Grassroots Learning and Innovation in Award-Winning Agrotourism Community Enterprises in Thailand

Abstract

Innovative success in community-based agritourism often hinges not only on creative ideas but also on how community members learn, share knowledge, and build entrepreneurial capacity. This qualitative study investigates 11 award-winning Agrotourism Community Enterprises (ACEs) across Thailand, focusing on the educational processes that underpin their innovative practices. Data were collected through in-depth interviews, site observations, and document analysis, emphasizing nonformal and informal entrepreneurship education—such as community-based knowledge sharing, experiential learning-by-doing, and local mentorship. The findings reveal that these ACEs engage in a rich tapestry of grassroots learning activities: farmers and community entrepreneurs learn experientially through running homestays and farm tours, informally mentor one another in developing new products, and participate in nonformal training workshops facilitated by government extension programs and NGOs. These learning processes have enabled continuous innovation, from cultural heritage tourism and organic farming techniques to sustainable resource management and human resource development initiatives. Drawing on experiential learning theory (Kolb), community-based learning principles, and transformative learning theory, the discussion illustrates how iterative cycles of experience and reflection lead to new entrepreneurial ideas, how shared learning in the community fosters collective innovation capacity, and how these processes transform individuals and empower communities. The ACEs’ innovations are thus not only economic or environmental but deeply educational—strengthening entrepreneurial capacity, sustaining innovation, and fostering community empowerment from within. The study contributes to understanding how nonformal and informal education in rural communities can drive sustainable entrepreneurship. It concludes with recommendations for integrating experiential and community-based learning in rural enterprise development policies.