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Agritourism in india: understanding the consumer opportunity
Mude Girish,
Published in
Volume: 6
Issue: 12
Pages: 35 - 40

Tourism has emerged as one of the largest global economic activities and agritourism is the form of tourism which capitalizes on rural culture as a tourist attraction. It has gained a new dimension as a potential income and job generating activity. The basic objective of this research is to understand and know expectations of the consumer related to agritourism experience. Agritourism center owners and agritourism visitor are key element and thus it is important to understand their characteristics and expectations to serve them better. This paper reports our survey findings on consumer opportunity focusing demographic characteristics of agritourism visitors and their way of thinking related to consumption. Descriptive statistics showed significant differences in agritourism preferences across gender, levels of agritourism experience, and amenities attached in agritourism. This also research identified that there is a group of consumer who are most interested in agritourism. Furthermore, this study results would help farmers, agritourism center owners to recognize opportunity and develop agritourism activity in region.

About the journal
JournalInternational Journal of Research in Commerce {&} Management
Open AccessNo