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This article aims to study tourists’ opinions and tourists’ demand for agrotourism and guidelines to improve agrotourism in Ban Mor Village, Sam Sung District, Khon Kaen Province. This is an organic agricultural village which applies the Sufficiency Economy Philosophy as a core fundament in the farmers’ livelihood. Quantitative and qualitative methods were applied and the results show that tourists’ demand for agrotourism, in terms of accessibility, was at the highest level while attitudes, attractions, accommodations, activities, amenities, and advertising were all at the high level. Appropriate guidelines were proposed to improve the agricultural area and to develop agrotourism in this research area. These include 1) improving Homestay in Ban Mor Village according to the Homestay standard in Thailand 2) improving facilitates to respond to tourists’ demands 3) promoting agrotourism in the Ban Mor Village and 4) establishment of a local agricultural learning center in Ban Mor village. DOI: 10.5901/mjss.2014.v5n23p533

Improving the Potential of Agricultural Areas for Development of Agrotourism: A Case Study of Ban Mor Village, Sam Sung District, Khon Kaen province