Demand and Agricultural Products Standard of Accommodation and Restaurant Business Entrepreneurs

Abstract

This research is aimed to study the demand and agricultural products standard of accommodation and restaurant business entrepreneurs and identify the quality and standards of agricultural products in accordance with the demand of entrepreneurs in accommodation and restaurant businesses of Chiang Rai Province. The study followed qualitative approaches, collected data from in-depth interviews with 50 accommodation and restaurant entrepreneurs in Muang District, Chiang Rai Province, together with a focus group. Content analysis was used to draw conclusions. The results showed that entrepreneurs had a high demand for carrots, tomatoes, cabbage, cabbage, cabbage, cucumber, and salad, respectively. The problems encountered in purchasing agricultural products were price, quality, and transportation problems. The model of quality and standard of agricultural products that are consistent with the demand of entrepreneurs comprise the quality and standards of agricultural products in terms of freshness, safety, aesthetics of appearance, and cleanliness. The factors that contribute to the decision of purchasing agricultural products are fixed price, trust, and delivery services respectively.