Agritourist Needs and Motivations: The Chiang Mai Case

Agritourism has contributed to the growth in Thailand's tourism industry. Having said that, many of agritourism businesses are not successful as they do not know what agritourists need and/or are looking for. The purpose of this study is to examine what agritourist needs and motivations are and how they correlate among themselves. The samples in this study were domestic agritourists who have stayed at agritourism accommodations and/or visited agritourism attractions in Chiang Mai, Thailand. In turn, this research has identified three groups of agritourist needs and three groups of agritourist motivations. Strategic implications for agritourism providers are proposed.