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Developing Agri-tourism Based on Customer’s Preferences in Tamil Nadu

In: Digital Economy Post COVID-19 Era

Author

Listed:
  • S. Sarath

    (Tamil Nadu Agricultural University)

  • S. D. Sivakumar

    (Tamil Nadu Agricultural University)

  • V. Chandrasekar

    (Central Institute of Fisheries Technology)

Abstract

Capturing customer’s preferences in agri-tourism helps to develop the tourism sector in rural areas. It tends to know about the services that were liked by customers while their agri-tourism visits. In this study, customer’s preferences were captured for developing agri-tourism in Tamil Nadu. The main aim of this study was to measure customer’s interest in agri-tourism activities and determine which factors drive interest in agri-tourism by using a Principal Components Analysis (PCA). Customers were randomly selected from ten farm resorts located in the Coimbatore district of Tamil Nadu. Totally, four hundred customers filled survey questionnaire. Results show that customers preferred mostly weekends for going agri-tourism followed by vacations. In terms of service, customers opted for working farms, offering accommodation and food with active participation in farm activities. Using PCA, selected nineteen variables were grouped into five dimensions: farm landscape, farm activities, farm attractions, farm services and experience with a KMO sampling adequacy value of 0.884.

Suggested Citation

  • S. Sarath & S. D. Sivakumar & V. Chandrasekar, 2023. "Developing Agri-tourism Based on Customer’s Preferences in Tamil Nadu," Springer Proceedings in Business and Economics, in: Prashant Mishra & Ashu Sharma & Sayantan Khanra & Sumit K. Kundu & Sushanta Kumar Mishra (ed.), Digital Economy Post COVID-19 Era, chapter 0, pages 425-438, Springer.
    • Handle: RePEc:spr:prbchp:978-981-99-0197-5_27
    DOI: 10.1007/978-981-99-0197-5_27
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