Farmer's challenges on willingness to join agri-tourism: special reference to nuwara eliya agro-ecological zone

Abstract

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".