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


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.

Teks Lengkap:



Fuchs M and Weiermair K 2004 Destination benchmarking: an indicator-system’s potential for exploring guest satisfaction. Journal of Travel Research [Internet] SAGE Publications;42(3):212–25. Available from:

Tiefenbacher JP, Day FA and Walton JA 2000 Attributes of repeat visitors to small touristorientedcommunities. The Social Science Journal [Internet] Elsevier BV; 37(2):299–308.Available from:

Asubonteng P, McCleary KJ and Swan JE 1996 SERVQUAL revisited: a critical review of service quality Journal of Services Marketing [Internet] 10(6):62–81. Available from:

Dimba B 2010 Strategic human resource management practices:effect on performance. Rugimbana R, editor. African Journal of Economic and Management Studies [Internet]1(2):128–37. Available from:

Al Hammadi AH 2018 Leadership, strategic planning, organizational performance and innovation: a case of Dubai/ UAE public sector. International Journal of Management &Information Technology [Internet] 21;13(1):3179–87. Available from:

Christou E 2015 Branding social media in the travel industry Procedia- Social and Behavioral Sciences [Internet] 175:607–14. Available from:

Lehtinen U and Lehtinen JR 1991 Two approaches to service quality dimensions The Service Industries Journal [Internet] 11(3):287–303 Available from:

Parasuraman A and Zeithaml VA Understanding and improving service quality: a literature review and research agenda. Handbook of Marketing [Internet]. SAGE Publications Ltd; 339–69. Available from:

Osland GE and Mackoy R 2004 Ecolodge performance goals and evaluations Journal ofEcotourism [Internet] 3(2):109–28. Available from:

Roethlein C, Mangiameli P and Ebrahimpour M 2002 Quality in U. S. manufacturing industries: an empirical study. Quality Management Journal [Internet] 9(3):48–66. Available from:

Crouch GI 1996 Book reviews: marketing for hospitality and tourism by Philip Kotler, John Bowen, and James Makens (Prentice-Hall, Upper Saddle River, NJ 07458 Journal of Travel Research [Internet]. SAGE Publications; 34(4):105–6. Available from:

Hudson S, Hudson P and Miller GA 2004 The measurement of service quality in the tour operating sector: a methodological comparison. Journal of Travel Research [Internet]. SAGE Publications; 42(3):305–12. Available from:

Kouthouris C and Alexandris K 2005 Can service quality predict customer satisfaction and behavioral intentions in the sport tourism industry? An application of the SERVQUAL model

in an outdoors setting. Journal of Sport & Tourism [Internet]. 10(2):101–11. Available from:

Ramsaran-Fowdar RR 2007 Developing a service quality questionnaire for the hotel industry in Mauritius Journal of Vacation Marketing [Internet]. 13(1):19–27. Available from:

Qin G and Prybutok VR 2008 Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions Quality Management Journal [Internet]. 15(2):35–50. Available from:

Pakdil F and Aydın Ö 2007 Expectations and perceptions in airline services: an analysis using weighted SERVQUAL scores Journal of Air Transport Management [Internet] 13(4):229–37. Available from:

Briggs S, Sutherland J and Drummond S 2007 Are hotels serving quality? an exploratory study of service quality in the Scottish hotel sector. Tourism Management [Internet] 28(4):1006–19. Available from:

Buckley R 2002 Surf tourism and sustainable development in Indo-Pacific Islands. II. recreational capacity management and case study. Journal of Sustainable Tourism [Internet] 10(5):425– 42. Available from:

Yusof N, Abd Rahman F, Che Jamil MF and Iranmanesh M 2014 Measuring the quality of ecotourism services. SAGE Open [Internet] 3;4(2):215824401453827. Available from:

Baker DA and Crompton JL 2000 Quality, satisfaction and behavioral intentions. Annals of Tourism Research [Internet] 27(3):785–804. Available from:

Zeithaml VA, Berry LL and Parasuraman A 1996 The behavioral consequences of service quality Journal of Marketing [Internet] 60(2):31. Available from:

Oisul Jeon and Park,Sung-Kyu 2009 The structural relationship among quality dimensions,customer satisfaction and purchase intention of Chinese consumers to enhance profitability of

internet shopping malls. Productivity Review [Internet]. Korea Productivity Association;23(4):45–75. Available from:

Chi CG-Q and Qu H 2008 Examining the structural relationships of destination image, tourist


  • Saat ini tidak ada refbacks.