Population of Trat
Province. Retrieved, 9 August 2016, from
http://stat.dopa.go.th/stat/statnew/upstat_age_disp.php
Ohe, Y. (2007). Multifunctionality and rural tourism: a perspective on farm
diversification. Journal of International Farm Management, 4(1), 18-40.
130
Phillip, S., Hunter, C., & Blackstock, K. (2010). A typology for defining agritourism.
Tourism Management, 754-758.
Phumsathan, S., Dachum, P., & Manavakun, N. (2015). Assessing potential of tourist
destinations for creative tourism development, Trat Province. Bangkok: The
Thailand Research Fund. Retrieved 21 April 2017, from
http://elibrary.trf.or.th/project_content.asp?PJID=RDG5750134
Reganold, J. P., Glover, J. D., Andrews, P. K., & Hinman, H. R. (2001).
Sustainability of three apple production systems. Nature, 6831, 926 – 930.
Roberts, L., & Hall, D. (2001). Rural tourism and recreation: Principle to Practice.
New York: CABI Publishing.
Sangkapitux, C. (2015). Multifunctional agriculture: Implications for policies toward
sustainable agriculture and green growth in Thailand. Retrieved, 19 March
2016, from http://elibrary.trf.or.th/project_content.asp?PJID=RDG5920006
Srikatanyoo, N., & Campiranon, K. (2008). Identifying needs of agritourists for
sustainable tourism development. ANZMAC. Sydney, Australia.
Srisomyong, N. (2010). Agricultural diversification into agritourism: The case of
Thailand. International Journal of Agriculturl Travel and Tourism, 1(1), 107-
118.
Stratistical Office Trat. (n.d.). Main page. Retrieved, 2 October 2016, from
http://trat.old.nso.go.th/main.jsp
Stratistical Office Trat. (n.d.). Stratistical information. Retrieved, 29 September 2016,
from http://trat.old.nso.go.th/nso/project/searchkey/searchword_result.jsp
Strippedpixel.com. (2015). Day of disaster on the way to Than Mayom Waterfall.
Retrieved, 18 April 2017, from http://www.strippedpixel.com/day-of-disaster-
than-mayom-waterfall/
Su, B. (2011). Rural tourism in China. Tourism Management, 32, 1438 – 1441.
Suan Ta Ngim. (2011). Sightseeing in a mushroom nursery. Retrieved, 3 April 2017,
from https://www.facebook.com/suan.ta.ngim/
131
Suthiudom, J., Kulprasoot, P., & Sujirapanya, A. (2007). Consuming behaviors of
sustainable nature-based tourism among Thai and foreign tourists in Ko
Chang Area, Ko Chang Sub-District, Trat Province. Bangkok: The Thailand
Research Fund. Retrieved, 21 April 2017, from
http://elibrary.trf.or.th/project_content.asp?PJID=RDG4950146
Sznajder, M., Przezborska, L., & Scrimgeour, F. (2009). Agritourism. Oxfordshrine,
UK: The MPG Books Group.
Taylor, K. (2004). Cultural heritage management: A possible role for charters and
principles in Asia. International Journal of Heritage Studies, 10(5), 417 – 433.
ThailandMaps.net. (n.d.). Trat Map. Retrieved, 12 November 2016, from
http://www.thailandmaps.net/trat/images/trat.jpg
Thailand Trading Report. (2014). Export report. Retrieved, 26 October 2016, from
http://www2.ops3.moc.go.th/
Thaiways. (n.d.) The Kingdom of a hundred fruits. Retrieved, 14 March 2015, from
http://www.thaiwaysmagazine.com/thai_fruits/
Thanroysai Publishing House. (n.d.). Location. Retrieved, 18 January 2017, from
http://www.trattravel-guide.com/th/history/location.php
Thansettakij. (2016). Launching “Madam Explorer” campaign for female over 50
years old. Retrieved, 21 August 2016, from
https://www.thansettakij.com/2016/08/20/84599
The Chaipattana Foundation. (2017). Philosohy of sufficiency economic. Retrieved, 20
February 2017, from
http://www.chaipat.or.th/chaipat_english/index.php?option=com_content&vie
w=article&id=4103&Itemid=293
Tourism Authority of Thailand. (2011). Trat fruit paradise 2011. Retrieved, 14 March
2015, from
http://www.tourismthailand.my/nletter/july_aug2011/trat_fruit_paradise_2011
.html
132
Tourism Authority of Thailand. (2013). Happy trip at fruit paradise in Trat Province.
Retrieved, 14 March 2015, from http://www.traveleastthailand.org/activity-
Tourism Authority of Thailand, Trat. (2014). Trat.
Tourism Authority of Thailand. (2017). Baan Nam Chieo Community, Trat.
Retrieved, 15 April 2016, from
http://7greens.tourismthailand.org/uploaded/cms/green_attraction_model/imag
e/1411154521-1049491033-o.jpg
Trat Provincial Office. (n.d.). OTOP. Retrieved, 18 January 2016, from
http://www.trat.go.th/otop.pdf
TreePeople. (2017). Top 22 benefits of trees. Retrieved from
https://www.treepeople.org/resources/tree-benefits
UNEP & WTO. (2005). Making tourism more sustainable: A guide for policy makers.
Retrieved, 19 August 2015, from
http://www.unep.fr/shared/publications/pdf/DTIx0592xPA-
TourismPolicyEN.pdf
UNESCO World Heritage Centre. (2016). Operational guidelines. Retrieved, 24
December 2016, from http://whc.unesco.org/en/guidelines/
UNWTO. (2013). Study on tourism and intangible cultural heritage. Spain: World
Tourism Organization.
Van Huylenbroeck, G., Vandermeulen, V., Mettepenningen, E., & Verspecht, A.
(2007). Multifunctionality of agriculture: A review of definitions, evidence
and instruments. Living Reviews in Landscape Research, 1(3), 1 – 43.
Walliphodom, S. (2011). Study Thai social through cultural landscape. Retrieved
from http://lek-prapai.org/watch.php?id=84
Walliphodom, S., & Songsiri, W. (2014). Performance of local history. Bangkok:
Lek-Prapai Wiriyahpant Foundation .
Wang, Y., & Pfister, R. E. (2008). Residents’ atttudes toward tourism and perceived
personal benefits in a rural community. Journal of Travel Research, 47(1), 84
– 93.
133
Weawklaiphong, J. (2016). Chinese gobble up all fruits; Lhong scattered and
gardeners sadness. Retrieved, 3 July 2016, from
http://www.posttoday.com/analysis/report/430731
Wipatayothin, A. (2016). Agritourism likely to pull in B370m . Retrieved, 7 July 2016,
from http://www.bangkokpost.com/news/general/1034469/agritourism-likely-
to-pull-in-b370m
Zhou, W. Z., & Chen, X. Y. (2008). Orchard Tourism in China. Chronica
Hoticulture, 48(12), 4-7.
Appendixes
Appendix A
Questionnaire for Local Farmers
136
Questionnaire Survey and Interview Questions for
Orchard Farmers / Owners
Part 1 – Demographic Survey
1. Gender ___ Male ___ Female
2. Age ___ 18-20 ___ 21 – 34 ___35 – 44
___ 45 – 54 ___ 55 – 64 ___ 65 and older
3. Marital Status ___ Single ___ Married without children
___ Married with children ___ Divorced ___ Separated
4. Education level ___ below, high school ___ High School ___ Diploma
___ Bachelor Degree ___ Master Degree
___ Doctoral Degree
5. What is your position and responsibility in the tourist orchards
____________________________________________________________________
Part 2 – Interview
6. Commercial name of tourist orchard_________________
7. Location:_____________
8. Land ownership: ___Personal ___ Family ___ Leased ___Private ___Public
9. How big (hectares or square meters) is the orchard?
____________________________________________________________________
10. Names of fruit trees planted? How many plants in all are there?
____________________________________________________________________
____________________________________________________________________
11. How many years have you planted the fruit trees? What were the crops planted
before? Are these crops still present?
137
12. What horticultural practices do you employ in the orchard?
___ Rain-fed ___ Irrigated ___ Mechanized
___ Semi-mechanized ___Traditional ___ Landscaped
___ Others (Please specify) __________________
13. What structures are built inside the fruit orchard?
_____________________________________________________________________
14. What other tourism-related facilities have been constructed inside the orchard?
15. Do you live in the fruit orchard?
_____________________________________________
16. How many personnel /helpers are employed in the orchard?
_______________________
17. Are they family members? ____________
18. If not, are the hired personnel from the local township/district?
_____________________
19. Are they casual? Seasonal / permanent?
_______________________________________
20. How many are full-time personnel?
__________________________________________
21. What jobs do they perform in the orchard?
22. Why did you change from agriculture orchard to tourist orchard?
23. How do you know or learn about tourist orchard management?
24. What are tourism/recreational activities allowed in your orchards?
25. How much do you charge per person for entrance to the fruit orchard? What other
tourism fees do you charge?
_____________________________________________________________________
_____________________________________________________________________
138
26. Do you use your own personal account to run the tourist orchards business?
27. Does the government/organization provide assistance to the operation of your
orchard? Name of the support provider?
_____________________________________________________________________
28. In what ways do they provide support? Is the support given one time only or
yearly?
29. If you have a chance, what improvements do you want for your tourist orchard?
Why?
30. Any comments or recommendations regarding the sustainability and success of
orchard tourism in your district?
31. Sketch map of the tourist orchard (with labels and approximate measurements
(Separate sheet)
***Thank you for your participation***
139
Name list of nine local farmers in the study area.
Name Name of Orchard Interviewed Date
Mr. Chiwat Primphol Phol Ampai Orchard May 21, 2016
Mr. Paitoon Wanitsee Pai Toon Orchard May 21, 2016
Mr. Suraphol Patumsuwan Suan Baan Durian
Orchard
May 22, 2016
Mr. Siraphob Naewphana Ta Nghim Orchard May 22, 2016
Ms. Niyom Petrachom Sean Rak Orchard May 22, 2016
Mr. Theeraphan Wongnapa Suan Ton Palm Orchard May 22, 2016
June 10, 2017
Mr. Manop Thongsrisomboon Kiribunchorn Orchard May 24, 2016
Mr. Chalermphol Tatsamakorn Somphot Koh Chang
Orchard
April 11, 2017
Ms. Pitchaya Karuphanich Khun Poo Orchard April 12, 2017
Appendix B
Questionnaire for Visitors
141
Survey Questionnaire for Dissertation Analysis
Dissertation Title: Cultural Landscape of tourist orchards in Trat Province,
Thailand (Tourist Orchard Visitors)
Part 1 – Demographic Survey
1. Gender ___ Male ___ Female
2. Age ___ 18-20 ___ 21 – 34 ___35 – 44
___ 45 – 54 ___ 55 – 64 ___ 65 and older
3. Married Status ___ Single ___ Married without children
___ Married with children ___ Divorced
___ Separated
4. Education level ___ below high school ___ High School ___ Diploma
___ Bachelor Degree ___ Master Degree
___ Doctoral Degree
5. Occupation ___ Government Officers ___ Entrepreneur ___ Retired
___ Unemployed ___ Farmers ___ Students
___ Others (Please specify) _______________
6. Salary ___ Less than 14,999 BHT ___ 15,000 – 24,999 BHT
___ 25,000 – 34,999 BHT ___ 35,000 – 44,999 BHT
___ More than 50,000 BHT
7. How did you come? ___ Package tour ___Independent tour
8. Which travel agency did you book the package tour? _______
9. How do you know the tourist orchard in Trat province?
___ Websites ___ Word of mouth ___ Friends and Relations
___ Billboard ___ Television ___ Radio
142
10 How do you contact with the tourist orchard?
___ Telephone ___ E-mail ___ Webs
___ Via organizations ___ Via local governments ___ Via local community
9. How many people in your group? ___ 1 – 5 people ___ 6 – 12 people
___ 12 – 20 people ___ more than 20 people
10. Are you staying at least for one night? ___ Yes ___ No
Part 2 – Geographic Survey
1. Nationality? _______________________
2. If Thai, which province do you live? __________________________________
3. If others, have you ever been to Thailand before? ___ Yes ___ No
3. If yes, how many days did you stay in Thailand during your last visit?
___________________________________________________________________
4. Have you been to Trat Province? ___ Yes ___ No
5. Which nearby province did you visit?
___ Chonburi or Pattaya ___ Chantaburi ___ Rayong
___ Bangkok ___ Others (Please specify) ____________
6. If yes, which district/place in Trat Province did you visit?
___ Koh Chang ___ Koh Kut ___ Koh Mak
___ Trat City ___ Khao Saming District
___ Others (Please specify)_____________
7. How many days did you stay in Trat Province during your last visit? ___________
8. Why do you visit Trat Province?
___ Travelling ___Visiting Friends and Relations
___ Business Trip ___ Cultural Trip ___ Beaches
9. How do you know Trat Province? ___________________________
143
10. What is your most memorable tourist experience in Trat Province?
___ Beautiful Beaches ___ Beautiful Waterfalls
___ Culture ___ Fruits/ Orchards
11. With whom are you travelling?
___ Family ___Colleges ___ Friends
___ Partner ___Others (Please specify)________
12. How many days will you stay in the tourist destination in Trat Province?
_____________________________________________________________________
13. Did you visit a tourist orchard in Trat Province? ___Yes ___No
14. If yes, what recreational activities did you undertake?
___ Just look around ___ Conservation with farmers ___ Picking fruits
___ Learn about agriculture ___ Participate in demonstrations
___ Buy fruits / agriculture products ___ Others (Please specify) ______________
15. How did you learn about the tourist orchard that you visited?
___ Background information about the orchards
____ Agriculture theory and practices
___ Culture and folklores
___ History
____ Relaxing and entertainment.
16. If not, did you visit tourist orchards? Where?
_____________________________________________________________________
12. Where are you staying overnight in Trat Province?
_____________________________________________________________________
144
13. What fruits did you enjoy most?
___ Durian ___ Rambutan ___ Mangosteen
___ Longan ___ Lynchee ___ Wintergreen
___ Others (Please specify) _______________
14. What fruits did you like least?
___ Durian ___ Rambutan ___ Mangosteen
___ Longan ___ Lynchee ___ Wintergreen
___ Others (Please specify) _______________
15. Did you buy any of the fruits for takeaway?
___ Durian ___ Rambutan ___ Mangosteen
___ Longan ___ Lynchee ___ Wintergreen
___ Others (Please specify) _______________
16. How much are they? ________
16. What else did you buy other than the fruits from the orchard?
___ Mushroom ___ Fertilize ___ Soil ___ Trees
___ Others (Please specify) __________________
145
Part 3. – Psychographic Survey
1. What do you think are the important features of the tourist orchard as a tourist
destination? Choose only one answer per item
Tourist Orchard Features No answer/
comment
(0 pt)
Not
important
(1 pt)
Neutral
(2 pts)
Important
(3 pts)
Very
important
( 4 pts)
Beautiful green scenery
Safety
Quiet neighborhood
Clean surroundings
Clean restroom
Diversify of attractions
Availability of overnight
accommodation
Cleanliness and quality of
service at the accommodation
Diversity of fruits
Diversity of recreational
activities
Taste of fruits, foods and
beverage
Easy to access
Close to main touring routes
Convenience of communication
facilities
Educational opportunities about
agriculture
Activities that allow
family/group participation
Participation in orchard tourism
activities
Agricultural goods purchasing
opportunities
Non-agricultural activities
Entrance or user fee??
Others _____________
146
2. How satisfied are you with the following aspects of tourist orchard?
(Name of the tourist orchard _____________________________________)
Tourist Orchard Features Very
Unsatisfied
(1 pt)
Unsatisfied
(2 pts)
Neutral
(3 pts)
Satisfied
(4 pts)
Very
satisfied
(5 pts)
Beautiful green scenery
Safety
Quiet neighborhood
Clean surroundings
Clean restroom
Diversify of attractions
Availability of overnight
accommodation
Cleanliness and quality of
service at the
accommodation
Diversity of fruits
Diversity of recreational
activities
Taste of fruits, foods and
beverage
Easy to access
Close to main touring
routes
Convenience of
communication facilities
Educational opportunities
about agriculture
Activities that allow
family/group participation
***Thank you for your participation***
Appendix C
Template of Recreational Opportunity Spectrum (ROS)
148
Recreational Opportunity Spectrum (ROS) template developed by the National
Parks and Wildlife Service of New South Wales, Australia
Class 1 Class 2 Class 3 Class 4 Class 5
General
Description
Essentially
unmodified
environment
of large size
Predominantly
unmodified
environment
of moderate-
large size
Predominantly
natural
environment,
generally
small
development
areas
Modified
environment
in a natural
setting,
compact
development
area.
Substantially
modified
environment,
natural
backdrop.
Access No roads or
management
tracks. Few
or no formed walking
tracks
No road
management
tracks and
formed walking tracks
may be
presented.
Dirt roads,
management
tracks and
walking tracks may be
presented.
2WD roads
(dirt and
sealed). Good
walking tracks.
Sealed road.
Walking tracks
with sealed
surfaces, steps, etc
Modifications
and facilities
Modifications
generally
unnoticeable.
No facilities.
No structures
unless
essential for
resource
protection
and made with local
materials.
Some
modifications
in isolated
locations.
Basic
facilities may
be provided to
protect the
resource (e.g.
pit toilets and BBQs).
Some
modifications
but generally
small scale
and scattered.
Facilities
primarily to
protect the
resource and
public safety. No powered
facilities.
Substantial
modifications
noticeable.
Facilities may
be relatively
substantial
and provided
for visitor
convenience
(e.g. amenities blocks) and
caravans may
be presented
at time.
Substantial
modifications
which dominate
the immediate
landscape.
Many facilities
(often including
roofed
accommodation
) designed for large number
and for visitor
convenience.
Modifications
and facilities
Modifications
generally
unnoticeable.
No facilities.
No structures
unless
essential for
resource protection
and made
with local
materials.
Some
modifications
in isolated
locations.
Basic
facilities may
be provided to
protect the resource (e.g.
pit toilets and
BBQs).
Some
modifications
but generally
small scale
and scattered.
Facilities
primarily to
protect the resource and
public safety.
No powered
facilities.
Substantial
modifications
noticeable.
Facilities may
be relatively
substantial
and provided
for visitor convenience
(e.g. amenities
blocks) and
caravans may
be presented
at time.
Substantial
modifications
which dominate
the immediate
landscape.
Many facilities
(often including
roofed accommodation
) designed for
large number
and for visitor
convenience.
149
Class 1 Class 2 Class 3 Class 4 Class 5
Social
Interaction
Small
number of
brief contacts
(e.g. less than
5 a day).
High
probability of
isolation
from others.
Few if any
other groups present at
campsites.
Some contact
with others
(e.g. up to 20
groups), but
generally
small groups.
No more than
6 groups
present at
campsites.
Moderate
contact with
others. Likely
to have other
groups present
at campsites.
Families with
young
children may
be presented.
Large
number of
contacts
likely.
Variety of
groups,
protracted
contact and
sharing of
facilities
common. May have up
to 50 sites.
Large numbers
of people and
contacts.
Groups of all
kinds and ages.
Low likelihood
of peace and
quiet.
Visitor
regulation
No on-site
regulation.
Off-site
control
through
information
and permits
may apply.
Some subtle
on-site
regulation
such as
directional
signs and
formed tracks.
Controls
noticeable but
harmonise
(e.g.
information
boards,
parking bays).
On-site
regulation
clearly
apparent (e.g.
signs, fences,
barriers) but
should blend
with bush
backdrop.
Numerous and
obvious signs of
regulation. No
attempt to blend
in. Management
personnel likely
to be presented.
Source: Clark & Stankey, 1979
Appendix D
Abbreviation
151
Abbreviation
BDO Suan Baan Durian Orchard
ICOMOS International Council On Monuments and Sites
IUCN The International Union for Conservation of Nature
KBO Kiribunchorn Orchard
KPO Khun Poo Orchard
MMF The Modified Multi-Functionality Model
MOAC The Ministry of Agriculture and Cooperatives
NGO Ta Nghim Orchard
NWF Non Working Farm
OECD The Organisation for Economic Co-operation and Development
OTOP One Tambon One Product
PAO Phol Ampai Orchard
PTO Pai Toon Orchard
ROS Recreational Opportunities Spectrum
SKO Somphot Koh Chang Orchard
SRO Sean Rak Orchard
SWOT Strength, Weakness, Opportunities, and Threats
TAT Tourism Authority of Thailand
TPO Suan Ton Palm Orchard
UNEP The United Nations Environment Programme
UNESCO The United Nations Educational, Scientific, and Cultural Organization
UNWTO The United Nations World Tourism Organization
USA The United States
WD Wheel Drive
WFDCA Working Farm, Direct Contact, Authentic
WFDCS Working Farm, Direct Contact, Staged
WFIC Working Farm, Indirect Contact
WTO The World Trade Organisation
WFPC Working Farm, Passive Contact
152
Biography
Name: Ms. Phornphan Roopklom
Address: 122 Moo 1 Kaerai Sub-district,
Kratumbane District, Samutsakorn Province
74110 Thailand
Email Address: [email protected]
Education Background
2005 Bachelor of Arts in German Language, Silpakorn University, Nakorn
Pathom Province, Thailand
2007 Master of Arts (International Program) in International Tourism and
Hotel Management Program, Naresuan University, Phitsanulok
Province, Thailand
2007 Master of International Tourism and Hotel Management, Southern
Cross University, NSW, Australia
2017 Doctor of Philosophy in Architectural Heritage Management and
Tourism International Program, Graduate School, Silpakorn University
Work Experience
2007 – 2011 Reservation Officer, Diethelm Travel (Thailand) Ltd.,
Bangkok, Thailand
2013 – 2011 Export Sale Officer, Thaicolor Clay Co., Ltd., Samutsakorn
Province, Thailand
2014 – 2016 International Relation Officer, Faculty of Liberal Arts,
Mahidol University, Nakorn Pathom Province, Thailand
