Agri-tourism preferences factors among urban dwellers

Norsida Man, . and Hafiza Abdul Harith Aspany, . (2020) Agri-tourism preferences factors among urban dwellers. Malaysian Journal of Agricultural Economics (Malaysia), 29 (1). pp. 1-22. ISSN 2756-8288

Agri-tourism is a catalyst for initiation of the sustainable tourism activities and diversifying rural activities. As agriculture is the fourth contributor to the country’s economic development, this sector has vast areas to offer the tourists to feel the excitement from the farm and its resources. Agriculture and tourism have their own ability to develop and grow. The collaboration of both strong industries has strengthened the tourism industry in Malaysia. The objective of this study was to determine the agri-tourism preferences among urban dwellers in Kuala Lumpur, Selangor, and Putrajaya. The findings revealed that most of the respondents agreed that payments for agri-tourism activities should be reasonable and satisfactory as it has been supported by the highest mean score (4.41). This means that the payments charged to the customers must comply with the agri-tourism services and activities offered to them. Most of the respondents also agreed that finding agri-tourism locations through modern applications like Google Maps and Waze should be easy as it has the highest mean score (4.54). This was supported by the current trends of the public who are always connected to these applications through their mobile devices to easily locate any places at any time. Most of the respondents agreed that agri-tourism’s products and activities should be suitable for all age range. This is because the public perceive tourism and leisure time as valuable time to spend with family members and friends from different age group to tighten the relationship. Around 89.1% of respondents agreed that the major challenges in agri-tourism were the issues of lack of information and publicity on agri-tourism itself. Results from this study will serveas a guide for public and private agencies in finding ways onhow to promote agri-tourism industry in Malaysia.

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Abstract

Agri-tourism is a catalyst for initiation of the sustainable tourism activities and diversifying rural activities. As agriculture is the fourth contributor to the country’s economic development, this sector has vast areas to offer the tourists to feel the excitement from the farm and its resources. Agriculture and tourism have their own ability to develop and grow. The collaboration of both strong industries has strengthened the tourism industry in Malaysia. The objective of this study was to determine the agri-tourism preferences among urban dwellers in Kuala Lumpur, Selangor, and Putrajaya. The findings revealed that most of the respondents agreed that payments for agri-tourism activities should be reasonable and satisfactory as it has been supported by the highest mean score (4.41). This means that the payments charged to the customers must comply with the agri-tourism services and activities offered to them. Most of the respondents also agreed that finding agri-tourism locations through modern applications like Google Maps and Waze should be easy as it has the highest mean score (4.54). This was supported by the current trends of the public who are always connected to these applications through their mobile devices to easily locate any places at any time. Most of the respondents agreed that agri-tourism’s products and activities should be suitable for all age range. This is because the public perceive tourism and leisure time as valuable time to spend with family members and friends from different age group to tighten the relationship. Around 89.1% of respondents agreed that the major challenges in agri-tourism were the issues of lack of information and publicity on agri-tourism itself. Results from this study will serveas a guide for public and private agencies in finding ways onhow to promote agri-tourism industry in Malaysia.

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Item Type:	Article
AGROVOC Term:	marketing
AGROVOC Term:	payment agreements
AGROVOC Term:	economic development
AGROVOC Term:	diversification
AGROVOC Term:	tourism
Geographical Term:	Malaysia
Depositing User:	Mr. Khoirul Asrimi Md Nor
Date Deposited:	22 Apr 2026 06:05
Last Modified:	22 Apr 2026 06:05
URI:	http://webagris.upm.edu.my/id/eprint/3812

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