Sowing success: Unraveling the drivers behind agro-ecotourism ventures and visitor engagement

Abstract

Agro-ecotourism, an innovative approach within India's tourism sector, fosters collaboration between the farming sector, tourism industry, and agricultural enterprises, alongside leveraging ecosystem services. This study, conducted in the Chikkamagaluru and Kodagu districts of Karnataka, employed purposive random sampling to select respondents, revealing the positive impact of agro-ecotourism on local communities. In the research area, agro-ecotourism emerged as a significant contributor to employment and income generation for local residents, both through wage labor and entrepreneurial endeavors. The study emphasizes the vital role of agro-ecotourism initiatives in fostering economic growth in rural areas, not only through direct employment opportunities but also through ancillary services and supply chains. By strengthening these linkages between agro-ecotourism and local communities, there is an opportunity to address challenges such as rural youth migration. Empowering rural populations through meaningful employment and income generating activities can contribute to the overall sustainability and prosperity of rural areas, ensuring that the benefits of agro-ecotourism are equitably distributed among all stakeholders.