MABE Case Study: Promoting the Sustainability of Agritourism in Thailand: A Case Study of Japanese Experiences and its implications

ABSTRACT

The trends of sustainability tourism sectors in Japan and Thailand have become more popular at present. This article investigates the pandemic’s impact on agritourism in both countries and explores the strategies adopted by agritourism operators to navigate through these challenging times especially in Thailand. Through an analysis of relevant literature and firsthand information from agritourism establishments, this study reveals how agritourism destinations in Japan and Thailand have faced disruptions due to travel restrictions and safety concerns, resulting in a decline in visitor numbers. Nonetheless, some concepts have enabled agritourism operators to adapt and survive during the crisis as well as post crisis for Thailand.

LEARNING OBJECTIVES

• This research investigates the effects of the COVID-19 pandemic on the agritourism industries of Thailand and Japan. It aims to understand the challenges faced by agritourism establishments during this difficult time and the strategies they implemented to navigate them. By examining the responses of both countries’ agritourism sectors, the research seeks to generate ideas and recommendations for Thailand’s agritourism industry trend, using successful practices from Japan as a model.

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