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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
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ABSTRACT

The research on the title “Innovative Agricultural Tourism in the Context of New Normality

after the Outbreak of the Covid-19” has a purpose that includes; 1. To study the demand and

behavior of tourists 2. To analyze and search for academic knowledge in personnel development
and agricultural tourism sites 3. To find policy recommendations and 4. To find Innovative agricultural
tourism in the context of new normality after the outbreak of the Covid-19. The research operation

is the multiphase mixed methods that have four phases, the results of the research found that

1. The demand and behavior of tourists in agricultural tourist attractions by working-age tourists who
choose to travel on weekends in remote areas, convenient to travel, not spending much for each
trip beautiful environment and there is staff to provide service with politeness and friendliness. and

has quality food and beverage outlets. 2. Academic knowledge in personnel development and
agricultural tourism sites for entrepreneurs in tourist attractions, including agricultural tourism

management, tourism development through adaptation, agricultural knowledge management for
both plants and animals, agricultural technology, arranging the tourism place, the combination of

art and landscape, Service industry and integrated business management, accommodation and
safety standards, using English for tourism development, personnel development and adaptation to

change. 3. Policy recommendations for the development of agricultural tourism, it is a component
that is proposed to government agencies at both local and national levels. that are consistent with
the policies and development plans of relevant government agencies, including Internal-Macro

Factors is an analysis of the roles and duties of the administration of government agencies at all
levels, including the cost-effectiveness of each administration. Internal-Micro Factors is a feasibility

analysis based on the components of government administration support to domestic businesses.
External-Macro Factors is an analysis of fundamental management in accordance with the policies

of government agencies that support agricultural tourism business operations. External-Micro Factors
is an analysis of business administration components in the service industry for agricultural tourism.

Decision Making to Invest is an assessment of the business situation by analyzing the relevant factors.
Innovative agricultural tourism in the context of new normality after the outbreak of the Covid-19

Agritourism innovation in the context of the new normal after the Covid-19 epidemic is an adaptation
in the management of agricultural tourism of tourists, entrepreneurs, and government agencies.

Therefore, it was discovered about the diversity of agricultural tourism innovations in Thailand, such
as agriculture learning, combining animal farms, fishing farms, flower gardens, flower gardens, and
art. Agricultural technology, rice fields, salt fields, coconut plantations, highlands agricultural fields,

and accommodation spiritual blend strawberry garden and simulating tourist attractions.

Keywords: Innovation, Tourism, Agricultural tourism, Outbreak, Covid-19