This research in the topic of the perception on eco-innovativeness of modern agricultural farm entrepreneurs and agrotourists in Chiang Mai province, Thailand to answering two problems are 1) what factors are mostly effecting to the perception on eco-innovativeness of modern agricultural farms entrepreneurs and agrotourists? 2) Are different between the perception on eco-innovativeness of modern agricultural farm entrepreneurs and agrotourists and How? The data wascollected from 55 respondents who are modern agricultural farms entrepreneurs and other 275 agrotourists by accidental random sampling during June – October 2019. The instruments were semi-structural interview for modern agricultural farm entrepreneurs with reliability was 0.708 and questionnaire for agrotourists with 0.994 of reliability. Research hypotheses have been analyzed by X2-test for nominal and ordinal scale and t-test for interval and ratio scale.
The relationship between the type of modern agricultural farm entrepreneurs was found that all 8 types of modern agricultural farm entrepreneurs are 1) organic marketing group 2) agricultural processing group 3) organic farm group 4) organic homestay group 5) organic vegetable group 6) agro-tourism group 7) agricultural business group and 8) smart farm group are highly significate relationship to eco-innovativeness perception in environmental processing development strategy especially on processing of product presentation and environmental technology at 0.001 and high significate relationship to environmental friendly management strategy especially on study or survey of customer need for environmental conservation at 0.01.
The result pointed that all 3 factors are 1) pressure of tourism entrepreneurs 2) marketing and business oriented of entrepreneurs and 3) knowledge of environmental and understanding of farm entrepreneurs were effected to the perception of eco-innovativeness at 0.001 in three strategies as follow: 1) creatively eco-products strategy 2) environmental processing development strategy and 3) environmental friendly management strategy.
The relationship between personal social and economic characteristics and eco-innovativeness perception of agrotourists were founded that sex, educational level, occupation, monthly average income and new products’ quality were significant related to eco-innovativeness perception of agrotourists in innovation in image and brand of environmentally friendly products and stimulators or public relation advertise channel at 0.05.
Furthermore, the result of this research evident that the perception on eco-innovativeness of modern agricultural farm entrepreneurs in all of the three strategies including 1) creatively eco products strategy 2) environmental processing development strategy and 3) environmental friendly management strategy was highlysignificant lower than the perception on eco-innovativeness of agrotourists in innovation, image and brand of environmental friendly products, and advertise stimulators or public relation channel at 0.001.