Tourist Satisfaction in Kerala Agritourism: Insights from Domestic and International Visitors

Purpose: Tourism has been an essential component of human civilization since the beginning, evolving through various forms, phases, and practices over the centuries. Agritourism is a type of tourism that uses agricultural life as a tourist attraction. It is either agricultural tourism or agricultural marketing. It has the potential to generate additional income and employment for farmers. Agriculture has been a cornerstone of life in Kerala since ancient times, and even in today’s digital era, traditional farming methods remain prevalent among the farming community. It can help to boost local economic development and also helps to preserve biodiversity. Furthermore, rural communities must recognize the value of agricultural biodiversity and the need to protect it. It is important to measure the quality of services offered at the agritourism centre to ensure the operational effectiveness of centres as well as the tourist satisfaction [1]. The study was conducted to assess the level of satisfaction of foreign and domestic tourists in the agritourism destinations.

Methodology: Primary survey was conducted among 150 domestic tourists and 150 foreign tourists who visited agritourism centres in Kerala using pre-tested structured questionnaire.

Results: The findings indicated low satisfaction with accessibility, disability-friendly environment, telecommunication facilities and medical facilities available at the agritourism center. The low satisfaction level indicates that these elements are not functioning efficiently in agritourism destinations. As mentioned in the earlier discussions, accessibility is vital for the success of agritourism destinations. Most of the tourists were hesitant to revisit the centers because of inadequate accessibility. More than just a practical concern, it is crucial for boosting economic development, enhancing visitor satisfaction, and promoting sustainable agritourism practices. Likewise network connectivity challenges in agritourism centers located in hill areas pose significant obstacles to effective operation and visitor satisfaction. These issues affect communication, emergency response, and financial viability of centres as well as tourists. Medical facilities are essential to agritourism destinations, crucial for safeguarding the well-being of visitors. The agritourism centers are located in remote areas, making it challenging to access hospitals in emergency situations. So having adequate medical services in tourism centers are essential for protecting the health and well-being of tourists.

Conclusion: The study assessed the level of satisfaction of foreign and domestic tourists in the agritourism destinations. Visitor satisfaction is critical to the success of agritourism destinations, as it influences visitor loyalty, the destination's reputation, operational improvements, and financial gains. By focusing on providing superior experiences and actively seeking feedback, agritourism operators can enhance their offerings, establish a positive reputation, and foster long-term growth.