Youth Engagement in Agritourism: An Analysis of Opportunities and Barriers in Kollam District, Kerala

Abstract

Agritourism, a burgeoning sector at the intersection of agriculture and tourism, holds immense potential for rural revitalization, especially for creating new livelihood opportunities for young people. This study investigates the key opportunities and significant challenges faced by youth in initiating or participating in agritourism ventures in the Kollam district of Kerala, a region with a strong agricultural base and cultural richness. Using a mixed-methods approach, including a survey of 50 local youth, the research reveals a striking gap between high awareness (84%) and low actual participation (44.9%) in agritourism activities. The findings indicate that while youth are interested in entrepreneurial ventures and are particularly attracted to aspects like local food experiences and organic farming, their engagement is primarily hindered by a lack of proper training (22.4%), financial constraints, and a significant social stigma associated with agricultural work (40%). The study also highlights the crucial role of digital platforms, with social media and educational institutions being the primary sources of information. This research underscores that to effectively harness the potential of agritourism for rural development, targeted interventions are necessary. Recommendations are proposed to address these barriers through strengthened training and financial support, improved infrastructure, and strategic awareness campaigns designed to shift social perceptions and brand agriculture as a modern, innovative, and rewarding career path.