A study on the potential for developing an agro-tourism model in western Tamil Nadu

Introduction

Agro-tourism has steadily grown into a meaningful avenue for rural economic development. It not only offers farmers an alternative stream of income but also invites tourists to experience farm life, traditional agriculture, and local culture in a more immersive way. Over the years, various studies have explored agro-tourism's potential, its challenges, and the key roles different stakeholders play in its success. Researchers have consistently shown that agrotourism contributes positively to rural economies by blending agriculture with tourism, which creates jobs and encourages local community involvement. Sharma, Joshi, and Singh (2020) [7] highlight how the growing interest in agricultural heritage attracts visitors and helps stimulate the local economy. In a similar context, Nimase (2020) [10] explains how agro-tourism in Maharashtra enables rural communities to maintain their traditional farming practices while generating new income opportunities. These insights reveal agro-tourism's role in connecting urban tourists with rural experiences, fostering entrepreneurship and social change in the process.The financial benefits are equally significant. Sawant (2019) [15] and Mahida (2023) [9] point out that agro-tourism supports farmers directly, while also boosting rural businesses like handicrafts, organic produce, and homestay hospitality. According to Sawant (2019) [15] , tourists are particularly drawn to farm stays, cultural activities, and nature-based experiences, making these top attractions in the agro-tourism space. Fulsundar (2020) [5] adds that Maharashtra's diverse geography and strong agricultural base give it the potential to become a leader in this sector. These findings highlight how agro-tourism can be a strong pillar for economic sustainability in rural areas. That said, the journey isn't without its challenges. Kanse and Kanse (2017) [8] note problems like poor infrastructure, lack of awareness, and high setup costs. Rambodagedara et al. (2015) [11] further point out that weak policy support and limited marketing hinder growth. As Susila et al. (2023) [18] emphasize, successful agro-tourism needs strong collaboration between farmers, policymakers, and the tourism sector. This is where stakeholder support becomes crucial. Sathe and Randhave (2019) [14] highlight efforts by NGOs like the Agri-Tourism Development Corporation (ATDC), which provides training and marketing support for farmers in Maharashtra. (Ihsan and Gunawan, 2024) [6] advocate for clear regulations and sustainable practices like green farming to ensure long-term success. As Susila et al. www.extensionjournal.com (2023) [18] and Fulsundar (2020) [5] remind us, balancing economic growth with environmental care is key. Ultimately, sustainable agro-tourism, as (Ihsan and Gunawan, 2024) [6] describe, can lead to lasting prosperity for rural communities by protecting both nature and livelihoods. Agro-tourism enhances the conservation of natural and cultural heritage, guarantees sustainable agriculture practices, and raises the income of farmers through ecotourism services. Agro-tourism also facilitates rural development by attracting tourists and enhancing local business (Siregar and Selwendri, 2024) [17] . Agro-tourism improves farmers' livelihood by exposing them to more markets, selling farm produce, and improving their lives. The use of online media in ecotourism marketing supports farmers' accessibility to more customers (aryanto et al. 2014) [1] . Agro-tourism holds great potential for farmers, but key challenges-like limited funding, poor infrastructure, lack of marketing skills, and minimal government supporthinder growth. Researchers highlight these barriers as critical areas needing strategic intervention to help farmers sustainably benefit from agro-tourism opportunities.

Literature review

Siregar and Selwendri (2024) [17] investigates tourist choices regarding ecotourism destinations in North Sumatera, Indonesia, using cluster and conjoint analysis to categorize tourists into two groups: soft ecotourists and hard ecotourists. Soft ecotourists value comfort and accommodation the most, while hard ecotourists place greater importance on environmental sustainability. The findings highlight that while comfort and lodging are critical to soft ecotourists, hard ecotourists prioritize ecological commitment and biodiversity. The study also notes variations in tourist preferences across areas like Medan, Langkat, Karo, and Toba Samosir. It suggests that to meet the diverse demands of both groups, ecotourism destinations should offer a variety of natural attractions, cultural festivals, and quality services. Mahida R (2023) [9] describes agro-tourism as an experience where visitors explore rural communities and farms to immerse themselves in country life. It highlights how agrotourism supports rural economies by creating jobs and educating visitors about agricultural practices. The study outlines how farmers, local communities, and tourism companies all benefit economically. Furthermore, it observes that agro-tourism is gaining popularity in India, driven by the global trend towards sustainable tourism practices. Sathe S and Randhave M (2019) [14] The contribution of agro-tourism to rural development in Maharashtra, focusing on Village Inn Agro Tourism in Wardha, is explored in this study. The authors underline how agro-tourism strengthens the local economy, promotes sustainable tourism, and generates employment. They also discuss key challenges, such as infrastructure development and promotion, recommending policy initiatives to make agro-tourism a long-term sustainable activity in rural India. Joshi et al., (2020) [7] identifies critical success factors (CSFs) impacting the success of agro-tourism clusters. Using Analytical Hierarchy Process (AHP) and the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), the study highlights nine key CSFs, with destination attractiveness ranked as the most significant. It stresses that these factors are crucial for ensuring the long-term sustainability and efficiency of agrotourism networks. Sarath et al., (2023) [12] delves into gender-based differences in landscape preferences within Tamil Nadu's agritourism sector. It finds that women prefer natural features like native plants, meadows, and intensive crop farms more than men. The study suggests that understanding these gender-specific preferences can help service providers improve customer satisfaction. It uses MANOVA statistical methods to highlight the significant differences between male and female tourists' choices. Cheraghzadeh et al., (2024) [3] focuses on factors influencing tourist satisfaction at the Bisheh Waterfall in Iran, a renowned ecotourism site. Through factor analysis and multiple regression, it identifies eight crucial elements, including infrastructure, safety, destination accessibility, travel costs, and hospitality. The findings emphasize that safety and security are the most critical components. Although the satisfaction levels were moderate, the study offers valuable insights for sustainable tourism development and planning. Sarath et al., (2023) [12] examines the evolution of agritourism in Tamil Nadu, driven by changing customer behavior towards experiential tourism. Using Principal Component Analysis (PCA), the study identifies important factors like the natural environment, farm activities, food offerings, and farm services. The findings stress that customers value conventional farming methods and locally produced food, providing practical suggestions for tailoring agritourism experiences to boost customer loyalty and growth. Sennimalai and Sivakumar (2022) [16] discusses the expansion of agritourism in India based on client preferences and supplier needs. A survey in Tamil Nadu revealed that most agritourism visitors are women who prefer weekend visits. The study highlights the importance of offering traditional dishes and authentic farm practices to attract tourists. It proposes creating development committees, offering financial support, holding training programs, and promoting agritourism digitally to encourage sustainable growth. Darda and Bhuiyan (2022) [4] explores the socioeconomic effects of ecotourism in Terengganu, Malaysia, using a Structural Equation Model (SEM). It shows that ecotourism creates job opportunities, encourages community participation, and supports homestay programs. However, it also raises concerns about environmental damage and cultural erosion. The findings recommend greater community involvement and careful natural resource management to sustain ecotourism's benefits over the long term. Carvache-Franco et al., (2020) [2] evaluates tourist satisfaction at three protected ecotourism sites in Ecuador: Morro Mangroves Wildlife Refuge, Santay Island National Recreation Area, and Samanes National Recreation Area. It reports high satisfaction and loyalty levels, driven by factors such as the serene environment, heritage conservation, courteous service, and facility accessibility. The study concludes that higher satisfaction levels lead to repeat visits www.extensionjournal.com and strong word-of-mouth promotion, offering key insights for tourism marketers. Objectives 1. to analyse the tourist preferences for agro-tourism in western Tamil Nadu 2. to identify the key factors influencing tourist satisfaction on agro-tourism destination and 3. to identify the constraints faced by tourists on agrotourism destination.

Methodology

The study uses a descriptive research design to explore the potential for agro-tourism in Western Tamil Nadu, focusing on tourists' preferences, expectations, and experiences at farm resorts. A convenience sampling method was employed, selecting 140 respondents based on their availability at the resorts. Although non-probability sampling limits generalizability, it provides valuable insights into tourist behavior and preferences in agrotourism contexts. Data were gathered through guided questionnaires, which included both closed and open-ended questions, capturing quantitative information on demographics, satisfaction levels, and qualitative insights on experiences and suggestions. Additionally, interviews were conducted to gain deeper perspectives on the factors influencing agro-tourism development. The data was analyzed descriptively to identify key findings, while qualitative responses were thematically examined to highlight patterns and emerging themes. This approach ensures a comprehensive understanding of the potential for agro-tourism in the region.

Demographic

Agro-tourism is gaining increasing popularity in Western Tamil Nadu, particularly among young, urban, and educated tourists. Most of the tourists are men aged 21 to 30, and most of them are unmarried students or researchers who are interested in rural life, sustainable tourism, and educational travel. A large proportion of them possess higher degrees, suggesting that agrotourism appeals to those looking for meaningful and fulfilling experiences. The visitors are predominantly suburban and city town residents, and agro-tourism serves as a means to get away from the noise and hubbub of urban life and be with agriculture and nature again. Online sites contribute significantly to finding such places, an evidence of the effectiveness of online sources in promoting rural tourism. However, factors such as overcrowding and photography restrictions impact satisfaction in tourism. These can be minimized through improved crowd control and friendlier guest policies, which will improve the experience and attract a larger following. In Table 1, conjoint analysis for visitor preference in agrotourism involves examining many variables that affect choice. In this research, there were four attributes: season, location, services, and spending, each of which had three levels. Thus, the entire number of available combinations is calculated as 3*3*3*3 = 81, which yields all the conceivable situations that one tourist may keep in mind when choosing an agro-tourism experience. To make it easier and simpler to analyze, an orthogonal design was used, reducing the cards to 10 in figure 1. Orthogonal design makes systematic selection of a subset of combinations possible without compromising on conducting meaningful analysis of each feature's effect on tourist choices. Table 1 classifies visitor tastes based on the time of visit, ease of access of the destination, nature of services provided, and cost segment. In March-May, tourists choose places that are easily approachable from cities and towns, provide accommodation, dining, and activities at a cost of less than Rs. 5000. Tourists are willing to visit remote areas during the summer but are prepared to spend only Rs. 5001-10,000 on accommodation and food. During autumn, tourists choose locations near major tourist attractions, opting for day trips with food but no accommodation, at a budget higher than Rs. 10,000. This conjoint analysis method helps to identify the most popular combinations of characteristics that are preferred by tourists, so that stakeholders can make corresponding agrotourism packages appropriately. Knowing the key influencing factors enables agro-tourism operators to make adjustments to products in order to respond to tourist expectations, thus enhancing visitor satisfaction and driving sector expansion.

Tourist Preferences for Agro-Tourism in Western Tamil Nadu

Model

Figure 1 shows an orthogonal design approach to researching tourist preferences in agro-tourism. The orthogonal design is a statistical approach employed in conjoint analysis to minimize the number of variables while ensuring balanced and unbiased outcomes. Here, the graphics show different combinations of seasons, places, services, and spending levels to better comprehend how tourists rank these variables when choosing an agro-tourism experience.

Each picture contains a grid with different combinations of variables including season (March-May, June-August, September-November), location (town, remote areas, famous tourist sites), services offered (accommodation, food, activities), and expenditure categories (less than 5000, 5000-10,000, or over 15,000. For instance, some of the pictures depict high expenses for spring agro-tourism in accessible areas with accommodation and activities, while others depict low-cost alternatives in remote areas with minimal services. The orthogonal design efficiently identifies the most important variables influencing tourist choice by presenting a limited number of ten potential scenarios out of 81 possible combinations. www.extensionjournal.com This discussion helps in creating a tourist model by determining significant preferences so that agro-tourism packages are fashioned to meet demand at a reasonable cost. The methodical approach enables better determination of market segmentation and possible customer behavior, which benefits sustainable tourism planning. 2 reveals that season (30.741%) and place (30.343%) play the most critical role in choosing agro-tourism activities. This reveals that tourists organize their trips based on the time of year and the specific destination, considering such factors as climate, scenic beauty, and accessibility of seasonal activity. Services (26.122%) also have a significant bearing, highlighting the significance of quality accommodations, food, and recreational activity in enhancing tourist satisfaction. To everyone's surprise, price (12.794%) is the least critical factor, which suggests that tourists are prepared to pay if the season, site, and services meet their needs. This observation is particularly helpful for developing an agro-tourism model in Western Tamil Nadu, as it suggests that businesses must focus on seasonal draws, carefully selected locations, and thoughtfully designed experiences over competing on price alone. www.extensionjournal.com Table 6 indicates that the first four factors explain 81.39% of total variation. The first factor explains 41.51%, followed by the second explaining 22.66%, then the third and fourth explaining 9.20% and 7.38%, respectively. These factors cluster together a set of related criteria, enabling us to identify the most significant attributes that affect tourist satisfaction.

Important value

Utilities value

Total utility value

The results show that infrastructure, quality of service, connectivity, and recreational facilities all play significantly in enhancing tourist experience at agro-tourism destinations. The analysis helps in formulating better facility improvement plans and tourist satisfaction in general.

Components & factors

Constraints Faced by Tourists on Agro-Tourism Destination

Conclusion

In Western Tamil Nadu, agrotourism has vast potential for stimulating the rural economy and offering farmers multiple streams of income, the study opines. It seems clear that tourists prefer convenient, reasonably affordable, and experience-crammed destinations, particularly during offseason tourist months such as March to May. Tourists' enjoyment is, nonetheless, significantly affected by constraints such as congestion, restrictions on photography, poor digital connectivity, and limited activity options. The desire of travelers to pay premiums for quality experiences suggests a strong market demand in spite of these challenges. Success for agrotourism relies on enhanced stakeholder coordination, access to the internet, and infrastructure. Farm sites can be converted into thriving tourist places with the assistance of investments in comfort, safety, and amusement, along with skilled labour and effective marketing. The results are important because they promote region-specific planning that respects local capacities as well as tourist aspirations. Through encouraging cultural exchange and enhancing farmer incomes, agro-tourism can be an effective tool for sustainable rural development with concerted government efforts and collective action.

References

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