An Assessment of Sustainability in Agri Tourism Destinations of Kerala: A Tourist Centric Perspective

Agri-tourism has emerged as a sustainable tourism alternative by integrating agricultural activities with tourism experiences while supporting rural livelihoods. Kerala, with its agrarian base and rich ecological resources, offers significant potential for sustainable agri-tourism development. The present study assesses the sustainability of agri-tourism destinations in Kerala from the perspective of tourists. The study identifies key sustainability dimensions and examines their influence on overall perceived sustainability and tourists’ behavioural intentions. Primary data were collected from tourists visiting selected agri-tourism destinations in Kerala using a structured questionnaire. A conceptual sustainability assessment model was developed and tested using descriptive statistics and structural relationship analysis. The findings indicate that environmental, socio-cultural, economic, and experiential sustainability significantly influence tourists’ perception of destination sustainability. The study highlights the importance of integrating tourists’ perceptions into agri-tourism planning to ensure long-term sustainable development.