FACTORS AFFECTING THE READINESS OF GEN Z STUDENTS IN UDON THANI PROVINCE TO BECOME AGRICULTURAL TOURISM ENTREPRENEURS
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Abstract
The research “Factors Affecting the Readiness of Gen Z Students in Udon Thani Province to Become Agricultural Tourism Entrepreneurs” aimed to (1) examine the level of opinions regarding agricultural tourism experiences and the readiness of Gen Z students in Udon Thani Province to become agricultural tourism entrepreneurs, (2) analyze the influence of agricultural tourism experiences on their entrepreneurial readiness, and (3) explore the support needs to enhance their entrepreneurial potential. The study employed a quantitative approach, collecting data from 382 undergraduate students through a 5-point Likert scale questionnaire and analyzing the data using descriptive statistics and multiple regression analysis. The results indicated that students’ experiences in visiting farms, participating in agricultural tourism activities, agricultural study tours, and promoting agricultural tourism destinations were at a moderate level. These experiences positively influenced their entrepreneurial readiness (p < .05). While their knowledge and digital skills were relatively high, their management skills, access to funding, and business networks were evaluated at a moderate level. The most needed areas of support included study tours, entrepreneurship training, and financial assistance. The findings suggest that universities and related agencies should develop practice-oriented curricula and supportive policies focusing on funding and networking to enhance the readiness of Gen Z students to sustainably become agricultural tourism entrepreneurs.
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