The Strategic Management for Sustainable Agro- tourism Development: A Case Study of Maejo Universitys Agro- tourism Learning Centers

Miss Marry Ann R. Navarette, Weerapon Thongma, Fongmul Fongmul, Winitra Leelapattana

Abstrak


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

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