1. FROM INCEPTION TO OPERATION: DRIVING FACTORS AND SWOC ANALYSIS OF AGROTOURISM VENTURES.
- Author
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Gowdhaman, Pratishtha, Malliah, Nirmala Devi, Karthikeyan, Sriram, and Selvi, Gangai
- Abstract
This study explores the driving factors behind the inception of agrotourism ventures and conducts a SWOC (Strengths, Weaknesses, Opportunities, and Challenges) analysis of such ventures in Coimbatore district of Tamil Nadu, India. Using a snowball sampling technique, 10 agrotourism units were selected for the study. Data was collected through structured questionnaires and analyzed using percentage analysis and NVIVO software. The results revealed that generating additional income and utilizing existing resources, are the primary drivers for starting agrotourism ventures. Personal factors, like enhancing quality of life and seeking new challenges, also play significant roles. The SWOC analysis highlights strengths such as unique family-oriented experiences and promotion of local culture, while identifying weaknesses in marketing reach and financial constraints. Opportunities include leveraging digital platforms and expanding educational programs, whereas challenges involve regulatory compliance and managing both agricultural and tourism operations. This comprehensive analysis provides valuable insights for stakeholders to develop targeted strategies supporting the sustainable growth of the agrotourism sector. [ABSTRACT FROM AUTHOR]
- Published
- 2024