Recently, a concept of sustainable tourism or hospitality makes the traditional agri‐food supply chain
differences. The renewed agri‐food supply chain also attracts customers who travel to rural areas and
becoming tourists. This renewed agri‐food supply chain is reversed through value‐added experiences
from travel to farm, which is shorter more than farm to table, and makes environment more
knowledge, healthily, and sustainability. However, these changes are not systemic analysis and
evaluations. Therefore, an eco‐innovation system links renewed agri‐food supply chain within tourism
and hospitality has becoming an important strategy. A case study is used to understand the practical
mechanism for a small farmer – an individual agricultural business. The contributions in this paper
are proposed a practical concept framework and first time (compared with EU eco‐innovation
development) to explore agri‐food supply chain within tourism and hospitality in Asia‐Pacific context.
