Social Statistics
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Item Farmer's challenges on willingness to join agri-tourism: special reference to nuwara eliya agro-ecological zone(Faculty of Management Studies, Rajarata University Sri Lanka, 2023) Sumanapala, S.D.A.; Gunarathna, K.M.L.M. Manjula; Kodithuwakku, D.S.Tourism is strategically important industry to Sri Lanka's economy, serving as the nation's third-largest export earner and contributing 10.3% to the total GDP (Central Bank of Sri Lanka CBSL, 2019). With positive global and national trends supporting the sector, the country has great potential with various opportunities to sustainably develop the Sri Lankan tourism industry through alternative tourism ventures, which remain relatively untapped (Perera, 2016). Among these alternative tourism concepts, Agri-tourism stands out as a promising development dimension (Mahaliyanaarachchi, 2015). It holds great potential in Sri Lanka and aligns with the government's focus on sustainable tourism strategies. In both industrial and developing countries, Agri-tourism has proven to contribute significantly to regional development and poverty alleviation (Akpinar et al., 2005; Malkanthi & Routry, 2011). Sri Lanka's current economic crisis, developing the tourism industry, especially Agri-tourism, becomes even more crucial as it requires minimal additional costs. This study aims to address challenges faced by the agriculture industry while offering solutions to existing issues in the tourism sector, all in line with the Sustainable Development Goals (SDGs) for 2030. The study seeks to foster local development and create employment opportunities by promoting sustainable tourism growth through Agri-tourism. Thus, this research focuses on identifying the challenges related to developing Agri-tourism in Sri Lanka. In Agri-tourism, farmers play a crucial role in determining the success of agritourism ventures. On the supply side, farmers and agricultural firms provide the call experience and attractions that attract tourists. They offer visitors an opportunity to experience and learn about agricultural activities, rural lifestyles, and the natural environment. Accordingly, Agritourism development is primarily based on farmers' intentions and characteristics because they are the key factors determining Agri-tourism success. Therefore, farmers' challenges are necessary to understand before any Agri-tourism implementation because their readiness is the first significant step for Agri-tourism development. Although the motivational factors of current Agri-tourism practitioners have been somewhat studied in industrial countries, the investigation of farmers' challenges before starting Agri-tourism has not been conducted in developed or developing countries. As such, the primary objective of this study is to identify and comprehend the farmers' challenges concerning the development of Agri-tourism in Sri Lanka. To address this research goal and extract relevant insights, the following research objective is "To identify the farmers' challenges regarding their willingness to join Agri-tourism".Item Tourists’ expectations on willingness to visit Agri-Tourism destination (Special reference to Nuwara Eliya Agro-Ecological Zone)(Uva Wellassa University of Sri Lanka, 2023) Sumanapala, S.D.A.; Gunarathna, K.M.L.M.; Kodithuwakku, D.S.Agri-tourism combines agriculture and tourism, giving visitors the chance to participate in agricultural activities, connect with nature, learn about sustainable farming practices, and experience local cultures.It provides immersive experiences, generates economic opportunities, and contributes to the development of the agricultural and tourism sectors. To fully capitalize on the potential benefits of Agri-tourism, it is crucial to identify and understand the expectations of tourists. By recognizing what visitors seek in their Agri-tourism experiences, destinations can tailor their offerings to effectively meet these expectations. The study targets the Nuwara Eliya agroecological zone and employs a quantitative research approach that incorporates questionnaires as data collection methods. Through the implementation of stratified sampling methods, a total of 160 tourists have been selected as respondents. The study is based on the “Evolving Tourists Expectation Model” (ETEM), which aims to identify the changing expectations of tourists regarding their concerns about Environmental-friendly Sustainable Operation (ESO) in the tourism products and offerings they choose to purchase. The findings revealed that more than 76% of tourists expressed their willingness to visit destinations focused on Agri-tourism. Through the exploratory factor analysis, the study identified five factors that influenced tourists' decision-making: flexible pricing, entertainment options for tourists, opportunities for tourists to participate actively, availability of high-quality products, and the overall environmental condition. Further analysis using Structural Equation Modeling (SEM) indicated that among these factors, the basic environment, quality of products, and flexibility in pricing had a statistically significant impact on tourists' expectations and their willingness to engage in Agri-tourism activities. However, it was noted that tourists also emphasized the need for improvements in farm entertainment activities, including a wider variety of options, in order to enhance the overall environmental experience. Additionally, upgrading the quality of farm products and ensuring proper hygiene and sanitation facilities were identified as crucial factors for enhancing tourists' willingness to visit Agri- tourism destinations.Item Tourists’ expectations on willingness to visit Agri-Tourism destination (Special reference to Nuwara Eliya Agro-Ecological Zone)(Uva Wellassa University of Sri Lanka, 2023) Sumanapala, S.D.A.; Gunarathna, K.M.L.M.; Kodithuwakku, D.S.Agri-tourism combines agriculture and tourism, giving visitors the chance to participate in agricultural activities, connect with nature, learn about sustainable farming practices, and experience local cultures. It provides immersive experiences, generates economic opportunities, and contributes to the development of the agricultural and tourism sectors. To fully capitalize on the potential benefits of Agri-tourism, it is crucial to identify and understand the expectations of tourists. By recognizing what visitors seek in their Agri-tourism experiences, destinations can tailor their offerings to effectively meet these expectations. The study targets the Nuwara Eliya agroecological zone and employs a quantitative research approach that incorporates questionnaires as data collection methods. Through the implementation of stratified sampling methods, a total of 160 tourists have been selected as respondents. The study is based on the “Evolving Tourists Expectation Model” (ETEM), which aims to identify the changing expectations of tourists regarding their concerns about Environmental-friendly Sustainable Operation (ESO) in the tourism products and offerings they choose to purchase. The findings revealed that more than 76% of tourists expressed their willingness to visit destinations focused on Agri-tourism. Through the exploratory factor analysis, the study identified five factors that influenced tourists' decision-making: flexible pricing, entertainment options for tourists, opportunities for tourists to participate actively, availability of high-quality products, and the overall environmental condition. Further analysis using Structural Equation Modeling (SEM) indicated that among these factors, the basic environment, quality of products, and flexibility in pricing had a statistically significant impact on tourists' expectations and their willingness to engage in Agri-tourism activities. However, it was noted that tourists also emphasized the need for improvements in farm entertainment activities, including a wider variety of options, in order to enhance the overall environmental experience. Additionally, upgrading the quality of farm products and ensuring proper hygiene and sanitation facilities were identified as crucial factors for enhancing tourists' willingness to visit Agri- tourism destinations.