MSc

The study on “Scenario Analysis of Agro-ecotourism in Kerala” was conducted
in the three districts, Alappuzha, Idukki and Wayanad of Kerala with the objectives: to
analyze the perception of agro-ecotourism stakeholders about the utilityand feasibility
of agro-ecotourism, to identify gender role in agro-ecotourism and to assess the
prospects, problems and challenges in agro-ecotourism. Thirty agro- ecotourism
operators from each district with a minimum of three years’ experience inpracticing
agro-ecotourism were selected, thus making a total of 90 respondents. Thirty officials
in the field of tourism were also selected, thus making a total of 120 respondents.
Perception on utility of agro-ecotourism and perception on feasibility of agroecotourism were selected as the dependent variables. Perception on utility and
perception on feasibility were analyzed using the scales developed by Barbieri and Tew
(2012) and Argade et al (2015) respectively. Age, education, years of operation,
extension contact, mass-media exposure, credit orientation, creativity, communication
ability, managerial ability, economic motivation, innovativeness,frequency of hosting
VFR (Visiting Friends & Relatives), happiness in hosting VFR, resource recycling and
farm waste disposal behaviour were the independent variables selected through judges
rating. Data was collected by interviewing the respondents personally with the help of
pre – tested and well-structured interview schedule. The data collected were processed,
coded and tabulated with the help of differentstatistical tools. The salient findings of
the study are as follows:
Majority of the respondents had a medium level of perception about utility of
agro-ecotourism (71.11%). 13.33 per cent of respondents had high level of perception
about utility of agro-ecotourism and 15.56 per cent belonged to the lower category.
Nearly 63.33 per cent of the respondents had a medium level of perception about
feasibility of agro-ecotourism. 14.45 per cent of respondents had high level of
perception about feasibility of agro-ecotourism and 22.23 per cent belonged to the
lower category.
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Majority of the respondents belonged to middle age category (72.22 %). More
than half of the respondents had medium level of education and a large proportion
(74.44%) of the agro-ecotourism operators had a medium level of experience in the
field of agro-ecotourism and only 10 per cent of the respondents had a low level of
experience. Majority (72.22%) of the respondents had a medium level of extension
contact, 64.44 per cent of the respondents had medium level of exposure to mass media.
With regard to credit orientation, creativity and communication ability, majority of
the respondents belonged to medium level category with a proportion of 68.89 per
cent, 87.78 per cent and 72.22 per cent respectively.
With regard to managerial ability, 74.45 per cent of the respondents belonged to
medium category. Most of the respondents had a medium level of innovativeness
(76.66%) and economic motivation (94.44%). Majority of the respondents (60.00%)
belonged to the medium category in the frequency of hosting VFR, whereas 42.22 per
cent of the respondents reported higher level of happiness in hosting VFR. Morethan
half of the respondents (61.11%) had a medium level of resource recycling behaviour
and 52.22 percent of the respondents had a medium level of farm waste disposal
behaviour.
Independent variables viz., innovativeness, managerial ability and economic
motivation were positively and significantly correlated with the perception on utilityof
agro-ecotourism. Perception on feasibility of agro-ecotourism had positive and
significant correlation with innovativeness, economic motivation and farm waste
disposal behaviour.
With regard to prospects in agro-ecotourism, cent per cent of the respondents
were strongly willing to integrate more interesting activities, to improve
accommodation facilities, to offer rural Indian cuisine, to provide better medical
facilities, to offer more recreational activities and to regularly maintain and follow
visitor’s feedback book. Under the promotional activities, cent per cent of the
respondents were strongly willing to develop own website, ready to provide
information about the culture of Kerala, happy to have a good relationship with the
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tourists and to provide agro-ecotourism related literature to the tourists.
Lack of training in the field of agro-ecotourism, lack of literature on agroecotourism and lack of knowledge and skill were identified as the major problems faced
by agro-ecotourism operators. Non-availability of tourists at vacation time, lack of
commercial approach, non-availability of inputs and lack of specific policy for
promotion of agro-ecotourism were the major challenges raised by the respondents.
Among the factors which motivated the respondents to practice agro- ecotourism,
social factors obtained the highest relevancy coefficient, followed by economic factors
and external factors.
Among the 120 employees in the various agro-ecotourism ventures,56
employees were male and 64 were female. Mainly female employees were involvedin
indoor jobssuch as housekeeping and cooking, whereas male employees were engaged
in farm and managerial activities. Monthly salary of majority of the employees ranges
from ₹10,001-15,000. Majority of the employees (57.5%) were reported to be working
for 7-9 hours on a daily basis.
Innovativeness, managerial ability and economic motivation plays an important
role in the perception of operators about the utility of agro-ecotourism and years of
operation, innovativeness and economic motivation plays a crucial role in the
perception of operators about the feasibility of agro-ecotourism. Promotion and
support from government by implementing various schemes will motivate the
respondents to prosper in the field of agro-ecotourism. Proper direction for starting
agro-ecotourism is needed to support the operators for gaining a sustainable and secure
income from agro-ecotourism.