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Effect of Agricultural Advisory Services on Farmers’ Knowledge of Agritourism Development

Abstract

Agritourism development involves the integration of agricultural activities with tourism services and experiences to create additional economic and social opportunities for farming communities. It may include farm tours, educational visits, recreational activities, cultural experiences, direct sales of farm products, farm-based accommodation, food experiences, and other visitor-oriented activities. Agricultural advisory services can provide farmers with relevant information and guidance on identifying, planning, developing, and managing suitable agritourism opportunities. This study will examine the effect of agricultural advisory services on farmers’ knowledge of agritourism development. It will assess farmers’ exposure to agricultural advisory services and determine their level of knowledge regarding the planning and development of agritourism activities. The study will also examine the relationship between access to advisory services and farmers’ knowledge of agritourism development. The study will focus on farmers’ knowledge of identifying agritourism opportunities, planning farm-based tourism activities, developing visitor experiences, presenting agricultural resources, marketing farm attractions, managing visitors, maintaining farm facilities, promoting agricultural products, and developing tourism-related farm enterprises. It will also consider farmers’ exposure to extension visits, advisory meetings, training programmes, demonstrations, farm visits, tourism information, and other sources of guidance relating to agritourism development. A quantitative research approach will be adopted for the study. Data will be collected from farmers using structured questionnaires designed to assess their exposure to agricultural advisory services and knowledge of agritourism development. The data will be analysed using descriptive statistics, knowledge scores, frequency distributions, percentages, correlation analysis, and regression analysis to determine the relationship between agricultural advisory services and farmers’ knowledge of agritourism development. The study is expected to reveal that farmers who have greater access to agricultural advisory services may demonstrate higher levels of knowledge of agritourism development. Regular advisory contact, practical training, demonstrations, and information sharing may improve farmers’ understanding of agritourism planning, marketing, visitor management, and enterprise development. However, inadequate advisory services, limited tourism information, poor infrastructure, financial constraints, insufficient technical knowledge, and weak market linkages may constrain farmers’ knowledge of agritourism development. The study will be useful to farmers, agricultural extension agents, rural development agencies, tourism authorities, agricultural cooperatives, policymakers, researchers, and non-governmental organisations. It may provide useful information on the role of agricultural advisory services in improving farmers’ knowledge of agritourism and supporting diversification of rural agricultural enterprises. The findings may also assist relevant organisations in developing advisory and training programmes that integrate agricultural production with tourism and rural enterprise development. The study concludes that agricultural advisory services are important for improving farmers’ knowledge of agritourism development and supporting the effective utilisation of farm resources for tourism-related activities. It is therefore recommended that extension agencies incorporate agritourism information into relevant advisory programmes and provide practical training on tourism planning, farm presentation, marketing, visitor management, and enterprise development. Relevant authorities should also improve access to tourism infrastructure, information, and support services to strengthen farmers’ knowledge and capacity for agritourism development.

Keywords: Agricultural advisory services, farmers’ knowledge, agritourism development, agricultural extension, farm tourism, rural development, tourism opportunities, farm diversification, agricultural entrepreneurship, farmer training, tourism planning, farm-based tourism, tourism marketing, rural enterprise, agricultural resources.