ORCHARD TOURISM IN TRAT PROVINCE, THAILAND: TOWARDS SUSTAINABLE AGRITOURISM
By Miss Phornphan Roopklom
A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Program in Architectural Heritage Management and Tourism International Program Graduate School, Silpakorn University Academic Year 2016 Copyright of Graduate School, Silpakorn University
ORCHARD TOURISM IN TRAT PROVINCE, THAILAND: TOWARDS SUSTAINABLE AGRITOURISM
By Miss Phornphan Roopklom
A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Program in Architectural Heritage Management and Tourism International Program Graduate School, Silpakorn University Academic Year 2016 Copyright of Graduate School, Silpakorn University
The Graduate School, Silpakorn University has approved and accredited the Thesis title of “Orchard Tourism in Trat Province, Thailand: Towards Sustainable Agritourism” submitted by Miss Phornphan Roopklom as a partial fulfillment of the requirements for the degree of Doctor of Philosophy in Architectural Heritage Management and Tourism (International Program)
...... (Associate Professor Panjai Tantatsanawong,Ph.D.) Dean of Graduate School ...... /...... /......
The Thesis Advisor
Corazon Catibog-Sinha Ph.D
The Thesis Examination Committee
...... Chairman (Kreangkrai Kerdsiri, Ph.D.) ...... /...... /......
...... Member (Nantawan Muangyai, Ph.D.) ...... /...... /......
...... Member (Corazon Catibog-Sinha Ph.D ...... /...... /......
56056959: MAJOR: ARCHITECTURAL HERITAGE MANAGEMENT AND TOURISM KEY WORD: ORCHARD TOURISM / AGRITOURISM / CULTURAL LANDSCAPE / MULTIFUNCTIONAL MODEL / AGRICULTURAL PRACTICES PHORNPHAN ROOPKLOM: ORCHARD TOURISM IN TRAT PROVINCE, THAILAND: TOWARDS SUSTAINABLE AGRITOURISM. THESIS ADVISOR: CORAZON CATIBOG-SINHA, Ph.D. 152 pp.
The aims of this research were to assess the main attributes and characteristics of orchards as part of the cultural landscape of Trat Province; determine the cultural, social, economic and environment values or benefits of tourist orchards; determine the agritourism models that appropriately characterize the tourist orchards; and provide recommendations on how best to promote and manage tourist orchards. The primary data from interviews of 9 local farmers/ owners and questionnaire survey of 57 agritourists were gathered. The secondary data from the literature were obtained. The study was conducted from November, 2014 to June, 2017. The overall recreational opportunities of the tourist orchards in Trat Province, using the Recreation Opportunities Spectrum analysis, collectively fall under Class 4 or semi-developed. The tourist orchards may be categorized as traditional mixed and organic orchards. Most of tourist orchards use a combination of chemical substances and organic matter as fertilizers. Two of the orchards have received a government seal certifying that the exported fruits from their orchards are organically grown. All orchards depend on rainwater for irrigation; however, six orchards temporarily impound water in man-made ponds while the others use pumped water from natural resources. Permanent and temporary labor is crucial to maintain the orchards throughout the whole- year farming cycle. The tourist orchards fall into four categories following the theory of Zhou and Chen (2008) namely Traditional Management Model, Eco-creation Model, Tech-education Model, and Comprehensive Recreation Model. The tourist orchards have cultural, social, economic, and environmental values, which directly and indirectly benefit the nation and the local community including the visitors/tourists. The multifunctionality of the tourist orchards affirms the model proposed by Aquino et al. (2010), which is a useful model in understanding the inter-relationships of various elements within an agricultural/cultural landscape. As a sustainable tourism venture, the orchards could provide not only agricultural products but also a multitude of tangible and intangible benefits to the environment, community, and economy. Being an emerging tourist venture with a niche market, the orchards have not yet attracted as many tourists especially outside the harvest season. The majority of agritourists (n= 57, all Thai) surveyed were females between the age of 21-24 years of age, married, and highly educated. Most of them were employed as entrepreneurs and government officials with a monthly salary between 15,000 and over 50,000 Baht. Almost half of them visited the tourist orchards with friends and family in a big group (6 – 12 people per group). Tourist motivation, favorite tourism activities and satisfaction levels were assessed using the Likert scale. Management and research recommendations built on the perspectives of the respondents and the results of the SWOT analysis are presented. Among others, the participation of local community in orchard tourism, establishment of an agricultural information center, good planning and management for sustainability, and tourism training can help develop sustainable orchard tourism in Trat Province.
Program of Architectural Heritage Management and Tourism Graduate School, Silpakorn University Student's signature...... Academic Year 2016 Thesis Advisor's signature...... iii
Acknowledgments
I am very grateful to my supervisor, Dr. Corazon CATIBOG-SINHA, for her valuable guidance, knowledge support, thesis review, comments, suggestions, and encouragement throughout the duration of this research. Without her patient support and persistence, the completion of this dissertation would have not been possible. My sincere thanks to the teachers and staff members of the Faculty of Architecture, Graduate School of International Program, Silpakorn University for their academic advice, information sharing, and curriculum guidance. My sincere gratitude to Assistant Professor Dr. Aphilak Kasempholkoon for the valuable information about Trat Province. I also would like to thank Mr. Nakorn Wasikarm, the nine orchards owners, and all respondents for their participation, valuable time and significant information. Many sincere thanks to all my best friends (Khun Khayub Gang) for their loyal friendship, constant encouragement, and assuring warm hugs. I have to also thank all my classmates for their camaraderie, sharing their opinions, and encouragement. Specially thanks to my beloved father for his inspiration. This degree is a gift for you. Hope you see my success from the sky. You are always in our hearts. To my beloved mother, I will be forever grateful for your love, care, understanding and encouragement throughout my life.
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Table of Contents Page Abstract ...... iii Acknowledgements ...... iv List of Tables ...... vi List of Figures...... vii Chapter 1 Introduction ...... 1 Research Statement ...... 1 Research Aim ...... 3 Research Objectives ...... 3 Research Questions ...... 3 Research Methods ...... 4 Process of Study ...... 5 Scope and Limitation ...... 6 Overview Research Structure ...... 6 2 Literature Review ...... 7 Agritourism, Orchard Tourism and Related Topics...... 7 Cultural Heritage ...... 24 Multifunctionality ...... 32 3 Research Methods ...... 41 Research Framework ...... 41 Research Objectives, Methods, and Data Analysis ...... 42 Schedule of Activities ...... 47 4 Study Area Description ...... 48 Location and Accessibility of Trat Province ...... 48 Topography of Trat Province ...... 49 Climate of Trat Province ...... 50 Historical Background of Trat Province ...... 50 The People of Trat, Population and Occupation ...... 51 Tourism Industry in Trat Province...... 53 Study Sites ...... 57 Agritourism in Trat Province...... 61 5 Results and Discussion ...... 64 Main Attributes and Characteristics of the Tourist Orchards ...... 64 Orchard Tourists: Profile and Characteristics ...... 102 The Significant Values of Tourist Orchards in the Study Area ...... 108 6 Conclusions and Recommendations ...... 116 Conclusion ...... 116 Management Recommendations ...... 122 Research Recommendations ...... 124 References ...... 125 Appendixes ...... 134 Appendix A Questionnaire for Local Farmer ...... 135 Appendix B Questionnaire for Visitors ...... 139 Appendix C Template Recreational Opportunities Spectrum ...... 147 Appendix D Abbreviation ...... 150 Biography ...... 152
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List of Tables Tables Page 1 A comparison of traditional and tourist orchards ...... 11 2 A comparison of the fundamental principles of management of agricultural farms and agritourist farms ...... 12 3 Basic values of nature ...... 31 4 Recreational Opportunity Spectrum (ROS) template developed by the National Parks and Wildlife Service of New South Wales, Australia ... 43 5 Detail address of sampled tourist orchards in Khao Saming District and Koh Chang District ...... 62 6 Summary of the tourist amenities, activities and services in the nine orchards surveyed ...... 77 7 The results of the ROS analyses of the nine tourist orchards in Khao Saming District and Koh Chang District ...... 80 8 Agricultural systems and products of tourist orchards in Trat Province ...... 81 9 Use of fertilizers and insecticides in tourist orchards, Trat Province ...... 86 10 Irrigation management of tourist orchards in Trat Province ...... 88 11 Labor force in tourist orchards at Trat Province ...... 93 12 Tourist orchard models in the study area ...... 101 13 Demographic profile of tourists ...... 103 14 Travel companions ...... 105 15 Motivations to visit orchard tourism ...... 106 16 Satisfaction level of agritourists toward tourist orchards ...... 108 17 Tourist sources of information about orchard tourism in Trat Province ...... 111 18 Natural values of tourist orchards ...... 113 19 Summarizes the main features and characteristics of the orchards sampled in this study ...... 118 20 SWOT Analysis of orchard tourism in Trat Province ...... 121
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List of Figures Figures Page 1 Research Framework of the Study ...... 4 2 Process of Study ...... 5 3 The hierarchical position of agritourism within the tourism industry ...... 8 4 Types of agritourism ...... 23 5 The interrelationships of factors in the Modified Multifunctionality Model ..... 36 5 The interrelationships of factors in the Modified Multifunctionality Model ..... 46 6 Map of Trat Province ...... 49 7 Seven Districts at Trat Province ...... 52 8 Natural attraction: Koh Chang Islands...... 53 9 Natural attraction: Than Mayom Waterfall, Koh Chang ...... 54 10 Cultural attraction: City Pillar of Trat Province ...... 54 11 Cultural and historic attractions: Wat Buppharam, Meaung District ...... 55 12 Nature-based tourism at Salakhok Bay, Koh Chang ...... 55 13 Community-based tourism and ecotourism at Ban Nam Chiao Community, Trat ...... 56 14 Orchard Tourism, Khao Saming District, Trat ...... 56 15 The map of Khao Saming District ...... 57 16 The map of Koh Chang District ...... 60 17 Map showing the location of the sampled tourist orchards in Khao Saming District ...... 63 18 Map showing the location of the sampled tourist orchards in Koh Chang District ...... 63 19 The yellow sign board indicating the location of Phol Amphai Orchard ...... 65 20 The green sign board indicates the location of Phol Amphai Orchard ...... 66 21 Mr. Chaiwat Primphol, the owner of Phol Ampai Orchard, with the researcher ...... 66 22 A dirt 2WD access road leading to Paitoon Orchard ...... 67 23 Agritourists enjoying the fruit buffet at Paitoon Orchard ...... 67 24 Sightseeing inside a mushroom nursery used to be an attraction at Ta Nghim Orchard ...... 68 25 Mr. Siraphob Naewphana, the owner of Ta Ngim Orchard, being interviewed with the researcher ...... 68 26 A sealed 2WD access road to Sean Rak Orchard ...... 69 27 Accommodation in Sean Rak Orchard ...... 69 28 The entrance to Suan Baan Durian Orchard ...... 70 29 The fruit trees at Suan Baan Durian Orchard ...... 70 30 The tributary of Khao Saming River flowing along the waterfront rest area of Suan Baan Durian Orchard ...... 70 31 A bungalow within Suan Baan Durian Orchard ...... 71 32 A sealed 2WD access road to Suan Ton Palm Orchard ...... 71 33 An open roofed shelter at Suan Ton Palm Orchard temporarily used as garage 72 34 Coffee shop at Khun Poo Orchard ...... 72 35 Homemade products for sale at the coffee shop in Khun Poo Orchard ...... 73 36 The farm landscape at Sonphot Koh Chang Orchard ...... 73 37 A bungalow for tourist accommodation at Somphot Koh Chang Orchard ...... 74 38 An agricultural shop/stall at Somphot Koh Chang Orchard ...... 74 39 A signage indicating the location of Kiribunchorn Orchard ...... 75 40 Kiribunchorn Orchard is planted to durian and mangosteen ...... 75 41 Fresh fruits from Kiribunchorn Orchard (mangosteen and longkong) ...... 75 vii
Figures Pages 42 A small shop/stall and seating area at Kiribunchorn Orchard ...... 76 43 Durian ice cream and coconut ice cream at Kiribunchorn Orchard ...... 76 44 Ta-khian Trees planted among the fruit trees in Phol Ampai Orchard ...... 83 45 The processed products being sold in Phil Ampai Orchard are advertised on the signboard ...... 84 46 Shed where king bees are being cultures for honey in Phol Ampai Orchard ..... 87 47 Shed for making wood vinegar in Suan Ton Palm Orchard ...... 88 48 The Khao Saming River is the main source of irrigation water for orchards ..... 89 49 A man-made pond in Suan Ton Palm Orchard ...... 90 50 Schedule of activities in orchards in Trat Province ...... 90 51 Tourism cycle showing the stages of development of tourist orchards ...... 96 52 Favorite activities in tourist orchards ...... 107
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Chapter 1
Introduction 1. Research Statement Thailand, an agricultural country in Southeast Asia, is one of the main agricultural producers in the world. Among the main agricultural products of Thailand are rice, rubber, corn, bean, cassava, vegetables, spices, orchids, coffee beans (Center for Agricultural Information, 2014). The seasonal fruits comprise the main Thai export products, which are very well known overseas because they are plentiful, diversified, inexpensive, and delicious (Thaiways, n.d.). The famous seasonal fruits of Thailand include southern langsat, durian, mango, lychee, banana, orange, rambutan, mangosteen, pineapple, and coconut. Some of these fruits are mostly planted in the eastern area of Thailand, especially in Rayong, Chantaburi and Trat provinces, collectively known as the “Eastern Fruit” Region.
Trat Province is a main tropical fruits producer in the southeastern part of Thailand. Due to its long history of producing seasonal fruits, there are many cultural traditions, ceremonies, and beliefs about fruit gardens which reflect through farmers’ wisdom. The cultural landscape not only reflects the linkages between cultural landscape, cultural ecology and way of life but also shows the interventions and interactive activities among humans, nature, and supernatural (Walliphodom, 2014). The outstanding values of cultural landscape of orchards in Trat province is the main resource of local cultural heritage conservation, which can change and support local communities and provide opportunities in sustainable tourism.
Even though agriculture is the main source of revenue in Thailand, farmers have been facing problems associated with overproduction and limited harvesting period. They have, for a long time, been suffering from price fluctuations, low market value, and poor market access. They have attempted to change to another agricultural product, but the problem still exists (Srisomyong, 2010). Likewise, there is overproduction problem during harvest season (May – July). As a result, some fruit farmers have lost income because of low profits. The eastern fruit gardens have been
1 2 converted to farms planted to economic plants, such as rubber trees and oil palms, which have much higher market value.
Other farmers have shifted from fruit production to agritourism (otherwise known as agrotourism). In Trat province, many orchard owners have been promoting their fruit orchards as a new tourism attraction. Orchard tourism can generate local income through direct provision of tourism goods and services as well as job opportunities for the local community (Zhou & Chen, 2008; Albu & David, 2012; Hamzah et al., 2012). Unfortunately, orchard tourism has not been successfully promoted and smoothly managed because farmers lack skills and knowledge about tourism management (Aruninta, 2011; Srisomyong, 2010).
Moreover, the significance of the cultural living heritage is low. The youth have left their homes and migrated to urban or manufacturing areas for better job opportunities and higher income. They have adapted modern or western culture and some of them had neglected traditional ceremonies about fruit culture and traditional beliefs (Srisomyong, 2010).
Even though there are some researches about cultural landscape of fruits orchards in Thailand, these studies were concentrated around the Chaophraya River and on the central plateau especially in Bangkok, Nonthaburi, Samut Prakarn, and Samut Songkram Province (Nimlek, 2012; Songsiri, 2012; Khaokhrueamuang, 2014). The orchards in central Thailand such as in Bangkok, Samut Prakarn, and Nonthaburi Province are characterized by an agricultural landscape of ditches and dikes that are usually connected to natural and man-made canals (Khaokhrueamuang, 2014). Unlike the agricultural landscape of central Thailand, that of southeastern Thailand, such as Trat Province, is mostly dominated by paddy fields.
There has been no research about fruit orchards in southeastern Thailand in particular in the context of sustainable tourism. The study of agritourism in Trat Province will provide a better understanding of the multiple functions and socio- economic benefits of orchards within this complex and interesting landscape. This dissertation, therefore, aims to explore the current situation of cultural landscape of orchards in Trat Province, to study the perceived significant values of orchards, to compare and contrast cultural landscape of orchards in different settings, and to 3 determine the appropriate orchard tourism for better and more successful tourist enterprise for the local communities.
2. Research Aim
To assess the features of the cultural landscape of orchards in Trat Province and determine how they can contribute to sustainable tourism
3. Research Objectives
31 To assess the main attributes and characteristics of the orchards in Trat Province.
3.2 To determine the cultural, social, economic and environment values or benefits of tourist orchards in the study area.
3.3 To determine the appropriate tourist orchard model that can be sustained in Trat Province based on visitors demand/behavior, farmers’ capability, geographic suitability, cultural and social acceptability, and economic profitability.
3.4 To provide recommendations on how best to promote and manage tourist orchards in Trat Province as tourist attraction.
4. Research Questions
4.1 What are the current situation, characteristics, and significant values of orchards in Trat province which contribute to sustainable tourism?
4.2 What are the features of a model orchard tourism as perceived by visitors and farmers?
4.3 What are the attributes of an orchard model built on farmer’s capability and capacity as well as the natural and physical features of the environment including social and cultural acceptability and economic profitability?
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5. Research Methods
A combination of qualitative and quantities research methods was employed. Both primary (questionnaire survey, interview, field observations) and secondary (literature review) data were collected (Figure 1).
The research problem was identified after the completion of the preliminary phase of the study. The results of the site survey of orchards in Trat Province and preliminary interviews with orchardists and stakeholders provided the basis for the formulation of the research objections and research questions.
The research aim of this study was to assess the features of the cultural landscape of tourist orchards in Trat Province and how they can contribute to sustainable tourism. The management recommendations to achieve sustainable orchard tourism were drawn from the research results.
Objectives Methods Outcomes
Q 1: Assess the main M 1: Literature review, attributes and characteristics field trip study, ROS, of the tourist orchards observation, interview, questionnaire survey
Q 2: Determine the values or Integrated Results benefits of tourist orchards M 2: Literature review, interview, questionnaire survey Q 3: Determine the appropriate tourist orchards M 3: Literature review, model that can be sustained questionnaire, interview
Q 4: Provide recommendations on how best to promote and manage tourists orchards as tourist attractions Conclusion & Figure 1 Research Framework of the Study Recommendation
Figure 1 Research Framework of the Study
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6. Process of Study
Figure 2 illustrates the systematic process undertaken in conducting this research. It starts with problem discovery and definition, followed by research design, sampling and scope of study, data gathering and analysis, and finally, the conclusion and recommendations. Selection of Exploratory Technique Problem Identification 1. Problem Discovery & - Experience Definition - Secondary Documents - Case Studies Problem Statement
Selection of Basic Research Method - Secondary Data 2. Research Design - Questionnaire Survey - Interview - Observation
Selection of Sampling - Non-Probability
3. Sampling & Scope of Study - Probability
Selection of Study Area -Non-Probability
4. Data Gathering Collection of Data - Site Visits and Physical Evidence - Archival and Documentary Evidence - Questionnaire Survey, Interview and Observation
Identify and Assess Landscape Character
5. Data Accessing & Analysis - Overall Landscape Patterns Data Processing - Agricultural Practices - Significant Values - Tourist Orchard Models
Data Analysis 6. Conclusion & Reports Interpretation of Findings - ROS - Multifunctional Model - SWOT
Reports
Figure 2 Process of Study Source: Adapted from http://xa.yimg.com/kq/groups/19237362/1705472895/name/FLOW+CHART+OF+THE+RES EARCH+PROCESS.pdf.
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7. Scope and Limitation
The study was conducted in 9 tourist orchards within the two districts of Trat Province, namely, (a) Khao Saming District, which is located on the mainland and produces the biggest volume of fruits and highest revenue from tropical fruits and (b) Koh Chang District, which is located on a district in the eastern part of Thailand that plant tropical fruits.
The data collection was confined only during the harvest season May - July and the start of the peak of orchard tourism. Respondents were selected only from those who were willing to participate in this study.
8. Overview Research Structure
The research consists of six chapters as follows:
Chapter 1 – Introduction
Chapter 2 – Literature Review
Chapter 3 – Research Methods
Chapter 4 – Study Area Description
Chapter 5 – Results and Discussion
Chapter 6 – Conclusions and Recommendations
Chapter 2
Literature Review
This chapter is a review of the literature of the following major topics: agritourism, heritage conservation, cultural landscape, and multifunctional model. This chapter begins with the discussion of orchard tourism and related sub-topics in agritourism: emergence of tourist orchard, benefits of and constrains in orchard tourism, market segmentation in agritourism and orchard tourism, agritourism development and management, and agritourism and orchard tourism models. Also discussed are the features of local heritage conservation the significant values of culture and nature in heritage conservation, and cultural landscape and tourist orchard in the cultural landscape. Lastly, multifunctionality and its sub-related topic including its concepts, models and agricultural multifunctionality are also discussed.
1. Agritourism, Orchard Tourism and Related Topics
1.1 Agritourism
Agritourism has been defined in various ways. The word “agritourism” is a combination of the prefix “agri” and “tourism”. The prefix “agri”, which is derived from Latin term “ager” means “field”. The word “tourism” is a form of recreational/leisure activity that is undertaken away from one’s place of residence and inspired by cognitive, recreation and sport needs (Sznajder et al., 2009, p.3). Hence, agritourism refers to recreational or leisure opportunities undertaken in rural tourist destination areas that link human hedonistic needs and agricultural production. Sznajder et al. (2009, p. 3) further state that agritourism offers tourism activities to familiarize visitors with various farming practices and for them to participate in related recreational activities within an agricultural environment
Figure 3 shows the hierarchical position of agritourism in the tourism industry, indicating its specialized and emerging nature among the other forms of
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8 tourism. Sznajder et al., (2009, p.3) agree that orchard tourism can be classified as a specialized form of agritourism.
Figure 3 The hierarchical position of agritourism within the tourism industry Source: Sznajder et al., 2009
Hamzah et al. (2012, p. 4581) explain that agritourism complements the usual and daily agricultural activities within the farms without causing adverse impacts. The tourism activities should contribute to the values of agriculture products including other non-material values such as the natural landscape and fresh air. Moreover, agritourism is an agribusiness activity which local farmers can gain economic benefits by offering sight-seeing and educational farm tours. In these tours, visitors can observe farming activities, such as growing, harvesting, and processing of locally grown foods and/or other agricultural products. This experience enables tourists to appreciate a lifestyle not otherwise encountered in cities or even in other rural areas. Agritourism can also earn extra income to farmers by providing home stay accommodation and guided tours (Kumbhar, 2009).
Aruninta (2011) indicates that agritourism combines agricultural production and tourism services that encourage visitors to visit rural areas and observe farming for enjoyment, education, and/or involvement in agricultural production and other farm activities. Meanwhile, the Bureau of Farmers Development, Thailand (2005) classifies agritourism activities based on the length of stay of visitors on site. 9
These are (a) short-term activity, which involves short-time farm visits and participatory harvesting and (b) overnight and/or long-term participation, which involves experiencing village lifestyle, learning modern and traditional agricultural practices, studying farm ecology (e.g., beneficial insects, farm pests, local vegetables), and agribusiness (e.g., distribution and marketing agricultural products).
Agritourism also promotes the appreciation and conservation of local culture and natural heritage. It highlights the image of a rural area by encouraging the local communities to promote and appreciate their tradition, beliefs and practices as well as their traditional agricultural practices. UNWTO (2013) explains that many agritourists are interested in merging with the local community to experience local farm life style, traditions, agricultural practices, local vernaculars, and landscapes. Robert and Hall (2001) agree that farmers should be encouraged to preserve their traditions and cultural activities (e.g., festivals, crafts, museums, cultural events, farm events, and farm products) so as to promote agritourism.
1.2 Orchard tourism
Orchard tourism, which is classified under agritourism and a subset of rural tourism, is becoming a trendy niche in the tourism industry (Sznajder et al., 2009, p. 6). When Thailand underwent an economic recession caused by the recent financial crisis, agriculture acted as a social safety net for the country, providing food security and employment. Orchard tourism is an emerging alternative form of tourism in many rural areas, such as in Trat Province, which is blessed with sea, sand, and sun attractions. With abundant supply of natural resource and agricultural products, orchard tourism has been meeting the increasing demand of many urban dwellers to experience an authentic rural environment. Moreover, tourist orchards offer opportunities to learn about agriculture practices in a farm setting.
Zhou and Chen (2008, p.4) define orchard tourism as one which combines tourism and orchard culture. This concept integrates sightseeing, recreation, ecology, general science, and economics. Orchard tourism, as a form of agritourism, links the agricultural production of fruits and several tourism services (Albu & David, 2012, p. 137). Moreover, orchard tourism is primarily comprised of gardens and gardening activities. It is an agri-business where local farmers offer tour of the orchard, 10 providing visitors opportunities to learn about fruit growing, harvesting, post-harvest handling, and fruit storage. Orchard tourism also provides a pollution-free environment as well as exposure to cultural elements and traditions including the daily lifestyle of rural people not normally experienced by many urban dwellers (Awasthi et al., 2015).
The three basic activities offered in orchard tourism are the actual experience related to culture, nature, and orchard farming; participation in some agricultural activities to augment fun and enjoyment; and buying or consuming farm products as well as other rural crafts (Awasthi et al., 2015).
1.3 Emergence of tourist orchards: A transition in the rural landscape
Even though agriculture is the main source of revenue in developing countries, such as in Thailand, farmers continue to face problems associated with overproduction, limited harvesting period and climate change. They have, for a long time now, been suffering from price fluctuation, low market value, poor market access, high production costs of machineries and chemicals, and increasing intensity of competition in the global market (Srikatanyoo & Campiranon, 2008; Na Songkhla & Somboonsuke, 2013). Although, many farmers have attempted to shift to other agricultural products, they have been unsuccessful because of the various changes and uncertainties in agricultural structure, globalization, industrialization, and government policies (Srisomyong, 2010). As a result, farm management has become challenging and unsustainable especially so because many farmers are not up-to-date with the necessary skills and knowledge (Khamung, 2015a). Subsequently, some fruit farmers in particular have lost income from low profits and dimishing economic role of agriculture. Some of the orchards in eastern in Thailand, for example, had been converted to more economically profitable farms planted to rubber trees and oil palms. However, this form of monoculture farming has not totally solved the prevailing agricultural problems.
Despite the decline in Thai agricultural sector and rapid urbanization, many farmers have found new ways to survive by shifting from fruit production to orchard tourism (Aruninta, 2011). In Trat Province, many orchard owners have been promoting their orchards as new tourist attractions. Because monoculture cannot 11 adequately fulfill the fundamental domestic needs of farmers, orchard tourism was embraced as a new source of employment and a supplemetary component in existing ochard-focused business (Srisomyong, 2010). Minimally, orchard tourism can generate local income through direct provision of tourism goods and services as well as job opportunities for the local community and local farmers (Zhou & Chen, 2008; Albu & David, 2012; Hamzah et al., 2012).
The transformation of traditional fruit farms to tourist orchards can provide better economic benefits both from the sales of fruits and tourist visitation. Because traditional orchards mainly focus on cultivating fruit trees and selling the fruits, the value and revenue of the products are limited. On the other hand, integrating tourism in these orchards would provide higher revenue as the “core value of orchard tourism lies in sightseeing experience while the acts of cultivation and fruit selling are merely complementary” (Zhou & Chen, 2008, p. 5).
Zhou & Chen (2008) made a comparison between traditional orchards and tourist orchards (Table 1). The main target products of traditional orchard are farmers while those of tourist orchards are non-farmers and urban dwellers. Since the major activities at traditional orchards are related to fruit and agriculture production, the revenue is solely from selling these products during harvest season. On the other hand, the major activities of tourism orchards are both agricultural production and agritourism, hence the revenue is from both.
Table 1 A comparison of traditional and tourist orchards
Category Targeted Major Time of Ultimate Activities Life cycle Market products activities activities profit Traditional Mainly The cycle of Sale revenue Fruit Production Seasonality orchard farmers fruit trees of fruit Non- Fruit, Sale revenue Management Tourist farmers and orchards, The tourist of fruit, and of tourist All seasons orchard urban experience, cycle visitor activities dwellers amenities expenditures Source: Zhou & Chen, 2008, p. 5
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Moreover, Sznajder et al. (2009) compare the management principles in agricultural farms and those in agritourist farms in terms of land use, production structure, work organization, investment, market outlet, and sources of income (Table 2). Agricultural farm maximizes breeding and possibly processing activities, especially on production and increasing the scale of production. Hence, the use of agricultural resources such as land, labor, instuition, material, fertilizers and pesticides, modern technologies, etc. is maximized in order to make more profits as the total income is generated from agribusiness only. Meanwhile, the land use and the use of agricultural resources of agritourist farm are not as intensive as those in other agricultural farms, and some portions of the land are used for agritourist activities. The agricultural development and environment conservation in agritourist farm are balanced; the income from agritourism is an important part of their total revenue.
Table 2 A comparison of the fundamental principles of management of agricultural farms and agritourist farms.
Principles of Agricultural farm Agritourist farm management
Use of land Maximization of agricultural land use Partial using for agritourist purpose Production structures Only agricultural activities and Proper diversification of agriculture increasing the production scale and agritourist activities and balanced farm development Work organization Maximization of work efficiency Give tourists a chance to participate. Work efficiency is not the leading principle. Investment level Emphasis on production intensity and Emphasis on extensive production investment in modern technology. and environment protection.
Market for Mainly contracting and purchasing Using the products for agritourism, agricultural products excess sold on the market. Sources of income Income mainly from agricultural Income from both agritourism and products. agricultural products The country Agricultural production done in rural The country facilitates agritourism, areas. possibly using folk traditions. Source: Sznajder et al., 2009, p.106
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Khamung (2015c) also states the agritourism involves diverse techniques in crop production and environmental conservation including the minimal use of chemical fertilizers and pesticides. Furthermore, tourist orchards are used for various activities which include not only farming but also tourism. These activities reflect the community’s local identities which are sustained through generations. The cultural landscape in tourist orchards is characterized by its history, transformation, and evolution which mirror the sense of belonging and cultural pride of the local community as well its tangible cultural assets, such as local materials, handicrafts, artifacts, clothing, etc.
The main characteristics of agricultural features in agritourism are: small- scale farms in traditional agricultural landscapes, diversified agricultural products, conservation of the environment, and the interaction of rural and urban communities. These characteristics are fundamental in promoting agritourism (Khaokhruemuang, 2014).
1.4 Benefits of Agritourism
Agritourism, and in particular orchard tourism, provides a wide range of environmental, social and economic benefits to local farmers and local community.
Agritourism enhances a sustainable economic option for local areas (Albu & David, 2012) especially in developing countries, such as Thailand, where the agriculture sector is prominent. Agriculture is not only a major source of goods and foreign exchange but also a way of life for the majority of the rural population. It provides occupation and supports traditional culture and values for the rural people, who have long existed in harmony with nature. Agriculture is also part of the natural capital of the country, in terms of natural resources, biodiversity and the environment. Any changes in the agricultural landscape would most likely affect the rest of the country (Jitsanguan, 2001).
Sustainable agritourism enhances farmers’ awareness about environmental problems and the adverse impacts of chemical fertilizers and pesticides. Farmers who are aware of these environmental issues have shifted from monoculture practice to more sustainable agriculture practices, such as mixed crop farming, organic farming, 14 agroforesty, and agritourism in tourist orchards. Sustainable agriculture, in general, involves the harmonization of biodiversity and ecological integrity in farming practices to ensure long term viable opportunities for all stakeholders from the economic and social perspectives (Colliver et al., 2010).
Orchard tourism also plays an important role in enhancing the welfare of the local people and development of their community (Aquino et al., 2010). Similarly, orchard tourism is a new face of tourism which has gained popularity in developed and other fruit growing countries because it has not only an economy driver, but it is also an effective tool for nutritional security, poverty, alleviation, and large scale employment and additional source of income for skilled and unskilled labor (Awasthi et al., 2015). Zhou and Chen (2008) underscore the economic benefits of orchard tourism through better income for local farmers, women, and young people as well as more diversified and focused economic activities, job opportunities, and poverty alleviation.
Agritourism has a role to play in linking social and economic benefits through orchard tourism in developing countries, such as Thailand, where agriculture is major source of income and the way of life of rural people. Its advantages include empowerment of farmers, strengthening their social ties, and developing their social skills and relationships (Zhou & Chen, 2008). Importantly, agritourism that is operated by local farm owners can enhance their sense of pride and belonging in addition to gaining new farming and tourism-related management skills. Local farmers can feel personal pride in what they do and, hence, they invest their time and resources to learn more about sustainable agriculture practices (Khamung, 2015b). Local agricultural practices and traditional farming practices can be sustained and preserved as part of their local culture and wisdom. This knowledge and skills can be shared with visitors through farm tours, volunteerism in farming, and farm demonstrations (Khamung, 2015c).
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1.5 Constraints in Agritourism
Agritourism, as in other forms of tourism, can have adverse impacts if not properly managed and regulated. This is the case in many developing countries, such as in Thailand, where orchard tourism can deflect major agricultural production in order to achieve the economic goal of tourism. The management and maintenance of tourist orchards in order to provide quality recreational activities (e.g. sightseeing, fruit picking) can be expensive and labor intensive. As a result, many orchards are not adequately managed and maintained. Some studies have reported that some tourist orchards have poor accessibility, incomplete infrastructures and facilities, lack diversity in products and programs, substandard service and poor management, and lack of sanitation (Zhou & Chen, 2008; Aruninta, 2011; Su, 2011).
Many problems in orchard tourism in particular and agritourism in general are related to the organizational management which requires the collaboration of farm owners and relevant government agencies as well as to the lack of professionalism and innovation among stakeholders. The necessary skills and knowledge about tourism management are lacking among several tourist orchard managers who also have difficulty communicating with international tourists because of their inability to speak English or a foreign language. The lack of proper communication could lead to misunderstandings, hostility, and conflict. The other constraint in orchard tourism in rural sites is the inadequate understanding of market demands. In some tourist orchards, traditional houses and other authentic infrastructures found therein, had been demolished and replaced with modern facilities to accommodate visitors (Aruninta, 2011).
The lack of genuine partnership between the tourism industry and relevant government agencies is a major constraint in orchard tourism. Aruninta (2011) claims that the Tourism Authority of Thailand seems to focus more on achieving high economic returns from tourism by imposing high tourism standards and expectations, which the agritourism industry is unable to achieve. On the other hand, the Department of Tourism under the Ministry of Tourism and Sports, which supports agritourism through policy development, has limited budget to implement them. Thus, local agritourism (including orchard tourism) entrepreneurs have very limited 16 monetary support from the government for them to provide high quality tourism goods and services including management initiatives (e.g., networking with non- government organizations).
1.6 Agritourism Development
Agritourism including orchard tourism in Thailand generates considerable revenue from nearby hotels and other accommodations, shops, and attractions. If properly developed and managed, agritourism and in particular orchard tourism, can be financially viable and can be a good strategy in enhancing environmental quality and cultural integrity. According to Jitsanguan (2001), farmers should fully understand the meaning of sustainable agriculture practices and be willing to change to sustainable working practices. The farmers should be aware of the fact that farming practices should be in harmony with the natural environment. The farmers have to help conserve and maintain the quality of environment through proper planning by assessing the potential impacts of their actions; they should be able to integrate the technical, economic, and social aspects of orchard tourism with the rural environment.
According to Kuehn et al. (2000), agritourism development has three main components: small-business, agricultural events such as festivals as a creative expression of the local community and farmers and as a tourist’s window into the local community, and regional agritourism planning. Moreover, the factors needed to reinforce orchard tourism development include a well-integrated sustainable agriculture system which is rich in local cultural heritage, geographical features, agricultural products, and off -farm activities. In addition, agritourism to be successful should involve the local community, utilize the local assets and resources, and improve the local economy, and equitably share the profits among stakeholders while at the same time allowing visitors to have unique tourist experience and to develop conservation ethos (Khamung, 2015a).
Khamung (2015a, p. 1) further states that the conservation of local farming traditions and cultural heritage can serve as the basic foundation for sustainable agritourism development. The awareness of both natural and culturally constructed landscape, farming livelihoods, cultural heritage, and traditional self-sustaining agricultural practices are the strong building blocks to foster prosperity, ecological 17 integrity, cultural identity, social well-being, self-sufficiency, biodiversity, and sustainable conservation in rural village that wish to become an agritourism destination.
Albu and David (2012) indicate that the development of tourist orchards are based on different elements: location, economic base, agriculture industry, festive events, and community support. This notion is also supported by Na Songkhla & Somboonsuke (2013) who found complementary interactions between tourism and agriculture. These interactions, however, depend on the design of agritourism activities such as study/ farm demonstration, distribution, and agri-business.
Khumbar (2009) emphasizes the need for farmers to have the appropriate business aptitude and aspiration because commercial mindedness is also a key ingredient in sustaining agritourism development. Thus, training staff or family members in tourism and hospitality (e.g. reception, entertainment, and other services) is essential. It is also important that the tourism operators understand tourist demands and expectations by developing a customer feedback system that solicits comments about the service rendered and suggestions on how improve tourism management. Developing good relationships with clients, customers, and other stakeholders is also crucial. Awasthi et al. (2015) reaffirm thattourists should feel fully engaged in orchard production activities, which offer a very different experience from those in urban life. Orchards managers should employ tourism specialists who understand the tourism industry and tourism trends.
Some marketing techniques suggested by Khamung (2015c) include the establishment of tourist information centers and the development of different agritour packages for various types of tourists to address their needs and expectations. Since every farm is unique, it is important to showcase specific capacities, skills and resources. It is important to develop contacts with others stakeholders, such as schools, colleges, NGOs, clubs, unions, organizations, etc., and to enhance and broaden publicity via newspapers, television, websites, events, websites, and other types of media. Promotional and marketing strategies such as seasonal discounts and offering new activities, facilities and services can also attract tourists. Understanding the needs and expectations of visitors will assist agritourism operators in developing 18 promotional packaged deals, which will enable them to become more competitive in the marketplace.
It is also crucial for the tourism authorities and policy makers to take into consideration the supply and demand aspects of agritourism marketing and to provide appropriate financial and policy support to achieve a sustainable agritourism development.
1.7 Market segmentation in agritourism and orchard tourism
To optimize the benefits of tourism, it is essential for tourist orchards to understand market segmentation, which is comprised of three general types: demographic segmentation, geographic segmentation, and psychographic segmentation. Demographic segmentation refers to certain social and socio-economic characteristics of visitors, namely age group, gender, social class, income level, educational achievement, occupation, and marital status. Geographic segmentation pertains to the country of origin of visitors, their place of destination, and activities to be undertaken at the destination. Psychographic segmentation makes reference to visitors’ attitudes and behaviors which affect their travel decision.
One of the most well-known theories that support psychographic segmentation was proposed by Plog in 1974 (cited in Leiper, 2004). According to Plog’s theory, visitors can be classified either as allocantric or psychocentric. Allocentric tourists are adventure seekers who prefer unfamiliar places or destinations. They always seek new destinations and are usually the ones who discover the place before mainstream visitors learn about them. Psychocentric tourists are those who visit well-known and safe destinations and who indulge in hedonistic tourist activities; most of them are considered mass tourists. In-between these two extreme types of tourists are the mid-centric who represents the majority of visitors.
1.8 Agritourism Planning and Management
The transformation from production orchard to tourist orchard requires a different approach to planning and management. Zhou & Chen (2008, p. 5) state that “the focus must be on a sightseeing experience while the acts of cultivation and fruit selling are merely complementary. Tourist orchards need to be constructed and 19 managed as a tourist attraction not as a working farm. It requires embarking on a new track for further development.” With careful planning and development, farmers can generate higher revenues and sustain their livelihoods and agricultural practices (Khamung, 2015c).
In general, tourism planning and management should involve the locals as well as the professionals in the tourism industry (Taylor, 2004). Local agriculture practices and farm management involving local people is one of the important pluses to sustainable growth (Khamung, 2015c). Good planning strategies for long term sustainable development of tourist orchards also include equitable revenue sharing and continuing education and conservation efforts to support farmers and their communities.
Although landscape design plays an important role in tourism development, management should take into account the carrying capacity of the land. This means the number of visitors at a particular destination area at a particular time should be controlled to ensure that the tangible and intangible properties of land and the cultural landscape are not compromised (Aruninta, 2011). Khamung (2015c) states that farmers’ networks, support facilities, and learning resources should be in place to help and enrich farmers’ understanding of the conservation principles, the limitation of their resources, and wellbeing of their own communities.
Sznajder et al., (2009) point out that the management in agritourism has to face a wide range of issues that are relevant to the success of the enterprise. It includes the management of logistics (i.e., monetary and human resources), products, and services including hospitality, quality and safety. Management of products and services is particularly essential in a situation when the farm is becoming increasingly popular to tourists who may have a range of expectations. Hospitality with special emphasis on psychology facilitates the individual approach to satisfy tourists. This includes the correct manner of receiving guests, better communication and face-to- face conversations, timely preparation and serving of meals including providing a pleasant and friendly environment. Among the most important challenges in tourism are ensuring the safety of the staff and guests as well as maintaining high quality standard through proper management and control (Sznajder et al., 2009). 20
Thai farmers, especially small-scale farmers who are among the poorest group, are recommended to adopt farming system under what is called “sustainable agriculture” (Jitsanguan, 2001). Rural farmers with self-esteem and resource management skills would provide sufficiency economy and build a self-reliant community through sustainable agriculture practices and conservation (The Chaipattana Foundation, n.d.).
1.9 Agritourism Models
Kumbhar (2009) recognizes that, unlike mainstream tourism, agritourism offers activities with includes experience, education and cultural transformation. Sznajder et al. (2009) list some basic features of a model agritourism venture. These are:
1. Agritourism that provides tourists a chance not only to participate in plant and animal production and food processing but also to take part in the daily life of a farm family. This will address human curiosity and perceptions about farm production and about the lives of rural people, their culture and customs.
2. Agritourism that attempts to meet the emotional needs of visitors through direct contact with the authentic rural environment such as domestic animals, plants, and animals.
3. Agritourism that provides a tourist an experience typical in an idyllic countryside with clean surroundings associated with the atmosphere of rusticity, silence, sounds or even smells of the country and farm.
4. Agritourism that links tourist relaxation with acquiring new practical skills or experiences.
In Thailand, the agricultural practices around the central plateau especially in Bang Kachao area are grouped into four categories or models. These categories have direct and indirect implications to the way tourist orchards are being developed and managed.
1. The traditional mixed orchard - It is the oldest agricultural system in central Thailand, dating from ancient times. It is characterized by an agricultural 21 landscape of ditches and dikes that normally connect with natural or man-made canals. The uniqueness of traditional mixed orchards is the cultivation of various kinds of fruits and other crops in the same dike.
2. Monoculture - Because of floods in the late 1960s and economic growth between 1970 and 1997, the agricultural system that relied on subsistence farming changed, and the cultivation of commercial crops began. Some traditional mixed orchards have been converted to monoculture systems that produce solely one crop for market, but they are still cultivated in traditional agricultural landscape of ditches and dikes.
3. Integrated farming system - Since the economic boom in Thailand in 1997, agricultural practices have been modified into integrated farming based on the new theory farming system. Integrated farming involves not only the cultivation of commercial crops but also the management of natural resources particularly land and water. The integrated approach to farming ensures not only the sustainable protection of the environment but also the optimization of economic benefits to farmers while ensuring food security, reduced risks from natural calamities or other external changes, and self- reliance of the local farmers (Kantamara, 2016). This farming system aims to help small – scale farmers (with average holdings of 15 rai) gain the highest benefits by dividing their land into four parts: 30% for pond/water reservoir, 30% for rice fields, 30% for horticultural crops and fruit trees, and 10% for residential and animal husbandry (The Chaipattana Foundation, n.d.).
4. Agroforestry. This farming system refers to planting/cultivation of fruit trees and several types of crops alongside forest trees It was adapted in Thailand following the King’s slogan “three forests, four benefits,” meaning growing a mixed forest with three kinds of trees for fruits, for fuel, and for timber with the additional benefits of increasing soil moisture and prevention of soil erosion.
Phillip et al., (2010) have classified agritourism based on the following criteria: working or non-working farm, nature of contact between tourists and the agricultural activity, and authenticity of the tourist experience. Based on these criteria, five types of agritourism are proposed (Figure 4). Such agritourism typology can be applied in the study of tourist orchards. 22
1. Non Working Farm (NWF) agritourism – This is a generic form of agricultural/rural tourism. Examples include agricultural heritage and imagery (e.g. accommodation in the converted farm house), farm heritage attraction (e.g. horse riding), farmers markets and farmland access (e.g. walking where the working farm is not the central tourist activity).
2. Working Farm, Passive Contact (WFPC) agritourism – The relationship between tourism and agriculture is superficial or not active. Examples are bed and breakfast accommodation in farm houses and outdoor activities that do not interfere with the day-to-day farming activities although they provide supplementary income to farmers.
3. Working Farm, Indirect Contact (WFIC) agritourism- Agricultural commodities complement tourism. Examples are fresh farm commodities provided for tourist consumption, visiting a winery or butter-making demonstration.
4. Working Farm Direct Contact, Staged (WFDCS) agritourism – This is considered a ‘staged agritourism’ where agricultural activities are purposely introduced or staged to enhance tourist experience. Examples include model or demonstration farms, animal feeding, animal petting, milking.
5. Working Farm Direct Contact, Authentic (WFDCA) agritourism - This type of agritourism allows tourist to have first-hand farming experience. Examples include physical participation in farm tasks such as fruit-picking. The tourists in this case contribute free labor in exchange for food and accommodation. 23
Figure 4 Types of agritourism. Source: Phillip et al., 2009, p. 756
1.10 Tourist Orchard Models/Categories
Zhou and Chen (2008, pp. 6-7) have classified tourist orchards in China into 6 models or categories. These are:
1. Traditional Management Model – This model involves only harvesting fruits in the orchard. This is the most common category of tourist orchard in China.
2. Rural Landscape Model (Citizens’ Orchard) - This model has the features of a tourist orchard within a village setting. Through elaborate planning, the tourist orchard develops a pleasant rural atmosphere to fulfill the psychological enjoyment of tourists. This type of orchard is specially designed for city residents and often referred to as a “citizen orchard.”
3. Theme Park Model – This model is developed using certain thematic activities depending on the available products and services. For example, tourist orchards could highlight juicing machinery, brewing and fermenting operations, and fruit science education.
4. Eco-recreation Model – This model creates a natural environment by planting trees like those in an arboretum. Appropriate facilities are set up in the tourist orchard for leisure/recreational activities in a well-protected eco-environment. 24
5. Tech-education Model – This model, also referred to as an experimental orchard, is developed for education, research and demonstration. The tourist orchard is planted to representative fruit trees. In addition, new farming technology is exhibited to educate tourists. Research facilities and demonstration plots may also established within the orchard.
6. Comprehensive Recreation Model – This model is designed from the perspective of tourists by combining orchard and related leisure activities. This model has extensive facilities, combining travel and relaxation.
2. Cultural Heritage
Cultural heritage is the “sum total of traditions, beliefs, value systems, and assets passed on from one generation to the next whereas cultural heritage attractions consist of numerous tangible and intangible expressions of culture” (Catibog-Sinha, 2016, p. 109). Cultural heritage represents not only one’s own-self-identity but also that of a collective society. The cultural heritage of a rural village, for example, is shown in its lifestyle, which is the result of long tradition reflecting the community’s tangible and intangible values. Cultural heritage has both tangible values found in artifacts, natural or built landscape, building, museums, monuments, and intangible values inherent in language, artistic performances, music, beliefs, festivals, knowledge, folklore, values, rituals and traditions, and way of life (Khamung, 2015a; Catibog-Sinha & Wechtunyagul, 2011).
The World Heritage Convention classifies cultural heritage into three categories: cultural heritage, natural heritage, and mixed cultural and natural heritage. Article 1 of the Operational Guidelines for the Implementation of the World Heritage Convention defines cultural heritage as follows (UNESCO World Heritage Centre, 2016, p. 10):
-Monuments: architectural works, works of monumental sculpture and painting, elements or structures of an archaeological nature, inscriptions, cave dwellings and combinations of features, which are of outstanding universal value from the point of view of history, art or science (p. 10). 25
- Groups of buildings: groups of separate or connected buildings which, because of their architecture, their homogeneity or their place in the landscape, are of outstanding universal value from the point of view of history, art or science (p. 10).
- Sites: works of man or the combined works of nature and of man, and areas including archaeological sites which are of outstanding universal value from the historical, aesthetic, ethnological or anthropological points of view..
Natural heritage is a component of biodiversity including various species of plants and animal, ecosystem, and the complex integrations between them and the physical environment (Catibog-Sinha & Wechtunyagul, 2011). UNESCO defines natural heritage as follows (UNESCO World Heritage Centre, 2016 p. 11):
-Natural features consisting of physical and biological formations or groups of such formations, which are of outstanding universal value from the aesthetic or scientific point of view (p. 11).
-Geological and physiographical formations and precisely delineated areas which constitute the habitat of threatened species of animals and plants of outstanding universal value from the point of view of science or conservation (p.11).
-Natural sites or precisely delineated natural areas of outstanding universal value from the point of view of science, conservation or natural beauty. (p.11).
2.1 Cultural Landscape
Article 47 of the Operational Guidelines for the Implementation of the World Heritage (UNESCO World Heritage Centre, 2016, p.11) defines cultural landscape as cultural properties representing the "combined works of nature and of man"… they are illustrative of the evolution of human society and settlement over time, under the influence of the physical constraints and/or opportunities presented by their natural environment and of successive social, economic and cultural forces, both external and internal.”
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Mitchell et al. (2009, p. 19) define cultural landscape as “a diversity of manifestations of the interactions between humankind and its natural environment.” Cultural landscapes often reflect specific techniques of sustainable land-use, considering the characteristics and limits of the natural environment they are established in, and a specific spiritual relation to nature. Protection of cultural landscapes can contribute to modern techniques of sustainable land-use and can maintain or enhance natural values in the landscape. The continued existence of traditional forms of land-use supports biological diversity in many regions of the world. The protection of traditional cultural landscapes is therefore helpful in maintaining biological diversity (UNESCO, 2016, p. 73). Moreover, these landscapes symbolize “the acceptance and integration of communities and their relationship to the environment even if such landscapes are linked to powerful religious, artistic or cultural associations of the natural elements rather than material cultural evidence” (UNESCO, 2007, p. 115)
At the world heritage level, six principles are presented. These principles embody many of the fundamental ideas and approaches that should underpin strategies and to inform specific activities for the management of World Heritage Cultural Landscapes (UNESCO, 2009, p.35)
- People associated with the cultural landscape are the primary stakeholders.
- Successful management is inclusive and transparent, and governance is shaped through dialogue and agreement.
- The value of the cultural landscape is based on the interaction between people and their environment and the focus of management is on this relationship.
- The focus of management is on guiding change to retain the values of the cultural landscape.
- Management of cultural landscapes is integrated into the larger landscape context; and
- Successful management contributes to a sustainable society. 27
According to Operational Guidelines for the Implementation of the World Heritage Convention (2016, p. 73), cultural landscapes are classified into three categories as follows:
a. Landscape designed and created intentionally by man: Examples aregarden and parkland landscapes constructed for aesthetic reasons which are often (but not always) associated with religious or other monumental buildings and ensembles.
b. Organically evolved landscape. This results from an initial social, economic, administrative, and/or religious imperative and has developed its present form by association with and in response to its natural environment. Such landscapes reflect that process of evolution in their form and component features. They fall into two sub-categories:
(i) a relict (or fossil) landscape is one in which an evolutionary process came to an end at some time in the past, either abruptly or over a period. Its significant distinguishing features are, however, still visible in material form.
(ii) a continuing landscape is one which retains an active social role in contemporary society closely associated with the traditional way of life, and in which the evolutionary process is still in progress. At the same time it exhibits significant material evidence of its evolution over time.
c. Associative cultural landscape. The inscription of such landscapes on the World Heritage List is justifiable by virtue of the powerful religious, artistic or cultural associations of the natural element rather than material cultural evidence, which may be insignificant or even absent.”
2.2 Tourist Orchards within the Cultural Landscape
The heritage within a cultural landscape is comprised of natural and constructed features, such as agricultural practices, local festivals, language, dress, crafts, and lifestyle (Hall et al., 2011). The heritage features of agriculture within the cultural landscape reflect the age-old knowledge and wisdom of Thai farmers (Jitsanguan, 2001). 28
Across diverse settings, traditional agricultural landscapes, created by indigenous peoples and local communities, have been shaped by the dynamic interaction of people and nature over time. These living landscapes, rich in agro- biodiversity as well as inherent wild biodiversity and cultural and spiritual values, embody human ingenuity and are continually evolving. Moreover, it plays an important role in ensuring ecosystem function, and supporting livelihoods and food security (Brown & Kothari, 2011, p. 139).
Farms and orchards are example of a constructed cultural landscape. They are the interactions of culture, nature, and the environment. Rural farmers shape the land for their settlement, cultivation of crops, irrigation, and livestock grazing. Culturally constructed landscapes in agricultural areas can be seen in different farm patterns, such as those found alongside river banks and within villages. Village rice paddies, farm ponds, irrigation canals, and orchards create interesting and aesthetically pleasing geographic characters within a culturally constructed landscape (Khamung, 2015b).
In some developed countries (e.g. USA) certain historic orchards planted to a variety of fruit trees are being preserved as part of the cultural landscape. These orchards are the repositories of many rare and unusual fruit trees. The cultural landscape sometimes represents to the cultural environments and agricultural history as Scazzosi (2002) reflects that
“Places are… a document full of material and immaterial traces of man and nature’s history, in this sense that are a vast archive, available to anyone willing and able to read it, that allows us to improve knowledge of culture, techniques, way of life, as well as the nature, climate, and vegetation of the past… When we use the term ‘landscape’, we stress the relationship between the world and ourselves: a window through which we can look at the world with the eyes of our cultural tradition.” (Cited in Bond & Worthing, 2016, p.16)
Landscapes are not only shaped by the inter-relationships between humans and their environment. Conversely, the natural setting has shaped how people live, their settlement patterns, livelihoods, cultural practices and beliefs – indeed their way of life. Indigenous peoples and local communities are widely acknowledged to have 29 evolved, managed, and sustained agricultural biodiversity for millennia. This role in shaping, managing and conserving entire landscape with their complex interplay of the “wild”, and the “domesticated”, the “natural” and the “cultural”. It follows that taking a landscape approach to conservation must embrace this complex diversity – recognizing natural as well as cultural values, tangible and intangible heritage, history and present-day uses. (Brown & Kothari, 2011, p. 141)
2.3 Cultural Heritage Values
According to the Burra Charter (2013, p. 2), “cultural significance is embodied in the place itself, its fabric, setting, use, associations, meanings, records, related places and related objects. Different individuals or groups put a range of values to places.
Cultural significance include aesthetic, historic, scientific, social or spiritual values for past, present or future generations (Australia ICOMOS, 2013). These values are defined in the Burra Charter (2013, pp. 3-4), namely:
Aesthetic value means either sense or perception of people to form, scale, color, texture, smell, sound etc. of a place and have a strong effect to the opinion, attitudes, and feeling.
Historic value points to the relationship between the story of the past and people. A place may have historic value because it has influenced, or has been influenced by an historic figure, event, phase or activity. Some events or associations may be so important that the place retains significance regardless of subsequent treatment
Scientific value refers to the important information or data which involved in a place and its ability to reveal and contribute the past through examination or investigation.
Social value relates to the connections between the place and community including indigenous and cultural group. 30
Spiritual value or intangible value talks about the meaning of a place that evokes people to give importance to place identity, traditional knowledge, wisdom, way of life, art, practices of community or cultural group.
Taylor (2004, p. 426 - 427) state that additional evaluation of cultural values may be useful in conservation studies. These are:
Interpretive value applies to the ability of a place to answer and reveal important historic questions such as where things have occurred, what has occurred, when they occurred, who was involved, and why things occurred in order to evoke a sense of place, feeling and create connections with the past.
Associative value relates to the ability to understand and explain how the past actions of the predecessors participated in a place.
Integrity points to the survival of components and patterns of both tangible and intangible elements from the past and the ability to maintain the historic identity and sense of the place.
2.4 Natural Heritage Values
Natural heritage is a component of the cultural landscape and should be conserved and appreciated because of their significant values to humanity. Bond & Worthing (2016) argue that the environment value of a landscape does not necessarily have ecological value, such as manicured city parks that have been heavily altered by humans for limited use or function. The basic values of nature are outlined in Table 3 (Catibog-Sinha & Heaney, 2006). Nature has both tangible (e.g. utilitarian, dominionistic) and non-tangible (e.g., naturalistic, aesthetic, symbolic) values.
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Table 3 Basic values of nature.
Types of basic values Explanation Examples Utilitarian Obtaining material benefits Food, water, clothing, from nature to fulfill human medicines, tools, implement, needs and desire. and other products. Naturalistic Obtaining pleasure and Nature-based recreation, satisfaction from direct visiting zoos and parks, etc. experience of nature and wildlife Ecologistic /Scientific Gaining knowledge about Research, nature exploration, biological and physical systematic studies in the field components and and laboratory, and learning nature/biodiversity along with about natural history their functions and processes; usually focused on wildlife (plants and animals) and their ecological roles in nature. Aesthetic Obtaining a feeling of pleasure, Viewing landscapes, seascapes, aware, and harmony from the and open panorama beauty of nature, life, and diversity Symbolic Using nature to express Language, stories, myths, communicate one’s ideas, fairytales, poems, marketing, thoughts, emotional, and and educational interpretations; aspirations Anthropomorphism (humans disguised as animals) in children’s stories. Dominionistic Control, mastery, and over- Wildlife exploitation; fishing, exploitation of nature and hunting, and gathering; natural resources. destruction of predators; reliance on modern technology to harness natural resource and solve problems Humanistic Developing bonding, intimacy Domesticated pets and and companionship with companion animals individual animals or single species; can improve human capacity to care, love, bond, and cooperate with other human beings
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Table 3 Basic values of nature (Continued)
Types of basic values Explanation Examples Moralistic Finding spirituality in nature Tribal beliefs of the ethical and using it as a guide to human reciprocity between human conduct; associated with the action and nature; traditional ethical treatment of animals and linkage between people and non-human life nature; holistic view of nature; connectivity of life. Negativistic Avoiding or disliking elements Storms, dangerous sharks and in nature that are life- snakes, crocodiles, insect pets, threatening or those perceived swamps, dark caves as being ugly, dangerous, or scary Sources: Kellet 1996 cited in Catibog-Sinha & Heaney, 2006, p. 305
3. Multifunctionality
3.1 Concept of Multifunctionality
The concept of multifunctionality has been used in various industries and has been defined in various contexts. The word “multifunction” is a combination of the prefix “multi” and the word “function”. The prefix “multi-”, which is derived from Latin term “multus” means “more than one; many”. The word “function” refers to an activity that is natural to or the purpose of a person or thing. Oxford Advanced Lerner’s Dictionary defines “multifunctional” as “having several different functions”. Meanwhile, Cambridge Advanced Learner’s Dictionary defines the word “multifunctional” as “having several different uses”. From above meaning, multifunctionality refers to a system or practice that provides more than one output.
The word “multifunctionality” is widely used and applied in agriculture, which provides various positive and negative services to society besides producing food and fiber.
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3.2 Multifunctionality of Agriculture
Multifunctionality is a new paradigm in agriculture. It is emphasizes the production of food and fiber alongside a wide range of non-commodity goods hence shaping several externalities such as ecological services, state of the environment, social and cultural systems and economic growth (Van Huylenbroeck et al., 2007, p. 5).
The OECD Declaration of the agricultural Ministers Committee (Maier and Shobayashi, 2001) defines multifunctionality of agriculture as follows;
“Beyond its primary function of producing food and fiber, agricultural activity can also shape the landscape, provide environmental benefits such as land conservation, the sustainable management of renewable natural resources and the preservation of biodiversity, and contribute to the socio-economic viability of many rural areas. Agriculture is multifunctional when it has one or several functions in addition to its primary role of producing food and fiber.” (cited in Van Huylenbroeck et al., 2007, p. 6)
In terms of supply side viewpoint, multifunctionality defines as multiple joint outputs of an activity or of a combination of activities which can be private or public, main or secondary and that can be intentionally produced or not by produced (Van Huylenbroeck et al., 2007, p. 8). It can be acknowledged that agriculture is not just an economic activity producing commodity outputs (private goods), but also offering a range of non-market outputs or public goods such as sustaining the local cultural heritage, providing opportunities for agro-tourism, and securing a number of ecological services, and agro-biodiversity conservation. Some of these ecological services may have a direct use value both for farmers and for society as a whole, while others may be of non-use value (e.g. existence and bequest values) (Sangkapitux, 2015, p. 4)
Generally, multifunction is classified into two functions, environmental function and cultural and social function. Ohe (2007, p.8) presents that environmental function consists of land preservation, nurturing water resource, preserving natural environment, and landscape formation. This function are not easy to entirely 34 internalize at an individual farm level. It require collective efforts at local community level for complete internalization. In contrast, cultural and social function which including of preserving cultural heritage, health and recreational function, and educational function is concerned. Health and recreational function and educational function can be internalized into a farm level activity more easily than other functions, as they are easier to transform into service goods such as rural tourism by a farm activity.
The multifunctionality of agriculture is a method aimed at producing food and fiber while at the same time providing ecological services and promoting rural development through the establishment of new enterprises, such as agritourism. Holistically managed farms take into account the inter-relationships of the environmental, economic, cultural, social and political aspects. These dynamic interactions are observed both on-farms and off-farms including in tourist orchards (Budiasa & Ambarawati, 2014). Farm activities and recreational activities in farms can complement each other.
Multifunctionality of agriculture implies variety in agricultural production, which can enhance local food supply and economic renewal. Agricultural products (e.g. fruits and vegetables) from traditional mixed orchards, for example, can rejuvenate the local economies in rural communities (Khaokhrueamuang, 2014).
Van Huylenbroeck et al. (2007, p. 7) explain that multifunctional agriculture provides four sets of functions or services, coined as ‘green’, ‘blue’, ‘yellow’ and ‘white’ functions. The set of green functions consists of landscape management and the upkeep of landscape amenities, wildlife management, the creation of wildlife habitat and animal welfare, the maintenance of biodiversity, improvement of nutrient recycling and limitation of carbon sinks. The set of blue function consists of water management, improvement of water quality flood control, water harvesting and creation of (wind-) energy. The set of yellow functions refers to the role of farming for rural cohesion and vitality, ambience and development, exploiting cultural and historical heritages, creating a regional identity and offering hunting, agritourism and agri-entertainment. Finally, the set of white functions produces include food security and safety. 35
Orchard tourism is a good example of multifunctional agricultural system which can be consistent with sustainable development and heritage conservation. It also provides additional recreational activities cultural which give visitors opportunity to experience rural agricultural attractions (Kumbhar, 2009).
Sznajder et al. (2009, pp. 105-107) propose three types of interactions that may occur between tourism and agriculture. These are complementary, competitive and even opposing relationships.
1. Complementary relationship consists of activities that mutually enhance the each other. An agritourism activity can enhance the importance of an agricultural activity and vice versa. For example, if a farm receives more guests, it needs more agricultural products that could be consumed or sold as food. Apart from selling agricultural products, a new market may open. Guests staying on a farm can buy even those products the farmers could not sell otherwise.
2. Agritourist products may also be in competition. For example, a farmer growing commodity crops may have to reduce some agricultural inputs and activities (e.g. land area, fertilizers, capital outlay) in order to accommodate agritourism. Redirecting financial investment to agritourism instead of investing in crop production is another example of competition.
3. There may also be an opposing or conflicting relationships between the agricultural and agritourist activities such as in a situation wherein one activity excludes the other. For example, large pig, poultry or cattle farms may be excluded in agritourism because of their offensive smell. Certain forms of crop production may not favor agritourism, especially those related to the use of pesticides.
The European Union Agricultural Commissioner links multifunctionality with sustainable agriculture, food safety, and protected environment and landscape (Cotes et al., 2007). The basic idea behind multifunctionality is that agriculture is not merely producing food and selling commodities; it also produces many “intended and unintended by products”. According to Ohe, (2007, p. 3) “Some externalities are good, such as creating employment in rural areas, while others such as pollution and erosion are clearly undesirable. Externalities can be intangible, such as the 36 preservation of a farming heritage. If farmers can successfully take an externality into farm business or internalize it, multifunctionality will give them a chance to realize a new income source”
3.3 Multifunctionality Models
The use of the multifunctionality model in tourism development and management can help influence the collaborative efforts of government and local communities. The study of Aquino et al. (2010, p. 67) has shown that tourism programs and activities based on a multifunctionality model have improved and currently being sustained, hence empowering the local people to be self-reliant and optimistic.
The Modified Multi-functionality (MMF) Model proposed by Aquino et al. (2010, pp. 65 - 66) is useful in understanding the inter-relationships of various elements within an agricultural landscape. The concept of multifunctionality can help understand the role of agriculture in sustainable development, which is not only focused on the production of agricultural products but also on creating intangible values. Even though intangible values are not tradable and cannot be reflected in the prices of agricultural products, other functions like socio-economic, environmental and cultural are addressed.
Figure 5 The interrelationships of factors in the Modified Multifunctionality Model. Source: Aquino et al., 2010, p. 66
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As shown in Figure 5, the Modified Multi-Functionality Model (MMF) shows the inter-relationships of different factors and activities (i.e. tourism, environment, and agriculture) within a cultural landscape. Such integration becomes an agent of change which leads to economic, social, technological and political development. The local government has a role in encouraging the participation of the local people to boost business opportunities by using new technologies and encouraging tourists to interact actively with the community. As such, more innovative and artistic activities are created for better tourism programs. Tourism as a component of the multifunctionality model can enhance cultural authenticity and strengthen cultural identity and integrity in particular those manifested in music, dance, food, activities, and people’s characteristics (Aquino et al., 2010).
Cotes et al. (2007) re-affirm the above-mentioned agritourism functions but emphasized the importance of ensuring food security. Food security is the condition related to scarcity or absence of food due to inadequate food supply and inability of people to access it. Food shortage may occur in war and peace. Natural and man-made disasters such as plant and animal diseases, extensive radioactive fallout, or major shifts in global demand and supply can cause food insecurity. The government response to ensure food security includes policy interventions on promoting self-sufficiency, consumption pattern (e.g. promoting the substitution between foods), production (e.g. making it more responsive to sudden need to increase supply), storage and marketing. The sound application of multifunctionality in agritourism and orchard tourism, is one way to achieve self-reliance and sustained food production.
Iakovidou et al. (cited in Sznajder et al., 2009, pp. 9-11) summarize three agritourism functions that are commonly mentioned in the literature. These functions may be applied to the multifunctionality model in tourist orchards.
1. Socio-psychological functions are those related to increased respect for the rural community, blending of rural and urban cultures and an opportunity to enjoy contacts with the traditional lifestyle of the rural community. Socio-psychological functions of agritourism may include: 38
a. Gaining new skills, experiences and professions, learning foreign languages, gaining entrepreneurial skills, activization of the rural community, formation of new capacities in tourist services, broadening one’s knowledge or learning more about one’s local area, its history and attractions, encouragement of social initiatives or new opportunities for rural women.
b. Meeting new people, a possibility to make new contacts and social ties, exchange of experiences or attitudes, on the part of farmers and their guests, increased tolerance in relation to different attitudes, behavior or opinions, broadening of knowledge on the world and other people on the part of farm owners, encouragement to develop hobbies and interests.
c. A possibility to revitalize rural traditions, promoting respect and revival of folk traditions and culture, the development of culture in rural areas, fuller utilization and revival of certain objects in villages (community centers, sports facilities, etc.).
d. Educational functions of agritourism are connected with learning about the real world (nature, cultural heritage), which modifies specific attitudes in relation to different aspects of reality (the host and guest, a group of tourists, family); agritourism is also a medium to express one’s feelings (learning about and respect for farmers and farm produce); agritourism offers an opportunity for tourists to be creative (participation in farm work, learning a folk craft, etc.), contributes to good health (climatic conditions, food, exercise).
2. Economic functions are concerned with the stimulation of development of agriculture, horticulture or animal-breeding as well as the generation of additional sources of income both for rural households and for local/regional communities. Economic functions may include:
a. Extension of accommodation facilities, maintenance of existing production, extension of assortment and improved quality of offered services to facilitate direct sales of certain farm produce, contribute to the formation 39
and development of additional markets for foodstuffs and different types of local services, such as crafts, handicraft products, artistic metalwork, etc.
b. Creation of employment and reduction of unemployment rates, including potential unemployment, which results in the residents being needed and socially accepted.
c. Obtaining additional sources of income for which results in reduced dependence on farming and diversification of the local economy.
d. Obtaining additional income for business, communities, local governments, and associations of communities or the region.
e. Overcoming economic recession. Tourism can help in reviving the local economy and rural areas and the revitalize rural community by offering possibilities of social and economic advancement.
f. Promotion of the socio-economic development of underprivileged areas, diversification of economic activity in rural areas, creating conditions and opportunities for the development of other types of activity in rural areas.
3. Environmental functions of agritourism in the context of multifunctionality include the following
a. Enhanced care for the environment, nature protection, creating a friendlier and welcoming environment for guests and visitors.
b. Development of local infrastructure (water supply, sewage systems, sewage treatment plants, roads, public transport, recreation facilities), thus, improving the standard of living for rural populations.
c. Improved aesthetic value of houses and areas in their vicinity, care for the aesthetic value of villages, houses, streets and other public spaces.
d. Utilization of old, frequently derelict buildings (rarely used rooms, attics, whole uninhabited buildings, parts of households, farm buildings, windmills, restaurants, shops, castles, palaces, manor houses, etc.), which can contribute to the preservation of the rural cultural heritage. 40
e. Countering mass migration from rural areas (mainly of young and educated people) and the depopulation of rural areas.
Some of the above-mentioned functions of agritourism may either overlap or supplement each other. It is difficult to define which of them is more important or less important. However, several studies have shown (based on the opinions of some farmers and rural accommodation suppliers) that generation of additional income is the primary function of agritourism (Sznajder et al., 2009).
Chapter 3
Research Methods
This chapter discusses the research methods undertaken in this study. It starts with the presentation of the research design/ framework, followed by the discussion of the research objectives, methods, and data analysis. The schedule of the research activities is also presented.
1. Research Framework
A combination of qualitative and quantities research methods was employed. Both primary and secondary data were collected.
1.1. Data sources
a. Primary Sources:
- Field study and survey. A total 6 tourist orchards on mainland of Khao Saming District and 3 tourist orchards on an island in Koh Chang District were sampled for this study. Information on the characteristics and features of each of the orchards was collected; the data included size of farm, land ownership, horticultural practices, types of fruits and crops planted, machineries and fertilized usage, income of gardeners, financial assistance, logistical support, facilities for visitors, accessibility of orchards, and fruit orchard tourism potential and practices.
- Interview with the heads of local communities and orchard owners/farmers (Appendix A).
- Interview with visitors of the selected tourist orchards to determine their demographic and geographic profile, their motivations, behaviors and needs as tourists (Appendix B).
- Participation in and observation of agricultural practices to understand the way of life, farm practices, and attitudes of orchards owners.
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b. Secondary Sources:
- Literature search from books, journal articles, websites, and electronic sources from libraries and online sources, focusing, among others, on relevant topics, such as the notion of cultural landscape, agritourism, sustainable tourism, multifunctional model, and the history and significance of fruit gardens/orchards in Trat Province.
2. Research Objectives, Methods, and Data Analysis
The research methods used to address each of the objectives of this study are enumerated below. Some of the research procedures used addressed more than one objective. Collected data from the questionnaire survey were statistically analyzed using descriptive statistics. The contents of the interviews were analyzed, and the significant quotes from the respondents were narrated in the text.
Q. 1: To assess the main attributes and characteristics of tourist orchards and agritourists in Trat Province
M. 1: Primary and secondary data were gathered using a combination of research methods. The data were sorted into 2 sampling groups: the orchardists/orchard owners and the agritourists
a. Orchardists/Orchard Owners The primary data were gathered and documented by using photographs, site observation, interviews and questionnaire survey. Field study and ocular observation were undertaken to have first-hand insights into the situation of the study area. Actual field observation and survey of tourist orchards on mainland Khao Saming District and on Koh Chang Island in Koh Chang District were done several times (April 2015 – June 2017). The questionnaire survey form (Appendix A) was used to gather information from farmers about the past and current characteristics of the orchards, the linkage between traditional orchards and tourist orchards, and their views on how to develop sustainable orchard tourism. Moreover, the characteristics and features of each orchard that were collected include the size of the farm, land ownership, horticultural practices, types of fruits and crops planted, machineries and fertilized used, income of gardeners, financial assistance and other logistical support, 43 facilities for visitors, accessibility of orchards, and orchard tourism potential and practices. The secondary data were collected from articles, journals, websites, books, research, magazines, and poems, etc., focusing among others, on relevant topics such as the notion of cultural landscape, agritourism, sustainable tourism, multifunctional model, history and significant values of tourist orchards in Trat Province. From the collected primary data, a planning framework called Recreational Opportunity Spectrum (ROS), developed by the National Parks and Wildlife Service of New South Wales, Australia (Clark & Stankey, 1979) was used to assess the tourism potential of each study area (Appendix C). Table 4 shows the ROS template used in this study. Table 4 Recreational Opportunity Spectrum (ROS) template developed by the National Parks and Wildlife Service of New South Wales, Australia
Class 1 Class 2 Class 3 Class 4 Class 5 General Essentially Predominantly Predominantly Modified Substantially Description unmodified unmodified natural environment modified environment environment environment, in a natural environment, of large size of moderate- generally setting, natural large size small compact backdrop. development development areas area. Access No roads or No road Dirt roads, 2WD roads Sealed road. management management management (dirt and Walking tracks tracks. Few tracks and tracks and sealed). Good with sealed or no formed formed walking tracks walking surfaces, steps, walking walking tracks may be tracks. etc tracks may be presented. presented. Modifications Modifications Some Some Substantial Substantial and facilities generally modifications modifications modifications modifications unnoticeable. in isolated but generally noticeable. which dominate No facilities. locations. small scale Facilities may the immediate No structures Basic and scattered. be relatively landscape. unless facilities may Facilities substantial Many facilities essential for be provided to primarily to and provided (often including resource protect the protect the for visitor roofed protection resource (e.g. resource and convenience accommodation and made pit toilets and public safety. (e.g. amenities ) designed for with local BBQs). No powered blocks) and large number materials. facilities. caravans may and for visitor be presented convenience. at time.
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Table 4 Recreational Opportunity Spectrum (ROS) template developed by the National Parks and Wildlife Service of New South Wales, Australia (Continued)
Class 1 Class 2 Class 3 Class 4 Class 5 Modifications Modifications Some Some Substantial Substantial and facilities generally modifications modifications modifications modifications unnoticeable. in isolated but generally noticeable. which dominate No facilities. locations. small scale Facilities the immediate No structures Basic and scattered. may be landscape. unless facilities may Facilities relatively Many facilities essential for be provided to primarily to substantial (often including resource protect the protect the and provided roofed protection resource (e.g. resource and for visitor accommodation) and made pit toilets and public safety. convenience designed for with local BBQs). No powered (e.g. large number materials. facilities. amenities and for visitor blocks) and convenience. caravans may be presented at time. Social Small Some contact Moderate Large Large numbers Interaction number of with others contact with number of of people and brief contacts (e.g. up to 20 others. Likely contacts contacts. (e.g. less than groups), but to have other likely. Groups of all 5 a day). generally groups present Variety of kinds and ages. High small groups. at campsites. groups, Low likelihood probability of No more than Families with protracted of peace and isolation 6 groups young contact and quiet. from others. present at children may sharing of Few if any campsites. be presented. facilities other groups common. present at May have up campsites. to 50 sites. Visitor No on-site Some subtle Controls On-site Numerous and regulation regulation. on-site noticeable but regulation obvious signs of Off-site regulation harmonise clearly regulation. No control such as (e.g. apparent (e.g. attempt to blend through directional information signs, fences, in. Management information signs and boards, barriers) but personnel likely and permits formed tracks. parking bays). should blend to be presented. may apply. with bush backdrop. Source: Clark & Stankey, 1979
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b. Agritourists or Orchard Tourists
The tourists (n=57) who were visiting the sample tourist orchards in Khao Saming District in May, 2016 and in Koh Chang District during in April, 2017 were surveyed. The questionnaire survey used for this group (Appendix B) queried about their demography, motivation, behavior and satisfaction.
The levels of agreement among the respondents were determined using the 5-point Likert scale method. The quantitative data were analyzed using descriptive statistics (percentage, means, and standard deviation values) to assess tourist motivation and satisfaction of orchard tourists. The data were then summarized and presented in tables, graphs, and charts. The qualitative data (interview results) were presented as quotes.
Q. 2: To determine the cultural, social, economic and environment values or benefits of tourist orchards in the study area
M. 2: In addition to interviews of the nine farmers/orchardists (Appendix B), the primary data were obtained through site observation with the assistance of a community representative – Mr. Nakorn Wasikarm, the Ex-Mayor of Khao Saming District. The primary and secondary data on the cultural, social, economic and environment values or benefits of tourist orchards in the study area were also collected. The natural values in the study area were classified following Kellert’s study (1996 cited in Catibog-Sinha & Heaney, 2006, p. 305). Photos were taken to document significant events, issues and places.
Q. 3: To determine the appropriate tourist orchard model depicting sustainable orchard tourism in Trat Province based on visitor demand/ behavior, farmers’ capability, geographic suitability, cultural and social acceptability, and economic profitability.
M. 3: The collected primary and secondary data were analyzed using the modified Multifunctional Model (Aquino et al., 2010) (Figure 5)
The Multi-functionality Model, which was used to find the interventions and interactive activities in tourism development and management in the study area, can 46 provide insights into the role of orchard tourism in achieving sustainable development and in enhancing the cultural landscape of Trat Province.
Figure 5 The interrelationships of factors in the modified Multi-functionality Model Source: Aquino, 2010, p. 66
Moreover, the gathered data about the tourist orchards sampled from Khao Saming District and Koh Change District were assessed to determine the tourist orchard model into which they would fit following the proposed theory of Zhao and Chen (2008) who the classified tourist orchards into 6 models, namely; traditional orchard, rural landscape style or citizen’s orchard, theme park style, eco-recreation style, tech-education style, and comprehensive recreation style.
Q. 4: To provide recommendations on how best to promote and manage tourist orchards on Trat Province as tourist attraction
M. 4: The gathered data from both primary and secondary sources were critically analyzed. The qualitative data from the interview of orchardists, agritourists, and representatives from the local government, community organization, and tourism organizations were assessed. Other relevant data were gathered from actual field observation.
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3. Schedule of Activities
In summary, the schedule of activities is listed below:
Process Date Place 1st Trip: 13 - 16 Apr’ 15 2nd Trip: 11 - 13 Sep’15 3rd Trip: 20 - 24 May’16 1. Field survey and site inspections 4th Trip: 19 - 22 Jan’ 17 Trat 5th Trip: 9 - 13 April’ 17 6th Trip: 7 – 12 June’ 17
2. Literature Review 1 Dec’ 14 – 20 May’ 17 Bangkok 1st Time: 1–20 Nov’ 14 nd 3. Questionnaire designed and tried out 2 Time: 1–30 Aug’ 15 Bangkok 3rd Time: 1 May–14 Jul’ 16
st 1 Time: 20 – 23 May’ 16 4. Questionnaire survey and interview 2nd Time : 10 – 13 Apr’ 17 Trat
5. Data analysis 1 Jun’ 16 - Present Bangkok 6. Drafting the report. - Chapter 1: Introduction - Chapter 2: Literature Review - Chapter 3: Research Methods Multiple times from - Chapter 4: Study Area Description 2015 to 2017 - Chapter 5: Results & Discussion -Chapter6:Conclusions & Recommendations
7. Submission of dissertation to Review Panel 15 July 2017 Bangkok
8. Oral defense dissertation 1 August 2017 Bangkok
9. Submission of the final dissertation to the 11 August 2017 Bangkok Graduate School of Silpakorn University.
Chapter 4
Study Area Description
Thailand, an agricultural country in Southeast Asia, is one of the main agricultural producers in the world. Agriculture is an old traditional occupation of Thailand. In contrast, tourism is a relatively new industry that has become very important in Thai economy. This industry has been increasing its role and impact throughout the whole kingdom especially in rural areas. Agritourism, which combines agriculture and tourism, is a tourism niche that will benefit the rural economy and socio-cultural landscape.
The Tourism Authority of Thailand (TAT) started its agritourism program in 2002. Since then, the number of private agriculture entrepreneurs participating in this program has increased (Hamzah et al., 2012). Presently, there are 1,215 agritourism farms in Thailand that are operated by local owners across 969 farm sites (Wipatayothin, 2016). Agritourism in these sites are popular especially in eastern Thailand.
1. Location and Accessibility of Trat Province
Trat Province is located at the easternmost section of Thailand. It is 315 kilometers south of Bangkok (via Sukhumvit Road) or around 4 hours by land. It covers a land area of about 2,819 square kilometers; the marine ecosystem extends up to about 7,257.60 square kilometers, and the coastline is about 165 kilometers long. The geographical boundaries of Trat Province are Chantaburi Province and the Kingdom of Cambodia. The Gulf of Thailand is located in the south.
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Figure 6 Map of Trat Province Source: ThailandMaps.net
2. Topography of Trat Province
Trat Province is composed of various land forms such as mountains, basins, coastal plains, and islands. The topography defines the suitability of agricultural lands, including orchards
- The mountains and the highlands are located at the eastern section of Trat Province including some parts of Khao Saming District. The Banthat Mountain, which straddles from north to south, is located between Thailand and Cambodia. The mountain side facing the study area used to be covered with thick forests, but vast tracts of the land had been converted to rubber tree plantation and fruit gardens. 50
- Rivers and streams run in the middle and the eastern sections of the Province. These natural water systems as well as numerous man-made water canals irrigate rice fields including orchards. - South of mainland Trat Province are some 52 islands, most of which are within Mu Koh Chang National Park. Koh Chang Island is formed by igneous rocks; the coastal plain at the eastern and southern part of the island is suitable for fruit gardens.
3. Climate of Trat Province
The climate of Trat Province is moderately hot (March - April, around 34 degree Celsius) to cold (November-February, around 20 degree Celsius). The average rainfall is more than 4,000 millimeters per year and the rainy season (May- September) may last up to eight months in a year (Thanroysai Publishing House, n.d.).
4. Historical Background of Trat Province
Some artifacts (e.g., bronze kettle drums, metal tools, etc.) discovered in Trat Province indicate that ancient people had settled in the Province since prehistoric time. Archaeologists believed that the bronze kettle drums dug in Mueang District were used, among others, in growing rice, proving that the ancient settlers had “already started macro agriculture, had subsisted on rice crop cultivation, and knew how to cast bronze for making tools and utensils” (Office of National Museums, 2013, p. 98).
During the Ayutthaya period, Trat Province was an important seaport in eastern Siam (former name of Thailand) not only because of its strategic location but also because of its rich forest and bountiful agricultural products. The main exported products were animal horns and hide, honey, eagles, wood and timber, and spices (e.g. cardamom, pepper). It has also a network of navigable rivers and canals for transporting other tradable goods (e.g. Sangkhalok ceramics and Chinese porcelain) in and out of mainland Province and the outside world, such as China. In fact, a 300-year old sea junk was discovered at the bottom of the sea around the islands of Koh Kradat and Koh Chang. 51
5. The People of Trat, Population and Occupation
5.1 The People of Trat
The various ethnic groups that comprise the population of eastern Thailand are Thai, Chong, Vietnamese, Chinese, and Cambodian Muslims. They had settled in Trat Province since time immemorial, and they continue to spread as their population increases over time.
The Thai people comprise the first ethnic group who settled in Trat Province, which was then covered with forest since the Ayutthaya or Thonburi period. Evidence proves that this group immigrated from Ban Lat Phli in Chantaburi Province during the war between Siam and Burma.
The Chongs or the Mon Khmer people live in the eastern region of Thailand, in particular Chantaburi Province and Trat Province. Some of the Chongs settled in Tha Som Sub-district within Kho Saming District. They usually live at the foothills along the border. They have their own spoken language but have no written language (Kasempholkoon, 2010).
The Vietnamese or Yuan people immigrated and settled at Trat Province in several migration waves since the Rattanakosin Era. On the other hand, the Chinese began to settle in Trat after the downfall of Ayutthaya. At first, the Chinese came to Trat Province for trading purposes only, but decided later to settle in the Province because of its rich natural resources and good commercial location. Moreover, some of the early Chinese residents found refuge in the Province during the war between Cambodia and Vietnam.
The Muslims Cambodians or the Khaek Cham people immigrated to Thailand during the reign of King Nangklao (Rama III) and the war between Cambodia and Vietnam. They originally settled in Laem Ngop District, but eventually spread themselves to other districts within the Province when their population increased (Office of the National Museums, 2013).
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5.2 Population Size and Revenue
Trat Province is divided into 7 districts, namely Khao Samig District, Bo Rai District, Meuang District, Klong Yai District, Laem Ngob District, Koh Kood District, and Koh Chang District (Figure 7). In 2015, the total population of Trat has increased to 229,435 people, of which 114,181 are males and 115,254 are females. The most populated district is Kling Yai at 507.40 people per square kilometer (Official Stratisics Registration Systems, 2015).
Figure 7 Seven Districts at Trat Province. Source: Area Excise Office Trat, n.d.
The main revenue of Trat Province comes from the agriculture and fishery sectors. According to Economic Activities Report (2015), the top economic sectors in the Province are agriculture, hunting and forestry, earning for the Province 12,571 million Baht. The next top income earner is fishery at 5,185 million Baht. Trat Province is also an agriculture producer, especially tropical fruits. Durian (‘king of fruits’), mangosteen (‘queen of fruits’), rambutan, and longkong are very abundant. In 2011, the estimated total land area planted to fruit trees and tree crops was 521,592 rai, 53 representing 71.86% of the total farm holding of 725,816 Rai (National Statistical Office, 2016).
6. Tourism Industry in Trat Province
Trat Province is blessed with abundant natural and cultural resources, accentuated by beautiful mountains and beaches, bountiful marine and agricultural resources as well as historic places and cultural events. The Province is described as one with “half a hundred islands, precious rubies, sweet zalaccas, high quality ridgeback dogs, Koh Chang Naval Battle, the east end of Thailand” (Office of the National Museums, 2013).
The primary tourist attractions include Chang Islands, Kut Island, Mak Island, Than Mayom Waterfall, Wat Yotha Nimit, Wat Buppharam, City Pillar, Wat Tasom, and Wat Khao To Mo (TAT, 2014). Domestic and international tourists have a wide range of activities available in natural and man-made settings, such as in ecotourism, community-based tourism, creative tourism and agritourism.
Figure 8 Natural attraction: Koh Chang Islands Source: http://www.kohchangparadise.com/wp-content/uploads/2015/02/slide5.jpg 54
Figure 9 Natural attraction: Than Mayom Waterfall, Koh Chang Source: http://www.strippedpixel.com/wp-content/uploads/2015/08/than-mayom- falls-koh-chang.jpg
Figure 10 Cultural attraction: City Pillar of Trat Province (Photo by Phornphan Roopklom on April 14, 2015)
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Figure 11 Cultural and historic attractions: Wat Buppharam, Meaung District (Photo by Phornphan Roopklom on April 14, 2015)
Figure 12 Nature-based tourism at Salakkhok Bay, Koh Chang (Photo by Phornphan Roopklom on September 12, 2014)
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Figure 13 Community-based tourism and ecotourism at Ban Nam Chiao Community, Trat Source:http://7greens.tourismthailand.org/uploaded/cms/green_attraction_model/imag e/1411154521-1049491033-o.jpg
Figure 14 Orchard tourism, Khao Saming District,Trat. (Photo by Phornphan Roopklom on May 21, 2016)
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7. Study Sites
The 2 districts of Trat Province namely, Khao Saming District and Koh Chang District were selected as the study sites for this research. According to a tourism campaign of Tourism Authority of Thailand (2014), they have the highest number of registered tourist orchards, that is, 10 tourist orchards at Khao Saming District and 5 tourist orchards on the island of Koh Chang District. These tourist orchards have also long history of cultivation and rich wisdom in gardening and farming.
7.1 Khao Saming District
Khao Saming District, the gateway to Trat Province, covers a total area at 679.19 square kilometers. It is accessible via land along Sukhumvit Road and by air. The airport is operated by Bangkok Airways.
Figure 15 The map of Khao Saming District Sources: Adapted from Google Map, 2016
Figure 15 shows the geographical location of Khao Saming District and the places that surround it. The north is adjacent to Klung District of Chantaburi Province and Bo Rai District of Trat Province. The eastern part is next to Borai District and Meuang District of Trat Province while the western part adjoins the 58
Meuang District and Laem Ngob District of Trat Province. It is boarded to the south by Klung District of Chantaburi Province. Its topography is dominated by basins and rugged hills. Fresh water is supplied by the main rivers (e.g. Khao Saming River, Welur River) and canal (Ang Thep Nimitr Canal) and abundant rainfall (approximately 3,000 – 4,000 ml/year for about 130 – 160 days per year).
Khao Saming District was established in 1898, but its name has been changed several times. At first the District was named Si Bua Thong, then it was changed to Thung Yai, and finally renamed to Khao Saming District. The district is subdivided into 8 sub-districts (tambon) namely, Khao Saming, Sean Tung, Wang Takhian, Tha Som, Sato, Pranit, Thep NImit, and Thong Nonsri. It is further subdivided into 66 villages (moo ban). Two townships (thesaban tambon) are part of Sean Tung Sub-district, Khao Saming Sub-district, and Thong Nonsri Sub-district. The orchards surveyed in this study are found in Khao Saming, Sean Tung, and Thong Nonsri Sub-district.
The population of Khao Saming District in 2015 was 45,063 or 66.4 people per square kilometer. The main occupations of the residents are in agriculture, livestock production, and fishery (Khao Saming District Agricultural Extension Office, 2016). In 2016, 12,163 households were registered, of which around 64% (7,794 household) are farmers.
The report of the Khao Saming District Agricultural Extension Office (2016) indicates that the District has a total area of 417,956 rai or 66,872.96 hectares, and more than half of which (295,414.5 rai or 47,266.32 hectares) are agricultural land. A variety of fruit trees are planted in 280,130 rai or 44,820.8 hectares, The other land/sea uses are fishery (9,219 rai or 1,475.04 hectares), field crops ( 5,263 rai or 842.08 hectare), rice paddies ( 541 rai or 86.56 hectares), and pasture (269 rai or 43.04 hectares).
Khao Saming District has an abundant supply of fresh water throughout the year. The fresh water from Welu River is used for irrigation, and the sediments are carried downstream and deposited as alluvial rich soil, which is suitable for growing crops and fruits. The orchards that benefit from fertile soil are those planted to rambutan, durian, mangosteen, pineapple, and grapefruit. 59
The tourist attractions in Khao Saming District are Wat Muang Khao Saentum, Khao Saming Municipality Market and tourists orchards. All visitors have to pass this district either by car or by plane. In 2015, there were 1,770,554 tourists traveling to Trat Province including of 419,948 foreigners and 1,350,606 Thais. (National Stratistical Office, 2016)
7.2 Koh Chang District
Koh Chang District, which is located on the Gulf of Thailand, is considered the second biggest island in Thailand next only to Phuket Island. The total land area is around 650 square kilometers, 85% of which are mountainous and 15 % are offshore. The rough topography of the District is interspersed with many waterfalls and rain forest vegetation. Koh Chang Island has also thriving coral reefs. Khao Salak Phet is the highest peak at 744 meters above sea level. The Mu Koh Chang National Park, the only protected area in the District, was established on December 31, 1982. Even though most area of Chang Island is managed by the National Park, the coastal plain especially on the eastern of the island, is inhabited by the locals who thrive on farming and fishery. Tourist orchards are cultivated in this area because of its good location for trading and pleasant climate. 60
Figure 16 The Map of Koh Chang District Sources: Adapted from Department of National Parks, Wildlife and Plant Conservation.
Figure 16 shows the map of Koh Chang and the areas that surround it. To the north is the Gulf of Thailand and Laem Ngob District of Trat Province; and to the east is the Gulf of Thailand and Meuang District of Trat Province. The west is bordered by Gulf of Thailand; and the south is bordered by the Gulf of Thailand and Koh Kood District.
The average yearly temperature is 27 degree Celsius. The rainy season is from May until October. The average rainfall is 5500 – 6500 ml/year (Koh Chang District of Agricultural Extension Office, n.d.).
The population of Koh Chang District in 2015 was 7,944 people or 51.3 people per square kilometer. Being a predominantly agricultural land, the traditional occupation of the populace is farming. The most economic plants produced on site are rubber trees, coconut, durian, mangosteen, longkong, and rambutan. Of the 4,634 61 households recorded in 2015, around 14.25% percentages were considered agricultural-based (Koh Chang District of Agricultural Extension Office, 2016).
The tourist attractions include beaches, waterfalls, mangrove forests, islands, marine resources, and tourist orchards. In 2015, some 260,897 tourists (113,443 foreigners and 147,464 domestic) visited Mu Koh Chang National Park (Department of National Parks Wildlife and Plant Conservation, 2016).
8. Agritourism in Trat Province
The Tourism Authority of Thailand (TAT) started the agritourism program in Thailand in 2002. Since then, the number of private agricultural entrepreneurs had increased (Hamzah et al., 2012). In Trat province, the orchard tourism program at Khao Saming District was launched by TAT in 2009 under the theme “Amazing Fruit Paradise” and was replicated at Koh Chang District in 2013 under the theme “Travel every orchards and taste it”.
In 2014, TAT promotes 17 tourist orchards in Trat Province. Of these, 12 orchards are located on the mainland (11 at Khao Saming District, and 1 at Meuang District) and 5 orchards are located on the island of Koh Chang District.
The orchard tourism program in Trat had a bumpy start. Initially there were only 7 tourist orchards. As a part of the tourism promotion, the visitors were allowed to harvest and enjoy unlimited amount of fresh fruits for only 100 Baht per visit per person (Tourism Authority of Thailand, 2011). Despite this generous promotion, the program was not successful.
In 2013, a revival was initiated and a campaign promoting fruit festivals was launched. The campaign was supported and promoted by all TAT offices within the eastern region of Thailand, which included 6 provinces, namely Rayong, Chantaburi, Trat, Nakhonnayok, Prajinburi, and Sakaew, comprising of 42 fruit tourist orchards. In Khao Saming District, the number of participating orchards increased from 7 tourist orchards in 2012 to 16 orchards in 2014. Orchard tourism was promoted under the theme “12 Don’t Miss Cities” which not only highlights on “Dream Islands” but also covers all other natural and cultural attractions of Trat Province. 62
In this research, 6 tourist orchards in Khao Saming District and 3 tourist orchards in Koh Chang Distict were sampled. Table 5 shows detail address of each orchard in the study area. The locations of these tourist orchards are shown in Figures 17 and 18.
Table 5 Detail address of sampled tourist orchards in Khao Saming District and Koh Chang District.
Code of Name of Orchard Address Orchard
Phol Ampai Orchard PAO Chong Nonsri Sub-district, Khao Saming District, Trat Province Pai Toon Orchard PTO Chong Nonsri Sub-district, Khao Saming District, Trat Province Ta Nghim Orchard NGO Khao Saming Sub-district, Khao Saming District, Trat Province Sean Rak Orchard SRO Khao Saming Sub-district, Khao Saming District, Trat Province Suan Baan Durian Orchard BDO Khao Saming Sub-district, (former Lang Suan Orchard) Khao Saming District, Trat Province Suan Ton Palm Orchard TPO Khao Saming Sub-district, Khao Saming District, Trat Province Khun Poo Orchard KPO Koh Chang Sub-district Koh Chang District, Trat Province Somphot Koh Chang Orchard SKO Koh Chang Sub-district Koh Chang District, Trat Province Kiribunchorn Orchard KBO Koh Chang Sub-district Koh Chang District, Trat Province
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Figure 17 Map showing the location of the sampled tourist orchards in Khao Saming District Source: Adapted from Google Map, 2017
Figure 18 Map showing the location of the sampled tourist orchards in Koh Chang District Source: Adapted from Google Map, 2017
Chapter 5
Results and Discussion
This chapter presents the findings of the study based on primary data and secondary data. The chapter is divided into three parts, namely, 1. main attributes and characteristics of the tourist orchards in the study area, 2. behaviors and needs of tourists towards orchard tourism in the study area, and 3. significant values of tourist orchards in the study area.
The first part of the chapter presents the primary data collected from field observations as well as from interviews with farmers/owners (n = 9). The data include the main attributes and characteristics of the sampled tourist orchards. The second part of the chapter discusses the results of the questionnaire survey of the tourists (n = 57) who were willing to participate in the study. The survey focused on the behaviors and needs of tourists. The statistically analyzed data are presented using tables and charts. The last part of the chapter discusses the significant values of tourist orchards in the study area. The multifunctionality of the tourist orchards is also discussed.
1. Main Attributes and Characteristics of the Tourist Orchards
The main attributes of tourist orchards in the study area are described in terms of their ability to provide recreational or tourism opportunities, using the Recreation Opportunities Spectrum (ROS) analysis. This section also discusses relevant topics, namely, agricultural systems and products, use of fertilizers and insecticides, irrigation management, labor force, daily life in orchard, and tourism services. These information were obtained from the results of the questionnaire survey, field observation, and face-to-face interviews.
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1.1 General Attributes of Tourist Orchards
The information about the recreation facilities of nine tourist orchards in Khao Saming District (n = 6) and Koh Chang District (n = 3), all located in Trat Province, are outlined below. The map showing the locations of these orchards is in Chapter 4, Figures 17 and 18.
Of the six orchards located in mainland Khao Saming District, four are temporarily closed to the public during the time of the study. Since they still contain tourist facilities, they were nonetheless included in this study as they could re-open in the near future to resume the orchard tourism venture.
1.1.1 Phol Ampai Orchard is located in Thong Nonsri Sub-district, Khao Saming District (See location map in Chapter 4, Figure 17). The orchard is 2.40 kilometers from Sukhumvit Road. A local 2WD sealed road leads to the orchard (Figure 19 and 20). The tourist facilities found within include an open roofed shelter, toilets, and good walking trail around the orchard. The owner of the orchard is Mr. Chaiwat Primphol (Figure 21).
Figure 19 The yellow sign board indicating the location of Phol Amphai Orchard (Photo by Phornphan Roopklom on January 20, 2017)
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Figure 20 The green sign board indicates the location of Phol Amphai Orchard (Photo by Phornphan Roopklom on January 20, 2017)
Figure 21 Mr. Chaiwat Primphol, the owner of Phol Ampai Orchard, with the researcher (Photo by Phornphan Roopklom on May 21, 2016)
1.1.2 Pai Toon Orchard is located in Thong Nonsri Sub-district, Khao Saming District (See location map in Chapter 4, Figure 17). The orchard is 1.5 kilometers from Sukhumit Road and only about 765 meters from Phol Amphai Orchard. Tourists can access Pai Toon Orchard via a local 2WD dirt road (Figure 22). In addition to tropical fruits, tourists can use other tourist facilities such as the open roofed shelter, walking trail, and toilets (Figure 23). The orchard covers a huge area (the largest tourist orchard surveyed in the study area) that is planted to numerous fruit-bearing trees for the consumption of tourists every harvest season. It is one of the two pioneering orchards in Khao Saming District that has remained open for tourism since 2009. 67
Figure 22 A dirt 2WD access road leading to Pai Toon Orchard (Photo by Phornphan Roopklom on January 20, 2017)
Figure 23 Agritourists enjoying the fruit buffet at Pai Toon Orchard (Photo by Phornphan Roopklom on May 21, 2016)
1.1.3 Ta Nghim Orchard is located in Khao Saming Sub-district, Khao Saming District (See location map in Chapter 4, Figure 17). The orchard is about 1.35 kilometers from Sukhumvit Road, and accessible via a sealed 2WD road. This orchard used to propagate and sell mushrooms for tourists (Figure 24). Because of the outbreak of some mushroom diseases, the mushroom production along with the existing tourist facilities was abandoned and replaced by a local travel agency business (Ta Ngim, personal communication, May 20, 2016) (Figure 25). 68
Figure 24 Sightseeing inside a mushroom nursery used to be an attraction at Ta Nghim Orchard. Source: Suan Ta Ngim, 2011, https://www.facebook.com/suan.ta.ngim/
Figure 25 Mr. Siraphob Naewphana, the owner of Ta Nghim Orchard, being interviewed by the researcher. (Photo by Phornphan Roopklom on May 22, 2016)
1.1.4 Sean Rak Orchard is located in Khao Saming Sub-district, Khao Saming District (See location map in Chapter 4, Figure 17). The orchard is 965 meters from Sukhumvit Road, through a small dirt 2WD road (Figure 26). In the past, the orchard provided homestay (Figure 27) and package tour; however, the owner decided two years ago to close the business when he accepted a paid employment elsewhere. 69
Figure 26 A sealed 2WD access road to Sean Rak Orchard (Photo by Phornphan Roopklom on June 10, 2017)
Figure 27 Accommodation in Sean Rak Orchard (Photo by Phornphan Roopklom on June 10, 2017)
1.1.5 Suan Baan Durian Orchard (formerly known as Lang Suan Orchard) is located in Khao Saming Sub-district, Khao Saming District (See location map in Chapter 4, Figure 17). The orchard is about 200 meters from Sukhumvit Road. Even though the orchard is so close to the main road, it cannot be accessed by big vehicles because the dirt road leading to the property is too narrow for big vehicles (Figure 28). The prevailing climatic and environment conditions in the orchard are well suited for fruit production because it is located near the Khao Saming River (Figure 29 and Figure 30). Although some visitor facilities such as the small open roofed shelter, waterfront rest area (Figure 30), and bungalow (Figure 31) have been constructed within the orchard, they are not always readily available to tourists due to limited staff.
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Figure 28 The entrance to Suan Baan Durian Orchard (Photo by Phornphan Roopklom on May 20, 2016)
Figure 29 The fruit trees at Suan Baan Durian Orchard (Photo by Phornphan Roopklom on May 20, 2016)
Figure 30 The tributary of Khao Saming River flowing along the waterfront rest area of Suan Baan Durian Orchard (Photo by Phornphan Roopklom on May 20, 2016)
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Figure 31 A bungalow within Suan Baan Durian Orchard (Photo by Phornphan Roopklom on May 20, 2016)
1.1.6 Suan Ton Palm Orchard is located at Khao Saming sub-district, Khao Saming District (See location map in Chapter 4, Figure 17). It is 1.10 kilometers from Sukhumvit Road. A 2WD sealed road leads to the orchard, but it is quite narrow and not passable by big vehicles (Figure 32). Because the orchard is small (12 Rais), big groups of visitors are not appropriate. Within the orchard is an open-air shelter; signage on regulations is not apparent (Figure 33). Due to all members in family involved all practices of this organic orchard and do not hire extra laborers, they decided to close the tourism section of this orchard.
Figure 32 A sealed 2WD access road to Suan Ton Palm Orchard (Photo by Phornphan Roopklom on June 10, 2017)
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Figure 33 An open roofed shelter at Suan Ton Palm Orchard temporarily used as garage. (Photo by Phornphan Roopklom on June 10, 2017)
1.1.7 Khun Poo Orchard is located on the island of Koh Chang Sub- district, Koh Chang District (See location map in Chapter 4, Figure 18). The orchard is 5 kilometers from the pier and can be accessed via a 2WD sealed road. Presently, the orchard is equipped with tourist amenities and basic tourism services. Besides tourist orchard, the property has an oil station and a coffee shop (Figure 34). Moreover, the orchard also sells homemade soap, lipstick, lip scrub, and processed agricultural products at the coffee shop (Figure 35).
Figure 34 Coffee shop at Khun Poo Orchard (Photo by Phornphan Roopklom on June 9, 2017)
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Figure 35 Homemade products for sale at the coffee shop in Khun Poo Orchard (Photo by Phornphan Roopklom on June 9, 2017)
1.1.8 Somphot Koh Chang Orchard is located on the island of Koh Chang pier some 5.3 kilometers away and only 200 meters from Khun Poo Orchard (See location map in Chapter 4, Figure 18). The orchard can be accessed via 2WD sealed road. The orchard is jointly managed by the owner and his son, who plan to make this property a model tourist orchard and produce organic fruits in the future (Figure 36). To enhance their interest and skill in fruit preservation, the owners are members of a local group that make traditional durian preserves (D123 or Chanee type). An agricultural shop and a bungalow are the two other tourist facilities in the orchard. Visitors can also stay overnight and buy agricultural products (Figure 37 and Figure 38).
Figure 36 The farm landscape at Somphot Koh Chang Orchard (Photo by Phornphan Roopklom on June 9, 2017) 74
Figure 37 A bungalow for tourist accommodation at Somphot Koh Chang Orchard (Photo by Phornphan Roopklom on June 9, 2017)
Figure 38 An agricultural shop/stall at Somphot Koh Chang Orchard (Photo by Phornphan Roopklom on June 9, 2017)
1.1.9 Kiribunchorn Orchard is approximately 9.20 kilometers accessed by a 2WD sealed and dirt road (See location map in Chapter 4, Figure 18). Although, there are no basic tourist amenities (e.g. toilets), a small stall/shop has been set up for visitors (Figures 39, 40, 41, 42). The tropical fruit from the orchards especially durian (chanee type) and mangosteen are sold. In 2017, the owner began selling processed agricultural products such as durian ice cream, coconut ice cream, and freeze durian; he plans to sell these products even during the off farm season (Figure 43). 75
Figure 39 A signage indicating the location of Kiribunchorn Orchard (Photo by Phornphan Roopklom on May 24, 2016)
Figure 40 Kiribunchorn Orchard is planted to durian and mangosteen (Photo by Phornphan Roopklom on May 24, 2016)
Figure 41 Fresh fruits from Kiribunchorn Orchard (mangosteen and longkong) (Photo by Phornphan Roopklom on May 24, 2016)
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Figure 42 A small shop/stall and seating area at Kiribunchorn Orchard (Photo by Phornphan Roopklom on June 9, 2017)
Figure 43 Durian ice cream and coconut ice cream at Kiribunchorn Orchard (Photo by Phornphan Roopklom on June 9, 2017)
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Table 6 Summary of the tourist amenities, activities and services in the nine orchards surveyed. Tourist Tourist Tourist Name of Orchards Status Amenities activities services Mainland-based orchards Phol Ampai Open Access road, Sightseeing, Tour guiding, Orchard open roofed fruit-tasting, fruit buffet shelter, toilets, fruit-shopping, walking trail agriculture demonstration Pai Toon Orchard Open Access road, Sightseeing, Tour guiding, open roofed fruit-tasting, fruit buffet shelter, toilets, fruit-shopping, walking trail agriculture demonstration Ta Nghim Orchard Temporarily Access road, Previously: None ongoing closed to toilets, walking sightseeing, the public trail mushroom shopping, agriculture demonstration Sean Rak Orchard Temporarily Access road, Previously: None ongoing closed to homestay sightseeing, tour the public accommodation, packaging, toilets, walking Staying trail overnight, fruit- tasting, fruit- shopping Suan Baan Durian Access road, , Previously: None ongoing Orchard Temporarily open roofed Sightseeing, or limited closed to shelter, staying access the public homestay overnight, fruit- multifunction, tasting, fruit- toilets, shopping waterfront rest area, walking trail Suan Ton Palm Temporarily Access road, Previously: None ongoing Orchard closed to open roofed Sightseeing, or limited the public shelter, , fruit-tasting, access walking trail fruit-shopping, agriculture demonstration
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Table 6 Summary of the tourist amenities, activities and services in the nine orchards surveyed (Continued).
Tourist Tourist Tourist Name of Orchards Status Amenities activities services Island-based orchards Khun Poo Orchard Open Access road, Sightseeing, Tour guiding, coffee shop, oil fruit-tasting, food and drinks station, toilets, shopping for walking trail, fresh fruits and handmade products (e.g.soap, lipstick) Somphot Koh Open Access road, Sightseeing, Tour guiding, Chang Orchard open roofed Staying overnight shelter, overnight, fruit- accommodation bungalow, tasting, fruit- toilets, walking shopping, trail agriculture demonstration Kiribunchorn Open Access road, Sightseeing, Tour guiding Orchard agricultural fruit-tasting, shop/stall fruit-shopping
1.2 Recreation Opportunities Spectrum (ROS) analysis results
The Recreation Opportunities Spectrum (ROS) is a planning framework developed by the National Parks and Wildlife Service of New South Wales, Australia. The framework was used to assess recreational opportunities in tourist attractions and provide information about the study area with respect to its recreational setting, natural attributes, and features of tourist activities and experiences. It provides a conceptual basis on how to create diversity of recreation experiences (Clark & Stankey, 1979; Driver, 1989 cited in Hall & Page, 2006). Appendix C shows the template used in ROS analysis.
The collective results of the Recreation Opportunities Spectrum (ROS) analysis of the nine tourist orchards in Khao Saming District and Koh Chang District are presented in Table 7, using the prescribed ROS template. The sampled tourist orchards have similar features in terms of their general features, accessibility, facilities, interactions among tourists and host community, and to some degree 79 regulations. They all fall under Class 4 or semi-developed. The social interaction and visitor regulation categories fell under Category 3 not because the orchards are ‘closer to nature or remote’ but because they are not as well managed as one would expect and are not as actively promoted for tourism; however a few basic tourist facilities and products have been built for tourism purposes.
As presented in Table 7, all the orchards in Khao Saming District are not far away from Sukhumvit Road. The farthest orchard from the main road is Phol Ampai Orchard (2.40 kilometers) and the nearest orchard is Suan Baan Durian Orchard (200 meters). Likewise, the orchards on the island of Koh Chang District are very accessible. From the main road, visitors can easily access the orchards by either local 2WD sealed or dirt road in which each orchard has directional signage. Since most of the local roads are quite narrow and unpaved, they are passable only by much smaller vehicles. The tourist facilities constructed within the orchards invariably include small open-roofed shelters, fruit stalls/shops, toilets, walking trails, coffee shop, agricultural shop, and accommodation. The owners of the orchards welcome tourists and serve as their personal guides, hence, directional and tourist information signage is deemed not so essential at this stage of the tourist operation. Tourist orchards that are open to the public, such as Phol Ampai Orchard and Pai Toon Orchard on the mainland and Khun Poo Orchard, Somphot Koh Chang Orchard and Kiribunchorn Orchard on the island, exhibit moderate level of social interactions during the harvest season.
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Table 7 The results of the ROS analyses of the nine tourist orchards in Khao Saming District and Koh Chang District. Class 1 Class 2 Class 3 Class 4 Class 5 General Essentially Predominantly Predominantly Modified Substantially Description unmodified unmodified natural environment in modified environment environment of environment, a natural environment, of large size moderate-large generally setting, natural size small compact backdrop. development development areas area. Access No roads or No road Dirt roads, 2WD roads Sealed road. management management management (dirt and Walking tracks tracks. Few tracks and tracks and sealed). Good with sealed or no formed formed walking walking tracks walking tracks. surfaces, steps, walking tracks may be may be etc tracks presented. presented. Modifications Modifications Some Some Substantial Substantial and facilities generally modifications in modifications modifications modifications unnoticeable. isolated but generally noticeable. which No facilities. locations. Basic small scale Facilities may dominate the No structures facilities may and scattered. be relatively immediate unless be provided to Facilities substantial and landscape. essential for protect the primarily to provided for Many facilities resource resource (e.g. protect the visitor (often protection pit toilets and resource and convenience including and made BBQs). public safety. roofed with local No powered accommodatio materials. facilities. n) designed for large number and for visitor convenience. Social Small number Some contact Moderate Large number Large numbers Interaction of brief with others (e.g. contact with of contacts of people and contacts (e.g. up to 20 others. Likely likely. Variety contacts. less than 5 a groups), but to have other of groups, Groups of all day). High generally small groups present protracted kinds and ages. probability of groups. No at campsites. contact and Low likelihood isolation from more than 6 Families with sharing of of peace and others. Few if groups present young children facilities quiet. any other at campsites. may be common. May groups present. have up to 50 present at sites. campsites. Visitor No on-site Some subtle on- Controls On-site Numerous and regulation regulation. site regulation noticeable but regulation obvious signs Off-site such as multifunction clearly of regulation. control directional (e.g. apparent (e.g. No attempt to through signs and information signs, fences, blend in. information formed tracks. boards, barriers) but Management and permits parking bays). should blend personnel may apply. with bush likely to be backdrop. presented.
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Table 7 The results of the ROS analyses of the nine tourist orchards in Khao Saming District and Koh Chang District (Continued). Comparison No. 1. Recreation Opportunity Setting classes used by the Victorian Department of Conservation and Environment (No date). Class Class 1 Class 2 Class 3 Class 4 Class 5 Remote Semi- Remote Roaded- Semi- Developed Natural Developed
1.3 Agricultural Systems and Products
The orchards in the study area can be categorized into two types of agricultural systems, namely traditional mixed and organic systems. In Thailand, there are several sustainable agricultural practices such as integrated farming, organic farming, natural farming, agroforestry, and New-Theory farming (Khaokhrueamuang, 2014). Despite the economic crisis in 1997, Thai people had shown resilience by adopting the “sufficiency economy” philosophy which H.M. King Bhumibol Adulyadej proposed in order for the nation to move towards a healthier, more prosperous, more sustainable, and happier future (Avery & Bergsteiner, 2016).
The results of the ocular investigation and interviews with the orchard farmers indicate that seven of the nine sampled orchards are considered traditional mixed orchards (77.77%) and two are organic orchards (22.23%) (Table 8).
Table 8 Agricultural systems and products of tourist orchards in Trat Province Agricultural Systems Name and Location of Code of Traditional mixed Orchards orchards Organic Orchard Orchard Phol Ampai Orchard PAO √ Pai Toon Orchard PTO √ Ta Nghim Orchard NGO √ Sean Rak Orchard SRO √ Suan Baan Durian Orchard BDO or √ Lang Suan Orchard Suan Ton Palm Orchard TPO √ Khun Poo Orchard KPO √ Somphot Koh Chang SKO √ Orchard Kiribunchorn Orchard KBO √
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1.3.1 Traditional Mixed Orchard
Traditional mixed orchards is a farming system wherein more than two different kinds of fruit trees are planted in rows within the same block of land. This traditional farming practice is passed on from one generation of land owners/farmers to the next. The farming system is applied from the time the young plants (seedlings) are planted up to the fruiting stage. Fertilizers and pesticides (usually chemical-based substances) are deemed necessary to nurture the crops and ensure better productivity. Because the farm is diversified, the farmers can earn money all year round in addition to the extra income from tourism.
In addition to the conventional farming practices, ownership of the traditional mixed orchards in the study area is transferred from one generation of farmers to the next – a social practice done for more than half a century. The current farmers claim that they inherited the farms including the fruit trees planted therein from their parents who inherited them likewise from their ancestors. Most of the standing fruit trees were planted during the early stages of orchard farming, and many of them are in fact over 50 years old. Mr. Paitoon Wanitsee (personal communication, May 21, 2016) from Pai Toon Orchard expressed his gratitude by saying “Thanks to my parents for planting the different kinds of tropical fruit trees on my land. This provides us some income almost all year round”
The interviews also revealed that some of the orchards in Khao Saming District (PAO, PTO, NGO, and BDO) were previously planted to rubber or oranges because they were then highly priced farm products. However, because of the changing market demand and climatic conditions in recent years, many farmers from the mainland (e.g., PAO, PTO, NGO, BDO) and island of Koh Chang (e.g., KPO and SKO) decided to replace some of the existing trees with much more economically profitable tropical fruits such as durian, mangosteen, rambutan, and longkong.
One orchard (PAO) in the mainland, which is still growing palm and rubber, has also planted Ta-khian (Hopea odorata), known in Thailand as the home of the lady spirit called Ta-khian (Figure 44). It is a large tree and valued for its wood. It is a globally threatened species (Vulnerable category) by the International Union for the Conservation of Nature (IUCN, 2017). Planting this species has at least dual 83 functions in the orchard – conservation of the species and economic benefit from its wood.
Figure 44 Ta –khian trees planted among the fruit trees in Phol Ampai Orchard (Photo by Phornphan Roopklom on May 21, 2016)
As in the majority of the orchards in the study area, KBO is a traditional mixed orchard predominantly planted to durian, in particular the Chanee variety. Due to the increasing popularity of Koh Chang as a tourist destination and declining profitability of the conventional fruits, many orchards planted to durian in the island have been replaced by other farm produce and land uses. Unfortunately because of this, durian especially the Chanee variety has become rare or nearly ‘extinct’ in the Koh Chang District. The owner of the orchard, Mr. Manop Thongsrisomboon, has recently realized the medicinal value of durian. He found out, based on the result of a laboratory test, that durian is rich in iodine (a broad antiseptic and has high medicinal value). Consequently, he is now promoting durian production and tourism on the island. Because of minimal use of chemical and intimate natural ecology in the orchard, the taste of durian is allegedly different from the others.
The fresh produce from traditional mixed orchards are sold in domestic and international outlets, and some are for household consumption. One of orchards (PAO) has diversified its farming practice and has expanded its trading business by 84 producing and selling preserved dried fruits such as dried durian, dried banana, and dried pineapple (Figure 45). KPO in Koh Chang District also produces other products from the orchard, such as homemade soap, lip balm, and lip scrub. Another orchard (KBO) sells processed agricultural products such as durian ice cream, coconut ice cream, and freeze durian.
Figure 45 The processed products being sold in Phol Ampai Orchard are advertised on the signboard (Photo by Phornphan Roopklom on May 21, 2016)
1.3.2 Organic Orchard
Organic farming is an alternative farming system which aims to sustain a healthy environment and healthy people by producing food which is grown in ‘harmony with nature’. No hazardous and synthetic chemicals are applied. Organic farming also cultivates plants that do not require too much fresh water and other agricultural inputs that are either costly or toxic. Jitsanguan (2001, p.3) states that organic farms are fertilized using materials from organic sources (e.g. manure, compost, and other non-synthetic substances), while farm pests and weeds are controlled using various biological and cultural methods. He further states that “the aim of organic farming is to achieve sustainability in order to increase food safety and restore soil fertility and water quality which have been damaged by chemical use. Organic farming can also help improve the quality of underground water as well as conserve biodiversity.” 85
Two of the tourist orchards investigated in this study are 100% organic farms (PAO and TPO), both of which are located in Khao Saming District. The Suan Ton Palm Orchard (TPO) with an area of 1.92 hectares was managed in the past as a traditional mixed orchard. However, after long-term use of chemical fertilizers and insecticides, the owner (Mr. Theeraphan Wongnapa, personal communication, May 22, 2016) became concern of the adverse impact of these chemical substances on the environment and human health. As a result, he decided to convert his farm into an organic tourist orchard. Even though the orchard property and production is small- scale and planted only to mangosteen as the main crop, the organically grown fruits have high market demands and sold at a much higher price overseas than the traditionally grown fruits. The orchard is certified as an organic farm by both national and international bodies (Organic Agriculture Certification Thailand and International Federation of Organic Agriculture Movements), and is currently exporting its produce abroad.
Mr. Ampai Primphol (personal communication, May 21, 2016), the owner of Phol Ampai Orchard (PAO), said that many European buyers are willing to pay more for organically grown farm produce. He claims that he was able to secure an official certificate from the government (Organic Thailand Certification from Organic Agriculture Certification Thailand) that guarantees that the exported fruits from his farm are indeed organically produced. The main tropical fruits produced in this orchard are durian, rambutan, longkong and mangosteen.
1.4 Use of fertilizers and insecticides in orchards
To increase farm productivity, many farmers apply agricultural/ horticultural inputs, such as fertilizers and insecticides. Enrichment of soil in orchards may be classified as chemical, organic, and combination of chemical and organic fertilizers (Khaokhrueamuang, 2014, p. 6).
As shown in Table 9, the orchards investigated in this study are enriched using a combination of chemical and organic fertilizers. Seven orchards (77.77%) use both chemical and organic fertilizers, while two orchards (22.23%) use only organic matter. 86
Table 9 Use of fertilizers and insecticides in tourist orchards, Trat Province. Fertilizer and insecticide used in orchards Name of Orchard Organic Both Chemical and Organic Phol Ampai Orchard √ Pai Toon Orchard √ Ta Nghim Orchard √ Sean Rak Orchard √ Lang Suan Orchard √ Suan Ton Palm Orchard √ Khun Poo Orchard √ Suan Somphot Koh Chang Orchard √ Kiribunchorn Orchard √
The farmers claimed that they prefer to use chemical fertilizers and pesticides approved or prescribed by the Ministry of Agriculture and Cooperatives (MOAC). They use natural and biological fertilizers to reduce costs and improve the quality of agricultural produce. For example, Pai Toon Orchard (PTO), the largest tourist orchard in the mainland (250 Rai or 40 Hectare), combines traditional and organic orchard farming systems. Mr. Paitoon Wanitsee (personal communication, May 21, 2016) of PTO states that “We cannot use hundred percent organic matter. As we export our fresh produce to China, we use only good grade chemical fertilizers and insecticides in order to maintain high quality export.”
On Koh Chang District, the intensive use of chemical fertilizers was necessary especially in small-scale orchards where high profit is essential even at the expense of environmental conservation and human health welfare. Increasingly, many farmers, who are realizing the importance of sustaining human health and environment, are gradually shifting to sustainable tourist orchards. Sangkapitux (2015, p. 5) stresses that “switching from a chemical-based agricultural system to organic farming and other eco-friendly farming systems as the basis of multifunctional agriculture not only offers safer products to consumers but also mitigates negative health impacts on farmers”. This is also crucial in preserving island ecology because islands, compared to mainland or continental mass, are more at risk and vulnerable to environmental problems such as soil and water pollution from farmlands that are over-fertilized or treated with excessive chemical substances (Catibog-Sinha & Heaney, 2006). 87
Two orchards (PAO, TPO) in Khao Saming District are totally being fertilized organically, although this was not the case in the past. The farmers of these orchards are composting organic materials on site. Furthermore, one organic orchard (PAO) maintains a hive of king bees (Family Apidae) to help in natural pollination (Figure 46). Honey from the bees also provides additional income to the farmers. Mr. Theeraphan Wongnapa (personal communication, May 22, 2016) said that “My family had been maintaining the orchard for many years using chemical inputs until a family member got sickly probably because of the chemical fumes. We then decided to change our agricultural system by shifting to organic.” Mr. Theeraphan Wongnapa has also ventured into making wood vinegar (pyroligneous acid). Burnette (2013, p. 1) claims that wood vinegar helps in the “improvement of soil quality, elimination of pests, plant growth control, being able to accelerate the development of roots, stems, tubers, leaves, flowers, and fruits, used to increase amounts of fruit produced in orchards” (Figure 47).
Figure 46 Shed where king bees are being cultured for honey in Phol Ampai Orchard (Photo by Phornphan Roopklom on June 10, 2017)
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Figure 47 Shed for making wood vinegar in Suan Ton Palm Orchard (Photo by Phornphan Roopklom on June 10, 2017)
1.5 Irrigation Management
The orchards in the study area are being sustained by basic but functional irrigation systems. In addition to rainwater, irrigation water from nearby creeks, rivers or waterfalls is pumped directly into the plantation or impounded temporarily in man- made ponds for future use (Table 10, Figure 48, and Figure 49).
Table 10 Irrigation management of tourist orchards in Trat Province Irrigation Management Source of Freshwater Name of Orchard (i.e. creeks, rivers, Man-made Pond waterfalls) Phol Ampai Orchard √ Pai Toon Orchard √ Ta Nghim Orchard √ Sean Rak Orchard √ Lang Suan Orchard √ Suan Ton Palm Orchard √ Khun Poo Orchard √ Suan Somphot Koh Chang Orchard √ √ Kiribunchorn Orchard √ Note: All orchards depend on rainwater during the wet season.
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The main river that traverses Khao Saming District is known as Khao Saming River, which runs from the rainforest of the Banthat mountains at Bo Rai District and drains into the Gulf of Thailand. The orchards along or adjacent to streams and the river banks benefit from the constant supply of water. Meanwhile, orchards in Koh Chang District are benefiting from the abundant water from the waterfalls, such as Than Mayom Waterfall and Khlong Nonsri Waterfall. Some farmers transport irrigation water from nearby natural sources using water pipes and motor pumps into the plantation and/or made-made ponds.
Figure 48 The Khao Saming River is the main source of irrigation water for orchards (Photo by Phornphan Roopklom on January 20, 2017)
However, orchards located at some distance from natural sources of irrigation water depend only on rainwater during the wet season and/or on water stored in man- made ponds (Figure 49) during the dry season. Ponds equipped with water gates to regulate water flow are commonly constructed in organic farms. Although man-made ponds are good sources of water for the orchard, they are not always dependable as they dry up during prolonged dry season. In this case, some farmers are forced to purchase freshwater taken from Khao Saming River. The water is delivered by water trucks to the orchard. Even though this is costly, the farmers seem to have no choice especially when newly planted plants have to survive the draught. 90
Figure 49 A man- made pond in Suan Ton Palm Orchard (Photo by Phornphan Roopklom on June 10, 2017)
1.6 Farm practices in orchards in conjunction with tourism
Orchard farming, planted to a variety of fruit trees and has multifunctional role, requires whole-year maintenance and management (Figure 50). Some farmers and/or land owners incorporate certain tourism activities in the farming timetable, which are usually held during the harvest season. The tropical fruits especially durian, mangosteen, and rambutan in the eastern part of Thailand are very popular and most sought after by tourists during the peak of the harvest season when they are considered the sweetest.
Types of Tropical Months Fruit Trees Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Durian
Mangosteen
Rambutan
Tourism
Remark: Pollinating Roping Harvesting Pruning Nurturing Providing Tourism Services
Figure 50 Schedule of activities in orchards in Trat Province Sources: Personal communication with the owners of sampled tourist orchards (PAO, PTO, TPO, SKO, KBO) on May 20 – 23, 2016 and April 10 – 13, 2017
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The local farmers have to learn practical ways, and to certain extent some agriculture-related theories about farming and forestry, to maintain healthy and productive orchards. For example, Mr. Chalermphol Tatsamakorn (personal communication, April 11, 2017) of Suan Somphot Koh Chang Orchard (SKO) has to learn how to facilitate the pollination of durian, which is usually effective at night, by manually introducing the male parts of the flower (called anthers containing the pollen) into the female parts of the flower (called pistil containing the ovules). They have to learn also how to integrate the seasonality of fruiting so they can schedule other farm activities, such as tourism.
Harvest season of most fruit trees usually starts from the mid of April until July each year. Fruiting seasons vary depending on the type and varieties of fruit trees. For example, mangosteen, considered the ‘queen of fruits’ bear fruits much earlier than other species, although harvest time occurs only when the fruits are ripe enough (about 80% ripe) and ready for transport and trade. Durian, considered the ‘king of fruits’, is harvested more or less at the same time as mangosteen (April to June) and rambutan (April-July), but the peak lasts only for two months (April to May) each year.
The height of orchard tourism coincides with the fruiting season and harvest period thereby ensuring a more enjoyable rural tourist experience while at the same time taking advantage of cheaper retail price, abundant supply, and variety and quality of fruits.
Various tourist activities are held in the fruit orchards and immediate surrounds. This include fruit buffet, pleasure walk within the orchard, shopping for fresh and processed fruits, basic learning about orchard farming, and overnight accommodation. The owners of the orchards always personally welcome the visitors while some of their farm helpers/laborers assist in certain tourism-related demonstration activities.
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1.7 Labor force in the orchards
Hired labor is an important component in orchard management. Hiring locals and tapping their local knowledge in farming contributes not only to local and household economies but also to the conservation of traditional knowledge in sustainable agricultural practices and biodiversity (Catibog-Sinha & Heaney 2006).
In the study, Thai nationals are hired as permanent laborers, majority of whom are relatives of the farmers/owners and are residing in the farm (Table 11). Permanent laborers are hired to do routine farm work such as applying fertilizers, watering, pollinating, harvesting, and pruning. Temporary laborers are also hired to augment the permanent labor force during harvest season. In some cases, the children of these laborers also work in the orchard even up to their adulthood. The laborers in Khun Poo Orchard (KPO) are paid about 7,000 Baht per month with free accommodation and rice supply (Ms. Pitchaya Karupanich, personal communication, April 12, 2017), while those in SKO are paid around 13,000 Baht with complementary dinner (Mr. Chalermphol Tatsamakorn, personal communication, April 11, 2017).
On the other hand, the temporary laborers are comprised of Thai and Cambodian nationals, who are hired only from May to July-August during the harvest season. They are paid based on the volume of fruits that they can pick. For example, the rate for picking rambutan is 3 Baht per kilogram and mangosteen is 4 Baht per kilogram. Otherwise, laborers are paid 300 or 330 Baht per day (Mr. Manop Thongsrisomboon, personal communication, May 24, 2016).
The only tourist orchard investigated in this study that does not hire extra labor is Suan Ton Palm Orchard (TPO). This is because all the family members are involved in farming. Mr. Theeraphan Wongnapa (personal communication, May 22, 2016) claims that “We have a small orchard, only 12 Rai. We can look after the farm ourselves and ensure that organic farming is practiced and not compromised.”
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Table 11 Labor force in tourist orchards at Trat Province Labor force Name of Orchard Permanent Labor Temporary Labor Phol Ampai Orchard √ √ Pai Toon Orchard √ √ Ta Nghim Orchard √ √ Sean Rak Orchard √ √ Lang Suan Orchard √ √ Suan Ton Palm Orchard √ Khun Poo Orchard √ √ Suan Somphot Koh Chang Orchard √ √ Kiribunchorn Orchard √ √
1.8 Multifunctionality of Tourist Orchards
Multifunctionality is a new paradigm for agriculture. Its concept is not focused only on food and fiber production; it also provides a wide range of tangible and intangible values through multiple functions. The multifunctionality of tourist orchards aims to produce goods (e.g. food, fiber, wood) while at the same time provide ecological services (e.g., biodiversity, water conservation, aesthetic beauty, clean air, recreation); it also promote rural development through the establishment of new enterprises, such as tourism, hence increasing livelihood opportunities and domestic and rural income.
The multifunctionality of the tourist orchards in Trat Province may be described based on the study of Van Huylenbroeck et al. (2007). Accordingly, multifunctional includes four fundamental functions namely, ‘white’, ‘green’, ‘blue’ and ‘yellow’.
The ‘white’ function of the orchards in the study area primarily focuses on the production of food in line with the notion of food security and safety. All the orchards produce and sell fresh fruits, and some even process certain agricultural products for domestic and international markets. These agricultural products, although not considered staple foods, are essential in achieving a balanced diet and better quality of life for consumers. Cotes et al. (2007) mention the contribution of orchards in achieving food security during times of scarcity. 94
The ‘blue’ function of orchards is related to the conservation of ground water. The roots of fruit trees have the ability to absorb rainwater and store it in the ground’s water table. The ‘blue’ functions of orchards in the study area are comprised of water management and harnessing water from the soil’s water table, surface wetlands (e.g. waterfalls, made-made ponds), and rainfall. Irrigation water is considered the most necessary input in all farms and, thus, the orchard owners ensure that water supply is properly managed and available especially during the dry season and early stages of planting (PAO, NGO, SRO, TPO, SKO, and KBO). According to Khamung (2015b), farm ponds and irrigation canals also create interesting and aesthetically pleasing geographic features.
The ‘yellow’ functions of the orchards in the study area pertain to the role of orchards in maintaining rural vitality and cohesion of the local community by ensuring that the cultural and historic heritage integrity of the locality are maintained through orchard tourism. As such, regional identity and pride for rural culture and heritage are achieved and sustained. Besides trading the fruits for domestic and international markets, the orchardists in the study area welcome visitors and share information with them about local farming culture and practices. According to the ROS results conducted in this study (See Table 7), tourist orchards create authentic and natural experiences for the visitors. The orchards are well managed, and tourist facilities such as the open roofed shelters, bungalows, toilets, and agricultural shops are provided for the enjoyment of visitors. Kumbhar (2009) states that agritourism, including orchard tourism, offers activities that encourage experience, education and cultural exchange.
The ‘green’ functions of the tourist orchards consists of the management and upkeep of the green landscape including wildlife and their habitats, biodiversity conservation, and nutrient recycling. Catibog-Sinha and Heaney (2016) underscore the importance of maintaining biodiversity not only in protected areas but also in rural and agricultural areas. For example, Phol Ampai Orchard (PAO) grows a dipterocarp species (Hopea odorata) alongside the fruit trees; it shows that orchards can contribute to the conservation of a globally threatened species such as this species (IUCN, 2017). Some of the tourist orchards in the study area practice recycling of 95 organic waste materials through composting and use of organic matter for fertilizers (PAO, TPO, and SKO). With minimum or no introduction of chemical substances (i.e., in the form of chemical fertilizers and pesticides) to the farms, the farms can provide a safe habitat for several wildlife species (e.g. bats and birds), hence helping in conserving the diversity of life forms. The green canopy of the fruit trees serve as ‘carbon sink’ by absorbing excess pollution (carbon dioxide in the air) that contributes to global warming. Fruit trees just like all other trees act as an air cleaner or filter by absorbing carbon dioxide and releasing oxygen into the atmosphere (Catibog-Sinha & Heaney, 2016).
The multifunctionality features demonstrated by the tourist orchards affirm the model proposed by Aquino et al. (2010), which is a useful model in understanding the inter-relationships of various elements within an agricultural landscape. Although this study did not quantify the multifunctionality of the tourist orchards, it is clearly implied in this study that the tourism orchards do not only provide agricultural products, they also provide other functions that create a multitude of tangible and intangible benefits to the environment, community, and economy. Tourism orchards interact with many other functions and activities such as food production, environmental protection, rural development, community cohesion, conservation of biodiversity and cultural heritage, and livelihood opportunities. These functions and activities affect directly and indirectly the way of life of farmers, agricultural practices, community health, and economics. However, the role of the government in terms of policy development and implementation, financial support, and technological assistance is very essential to complete the interactive processes that enhance the multifunctionality of orchard tourism in Trat Province.
1.9 Tourism Development
Based on the Butler’s (1980) tourism destination life cycle, orchard tourism in Trat Province generally falls between the exploration stage and the development stage (Figure 51). Agritourism, particular orchard tourism, in Thailand is in its infancy stage, and the description of the stages of tourism development as described by Butler (1980) does not accurately fit the tourist orchards investigated in this study. Nonetheless, an attempt to approximate the description of the Butler Cycle 96 is discussed below to serve as initial management guidelines for future planning and development of orchard tourism in the Province.
Figure 51 Tourism cycle showing the stages of development of tourist orchards Source: Adapted from Butler (1980)
From 2009 until 2017, orchard tourism in Khao Saming District has evolved from exploration stage to early development stage. Meanwhile, the orchard tourism in Koh Chang District which started from 2013 has been evolving from involvement stage towards the development stage.
1.9.1 Exploration stage
Theoretically, the exploration stage is characterized by small numbers of tourists, who arrange traveling individually and exhibit irregular visitation patterns. Non-local visitors have been attracted to the area because of its unique cultural and natural features. At this stage, there are no specific facilities for tourists. The use of local facilities and contact with local residents are high. The physical fabric and social situation of the area would be unchanged by tourism, and the arrival and departure of tourists have relatively little significance to the economic and social life of the permanent residents (Butler, 1980).
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Orchard Tourism in Khao Saming District was introduced to Trat Province in 2009. It was initiated by the local farmers/gardeners with support from the Trat Provincial Agricultural Extension Office (Khao Saming District) and the national Tourism Authority of Thailand (Mr. Chaiwat Primphol, personal communication, May 21, 2016). In the first year of the operation, there were eleven tourist orchards established in Khao Saming District during which time the landowners were involved in the process. All the owners of these orchards believed that Khao Saming District has the potential to be the center of orchard tourism in the country because of the District’s abundant fruit resources, accessibility and strategic location. At that time, Oriental Garden was the agritourism and agricultural learning center which also has a premium OTOP shop. The Oriental Garden cooperated with the tourist orchard owners by providing some other activities such as orchard tourism as well as initiating corporate social responsibility (CSR) and rally car activity (RC). Besides providing tourism services, the Oriental Garden produced and sold many processed products such as fried durian, vacuum packed ripe durian, crispy baked pineapple, crispy baked mango, crispy baked jackfruit, fish sauce, and shrimp paste (Trat Provincial Office, n.d.).
1.9.2 Involvement stage
Butler (1980) explains that during the involvement stage, the number of tourist increases and the tourists travel regularly; some local residences begin to provide tourist facilities especially catering; the level of contact between locals and visitors is still high; and some advertisement and basic initial market of the area are anticipated. Furthermore, the tourist season is expected to emerge and adjust with the social pattern; and local residents are involved in tourism. Some level of organization in tourist travel arrangements is expected, and relevant governments and public agencies are urged to provide or improve transport and other facilities for visitors.
Some of the features of the involvement stage described by Butler (1980) are exhibited in the study area. Due to the strategic location and accessibility of the tourist orchards via the Sukhumvit Road, the promotion and marketing of tourism in Khao Saming District have been reinforced both by the national and local government authorities. The tourism orchards in Khao Saming have become popular and the 98 number of agritourists had slightly increased. In 2009 – 2012, the orchards in Khao Saming District were supported and promoted by TAT under the theme “Amazing Fruit Paradise”. Since 2013 the orchards in Trat Province including in Khao Sming District, Meuang District and Koh Chang District have been promoted by TAT under the theme “Travel every orchards and taste it”. This promotional campaign in Trat Province also covers other eastern provinces such as Rayong, Chantabuti, Prachinburi, Sakaew, and Nakhonnayok.
Because of the apparent success of orchard tourism in Khao Saming District, it was replicated in Koh Chang District in 2013. However, unlike those in the mainland, the tourist orchards on the island are individually managed but nonetheless have been operating more or less successfully. The first tourist orchard in Koh Chang District was KPO. After that, SKO and KBO also participated in this industry. Mr. Manop Thongsrisomboon (personal communication, May 24, 2016) said that “We just would like to publish about our traditional occupation and gardens and also to promote Koh Chang for its beautiful beaches and orchards.
In 2017, the number of visitors in Koh Chang District has further increased with better promotional undertakings such as advertisements using various media (e.g. online, television, blog, and radio). Since 2013, the orchards in Koh Chang District are being promoted by TAT under the theme “Travel every orchards and taste it”. Subsequently, the tourist orchards in this district built more tourist facilities such as accommodation at SKO, agricultural shop/stall at SKO and KBO, and coffee shop at KPO.
1.9.3 Development Stage
The involvement stage and development stage in the study area partially overlap with each other in terms of the role of the private and public sectors in promoting orchard tourism. According to Butler (1980), the development stage, in theory, reflects a well-defined tourist market area, shaped in part by heavy advertising in tourist-generating areas. Local involvement and control of development decline rapidly. Some local facilities would have disappeared, being superseded by larger, more elaborate and more up to date facilities provided by external organizations particularly for visitors accommodation. Natural and cultural attractions are developed 99 and marketed specifically, and these original attractions would have been supplemented by man-made imported facilities. Changes in the physical appearance of the area are noticeable, and it can be expected that not all of them will be welcomed or approved by all of the local population.
During this stage, the tourist orchards in the study area were heavily dependent on the role of Oriental Garden, which was set up in the early tourism stage. Unfortunately, the popularity of Oriental Garden as the focal tourism hub in Khao Saming District declined because its corporate founder decided to diversify its business and to expand in other areas (i.e. Koh Chang Island). As a result, the orchards that used to depend on Oriental Garden to market their products were left without any alternative lucrative market outlet, and no government support was provided during this time. Subsequently, some landowners of the orchards decided to terminate the tourism venture and concentrated instead on traditional farming. In other words, the orchard tourism in the mainland (Khao Saming District) has not actually reached the development stage as described by Butler. In fact, four of the orchards in this study (NGO, SRO, BDO, and TPO) are temporarily closed to tourists, although there is a possibility for them to resume the tourism venture in the future. Apparently, the tourism venture in these orchards has collapsed even before it has reached the peak of development. Conversely, this situation is not the case in the island (Koh Chang) where the orchard tourism venture has been maintained and increasingly becoming popular and slowly but surely being developed under independent management style.
1.9.4 The aftermath: Outcome after the early developmental stage of tourist orchards in Khao Saming District
None of the orchards studied in this study has reached the consolidation and stagnation stage as described by Butler (1980). For various reasons, the tourism venture has become economically unsustainable. Of the sampled tourist orchards in Khao Saming District, only 2 orchards (PAO and PTO) have remained open to tourism in 2017 but the tourist services (e.g. rafting, food processing demonstration, and homestay) are either rudimentary or provincial. 100
The respondents from the temporarily closed orchards (although farming is still operational) expressed their misgivings about the relatively failed orchard tourism venture in the mainland. Mr. Surapol Pratumsuwan from BDO (personal communication, May 22, 2016) and Mr. Theeraphan Wongnapa from TPO (personal communication, June 10, 2017) said “It’s very hard to do agriculture and provide tourism services at the same time especially during harvest season.” Ms. Niyom Petrachom from SRO said (personal communication, May 22, 2016) “It is hard work. I’m employed in the government and have to commute to work every day. So I don’t have enough time to provide adequate tourism services. In the past, I used to provide accommodation to visitors, but now I lack the time and required labor to run the tourism venture here in the orchard. My younger brother is now managing the farm- side of the tourist orchard.”
Ta Ngim Orchard (NGO), which used to highlight mushroom and orchard tourism including a ‘learning center, has also decided to change their business into a travel agency to Koh Mak because of personal health problem which he associated with mushroom spore allergy (Mr. Siraphob Naewphana, personal communication, May 22, 2016)
In summary, the Butler’s tourism cycle, although helpful in understanding the evolution of tourism in general, is not totally applicable to the orchard tourism in Trat Province. There are many complex factors that affect the evolution of tourism development, and it is very difficult and misleading to make discrete and absolute categorization of the stages proposed by Butler. However, a more in-depth and long- term research on this subject matter would be an interesting topic of investigation in the future, which could help in the management of a sustainable orchard tourism in Thailand and elsewhere.
1.10 Tourist Orchard Models/Categories
According to Zhou and Chen (2008, pp. 6-7), there are six tourist orchard models, namely traditional, rural landscape, theme park, eco-creation, tech-education, and comprehensive recreation style. In this study, the tourist orchards fall into four categories or models namely, Traditional Management Model, Eco-creation Model, Tech-education Model and Comprehensive Recreation Model (Table 12). 101
Table 12 Tourist orchard models in the study area. Category/Model Orchard (code) Features of the orchard that correspond to the category model Traditional Management Model PAO, PTO, KPO, Harvest tropical fruits and provide SKO, KBO to tourists. Eco-recreation Model PTO, BDO, SKO, Beautiful and authentic scenery KBO Tech-education Model PAO, NGO, TPO, Provide agricultural information SKO and demonstration Comprehensive Recreation Model SRO, BDO, KPO, Provide tourist facilities i.e. SKO, KBO homestay, coffee shop, agricultural shop
The Traditional Management Model focuses much of the farming activities on production of fruit trees and harvesting the fruits for domestic and commercial purposes. Five orchards (three each from the mainland and island) may be categorized under the Traditional Management Model because they still operate fully as a farm and tourist destination. Visitors enjoy the fresh fruits from the orchards, and the bulk are sold in domestic and international markets. This is the most common model in China (Zhou & Chen, 2008).
Some tourist orchards in Trat Province are surrounded with natural and beautiful a sceneries especially those located along the river banks of Khao Saming River (PTO, BDO) in the mainland and those near Mu Koh Chang National Park (KPO, SKO, KBO) in the island. These orchards may be categorized under the Eco- recreation Model because of the combined attractions from nature and recreational or leisure activities thereat.
A few of the tourist orchards (PAO, NGO, TPO, and SKO) in the study area may be categorized under the Tech-education Model. These orchards provide practical interpretation program (guided tour, demonstration farm) to educate the tourists interested in learning about orchards particularly about organic farming and the multifunctional role of orchards. Owners generally serve as tour guide, wherein their personal experiences in farming are shared with the tourists.
The Comprehensive Recreation Model combines orchard farming and related leisure activities. There are 3 orchards (SRO, BDO, SKO) that provide tourist 102 accommodation and another 3 orchards (KPO, SKO, KBO) sell fresh produce and homemade products in agricultural shops/stall and coffee shop.
2. Orchard Tourists: Profile and Characteristics
This section presents the demographic profile, characteristics, and behaviors of orchard tourists in order to generate some insights into the needs and preference of tourists. These data can serve as guide in deciding what facilities and services are needed to make orchard tourism successful and competitive in Trat Province.
The tourists in the study area were surveyed and interviewed to solicit the following information: demographic profile, motivation, behavior and satisfaction about orchard tourism in Trat Province (Appendix A). A total of 57 tourists were interviewed: Pai Toon Orchard (PTO) (n = 40) in Khao Saming District on May 21 in 2016 and April 9 and April 13 in 2017, Suan Somphot Koh Chang Orchard (SKO) (n = 6), Khun Poo Orchard (KPO) (n = 6), and Kiribunchorn Orchard (KBO) (n = 5) in Koh Chang District on April 10 – 12, 2017.
2.1 Demographic Profile The demographic profile of the orchard tourists is presented in Table 13. All domestic Thai tourists were predominantly female (n = 46, 80.70%), while the male was merely 19.30% (n = 11). The study of Srikatanyoo and Campiranon, (2008) confirm that more females were into agritourism and that they were more concerned with safety, environment, and convenience facilities than their male counterpart. The two majors age groups were 21-34 years old (n = 27, 47.37%) and 45 -54 years old (n = 12, 21.05%). More than half of them were single (n = 38, 66.67%), while 21.82% were married. Over 50% (n = 32) of the tourists finished a bachelor degree and 35.09% (n = 20) got either master or higher degree. The majority of the tourists claimed to work as entrepreneurs (n = 21, 36.84%), government officers (n = 13, 22.81%), business owners, freelance and university officer (n = 5, 8.77%), and housewife (n = 4, 7.02%). More than one-fourth of agritourists (n = 16, 28.07%) earned a salary of about 15,000 – 24,999 Baht per person per month, followed by those that earned more than 50,000 Bhat per person per month (Table 13).
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Table 13 Demographic profile of tourists (n = 57) Demographic Profile No. of Agritourists Percentage (people) Gender Female 46 80.70 Male 11 19.30 Total 57 100 Age 21 – 34 years old 27 47.37 35 – 44 years old 7 12.28 45 – 54 years old 12 21.05 55 – 64 years old 7 12.28 Over 65 years old 4 7.02 Total 57 100 Marital Status Single 38 66.67 Married 17 29.82 Divorced 1 1.75 Separated 1 1.75 Total 57 100 Education High School 2 3.51 Undergraduate 3 5.26 Bachelor Degree 32 56.14 Mater Degree or higher 20 35.09 Total 57 100 Occupation Entrepreneur 21 36.84 Government Officer 13 22.81 Business Owner 5 8.77 Freelance 5 8.77 University Officer 5 8.77 Housewife 4 7.02 Student 3 5.26 Guide 1 1.75 Total 57 100 Salary (per person per month) Less than 14,999 Baht 11 19.30 15,000 – 24,999 Baht 16 28.07 25,000 – 34,999 Baht 10 17.54 35,000 – 44,999 Baht 8 14.04 Over 50,000 Baht 12 21.05 Total 57 100
In summary, the majority of tourists surveyed were females between the age of 21-24 years of age, married, and highly educated. Most of them were employed as entrepreneurs and government officials with a monthly salary between 15,000 and over 50,000 Baht. The results of the demographic survey therefore indicate that orchard tourism in Trat Province cater to female visitors who can afford to visit and purchase high quality farm products as well as those who are able to appreciate and 104 learn about the natural and cultural attributes of orchards as part of the rural landscape.
Females, especially those approaching retirement age, are potential tourist market in orchard tourism. Thus, the Tourism Authority of Thailand (TAT) in collaboration with Thai Smiles Airways and the group of Thai hotels and www.HotelsThailand.com launched a campaign called “Madam Explorer. The more you travel, the younger you are” (Thansettakij, 2016). The campaign’s target group focuses on females over 50 years old, which comprise a large segment of the population (some 6.5 million females). Most of these females have been in management and have owned businesses. Moreover, they are still active, enjoy their lives, and eager to learn new things. They like to travel and join activities that can enrich their lives. More importantly, they have high purchasing power, high potential for travelling, and independent lifestyle. Because of these features, the orchard tourism industry should provide the necessary goods and services to attract them. This involves not only improving facilities in the orchard but also developing a business plan that addresses the market demands of this group while maintaining the orchard’s tradition and cultural integrity.
2.2 Travel Companions
Almost half of respondents (n = 28, 49.12%) visited the tourist orchards with friends, 28.07% (n = 16) visited the orchards with family members, and 15.79% (n = 9) visited with colleagues. Over half of them (61.40, n = 35) traveled in big groups (6 – 12 people per group) while the rest (38.60%, n = 22) traveled in small groups (1 – 5 people per group) (Table 14). Suthiudom et al. (2007) report that Thai tourists in Trat Province, and Koh Chang in particular, travel in groups with their friends or work colleagues. They arrange the trip themselves and decide the places and attractions to visit.
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Table 14 Travel companions
Demographic Profile No. of Agritourists Percentage (people) With whom traveling? Friends 28 49.12 Family 16 28.07 Colleagues 9 15.79 Couples 4 7.02 Total 57 100 No. of traveling people per group 1 – 5 people 22 38.60 6 – 12 people 35 61.40 Total 57 100
2.3 Travel Motivations The orchard tourists (n = 57) were interviewed about their motivation for visiting the tourist orchards in Trat Province. Based on the Likert scale, the levels of agreement regarding travel motivations were ranked from lowest to highest: 1= lowest , 2 = low , 3 = average , 4 = high , and 5 = highest (Appendix A). Table 15 lists the average ranking scores derived from the Likert scale. The tourists agreed that the ‘highest’ motivations (score from 4.63 to 4.21) to visit tourist orchards were tasting fruits, foods and beverages, good service from farmers, diversity of fruits, price of entrance fee, influencing of tourism flow, clean and safety surrounding, and educational opportunities about agricultural knowledge. The study of Na-Nakorn et al. (2015) also found that the eating/tasting tropical fruits is the strongest motivation of tourists in Trat Province. This shows that there is an emerging niche market that appreciates fresh foods in visiting a destination (Phumsathan et al., 2015). The ‘high’ motivation level of tourists consisted of easy to access, quick service, educational opportunities about agricultural tradition, beautiful scenery, close to other tourist attractions, diversity of recreational activities, selling agricultural products, and convenient facilities. Meanwhile, there was only ‘average’ agreement for activities that ‘allow family/group participation’ and ‘availability of overnight accommodation in orchards.
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Table 15 Motivations to visit orchard tourism. (n = 57)
Number of respondents Motivation Motivating factors Highest High Average Low Lowest X̅ S.D (5) (4) (3) (2) (1) Level Taste of fruits, foods and 44 11 2 4.63 0.52 Highest beverage 77.19% 19.30% 3.51% Good service from farmers 35 20 2 4.50 0.57 Highest 61.40% 35.09% 3.51% Diversity of fruits 31 18 7 1 4.42 0.77 Highest 54.39% 31.58% 12.28% 1.75%
Price of entrance fee 27 22 6 2 4.38 0.92 Highest 47.37% 38.60% 10.53% 3.51% Influencing of tourism flow 20 24 7 6 4.29 0.95 Highest 35.09% 42.11% 12.28% 10.53% Clean and Safety 32 21 4 4.21 0.63 Highest Surrounding 56.14% 36.84% 7.02% Educational opportunities 19 31 7 about agricultural 33.33% 54.39% 12.28% 4.21 0.65 Highest knowledge Easy to access 25 22 9 1 4.13 0.79 High 43.86% 38.60% 15.79% 1.75% Quick service 12 34 9 2 4.13 0.72 High 21.05% 59.65% 15.79% 3.51% Educational opportunities 18 29 10 4.04 0.69 High about agricultural tradition 31.58% 50.88% 17.54%
Beautiful Scenery 25 22 10 4.00 0.74 High 43.86% 38.60% 17.54% Close to other tourist 17 27 10 3 3.96 0.83 High attractions 29.82% 47.37% 17.54% 5.26% Diversity of recreational 9 25 14 8 1 3.92 0.97 High activities 15.79% 43.86% 24.56% 14.04% 1.75%
Buying agricultural products 20 29 7 1 3.92 0.78 High 35.09% 50.88% 12.28% 1.75% Convenient facilities 12 23 18 4 3.88 0.87 High 21.05% 40.35% 31.58% 7.02% Activities that allow 15 25 13 2 2 3.33 0.98 Average family/group participation 26.32% 43.86% 22.81% 3.51% 3.51% Availability of overnight 8 14 17 11 7 2.79 1.23 Average accommodation 14.04% 24.56% 29.82% 19.30% 12.28% + Legend: x̅ 1.00 – 1.80 = lowest, x̅ 1.81 – 2.60 = low, x̅ 2.61 – 3.40 = average, x̅ 3.41 – 4.20 = high, x̅ 4.21 – 5.00 = highest
2.4 Favorite Tourist Activities Figure 52 shows the preferred or favorite activities of the tourists during their visit. The majority preferred to wander around the orchards (n = 49, 85.96%). They also preferred to buy agricultural products (n = 44, 77.19%), pick fresh fruits from trees (n = 30, 52.63%); participate in farm demonstration such as how to pick fruits, how to make natural fertilizer, how to make soap (n = 15, 26.32%); learn about agricultural practices such as traditional mixed orchard, and organic farming (n = 13. 5.26%); and eat fruit buffet (n = 3, 5.26%). These activities constitute the so called 107
‘creative tourism which provokes the creative experience between visitors and the surrounding involving four actions, namely, buying, seeing, testing, and learning (Phumsathan et al., 2015, p. 57).
EATING FRUIT BUFFET 5.26
LEARNING ABOUT AGRICULTURAL PRACTICES 22.81
PARTICIPATING WITH DEMONSTRATION 26.32
PICKING FRESH FRUIT 52.63
BUYING AGRICULTURAL PRODUCTS
WANDERING ORCHARD Figure 52 Favorite activities in tourist orchards
2.5 Tourist Satisfaction
The tourists were asked if they were satisfied with their experience at the tourist orchards. According to the Likert scale, the level of agreement with regard to their satisfaction was grouped into 5 levels: 1= very dissatisfied, 2 = dissatisfied, 3 = neutral, 4 = satisfied, 5 = very satisfied.
Table 16 shows that among the tourist orchard features that made agritourists ‘very satisfied’ were good service from farmers, taste of fruits, foods and beverage, clean and safety surrounding, educational opportunities about agricultural knowledge. They were ‘satisfied’ with various tourist orchard features such as diversity of fruits, quick service, beautiful scenery, easy to access, educational opportunities about agricultural tradition, selling agricultural products, close to other tourist attractions, diversity of recreational activities, activities that allow family/group participation. They were, however, not concern whether there was available overnight accommodation. According to Hirankitti et al. (2014), Thai visitors are satisfied with good environment, nature of the tourist attractions, beautiful sceneries, and suitability and condition of these sceneries. 108
Table 16 Satisfaction level of agritourists toward tourist orchards (n= 57) Number of Respondents ̅ Satisfaction Tourist Orchard Features VS S N D VD X S.D Level (5) (4) (3) (2) (1) Very Good service from farmers 32 21 4 4.54 0.63 56.14% 36.84% 7.02% Satisfied Taste of fruits, foods and 26 31 Very 4.50 0.50 beverage 45.61% 54.39% Satisfied Clean and Safety 26 28 2 1 Very 4.25 0.65 Surrounding 45.61% 49.21% 3.51% 1.75% Satisfied Educational opportunities Very about agricultural 19 32 5 1 4.25 9.67 33.33% 56.14% 8.77% 1.75% Satisfied knowledge Diversity of fruits 16 33 8 4.17 0.64 Satisfied 28.07% 57.89% 14.04% Quick service 20 24 9 4 4.17 0.89 Satisfied 35.09% 42.11% 15.79% 7.02% Beautiful Scenery 17 30 9 1 4.00 0.72 Satisfied 29.82% 52.63% 15.79% 1.75% Easy to access 13 36 6 2 4.00 0.69 Satisfied 22.81% 63.16% 10.53% 3.51% Educational opportunities 9 37 5 6 3.96 0.81 Satisfied about agricultural tradition 15.79% 64.91% 8.77% 10.53% Selling agricultural products 15 25 14 1 2 3.79 0.95 Satisfied 26.32% 43.86% 24.56% 1.75% 3.51% Close to other tourist 14 28 12 2 1 3.67 0.87 Satisfied attractions 24.56% 49.12% 21.05% 3.51% 1.75% Diversity of recreational 6 24 19 5 2 3.52 0.93 Satisfied activities 10.71% 42.86% 33.93% 8.93% 3.57% Activities that allow 9 26 14 6 2 3.50 1.00 Satisfied family/group participation 15.79% 45.61% 24.56% 10.53% 3.51% Availability of overnight 4 24 9 6 13 2.87 1.33 Neutral accommodation 7.14% 42.86% 16.07% 10.71% 23.21% * x̅ 1.00 – 1.80 = very dissatisfied, x̅ 1.81 – 2.60 = dissatisfied, x̅ 2.61 – 3.40 = neutral, x̅ 3.41 – 4.20 = satisfied, x̅ 4.21 – 5.00 = very satisfied.
3. The Significant Values of Tourist Orchards in the Study Area
The orchards in Trat Province have several values or benefits to the nation and to the local community as well as to the visitors/tourists. The tourist orchards in the study area have significant values such as cultural, social, economic, and environmental. The perceived values were generated from interviews with orchard farmers/owners and visitors. These values were not quantitatively measured in this study.
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3.1 Cultural Value
Orchards, in particular tourist orchards, are part of the geographical and cultural landscape, which reflect the relationships (both positive and negative) between humans and the environment over time. Sustainably managed tourist orchards, however, can reflect this human-nature harmonious relationship through traditional wisdom and best farming practices.
According to Brown et al. (2011, p. 139-140), the striking features of traditional agricultural landscapes across diverse settings are their complexity and resilience. Many landscapes that are created and cared for by indigenous people and local communities mirror the dynamic interactions of people and nature over time. They encompass a variety of ecological setting, embody human ingenuity, and are continually evolving and adapting. They are rich in agro-diversity as well as inherent wild biodiversity and intangible cultural and spiritual values”.
The local orchard farmers in Trat Province have developed over several generations’ ways on how to nurture and managed farms, which in many cases are handed to them by their ancestors. The wisdom involved in different stages of farming – from planting to harvesting to selling the fruits – has been nurtured by experience and cultural influences.
Sustainable farming practices are acquired over several years, or even several generations, of cultural practices and observations. For example, farmers have learned what fruit trees are suitable to a specific climatic and soil conditions as well as their water and nutrient requirements and the best way to control of weeds and natural pests. The local agricultural farming practices reflect the long-term interactions between human and natural environment anchored on traditional beliefs, values, and knowledge of technologies (Na Songkhla & Somboonsuke, 2013).
3.2 Social Value
The social values associated with orchard tourism include empowerment of farmers, strengthening of social ties, and development of social skills and relationships (Zhou & Chen, 2008). Fruit trees help people become connected to the 110 growing process of the plants while also providing a nutritious food source and food security.
Since the early developmental stage of orchard tourism in Khao Saming District, there has been some degree of cooperation among local farmers and the government as they believed that the District has the potential to succeed in orchard tourism. The study of Phumsathan et al. (2015) confirms that orchard tourism in the study area has high potential especially if there was local community participation and support. On the other hand, orchard tourism in Koh Chang District has been relatively successful since its implementation in 2013. Government promotional support to tourism has empowered farmers to manage their orchards even individually. The farmers have developed their skills and learned new techniques about sustainable agricultural practices, leading to winning awards for their organic products. As a result, the local farmers have developed personal pride in their accomplishments and have endeavored to preserve best farming practices as part of their local culture and wisdom. Moreover, they are also happy to share this knowledge with others including the visitors. For example, some orchard owners serve as tour guides and share agricultural information and farming experiences with guests through tourist interpretation program and demonstration projects. Such face-to-face interactions have enhanced the social value of orchard tourism as well as the visitors’ experience and satisfaction. The study of Wang and Pfister (2008) reveals that the positive attitude of local residents towards tourism could elicit community-building values as well as community pride when tourism is still in its early stage. This notion seems applicable to Trat Province where orchard tourism is in its emergent stage and where the enthusiasm of the farmers towards the visitors is friendly and welcoming.
3.3 Economic Value
The economic value of orchard tourism is derived from fruit trade and income from tourism (e.g. accommodation, transportation, other tourism goods and services). Fruit trade in Trat Province has a long and interesting history. In the past, farmers used to have small farms producing just enough fruits for household consumption. During good harvest, they sell the produce to local/provincial markets in Trat Province such as Talat Rim Klong (Canal-side Market), Talat Yai (Major 111
Market), Talat Khwang (Cross Market), and Talat Tha Ruea Chang (Ferry Market). These markets are near the natural waterways for easy transport of farm products. Historical records show that the trade of most agricultural products occurred in Talat Rim Klong and Talat Tha Ruea Chang, which are located in the heart of Trat town and accessible via Bang Phra Canal (Office of the National Museums, 2013).
Mr. Paitoon Wanitsee (personal communication, May 21, 2016) from Pai Toon Orchard said that “When I was young, my parents trucked fruits and sold them to nearby ‘Lhong’, a permanent and concreted open space where fruit trading occurs. Nowadays, many orchard farmers set up fruit stands or stalls along the roads to sell their produce at whole price or retail price. The traders are Thai and the labor help are hired locally and from Cambodia.
Because Thailand is well known for its good quality tropical fruits, international demand is high. For example, China orders fruits such as durian, mangosteen, and southern longkong, amounting to over 4,000 – 5,000 million Baht per year (Weawklaiphong, 2016).
Some tourist orchards in Khao Saming District advertise their business online by setting up websites. When the respondents in this study were asked how they learned about the orchards they visited with multiple answers, they said it was from websites. (n = 21, 23.33%) and social network (Facebook, Twitter, Instragram) (n = 14, 15.56%) (Table 17). However, the power of ‘word of mouth’ especially from friends and relatives (n = 37, 41.11%) cannot be ignored, it being the highest and most reliable source of information about orchard tourism in the Province.
Table 17 Tourist sources of information about orchard tourism in Trat Province (multiple responses) Sources of information No. Percentage Word of mouth 37 41.11% Website 21 23.33% Social network (Facebook, Twitter, Instagram) 14 15.56% Signboard 5 5.56% Television 5 5.56% Radio 4 4.44% Agricultural Magazine 4 4.44% Total 90 100% 112
The study of Hirankitti et al. (2014) reveal that visitors in nine agritourism attractions in Rayong Province spent at least 1,500 Bath per person, which include purchases of agricultural products directly from the farmers/orchard owners. The laborers in Khun Poo Orchard (KPO) are paid about 7,000 Baht per month with free accommodation and rice supply (Ms. Pitchaya Karupanich, personal communication, April 12, 2017), while those in SKO are paid around 13,000 Baht with complementary dinner (Mr. Chalermphol Tatsamakorn, personal communication, April 11, 2017). These economic benefits are essential in boosting the local economy in rural areas and in reviving rural community through social and economic advancement (Sznajder et al., 2009).
3.4 Environment Value The environmental values of a destination include both natural (e.g., landscape, soil quality, biodiversity) and physical (e.g. good climate/weather, fresh air, clean water) benefits. Fruit trees provide shade for homes especially during intense summer. Fruit trees absorb storm runoff, reduces soil erosion and flooding. Trees freshen the atmosphere because they have the ability to filter dirty air, absorb carbon dioxide and produce oxygen; hence they can help reduce greenhouse gases. According to TreePeople.org, “one acre of mature fruit trees will absorb as much carbon dioxide as would be produced by driving 26,000 miles”. The adaption of sustainable tourism practices, in particular integrated organic farming, can provide numerous environmental benefits alongside social, cultural and social benefits. The organic and integrated systems practiced in apple orchards in the state of Washington (USA), for example, resulted in good soil quality and potentially low negative environmental impact. The farms also produced sweet apples, good profitability and high energy efficiency (Reganold et al., 2001). In the study area, it was found that visitors placed high regard to the aesthetic beauty of the place (average Likert score = 4.17), especially in orchards located along the banks of the Khao Saming River (PTO, BDO). Using the Kellert’s theory on the values of nature (1996), this study attempted to describe the natural values that are applicable to the tourist orchards, based on the following groupings: utilitarian, naturalistic, ecologistic, aesthetic, dominionistic, and negativistic (Table 18). 113
Table 18 Natural values of tourist orchards Types of basic Explanation Examples found in the Names of values study area orchards Utilitarian Buying and selling of Tropical fruits (durian, PAO, PTO, NGO, diverse fruits for mangosteen, etc.), other KPO, SKO, SBO personal and agricultural products commercial (e.g. honey, mushroom), consumption homemade organic products (e.g. soap, lip gloss, etc.). Naturalistic and Beautiful scenery, Surrounded by PAO, PTO, BDO, Aesthetic fresh air, farm mountains and river. SRO, SKO landscape Ecologistic Educational Guided orchard tour, PAO, PTO, SKO, /Scientific information about interpretation signage KBO agricultural practices and talk, demonstration and tradition projects Dominionistic Human control and Man- made pond, human PAO, TPO, SKO exploitation of nature –induced pollination, and natural resources application of fertilizers and pesticides Negativistic Avoiding or disliking Storms, snakes, falling PAO, PTO, BDO, elements in nature trees/branches, SKO that are life- mosquito, insect pests, threatening or those king bee, dirty, muddy perceived as being grounds, rubbish ugly, dangerous, or scary
Conclusions
The overall recreational opportunities of the tourist orchards in Trat Province, using the Recreation Opportunities Spectrum (ROS) Analysis, fall under Class 4: Semi-Developed.
Tourist orchards in Trat Province may be categorized as traditional mixed orchards (PTO, NGO, SRO, BDO, KPO, SKO, KBO) and organic orchards (PAO, TPO).
Most of tourist orchards use a combination of chemical substances and organic matter as fertilizers. There are two orchards (PAO, TPO) that use only organic matter and have received a government seal certifying that the exported fruits are from organic farms. 114
Six orchards (PAO, NGO, SRO, TPO, SKO, KBO) temporarily impound water in man-made ponds while the other orchards (PTO, BDO, KPO, SKO) pumped water from natural resources for irrigation purposes.
Farming is a whole year process – from planting seedlings to maintenance of growing trees (e.g. fertilization, irrigation, control of pests and weeds, pruning) and to harvesting.
Permanent and temporary labor is crucial. Thai are hired as permanent laborers for routine works while temporary laborers are hired during harvesting season. Only TPO does not hire any laborers as all family members are involved in farming.
Tourist orchards in Trat Province generally fall between the exploration stage and the development stage according to Butler’s tourism destination life cycle model.
The tourist agricultural systems applied in the tourist orchards are correlated with their multifunctionality. The tourist orchards fall into four categories namely, traditional management model, eco-creation model, tech-education model, and comprehensive recreation model
The majority of agritourists surveyed were females between the age of 21-24 years of age, married, and highly educated. Most of them were employed as entrepreneurs and government officials with a monthly salary between 15,000 and over 50,000 Baht. Almost half of them visited the tourist orchards with friends and family in a big group (6 – 12 people per group).
The ‘high’ motivation level of tourists consisted of easy to access, quick service, educational opportunities about agricultural tradition, beautiful scenery, close to other tourist attractions, diversity of recreational activities, selling agricultural products, and convenient facilities.
The majority preferred to wander around the orchards, buy agricultural products, pick fresh fruits from trees and participate in farm demonstration The tourists were ‘very satisfied’ with the good service by farmers; 115 taste of fruits; foods and beverage; clean and safety surrounding; and educational opportunities about agricultural knowledge.
The tourist orchards have several values or benefits, such as cultural, social, economic, and environmental, which all accrue to the nation, the local community and the visitors/tourists. The multifunctionality features demonstrated by the tourist orchards affirm the model proposed by Aquino et al. (2010), which is a useful model in understanding the inter-relationships of various elements within an agricultural landscape. The tourism orchards do not only provide agricultural products, they also provide other functions that create a multitude of tangible and intangible benefits to the environment, community, and economy.
Chapter 6
Conclusions and Recommendations
This chapter summarizes the research results and offers some specific management and research recommendations. The overall research objectives of this study were to describe and assess tourist orchards in Trat Province and determine how they can contribute to sustainable tourism. The research was conducted from November 2014 to June 2017. It used a combination of qualitative and quantities methods. Both primary and secondary data were collected. The primary data were gathered from site observation, interview and questionnaire survey. Nine farmers/owners were interviewed, and 57 agritourists participated in the questionnaire survey. The secondary data were obtained from various sources such as books, journal articles, reports, websites, and electronic sources. The literature review described about agritourism, orchards tourism, cultural heritage, cultural landscape, multifunctionality, and significant values.
1. Conclusions
The following summary results and conclusions are presented according to the set of research objectives:
Objective 1. To assess the main attributes and characteristics of the orchards in Trat Province
Using the Recreation Opportunities Spectrum (ROS) Analysis framework, the nine tourist orchards (6 tourist orchards in Koh Saming District and 3 tourist orchards in Koh Chang District) in Trat Province were collectively categorized as Class 4: Semi-Developed. The framework was used to assess the recreational opportunities in tourist attractions and provide information about the study area with respect to its recreational setting, natural attributes, and features of tourist activities and experiences.
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The results of the ocular investigation and interviews with the orchard farmers indicate that seven of the nine sampled orchards are traditional mixed orchards (77.77 %) and two are organic orchards (22.23%).
The orchards are enriched using a combination of chemical and organic fertilizers. Seven orchards (77.77%) use both chemical and organic fertilizers, while two orchards (22.23%) use only organic matter. None of the orchards are supplemented with 100% chemical substances.
In addition to rainwater, six orchards (PAO, NGO, SRO, TPO, SKO, KBO) temporarily impound water in man-made ponds while the other orchards (PTO, BDO, KPO, SKO) pumped water from natural resources (i.e. creeks, rivers or waterfalls) for irrigation purposes.
The orchards are planted to a variety of fruit trees and have multifunctional role; they require whole-year maintenance and management from planting seedlings to maintenance of growing trees (e.g. fertilization, irrigation, control of pests and weeds, pruning) and to harvesting. Some farmers and/or land owners incorporate certain tourism activities in the farming timetable, which are usually held during the harvest season.
Permanent and temporary labor is crucial. Thai laborers are hired for routine works such as applying fertilizers, watering, pollinating, harvesting, and pruning while temporary laborers are hired during harvesting season. Only one orchard does not require extra labor as all family members are involved in farming.
According to Butler’s tourism destination life cycle model, tourist orchards in Trat Province generally fall between the exploration stage and the development stage. From 2009 until 2017, orchard tourism in Khao Saming District has evolved from exploration stage to early development stage. Meanwhile, the orchard tourism in Koh Chang District, which started from 2013, has been evolving from involvement stage towards the development stage.
The main features and characteristics of the orchards sampled in this study are summarized in Table 19.
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Table 19 Summary of the main features and characteristics of the tourist orchards in the study area
Objective 2. To determine the cultural, social, economic and environment values or benefits of tourist orchards in the study area.
The tourist orchards in Trat Province have several values or benefits to the nation and to the local community as well as to the visitors/tourists.
a. Cultural value: The tourist orchards are part of the geographical and cultural landscape of Trat Province. They reflect the relationships between humans and the environment over time. The local orchard farmers in Trat Province have developed over several generation ways on how to nurture and manage farms, which in many cases are handed to them from their ancestors. The wisdom involved in different stages of farming – from planting to harvesting to selling the fruits – has been nurtured by experience and cultural influences. Sustainably managed tourist orchards reflect this harmonious human-nature relationship through traditional wisdom and best farming practices.
b. Social value: The social values associated with orchard tourism reflect the empowerment of local farmers. Fruit trees help people become connected to the growing process of the plants while also providing a nutritious food source and food security. The farmers have developed their skills and learned new techniques about sustainable agricultural practices. The local farmers develop personal pride in their accomplishments and have endeavored to preserve best farming practices as part of 119 their local culture and wisdom. The face-to-face interactions between farmers and tourists, although limited because orchard tourism is relatively at its infancy stage, have enhanced the social value of orchard tourism as well as the visitors’ experience and satisfaction. This also helps strengthen social skills of farmers.
c. Economic value: The economic value of orchard tourism is derived from fruit trade and tourism. As a part of the tourism attraction, the visitors are allowed to harvest and enjoy unlimited amount of fresh fruits for only 100 Baht per visit per person (Tourism Authority of Thailand, 2011). Fresh fruits sold at the orchards are generally cheaper that those sold at public markets. Local laborers, such as those in Khun Poo Orchard (KPO), earn about 7,000 Baht per month with free accommodation and rice supply, while those in SKO earn around 13,000 Baht with complimentary dinner. These economic benefits are essential in boosting the local economy in rural areas and in reviving rural community through social and economic advancement (Sznajder et al., 2009).
d. Environmental value: The environmental values of tourist orchards include both natural (e.g., landscape, soil quality, biodiversity) and physical (e.g. good climate/weather, fresh air, clean water) benefits. These values are prominent in tourist orchards that implement environment-friendly practices, such as organic farming. According to the Kellert’s theory on the values of nature (1996), the natural values that are applicable to the tourist orchards include utilitarian, naturalistic, ecologistic, aesthetic, dominionistic, and negativistic values.
Objective 3. To determine the appropriate tourist orchard model that can be sustained in Trat Province based on visitors demand/behavior, farmers’ capability, geographic suitability, cultural and social acceptability, and economic profitability.
a. Orchard tourists- Profile and characteristics:
The majority of agritourists surveyed were females between the age of 21- 34 years of age, married, and highly educated. Most of them were employed as entrepreneurs and government officials with a monthly salary between 15,000 and over 50,000 Baht. Almost half of them visited the tourist orchards with friends and family in a big group (6 – 12 people per group). 120
The ‘high’ motivation level of tourists consisted of easy to access, quick service, educational opportunities about agricultural tradition, beautiful scenery, close to other tourist attractions, diversity of recreational activities, selling agricultural products, and convenient facilities.
The favorite tourist activities in tourist orchards includes wandering around the orchards, buying agricultural products, and picking fresh fruits from trees. The orchards’ features that made agritourists ‘very satisfied’ were good service from farmers, taste of fruits, foods and beverage, clean and safety surrounding, educational opportunities about orchard farming.
b. Tourist orchard models
The tourist orchards fall into four categories following the theory of Zhou & Chen (2008). These are Traditional Management Model, Eco-creation Model, Tech-education Model, and Comprehensive Recreation Model. Five orchards (two orchards from the mainland and three orchards from the island) may be categorized under the Traditional Management Model because they still operate fully as a farm and tourist destination. Four tourist orchards may be categorized under the Tech- education Model. These orchards provide practical interpretation program to educate the tourists interested in learning about orchards particularly about organic farming and the multifunctional role of orchards. The Comprehensive Recreation Model combines orchard farming and related leisure activities. There are 3 orchards (SRO, BDO, SKO) that provide tourist accommodation and another 3 orchards (KPO, SKO, KBO) sell fresh produce and homemade products in agricultural shops/stall and coffee shop.
In conclusion, the tourist orchards in Trat Province would contribute to sustainable tourism if they continue to be managed in an integrated and environment- friendly manner. This is manifested in the multifunctionality of orchards as part of the natural landscape of the Province. The concept of multifunctionality is not focused only on food and fiber production; it also provides a wide range of tangible and intangible values through multiple functions. The multifunctionality of tourist orchards aims to produce goods (e.g. food, fiber, wood) while at the same time provide ecological services (e.g., biodiversity, water conservation, aesthetic beauty, 121 clean air, recreation); it also promote rural development through the establishment of new enterprises, such as tourism, hence increasing livelihood opportunities and domestic and rural income. The multifunctionality of the tourist orchards in Trat Province as described by Van Huylenbroeck et al. (2007) includes four fundamental functions namely, ‘white’, ‘green’, ‘blue’ and ‘yellow’. While, the multifunctionality features demonstrated by the tourist orchards affirm the model proposed by Aquino et al. (2010), which is a useful model in understanding the inter-relationships of various elements within an agricultural landscape. The tourism orchards do not only provide agricultural products, they also provide other functions that create a multitude of tangible and intangible benefits to the environment, community, and economy.
Objective 4. To provide recommendations on how best to promote and manage tourist orchards in Trat Province as tourist attraction
An integrated approach to tourism promotion and management is essential and crucial to achieve sustainability. Table 20 presents the result of the SWOT (Strength, Weakness, Opportunities, and Threats) analysis to determine the major issues and concerns that have to be addressed in the management of sustainable orchard tourism. The Strengths and Weaknesses of the tourist orchards refer to internal factors that affect the success or failure of the orchards, while the Opportunities and Threats refer to the external factors that can benefit or deter the sustainability of orchards.
Table 20 SWOT Analysis of orchard tourism in Trat Province.
Internal Environment Analysis Strength Beautiful natural landscapes with clean and safety surrounds Easy accessibility Good service from farmers Tasty and fresh fruits Inherent knowledge and wisdom of farmers Diversity of agricultural products and tourism activities Emerging niche market
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Table 20 SWOT Analysis of orchard tourism in Trat Province (Continued).
Weakness Lack of tourism management and operational skills Lack of off-season farm activities or products Insufficient infrastructure and tourist amenities Shortage of government support Absence of an orchard tourism information center Unavailability of rules, regulations, and policies to manage orchard tourism effectively No or minimal public/ community involvement in planning and management
External Environment Analysis Opportunities Increasing number of tourists Collaborative efforts with nearby other towns and districts in developing an integrated tourism management program including the establishment a common information center Current interest and promotional programs of the TAT, other organizations, and websites Threats Lack of leadership and genuine coordination among relevant stakeholders Climate change and global warming that can affect the fruiting season and accessibility of sites High competition of orchard tourism in neighboring towns/ provinces Uncontrollable tourism city and urbanization
2. Management Recommendations
The management recommendations are presented corresponding to the perceived issues/problems identified by the relevant stakeholders.
a. Local community (orchard owners, workers, local residents) Absence of an orchard tourism information center: Having an agricultural center or an information center should be a major initiative. 123
Lack of off-season farm activities or products: Giving priority to events and products available during off-season may also benefit sustainability. Such activities may include serving food and beverage at coffee shops and local restaurant, buying agricultural products at OTOP shops, rafting along Khao Saming River, and offering package tours even during outside harvest season. No or minimal public/ community involvement in planning and management: Local farmers have to be closely involved in all aspects of orchard tourism planning and implementation in support of sustainable development of the Province. Lack of tourism skills: Professional training on tourism for better understanding and ability to serve and inform tourists. b. Visitors Lack of interpretative materials promoting the sustainability of tourism orchards: The availability of good quality information to visitors when they arrive and during their stay can be a very valuable tool for making tourism more sustainable (UNEP and WTO, 2005). Although the owners of the orchards welcome tourists and serve as their personal guides, directional and tourist information signage and guidebook/brochures are essential in the long-term operation of orchard tourism. c. Tourism industry and relevant government bodies Inadequate follow-up projects to promote orchard tourism in the Province: Relevant government agencies such as TAT should continue to support the local orchard tourism industry in particular the concerns brought forward by the farmers and the local community. Orchard tourism is an emerging niche market that can enhance local, regional and national economies as well as the cultural pride of farmers that produce the world class tropical fruits. Lack of tourism management and operational skills: These are among the weaknesses of the tourist orchards in the study area; therefore, there is a need to involve the farmers in all aspects of tourism management. Inadequate government support: The government should support and improve basic infrastructure and tourist amenities in the area, such as road, parking, toilet services for more accessibility and larger capacity. Good planning on long term sustainable strategies, revenue sharing, and continuing education and conservation 124 efforts is crucial to support farmers and the local community. Policy guidelines including rules and regulations on tourism management are also needed.
3. Research Recommendations
This study has provided initial and basic information about the natural and cultural features of the tourist orchards in Khao Saming District and Koh Chang District and their role in promoting sustainable tourism. However, further and more in-depth studies are necessary to continue the research interest and momentum about orchard tourism. The specific research topics/areas include the following: Attitudes and aspirations of the local community and local farmers towards orchard tourism and how they can contribute to enhancing sustainable orchard tourism development. Government policy and management planning strategies in collaboration with the orchard tourism industry as well as other organizations concerned with the conservation of local cultural and natural heritage natural conservation. Valuation of the economic, social, and environmental benefits of orchard tourism to the local community and nation. Ways to establish an effective agricultural information center and community based agritourism. Ways to effectively develop and implement a tourist interpretation program. Strategies to advertise and promote orchard tourism at the domestic and international markets. Strategies to measure and integrate the multiple functions of orchard tourism as part of the sustainable development of the Province. Sustainable indicators to assess the impact of tourist orchards on the environment and social wellbeing. Features of the tourist orchards to support contemporary theories and concepts on sustainable tourism, such as the Butler cycle, mutifunctioanality models and other agritourism models, and their application to the agritourism industry in Thailand 125
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Appendixes
Appendix A
Questionnaire for Local Farmers
136
Questionnaire Survey and Interview Questions for
Orchard Farmers / Owners
Part 1 – Demographic Survey
1. Gender ___ Male ___ Female
2. Age ___ 18-20 ___ 21 – 34 ___35 – 44
___ 45 – 54 ___ 55 – 64 ___ 65 and older
3. Marital Status ___ Single ___ Married without children
___ Married with children ___ Divorced ___ Separated
4. Education level ___ below, high school ___ High School ___ Diploma
___ Bachelor Degree ___ Master Degree
___ Doctoral Degree
5. What is your position and responsibility in the tourist orchards ______
Part 2 – Interview
6. Commercial name of tourist orchard______
7. Location:______
8. Land ownership: ___Personal ___ Family ___ Leased ___Private ___Public
9. How big (hectares or square meters) is the orchard? ______
10. Names of fruit trees planted? How many plants in all are there? ______
11. How many years have you planted the fruit trees? What were the crops planted before? Are these crops still present?
137
12. What horticultural practices do you employ in the orchard?
___ Rain-fed ___ Irrigated ___ Mechanized
___ Semi-mechanized ___Traditional ___ Landscaped
___ Others (Please specify) ______
13. What structures are built inside the fruit orchard?
______
14. What other tourism-related facilities have been constructed inside the orchard?
15. Do you live in the fruit orchard? ______
16. How many personnel /helpers are employed in the orchard? ______
17. Are they family members? ______
18. If not, are the hired personnel from the local township/district? ______
19. Are they casual? Seasonal / permanent? ______
20. How many are full-time personnel? ______
21. What jobs do they perform in the orchard?
22. Why did you change from agriculture orchard to tourist orchard?
23. How do you know or learn about tourist orchard management?
24. What are tourism/recreational activities allowed in your orchards?
25. How much do you charge per person for entrance to the fruit orchard? What other tourism fees do you charge? ______
______138
26. Do you use your own personal account to run the tourist orchards business?
27. Does the government/organization provide assistance to the operation of your orchard? Name of the support provider? ______
28. In what ways do they provide support? Is the support given one time only or yearly?
29. If you have a chance, what improvements do you want for your tourist orchard? Why?
30. Any comments or recommendations regarding the sustainability and success of orchard tourism in your district?
31. Sketch map of the tourist orchard (with labels and approximate measurements (Separate sheet)
***Thank you for your participation***
139
Name list of nine local farmers in the study area.
Name Name of Orchard Interviewed Date
Mr. Chiwat Primphol Phol Ampai Orchard May 21, 2016
Mr. Paitoon Wanitsee Pai Toon Orchard May 21, 2016
Mr. Suraphol Patumsuwan Suan Baan Durian May 22, 2016 Orchard
Mr. Siraphob Naewphana Ta Nghim Orchard May 22, 2016
Ms. Niyom Petrachom Sean Rak Orchard May 22, 2016
Mr. Theeraphan Wongnapa Suan Ton Palm Orchard May 22, 2016 June 10, 2017
Mr. Manop Thongsrisomboon Kiribunchorn Orchard May 24, 2016
Mr. Chalermphol Tatsamakorn Somphot Koh Chang April 11, 2017 Orchard
Ms. Pitchaya Karuphanich Khun Poo Orchard April 12, 2017
Appendix B
Questionnaire for Visitors
141
Survey Questionnaire for Dissertation Analysis
Dissertation Title: Cultural Landscape of tourist orchards in Trat Province, Thailand (Tourist Orchard Visitors)
Part 1 – Demographic Survey
1. Gender ___ Male ___ Female
2. Age ___ 18-20 ___ 21 – 34 ___35 – 44
___ 45 – 54 ___ 55 – 64 ___ 65 and older
3. Married Status ___ Single ___ Married without children
___ Married with children ___ Divorced
___ Separated
4. Education level ___ below high school ___ High School ___ Diploma
___ Bachelor Degree ___ Master Degree
___ Doctoral Degree
5. Occupation ___ Government Officers ___ Entrepreneur ___ Retired
___ Unemployed ___ Farmers ___ Students
___ Others (Please specify) ______
6. Salary ___ Less than 14,999 BHT ___ 15,000 – 24,999 BHT
___ 25,000 – 34,999 BHT ___ 35,000 – 44,999 BHT
___ More than 50,000 BHT
7. How did you come? ___ Package tour ___Independent tour
8. Which travel agency did you book the package tour? ______
9. How do you know the tourist orchard in Trat province?
___ Websites ___ Word of mouth ___ Friends and Relations
___ Billboard ___ Television ___ Radio
142
10 How do you contact with the tourist orchard?
___ Telephone ___ E-mail ___ Webs
___ Via organizations ___ Via local governments ___ Via local community
9. How many people in your group? ___ 1 – 5 people ___ 6 – 12 people
___ 12 – 20 people ___ more than 20 people
10. Are you staying at least for one night? ___ Yes ___ No
Part 2 – Geographic Survey
1. Nationality? ______
2. If Thai, which province do you live? ______
3. If others, have you ever been to Thailand before? ___ Yes ___ No
3. If yes, how many days did you stay in Thailand during your last visit? ______
4. Have you been to Trat Province? ___ Yes ___ No
5. Which nearby province did you visit?
___ Chonburi or Pattaya ___ Chantaburi ___ Rayong
___ Bangkok ___ Others (Please specify) ______
6. If yes, which district/place in Trat Province did you visit?
___ Koh Chang ___ Koh Kut ___ Koh Mak
___ Trat City ___ Khao Saming District
___ Others (Please specify)______
7. How many days did you stay in Trat Province during your last visit? ______
8. Why do you visit Trat Province?
___ Travelling ___Visiting Friends and Relations
___ Business Trip ___ Cultural Trip ___ Beaches
9. How do you know Trat Province? ______143
10. What is your most memorable tourist experience in Trat Province?
___ Beautiful Beaches ___ Beautiful Waterfalls
___ Culture ___ Fruits/ Orchards
11. With whom are you travelling?
___ Family ___Colleges ___ Friends
___ Partner ___Others (Please specify)______
12. How many days will you stay in the tourist destination in Trat Province? ______
13. Did you visit a tourist orchard in Trat Province? ___Yes ___No
14. If yes, what recreational activities did you undertake?
___ Just look around ___ Conservation with farmers ___ Picking fruits
___ Learn about agriculture ___ Participate in demonstrations
___ Buy fruits / agriculture products ___ Others (Please specify) ______
15. How did you learn about the tourist orchard that you visited?
___ Background information about the orchards
____ Agriculture theory and practices
___ Culture and folklores
___ History
____ Relaxing and entertainment.
16. If not, did you visit tourist orchards? Where? ______
12. Where are you staying overnight in Trat Province? ______
144
13. What fruits did you enjoy most?
___ Durian ___ Rambutan ___ Mangosteen
___ Longan ___ Lynchee ___ Wintergreen
___ Others (Please specify) ______
14. What fruits did you like least?
___ Durian ___ Rambutan ___ Mangosteen
___ Longan ___ Lynchee ___ Wintergreen
___ Others (Please specify) ______
15. Did you buy any of the fruits for takeaway?
___ Durian ___ Rambutan ___ Mangosteen
___ Longan ___ Lynchee ___ Wintergreen
___ Others (Please specify) ______
16. How much are they? ______
16. What else did you buy other than the fruits from the orchard?
___ Mushroom ___ Fertilize ___ Soil ___ Trees
___ Others (Please specify) ______
145
Part 3. – Psychographic Survey
1. What do you think are the important features of the tourist orchard as a tourist destination? Choose only one answer per item
Tourist Orchard Features No answer/ Not Neutral Important Very comment important (2 pts) (3 pts) important (0 pt) (1 pt) ( 4 pts) Beautiful green scenery Safety Quiet neighborhood Clean surroundings Clean restroom Diversify of attractions Availability of overnight accommodation Cleanliness and quality of service at the accommodation Diversity of fruits Diversity of recreational activities Taste of fruits, foods and beverage Easy to access Close to main touring routes Convenience of communication facilities Educational opportunities about agriculture Activities that allow family/group participation Participation in orchard tourism activities Agricultural goods purchasing opportunities Non-agricultural activities Entrance or user fee?? Others ______
146
2. How satisfied are you with the following aspects of tourist orchard?
(Name of the tourist orchard ______)
Tourist Orchard Features Very Unsatisfied Neutral Satisfied Very Unsatisfied (2 pts) (3 pts) (4 pts) satisfied (1 pt) (5 pts) Beautiful green scenery Safety Quiet neighborhood Clean surroundings Clean restroom Diversify of attractions Availability of overnight accommodation Cleanliness and quality of service at the accommodation Diversity of fruits Diversity of recreational activities Taste of fruits, foods and beverage Easy to access Close to main touring routes Convenience of communication facilities Educational opportunities about agriculture Activities that allow family/group participation
***Thank you for your participation***
Appendix C Template of Recreational Opportunity Spectrum (ROS)
148
Recreational Opportunity Spectrum (ROS) template developed by the National Parks and Wildlife Service of New South Wales, Australia
Class 1 Class 2 Class 3 Class 4 Class 5 General Essentially Predominantly Predominantly Modified Substantially Description unmodified unmodified natural environment modified environment environment environment, in a natural environment, of large size of moderate- generally setting, natural large size small compact backdrop. development development areas area. Access No roads or No road Dirt roads, 2WD roads Sealed road. management management management (dirt and Walking tracks tracks. Few tracks and tracks and sealed). Good with sealed or no formed formed walking tracks walking surfaces, steps, walking walking tracks may be tracks. etc tracks may be presented. presented. Modifications Modifications Some Some Substantial Substantial and facilities generally modifications modifications modifications modifications unnoticeable. in isolated but generally noticeable. which dominate No facilities. locations. small scale Facilities may the immediate No structures Basic and scattered. be relatively landscape. unless facilities may Facilities substantial Many facilities essential for be provided to primarily to and provided (often including resource protect the protect the for visitor roofed protection resource (e.g. resource and convenience accommodation and made pit toilets and public safety. (e.g. amenities ) designed for with local BBQs). No powered blocks) and large number materials. facilities. caravans may and for visitor be presented convenience. at time. Modifications Modifications Some Some Substantial Substantial and facilities generally modifications modifications modifications modifications unnoticeable. in isolated but generally noticeable. which dominate No facilities. locations. small scale Facilities may the immediate No structures Basic and scattered. be relatively landscape. unless facilities may Facilities substantial Many facilities essential for be provided to primarily to and provided (often including resource protect the protect the for visitor roofed protection resource (e.g. resource and convenience accommodation and made pit toilets and public safety. (e.g. amenities ) designed for with local BBQs). No powered blocks) and large number materials. facilities. caravans may and for visitor be presented convenience. at time.
149
Class 1 Class 2 Class 3 Class 4 Class 5 Social Small Some contact Moderate Large Large numbers Interaction number of with others contact with number of of people and brief contacts (e.g. up to 20 others. Likely contacts contacts. (e.g. less than groups), but to have other likely. Groups of all 5 a day). generally groups present Variety of kinds and ages. High small groups. at campsites. groups, Low likelihood probability of No more than Families with protracted of peace and isolation 6 groups young contact and quiet. from others. present at children may sharing of Few if any campsites. be presented. facilities other groups common. present at May have up campsites. to 50 sites. Visitor No on-site Some subtle Controls On-site Numerous and regulation regulation. on-site noticeable but regulation obvious signs of Off-site regulation harmonise clearly regulation. No control such as (e.g. apparent (e.g. attempt to blend through directional information signs, fences, in. Management information signs and boards, barriers) but personnel likely and permits formed tracks. parking bays). should blend to be presented. may apply. with bush backdrop. Source: Clark & Stankey, 1979
Appendix D
Abbreviation
151
Abbreviation
BDO Suan Baan Durian Orchard ICOMOS International Council On Monuments and Sites IUCN The International Union for Conservation of Nature KBO Kiribunchorn Orchard KPO Khun Poo Orchard MMF The Modified Multi-Functionality Model MOAC The Ministry of Agriculture and Cooperatives NGO Ta Nghim Orchard NWF Non Working Farm OECD The Organisation for Economic Co-operation and Development OTOP One Tambon One Product PAO Phol Ampai Orchard PTO Pai Toon Orchard ROS Recreational Opportunities Spectrum SKO Somphot Koh Chang Orchard SRO Sean Rak Orchard SWOT Strength, Weakness, Opportunities, and Threats TAT Tourism Authority of Thailand TPO Suan Ton Palm Orchard UNEP The United Nations Environment Programme UNESCO The United Nations Educational, Scientific, and Cultural Organization UNWTO The United Nations World Tourism Organization USA The United States WD Wheel Drive WFDCA Working Farm, Direct Contact, Authentic WFDCS Working Farm, Direct Contact, Staged WFIC Working Farm, Indirect Contact WTO The World Trade Organisation WFPC Working Farm, Passive Contact 152
Biography
Name: Ms. Phornphan Roopklom Address: 122 Moo 1 Kaerai Sub-district, Kratumbane District, Samutsakorn Province 74110 Thailand Email Address: [email protected]
Education Background 2005 Bachelor of Arts in German Language, Silpakorn University, Nakorn Pathom Province, Thailand 2007 Master of Arts (International Program) in International Tourism and Hotel Management Program, Naresuan University, Phitsanulok Province, Thailand 2007 Master of International Tourism and Hotel Management, Southern Cross University, NSW, Australia 2017 Doctor of Philosophy in Architectural Heritage Management and Tourism International Program, Graduate School, Silpakorn University
Work Experience 2007 – 2011 Reservation Officer, Diethelm Travel (Thailand) Ltd., Bangkok, Thailand 2013 – 2011 Export Sale Officer, Thaicolor Clay Co., Ltd., Samutsakorn Province, Thailand 2014 – 2016 International Relation Officer, Faculty of Liberal Arts, Mahidol University, Nakorn Pathom Province, Thailand