Buddhist Economics Meets Agritourism: A Pilot Study on Running a One Rai Farm to Gain a One Hundred Thousand Baht Return Associate Professor Dr. Wanna Prayukvong The Network of NGO - Business Partnerships for Sustainable Development 196/9 Soi Rajavithi 4, Rajavithi Road Phayathai, Bangkok, Thailand 10400 E-mail:
[email protected] Telephone: + 66022455542 Dr. Nara Huttasin* Faculty of Management Science Ubon Ratchathathani University Warinchamrap, Ubon Ratchathani, Thailand 34190 E-mail:
[email protected] Telephone: +66932862823 Dr. Morris John FOSTER Emeritus Fellow at Kingston Business School, Kingston University KBS, KU, Kingston Hill, Kingston Upon Thames, KT2 7LB E-mail:
[email protected] Telephone: +44 20 8542 9198 *Contact author 1 Buddhist Economics Meets Agritourism: A Pilot Study on Running a One Rai Farm to Gain a One Hundred Thousand Baht Return Abstract Buddhist Economics differs significantly from mainstream (neoclassical) Economics in its ontological underpinning. This means that assumptions about human nature are different: the core values of mainstream economics are self-interest and competition in the pursuit of maximum welfare or utility; while in Buddhist Economics, “self” includes oneself, society, and nature, which are all simultaneously interconnected. The core values of Buddhist Economics are compassion and collaboration through which well-being is achieved leading to higher wisdom (pañña). The aim of the paper is to demonstrate that both leisure and sustainable objectives can be achieved through Buddhist Economics informed agritourism. The theoretical argument is illustrated by a pilot action research study on a package tour to visit cases of Thai farmers doing a one rai farm to gain one hundred thousand baht return.