Scenario analysis of agro-ecotourism in Kerala

Abstract

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. 162 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 163 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.