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Assessment of Farmers’ Knowledge of Agricultural Tourism Opportunities

Abstract

Agricultural tourism provides opportunities for farmers to combine agricultural production with tourism-related activities and generate additional value from farm resources, products, knowledge, and experiences. It may involve farm visits, educational tours, recreational activities, cultural experiences, direct sales of agricultural products, farm demonstrations, food experiences, and other activities that attract visitors to farming communities. Farmers’ knowledge of these opportunities is important for identifying suitable agricultural tourism activities and understanding how they can be developed as complementary farm enterprises. This study will assess farmers’ knowledge of agricultural tourism opportunities. It will determine farmers’ level of knowledge of different agricultural tourism activities and assess their understanding of the potential economic and developmental benefits associated with agricultural tourism. The study will also identify the major sources of information through which farmers acquire knowledge about agricultural tourism opportunities. The study will focus on farmers’ knowledge of farm tours, educational farm visits, agricultural demonstrations, farm-based recreation, cultural experiences, direct marketing of farm products, livestock experiences, food-related activities, farm accommodation, and other tourism activities linked to agricultural resources. It will also consider farmers’ knowledge of tourism planning, visitor management, product presentation, marketing, pricing, farm safety, and basic enterprise requirements associated with agricultural tourism. A quantitative research approach will be adopted for the study. Data will be collected from farmers using structured questionnaires designed to assess their knowledge of agricultural tourism opportunities and related activities. The data will be analysed using descriptive statistics, frequency distributions, percentages, mean knowledge scores, knowledge indices, correlation analysis, and regression analysis to determine farmers’ level of knowledge and factors associated with their knowledge of agricultural tourism opportunities. The study is expected to reveal varying levels of knowledge of agricultural tourism opportunities among farmers. Farmers with greater access to agricultural extension services, tourism information, training programmes, digital platforms, farmer organisations, and community networks may demonstrate higher levels of knowledge. However, inadequate information, limited exposure to tourism activities, poor infrastructure, financial constraints, insufficient training, and weak linkages between agricultural and tourism institutions may limit farmers’ knowledge of available opportunities. 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 farmers’ knowledge of agricultural tourism and identify important information gaps that may affect their ability to explore tourism-related farm enterprises. The findings may also assist relevant organisations in designing awareness campaigns, training programmes, and advisory services that promote agricultural tourism development in rural communities. The study concludes that adequate knowledge of agricultural tourism opportunities is important for enabling farmers to identify and utilise suitable tourism-related agricultural activities. It is therefore recommended that agricultural extension agencies and rural development organisations provide farmers with relevant information and practical training on agricultural tourism opportunities, planning, marketing, visitor management, and enterprise development. Collaboration between agricultural and tourism institutions should also be strengthened to improve farmers’ access to information and support services.

Keywords: Farmers’ knowledge, agricultural tourism, tourism opportunities, agritourism, agricultural extension, farm tourism, rural development, farm diversification, agricultural entrepreneurship, tourism activities, farm-based tourism, tourism information, farmer training, rural enterprise, agricultural resources.