Unveiling Tourist Perspectives and Satisfaction in Agritourism: An Empirical Investigation in the ‘Palmyra Palm’ land of Kerala

Pradeesh Kunchu¹, Reshma Vattekkad^2*and Mohanadasan Thottathil³

¹Department of Commerce, Government College Chittur (Affiliated to University of Calicut), Palakkad, Kerala, India.

²Department of Economics, The Gandhigram Rural Institute (DTBU), Gandhigram, Dindigul, Tamilnadu, India.

³Department of Commerce, Government Victoria College (Affiliated to University of Calicut), Palakkad, Kerala, India.

Corresponding Author E-mail:reshma.p.manickath@gmail.com

Abstract:

The purpose of the research was to evaluate the tourist satisfaction on agritourism in Palakkad based on tourist perspectives. Using a structured questionnaire, the study collected primary data from 465 domestic tourists who visited the study area, through the purposive sampling method. Factor analysis, ANOVA, and multiple regression models were used to assess the relationship between various dimensions and satisfaction, and descriptive statistical techniques were used for examining responses from the Likert scale. Results reveal that eight factors viz., authenticity, educational value, cultural exchange, sustainability, economic contribution, recreational activities, relaxation and wellness, and farm-to-table  experience - were used to assess tourist perceptions, and reliability analysis was conducted. By taking into account the multiple regression model, except the ‘cultural exchange’ dimension, the remaining dimensions are statistically significant with ‘educational value’ contributing highest in achieving tourists’ satisfaction. ‘Educational value’ often deepens their understanding, encourages a personal development and sense of fulfilment. As most of tourists frequently sought for meaningful experience, and educational opportunities make the tourist destination more impactful and memorable.

Keywords:

Agritourism; Palakkad; Perception; Tourism development; Tourists’ satisfaction

[ HTML Full Text]