Innovative Management Approaches of Community Enterprises in Developing Sustainable Agricultural Tourism in Sing Buri Province

Abstract

The purpose of this research article (1) examine the context and current conditions of community enterprise management in sustainable agricultural tourism in Sing Buri Province, (2) analyze the management innovation models and success factors contributing to the development of sustainable agricultural tourism, and                   (3) propose innovative management approaches to enhance community enterprises and create sustainable public value. The key informants consisted of 24 participants, including community enterprise leaders and members, government officials, academics, experts, and stakeholders, selected through purposive sampling. The research focused on management context, success factors, obstacles, and innovative development approaches. Data were collected through in-depth interviews and both participant and non-participant observations conducted in Sing Buri Province between January and March 2025. Thematic analysis was employed to categorize and interpret data, and results were presented through descriptive interpretation. The findings revealed that (1) community enterprises in Sing Buri are strengthened by group collaboration and leadership but face limitations in budget, technology, and marketing; (2) success factors include leadership, networking, and supportive policies, with management innovations identified in three dimensions—economic, socio-cultural, and environmental; and (3) the proposed development framework generates public value through income enhancement, social capital building, and environmental conservation. The findings can serve as a policy and practical guideline to strengthen grassroots economies and promote sustainable agricultural tourism in Sing Buri Province and other regions.