Development of agro-eco-tourism model for East Khasi Hills district of Meghalaya / Santosh Kumar Sahoo.

By: Contributor(s): Material type: TextSeries: [Agricultural Extension, School of Social Sciences]Publication details: Umiam : CPGSAS, CAU(Imphal), September 2024.Description: 99pSubject(s): Online resources: Summary: India's agriculture sector contributes 15.1% to GDP but faces an income gap between agriculture and non-agriculture workers. Various think tanks have suggested integration of non-farming activities like agro-tourism can increase the farmers income up to 25%. India aspires to be a 365-day destination for tourist to which Meghalaya can contribute. Meghalaya has a huge potential for alternative tourism but has seasonality effect which can be reduced by introduction of niche tourism products like agro-ecotourism, and that will provide alternative source of income to the farmers of Meghalaya. Under this backdrop, the present study was proposed to develop an Agro-eco-tourism model for East Khasi Hills District of Meghalaya with the following objectives i) To explore the expectation of tourist regarding Agro-eco-tourism. ii) To assess tourist inclination towards Agro-eco-tourism. iii) To develop Agro-eco-tourism model for East Khasi Hills district of Meghalaya. The locale of the study was East Khasi Hills District of Meghalaya. The respondents of the study were tourist (above the age of 18). Five tourist destinations (Mawlynnong, Don bosco museum Shillong, Ward's lake Shillong, Mowsmi cave, Khasi heritage village) were selected following simple random sampling and 43, 36, 39, 45, 37 respondents were surveyed following convenience sampling respectively, with total sample size 200. Data was collected through personal interviews using pre- tested interview schedule. The collected data was analysed by employing descriptive and inferential statistics, and software including SPSS and SmartPLS 4.0 were used to analyse the data. The study concludes that agro-eco-tourism has strong potential, especially among young (76.5%), educated (75%), and environmentally conscious travellers seeking unique experiences (46%) along with friends (65.5%) and family (51%). Further, tourist prefer to personally plan their tour (59%) with the help of social media for information on tourist destinations (60%), further they preferred to use vehicles personally to move around the tourist destinations (44.5%), and preferred staying in hotels (59%). Most of tourist tend to have a positive inclination towards agro-eco-tourism, implying that there is a potential market for agro-eco tourism. Five out of eight tested hypotheses in the proposed agro-eco-tourism model were statistically supported, with robust measurement model parameters like Cronbach’s alpha, AVE, and VIF, along with satisfactory structural model indicators like coefficient of determination (R²), effect size (f2) and predictive relevance (Q²). which shows AET model predicts the hypothesised relationship between the tourist expectations and tourist inclination towards agro-ecotourism. Agro-eco-tourism planners should provide diverse farm-based activities along with water-based to enhance tourists' overall experience. To cater the agro-eco-tourism niche market, agro-eco tourism need to be recognized as a niche tourism backed by necessary policy measures.
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India's agriculture sector contributes 15.1% to GDP but faces an income gap between agriculture and non-agriculture workers. Various think tanks have suggested integration of non-farming activities like agro-tourism can increase the farmers income up to 25%. India aspires to be a 365-day destination for tourist to which Meghalaya can contribute. Meghalaya has a huge potential for alternative tourism but has seasonality effect which can be reduced by introduction of niche tourism products like agro-ecotourism, and that will provide alternative source of income to the farmers of Meghalaya. Under this backdrop, the present study was proposed to develop an Agro-eco-tourism model for East Khasi Hills District of Meghalaya with the following objectives i) To explore the expectation of tourist regarding Agro-eco-tourism. ii) To assess tourist inclination towards Agro-eco-tourism. iii) To develop Agro-eco-tourism model for East Khasi Hills district of Meghalaya. The locale of the study was East Khasi Hills District of Meghalaya. The respondents of the study were tourist (above the age of 18). Five tourist destinations (Mawlynnong, Don bosco museum Shillong, Ward's lake Shillong, Mowsmi cave, Khasi heritage village) were selected following simple random sampling and 43, 36, 39, 45, 37 respondents were surveyed following convenience sampling respectively, with total sample size 200. Data was collected through personal interviews using pre- tested interview schedule. The collected data was analysed by employing descriptive and inferential statistics, and software including SPSS and SmartPLS 4.0 were used to analyse the data. The study concludes that agro-eco-tourism has strong potential, especially among young (76.5%), educated (75%), and environmentally conscious travellers seeking unique experiences (46%) along with friends (65.5%) and family (51%). Further, tourist prefer to personally plan their tour (59%) with the help of social media for information on tourist destinations (60%), further they preferred to use vehicles personally to move around the tourist destinations (44.5%), and preferred staying in hotels (59%). Most of tourist tend to have a positive inclination towards agro-eco-tourism, implying that there is a potential market for agro-eco tourism. Five out of eight tested hypotheses in the proposed agro-eco-tourism model were statistically supported, with robust measurement model parameters like Cronbach’s alpha, AVE, and VIF, along with satisfactory structural model indicators like coefficient of determination (R²), effect size (f2) and predictive relevance (Q²). which shows AET model predicts the hypothesised relationship between the tourist expectations and tourist inclination towards agro-ecotourism. Agro-eco-tourism planners should provide diverse farm-based activities along with water-based to enhance tourists' overall experience. To cater the agro-eco-tourism niche market, agro-eco tourism need to be recognized as a niche tourism backed by necessary policy measures.

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