Management of Agritourism Development at Yala Rajabhat University Learning Center, Mae Lan Campus, through Social Engineering Process

Abstract

This research aimed to examine the management and development of agritourism at the Learning Center of Yala Rajabhat University by employing the social engineering process as a core strategy in driving and sustaining agritourism activities at the community level. A convergent mixed-methods research design was adopted, integrating quantitative questionnaire data from 40 purposively selected stakeholders with qualitative data from in-depth interviews with five key informants. The study sought to understand the dynamics of participation, management practices, and the broader socio-economic impacts resulting from the integration of social engineering principles.

Findings revealed that applying the four core social engineering skills—critical thinking, effective communication, collaboration, and innovation—greatly enhanced the capacity of local personnel and communities in managing agritourism sites efficiently and sustainably. These skills also fostered stronger networks among community members, academic institutions, and external agencies, leading to the creation of diverse, innovative tourism activities rooted in local wisdom. Importantly, the process facilitated genuine community participation and empowerment, supporting local economic opportunities, cultural preservation, and environmental awareness. As a result, the Learning Center has become a model for community-driven agritourism development through integrated social engineering approaches. Quantitatively, agritourism management (Mean = 4.12, S.D. = 0.55), community participation (Mean = 4.18, S.D. = 0.60), and sustainability (Mean = 4.09, S.D. = 0.51) were all rated at a high level; Control and Evaluation was the lowest-rated management dimension (Mean = 3.89).