Comparison of Expectation and Experience Values of Various Agritourism Aspects: A Multi-stakeholders’ Analysis

Abstract

Agri-tourism is an emerging rural enterprise, which incorporates both working farm environment and commercial tourism component. The success of any agri-tourism venture mainly depends upon the satisfaction of both the stakeholders in the business. Thus, the present study was conducted to compare the expectations and experience of various agri-tourism aspects of multi-stakeholders. The sample of respondents in the study comprised of forty-five agri-tourism centres drawn from both states (30 from Maharashtra and 15 from Goa). The total number of 200 agritourists (visitors) selected, which consist of 100 visitors each from respective states. It followed an ex-post facto research design and was purposively conducted in Maharashtra and Goa states. Paired sample T-test shows, altogether seven attributes of agri-tourism such as accessibility, diversity of attractions and activities, rural cuisines, participation in the farming activities, accommodation facility, adequate safety and agri-products purchasing opportunity had statistically significant difference between expectation and experience of the agri-tourists. On the other hand, three pairs of agri-tourism values for hosts (farmers) such as the sale of agri-product, interaction with tourists and tourist behaviour with farmer, family and staff were found statistically significant difference.