4. Methodology
To ensure the study was objective, the researcher employed the Mixed Method approach as shown below:
4.1 Population and sample
The participants in this study were as follows:
(1) Thai tourists and international tourists who visited Khon Kaen province. According to the Department of
Tourism (2012), there were 2,048,346 tourist arrivals to Khon Kaen province. Using Yamane’s formula (1973)
and a 95% confidence level, the researcher calculated the sampling size as 423 participants.
(2) Ten experts who have long term experience on agrotourism and agro areas management in Ban Mor Village,
Sam Sung District, Khon Kaen province. There were academics, tourism entrepreneurs, representatives of
involved public organizations and local philosophers.
4.2 Study design
Research data was conducted from January 2012 to May 2013 which is described in detail as shown below:
(1) For the quantitative data, questionnaires were created which consisted of three parts 1) Demographic
information of the tourists 2) Tourists’ opinions on agrotourism in Ban Mor Village, Sam Sung District, Khon Kaen
province. 3) Tourists’ demand for agrotourism in Ban Mor Village, Sam Sung District, Khon Kaen province.
In terms of statistical analysis of the data, the mean, standard deviation and chi-square test were used.
(2) For the qualitative data, a focus group discussion was organized. Ten experts which included academics,
tourism entrepreneurs, representatives of involved public organizations and local philosophers discussed ways to design
appropriate guidelines to improve agrotourism. Data analysis was used as a descriptive analysis.
4.3 Research area
Ban Mor Village in Sam Sung District of Khon Kaen province is an agricultural village which applies the Sufficiency
Economy Philosophy in rural development step-by-step. There are 196 households which focus on organic farming (Sam
Sung District Agricultural Extension, 2012). Ban Mor Village is well-known as an agricultural area which produces organic
vegetables in Khon Kaen Province and is also emerging as an agotourism destination, too.