The Theoretical Basis Of Agritourism

Published Date: 23 Mar 2015 Last Modified: 04 May 2017

Agritourism can be explained as a farm enterprise operated for the enjoyment and education of the public that may also generate additional income for the farmer by promoting farm products and experiences and giving many opportunities to local community to enhance their living standards (Wilson et al., 2006). The concept is gaining popularity and it's providing a great escape for people in urban environment from their high-paced, strenuous and many times monotonous lifestyle. At the same time it's helping the new generation to get first-hand experience of the rural life, which otherwise is limited only to the books for them. Spending time on the farms, interacting with the local people and farmers to get an insight into their day-to-day work and their traditions, participating in the local fairs and festivals, doing the actual work on the farm, milking the cow, riding a bullock cart, are some of the activities that can be enjoyed on an agritourism outing.

3.2.1 Theoretical basis of agritourism

Agritourism is multifunctional and cooperative strategy (Sidali et al., 2011; Wilson, 2007; Essex, et al., 2005; Schmitt, 2010; Mason, 2000). The post-productivits agricultural system is the new approach in agricultural development. It is very complicated than subsistence and productivits agriculture systems (Topcu, 2007). Post-productivits agriculture system is a broad concept and the five main tasks of it are qualitative priorities in food production, alternative income sources for farmers and sustainability of agricultural lands, conservation of environment and new employment opportunities. Agritourism can easily link with these new aspects of agricultural development. Moreover, agritourism can be performed in five important sectors such as agricultural economic, socio-cultural, environmental and educational context in an effective manner. Further, since it is highly involved with the gender factor, agritourism as a gender approach is also having higher importance (Topcu, 2007; Sidali, Spiller and Schulze; 2011; Wilson, 2007; Essex, et al., 2005).

3.2.2 Definitions of agritourism

Before 1990, only a little information has been published on agritourism. This lack of information was one of the reasons for the absence for the commonly accepted definition (Lack, 1997). However, after 1990, the research literature on agritourism has flourished and several number of definitions are available now (McGehee and Kim, 2004). Some selected definitions of agritourism are as follows.

Agritourism can be defined as the practice of engaging in activities, events and services that has been provided to consumers for recreational, entertainment, or educational purposes at a farm, ranch, or other agricultural, horticultural, or agribusiness operation in order to allow consumers to experience, learn about, and participate in various facets of agricultural industry, culinary pursuits, natural resources, and heritage (Colorado Agritourism Research Project, 2010).

Tew (2010) cited The Agribusiness Development Division of the Missouri Department of Agriculture (2010) defines agritourism as, "visiting a working farm or any agricultural, horticultural, or agribusiness operation for the purpose of appreciation, enjoyment, education, or recreational involvement with agricultural, natural or heritage resources"

Agritourism as an innovative agricultural activity related to tourism and agriculture both in which has capacity to create additional source of income and employment opportunities to the farmers and local communities (Maruti, 2009).

Agritourism can be characterized as a business or activity that invites visitors to come on-farm or into a rural community to enjoy agriculture, its produce and the natural environment in which it exists. Agritourism is generally an additional enterprise added to the farm, integrating tourism into agri-business (Porcaro, 2009).

An activity, enterprise or business which combines primary elements and characteristics of agriculture and tourism and provides an experience for visitors which stimulates economic activity and impacts both farm and community income (Bruch, 2008).

Tourism on a working farm in which visitors can experience a direct connection with the host farm, rural life and/or the local environment".

There is not a consistent definition of agritourism in the literature, and it has been used interchangeably with other terms. For example, some studies have previously been synonymously linked to rural tourism, farm tourism, agro-tourism, agricultural tourism and farm based vacation (Seong-woo and Sou-yeon, 2006; Ilbery, 1998; Ilbery, 1991). However, the main idea of all of these definitions is more or less similar. As a whole, agritourism can be explained as an interaction among agricultural producers, visitors, and local residents. Operators (mainly farmers) can earn extra income from the farm, visitors can get real knowledge and experience on farming and local residents can enhance their living slandered in several ways.

3.2.3 Working definition for agritourism in the study

For the purpose of this study, agritourism is defined as "tourism activities that conduct in working farm and surrounding, for enjoyment, education, recreation of visitors, hoping an additional income for the operator from farm resources in special and sustainable local development in general". This is the working definition for agritourism in this study that is suitable in Sri Lankan context. After having strong theoretical knowledge and practical experience in agritourism sector, this was developed, including considering the main purposes of agritourism visitors, motivation of agritourism operators and expectations of local residents for rural development. Economic, social, environmental dimensions have been included in this definition.

3.2.4 Activities involved in agritourism

Normally, agritourism activities are the tourism activities take place in agricultural lands and surrounding rural environments. The number of agritourism activities mainly depends on the size of the farm and nature of the farming activities. These activities are important for the visitors to enjoy and learn agriculture. Blacka et al (2001) has divided agritourism activities in Virginia, into six categories as lodging and camping (bed and breakfast, camp sites, youth camp, farm vacation, weddings and honeymoons), special events and festivals (music festivals, haunted house, holiday celebrations, harvest festivals) Off the farm (farmers' markets, roadside produce stands), recreational activities and events (fee fishing, hiking, rock climbing, horseback riding, skeet shooting), tourism related direct marketing (pick your own fruits/vegetables, sell processed food on the farm, sell herbal organic products) an youth and or adult education (Organized tours, agricultural educational programs, demonstrations). Lack (1995) divided agritourism British Colombia, into three groups as retail sales/ direct marketing (goods produced on-site, customer harvested produce and goods produced off-site), Tours (tour of processing facilities, scenic tours and tours of production facilities) and activities (accommodation, cultural activities, recreation and educational or hands on experiences). It is important to include all the possible agritourism activities because it helps to increase the length of stay and satisfaction of the visitors. In European countries, in a farm there are activities for visitors even for several days. However, the number of agritourism activities is lower in Asian countries. Further, activities in agritourism and rural tourism haven't clearly categorized yet and most of the time they are used interchangeably.

Briefly, a successful agritourism operation should have three aspects. They are the need to have things for visitors to see (educational tours, historical recreations, festivals/special events, crop arts), things for visitors to do (educational activities, petting zoos, hay rides, pick your own) and things for visitors to buy (food and drinks, farm products, souvenirs). Things to see and do are often offered free of charge. But, money can be earned by selling things to the visitors (Adam, 2001). Agritourism can be used as primary, supplementary or complementary enterprise. As a primary enterprise, agritourism would be the main activity in the farm. Agritourism could be a minor activity in supplementary enterprises and it would share equal footing in complementary enterprises (Blacka et al., 2001).Agritourism can consist of different alternatives such as temporary attraction or special event, part of a large agriculture-oriented destination, part of a huge non-agriculture-oriented destination, and full agritourism operation.

Different forms of agritourism business

Farmers can incorporate agritourism activities to their farms in various ways according to the situation. Three possible ways are; as a supplementary, complementary or primary enterprise. To fulfill the final objective of agrotourism; farmer must think creatively and arrange it properly. (Mnguni, 2010).

Supplementary enterprise

In a supplementary enterprise, agritourism is a minor activity that would help the other products on the farm. For example, if the primary enterprise is crop production, educational and training programs can be introduced with marketing facility of value added crop products.

Complementary enterprise

In a complementary enterprise, agritourism activities have equal share with other enterprises in the farm product mix. For instance, if there is a grapes production enterprise on the farm, it the farmer wants to sell half of the grapes to a whole seller and the remainder to ''pick-your-own'' operations for visitors on the farm, then the two enterprises would be complementary enterprises.

The primary enterprise

In the primary enterprise, agritourism would be the major activity on the farm. For example, if a farmer hopes to begin a winery in the farm. He will definitely invite guests to have that experience by tasting the product. As a part of that package, he can offer an overnight accommodation in a cottage which is in the farm. And also the farmer can produce grapes in his own farm and use them to wine tasting activities. Here agritourism is the main part of the farm product mix and it becomes the primary enterprise (Bernardo, Valentin and Leatherman, 2007; Blacka, et al, 2001).

Link the relevant sections with chapter 2

3.2.5 Issues and challenges of agritourism development

As agritourism is a business activity, lots of requirements are essential for the successfulness of it. However, as agritourism it is conduct mainly in rural areas by farmers, presence of several issues and challenges is a common phenomenon. For example, a study by Lack (1995) in British Colombia, has discovered that, lack of training, marketing knowledge, quality control, finance, appropriate insurance, excessive regulations, personal challenges for farm families, conflict with primary agricultural production, distance from markets, infrastructure limitations and farm disease are the challenges of agritourism development in that country. Agritourism in Nova Scotia has some obstacles. Many agritourism operators face the problem of lack of assistance and the knowledge required to produce market-ready products as Nova Scotia Tourism. Culture is reluctant to include and to enhance agritourism in their marketing campaigns. This lack of support hinders the development of agritourism products and services resulting poorly developed and marketed products by farmers. So, farmers could not develop many skills required to operate an effective tourism business (Colton and Bissix, 2005).

A study in Haryana, India has reported that the Lack of funds for publicity and advertisement, less number of visitors, Lack of technology to develop farm tourism, lack of motivation of farmers, inadequate price for farm products/activities as major constraints in establishing agritourism (Shehrawat, 2009).

In Sri Lanka, issues and challenges in agritourism are small size farm lands, lack of required skills for the operators, poor level of processing of agricultural products, low level of publicity and promotion are the significant factors. Furthermore, lack of visitors, environmental pollution, poor condition on infrastructure, are the common problems for all the operators (Malkanthi and Routray, 2011b). Although there are few differences, most of the issues and challenges are common for many countries. As issues and challenges are negatively affect for the growth of the sector, finding solutions is utmost important.

Global warming is one of the prominent environmental issues and mass tourism has negative impacts on the environment. In mass tourism, large number of people gather to a same place and enjoy the tourism. Mass tourism indicates that the holiday is standardized, packaged rigidly and nonflexible. Due to the negative impacts of mass tourism, people have started to concern about the quality of the environment and the future of the tourism industry and also due to that has begun to focus on alternative forms of tourism. (Mairesse, 2007/2008)

By showing importance of reality the rural environment reveals itself as an exceptional because it is far from the standard large-scale hotel chains. Rural Tourism needs a help for rural development without trespassing limits, an unseen entrance. Currently the issue of rural tourism is its sustainability. Only from the sustainable tourism can have an area of authentic countryside existence. Rural Tourism development should be totally different from the seaside tourism development which builds artificial villages and big holiday resorts without any identity. Currently the coastal lines have destroyed because the rural spaces are exceeding by urbanization. (Randelli, Romei, Tortora, Mossello, 2011)

3.2.6 Sustainability in agritourism operations

Through Sustainable tourism development it is expected to protect and enhance the future opportunities while fulfilling the needs of current tourists and host regions. It is further explained as managing resources as fulfilling the economic, social, aesthetic needs, while maintaining cultural truthfulness, vital ecological processes, bio diversity and life carry systems (World Tourism Organization, 1999) Therefore, for long term sustainability, should have proper balance between environmental, economic, and socio-cultural aspects which is also known as principles aspects of Agro tourism development.

Same as other tourism destinations, sustainability of agritourism destinations are very important in long run. Although most of the destinations that are feasible in short run, face difficulties in survival in long run. So, economic feasibility, social acceptability and environmental friendliness of tourism operations are equally applicable to agritourism as well. World Tourism Organization (2001) ,defines sustainable development as "convene the requirement of present tourists and host regions as caring and improving opportunity for prospect. Its management of resources satisfies in way of economical, social and aesthetic needs satisfying while maintaining cultural integrity necessary for ecological processes, biological diversity and existence support system". Markandya, et.al, (2003) have reported that the three main linkages among tourism and sustainable development are economic, social and environmental.

Given tourism's importance in the global challenges of climate change and poverty reduction, there is a need to urgently adopt a range of policies which encourages truly sustainable tourism

that reflects a 'quadruple bottom line' of environmental, social, economic and climate responsiveness. (Sharpley, 2009)

Tourism can kill itself if we mismanage the tourism activities and places (Yalcin Kuwan and Perran Akan, 2001). Unspoiled natural environment is an asset of the industry. It will create the competitive advantage to the industry (Cater, 1993). The implementation and success of policies of sustainability, in employing tourism income to support social and cultural development and wild life conservation, require strategy framework which guides tourism development in a balanced and coherent way (Hall, 1998).

Agritourism focus for increasing rural vitality and stimulating new economic opportunities through the diversification of farm operations and increased revenue on-site and near the operations (Geisler, 2008; Jensen, Lindborg, English, & Menard. 2006). As a means to support the growth and development of the agritourism industry, Extension education can aid in the necessary programming for and education of community leaders and business operators. (Norby, Retallick, 2007)

For sustainable Agritourism operations should minimize the environmental impacts by considering both local and global environmental impacts.Deforestation, water and air pollution etc should be minimized. And also through Agritourism can minimize the damage by conserving natural areas, habitats and wild life. One of the best ways of reaching to sustainability is through achieving a clear sense of difference from other competing destinations. By using local history, industry, culture, lifestyle and natural resources attraction can be done genuinely. And the operations should be done by representing the past, present and future aspirations of the local community as reflecting the values of the community.With proper understanding of target market can offer the products and services with added values.Agritourism is a kind of an operation which provides mutual benefits for visitors and hosts while acting as a economic and community development tool. Ultimately, good tourism businesses get involved with the community and collaborate with other businesses and stakeholders and help to build local capacity.

Enhancing the production can be done through combination of agricultural and non-agricultural options. Increasing the productivity of labor, risk reducing and improving assets can be done through diversification. Linkages between the countryside, towns and cities can augment productivity and sustainability of production by creating employment, revenue and investment.

Finance and investment involves the way of mobilization of resources from taxation, central government, the private sector, foreign direct investment and remittances from abroad. It also includes how resources are invested.

Through proper strategic, Agro-Tourism could bring lot of advantages to the society. It could be a sustainable revenue producing product for rural market and can help inflow to resources from urban to the rural economy. It can avoid moving of rural people to urban. By using this particular form of rural tourism, it is feasible to fully discover the untapped potential of rural market. Both short term and long term preparation, implementing and monitoring are very important in avoiding harm to rural areas. Environmental management, local involvement, sound legislation, sustainable marketing and realistic planning are essential for Agro-Tourism development. Agro-Tourism is emerging as a vital instrument for sustain human development including poverty reduction, employment production, environmental renewal and development of remote areas and improvement of woman and other underprivileged groups in the country separate from promoting social integration and international consideration. The government should encourage Agro- Tourism to make sustainable economic growth and positive social change.

In developing countries tourism has been greatly used for, and linked directly with reduction of rural poverty especially in developing countries. However, the application, and to a degree the principles, of the widely used organizing framework for considering reducing the poverty. Household income sustainability is applied the individual or family level, while tourism sustainability is applied to the industry and destinations at broad, more macro level scales.

Economic feasibility

As one element of destination's economy, tourism must support a viable economic base. A healthy economy enables a country, region or city to pursue initiatives designed to enhance the quality of its residents (Ritchie and Crouch, 2003). Traditional way of management of tourism destination was rather productive and resource-centered. But since there are limits in adapting to the market, the present strategy is combined supply and market let approach. In this context, management of demand is highly responsible for the sustainable tourism development (Kastenholz, 2004). So, instead of profit maximization of a destination by damaging the environment in short term, now the principle is to obtain the optimum profit.

Economic benefits are positively related with the number of visitors. Further arrangement of traditional and cultural events is cost effective with this large number. However, as agritourism is a niche market, socio-culturally and environmentally sustainable, cooperation of cultural activities is very important.

Socio-cultural feasibility

Tourism operations must be compatible with the existing socio-cultural condition of the area where it is located. It is essential to test the social acceptability of tourism destinations (Gonzalez and Falcon, 2003). There should be a respect for the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance by the tourism operators and especially by outside visitors. Then it is easy to work together by the tourism operators, visitors and the local community.

This is a common for agritourism also. Since agritourism is mainly a service industry in rural areas, goodwill and cooperation of local communities are essential to make it successful (Cole, 2006; Knowd, 2006). Agritourism should be able to offer more positive socio-cultural impact than the negative impacts for the local community. This way agritourism can enhance the socio-cultural feasibility. Sharpley (2002) said that socio-cultural growth includes population of remote areas, development and maintenance of public services, renewal of local craft, customs and cultural recognition.

Environmental feasibility

Tourism destination should less damage to the surrounding environment; especially it should be free from serious environmental pollution activities. So, it should match with environmental rules and regulations and followed by Environment Impact Assessment (United Nations, 1999). However, the literature reveals that little evidence is there regarding environment being considered by farmers, planners and tourism professionals (Kline et al. 2007).

Although it is difficult and expensive, agritourism development should follow the sustainable tourism procedures to obtain the real benefits of it forever. However, most of the operators in many countries mainly emphasize only on short term economic advantages without social and environmental benefits. This is the reason for the breakdown of many tourism operations including agritourism, within a short time period.

Participatory approach in Agro tourism and rural development

The variety mentioned above may be explained by a brief analysis of some of the proposed

definitions of participation.

With regard to rural development, participation includes people's involvement in decision-making processes, in implementing programmes, their sharing in the benefits of development programmes and their involvement in efforts to evaluate such programmes (Cohen and Uphof, 1977).

Participation is a process through which stakeholders influence and share control over development initiatives and the decisions and resources which affect them (World Bank, 1994).

Participation in spatial planning denotes the co-decision capability of the affected citizens and institutions of the civil society in diverse stages of the decision-making process. When some citizens are affected directly, the participation right is assured by law. In many cases, it is optional. But there are good reasons why optional forms of participation are being applied.

Areas with an enduring high out-migration, the left over population often tends to act passively. The huge social changes, the harder it is to generate fulfill edged participation through the differences of education, local hierarchy, social position and political direction. Intraregional co-operation can be expected as a "market place" of potentials. Each of the groups or individuals integrated in the process of contribution brings in some kind of potential formal political power, informal power of opinion ideas, financial means, and ownership of land, contacts or just personal dedication. The position of the individual within the decision-making procedure is hugely determined by the extent to which the specific potential is esteemed according to objective and subjective criteria.

Participatory approaches are used in order to start up novel development paths and to interpret ideas and concepts into action. At the commencement, however, the competing behavior of the actors prevails. One temporary goal of participatory approaches is therefore to stress common interests and to help compromises which are not pressed through by local things, but at least suitable to all.

Participation typology

Type of Participation

Some Components and Characteristics

Passive Participation

People are told what is going to happen or has

already happened. Top down, information shared belongs only to external professionals

Participation in information giving

People answer questions posed by extractive

researchers, using surveys etc. People not able to influence the research

Participation by consultation

People are consulted and external agents listen to their views. Usually externally defined problems and solutions. People not really involved in decision making. Participation as consultation.

Participation by material incentives

Provision of resources, e.g. labor. Little incentive to participate after the incentives end, for example much farm research, some community forestry.

Functional Participation

Groups are formed to meet predetermined

objectives. Usually done after major project decisions are made, therefore initially dependent on outsiders but may become self dependent and enabling. Participation as organization.

Interactive Participation

Joint analysis to joint actions. Possible use of new local institutions or strengthening existing ones. Enabling and empowering so people have a stake in maintaining structures or practices.

Self-Mobilization

Already empowered, take decisions independently of external institutions. May or may not challenge existing inequitable distributions of wealth and power. Participation as empowering

(Source: Pimbert and Pretty, 1994).

3.2.7 Government policies in agritourism

In general local government is the most important authority in establishing tourism development policies (Perce, 1989). However, the types and the content of its involvement vary from country to country based on the political, economic, and constitutional systems. In many European countries governments' have supported the growth of the agritourism sector.

There are national policies for the support and development of agritourism in a number of countries for a long time. For instance, in France, state financial aids to support the renovation of redundant farm buildings into accommodation facilities were introduced in 1954. Farms in Italy, Germany and Denmark also have long benefited from national support for the development of tourist facilities (Frater, 1983; Nilsson, 2002). In Britain, Scheme offering financial incentives and advices about diversification, together with partial relaxation of planning restrictions, have facilitated the development of farm-based tourism. The farm diversification Grant Scheme introduced by the ministry of Agriculture, Fisheries and Food in 1988, was one of the first measures offering grants to farmers to help them develop diversification schemes (Walford, 2001).

According to Douglas and Douglas, (2001); Fernando, Rebollo and Biadal, (2003), it is important to develop policies in a proactive nature to lay the foundation and capture the development potential of tourism for rural communities. So, the national rural tourism strategy of a country must emphasis on infrastructure development, product development, accreditation and industrial standards, education and training, market analysis and the role of government authorities and industrial leaders in further developing the rural tourism product. Ritchie and Crouch (2003) reported that policy is an important factor which ensures the success of tourism destination. It also creates a friendly environment among stakeholders.

Therefore, the main objectives of agritourism policy are to minimize and alleviate negative environmental, social and cultural impacts; optimize revenue for industry and re-invest in conservation; optimize the active involvement of, and equitable distribution of economic benefits to, local communities; educate visitors and citizens about the importance of conserving natural and cultural heritage; promote ethical behavior and responsibilities towards the natural and cultural environment; manage operations such that there are long term benefits to the resource, industry and the local residents; deliver high quality, value-for-money, enlightens and participatory natural resources and culture-based experience for visitors; encourage travel in a spirit of humanity, respect and learning about local hosts, their culture and the natural environment etc. Victorious farm-based tourism mostly depends on policy makers, government officers at the local or countrywide level (Beus and Dunlap, 1993).

Brohma (1996) has clearly explained the importance of government involvement in rural development in his study for the third world development, there are necessary new paths.

"Though the third world tourism has developed fastly, it has encountered many troubles common to outward-oriented development strategies such as extreme foreign dependency, the formation of separate enclaves, the strengthening of socioeconomic and spatial inequalities, environment destruction and increasing cultural separation. To avoid those troubles, institutional mechanisms require to be formed to give confidence active state and participation of community in tourism planning''.

Ritchie and Crouch (2003) reported that the following aspects are important as government policies of the sector. Infrastructure policy (Can make destination safer and attractive for the visitors), Local zoning policy/by-laws (Can restrict or encourage tourism facility development), Land use and land assignation, Water resource management, Heritage conservation, Credit facility (granting reduced-interest loans to business and enterprises Affects costs and therefore profitability), Tax and subsidies (Tax concessions for investments, Can affect the growth of the industry negatively and positively and finally for the profitability of the destination), Minimum wage policy (Can affect labor markets), Agricultural policy (Organic farming, Soil conservation), Welfare policy (Can influence the nature and behavior of the work force), Education, extension and Training policy (Can affect the quality of the workforce), Marketing policy, Environmental policy (Limits growth and access to attractive but sensitive areas). A study by Ryan, (2006) discovered that, the importance of statewide infrastructure development, provide agritourism training and education for all present and potential stakeholders to improve the industry.

Political motivation at central level, enacting relevant legal actions, empowering local communities and cooperation of prevailing elite groups are important for the initiation and operationalization of the participatory tourism development approach as a pro-active tourism development tactic in developing countries. Tosun (2005) and Liu (2006) have discussed the policy initiatives that encourage the development of rural tourism in Malaysia. Indigenous accesses to and control of tourism as a key policy objective and in 1980's the promotion of greater representation of native Malays in tourism industry and greater local participation in tourism stressed in the Malaysia plan 1996-2000 are crucial. To cater to the large rural-based Malay population, rural tourism is regarded by the state government as a mechanism. Agri or nature themed tourism is vigorously pursued by tourism planners and is used as a facilitator to help revitalize the rural economy.

3.2.8 Agritourism development in the world

Although agritourism has a long history, a new and more organized form seems to have stated during late 1980's and early 1990's in Europe (Nilsson, 2002). In Italy agritourism began in late 1990s. As Denmark farmers started to provide accommodation facilities for guest on their farms in early 70's, by 1977, 10000 bed-nights had been spent on working farms, mainly in Funnel Island or North Jutland (Frater, 1983). Farm stay in New Zeeland is one of the most significant and widely spread events. In 1998 it was estimated that more than 1000 New Zeeland farms had engaged with agritourism. (Pearce, 1990).

Much propaganda has been spread throughout Europe to promote and boost social and economic challenges due to the downward trend of traditional agrarian industries whereas in many other countries, tourism is a mechanism bringing up an output of economic growth as well as development under varying degrees of state patronage (Hall, 2004). In the United Kingdom Agritourism commenced around 1988 establishing a farm diversification grant scheme after a decline in the socio-economy which was due to restructuring agricultural economics to post productivity. The last twenty years has shown a remarkable up rise in the supply of farm based tourism. Further, researches on a number of issues related to farm diversification are tributaries to diversification, characteristics of farm tourism, farm tourism markets, public sector agencies and farm diversification etc (Sharpley and Vass, 2006).

Agritourism has created an image in the minds of people giving many families an opportunity to try their hands in agricultural operations. It is a diversification in the economic activity that takes place when travel is linked by people with agricultural products, services or experience. This on-farm diversification makes it known to the non-farming public about farm products and creates awareness in their minds along with an education. According to the present trend, people are moving away from crowded resorts and polluted cities and are now focusing themselves on family farms as tourist destinations for a number of reasons such as desire for peace and harmony, enjoying the benefit of a natural environment and getting away from the humdrum of city life to relish the exuberance of rural recreation and move along farms, picking and choosing whatever they like which is a cheap breakaway (curiosity about the farming industry and life style (Wicks 2000; Manitoba Agriculture, Food and Rural Initiatives, 2001).

Also, many trends across society point to a growing demand for agritourism operations. Strong demand for wholesome family oriented recreational activities, growing concern for health promoting food products, increased demand for highest quality produce from amateur chefs, continuous pressure on prices for traditional crops, making small farms, expanding ethnic markets, creating willingness to pay for quality food items, people taking more but shorter trips are the most significant factors (Wicks, 2001). Offering overnight accommodation, farm visits and nature walks to the public are many activities which supply the income of the farm. The need of agricultural tourism is to eat farm fresh produce as well as cooked fresh farm food which could be consumed in a family environment. Agritourism projects could be broken down to draw out the choice of public, by a simple sale of farm fresh produce on a roadside stand, by membership clubs, U-pick operation, farmer markets etc. Roadside stands give farmers a wide choice of selling fresh produce, canned dried pickled or even processed food and floral products from the farmer directly to visitors at a Kiosk near the farm or alongside the farm (Cross, 2004).

Recently, importance of agritourism has increased both as tourism and a source of revenue for the farming community. England, France, Germany and Austria, currently dominate the global agritourism industry with 20,000-30,000 enterprises in each (Busby and Rendle, 2000). Agritourism in Alberta in Canada is a developing industry. It is responding to a rising demand for entrance to farm and ranch lifestyle and products mainly from an urban audience. In Canada, Farms and ranches that provide agritourism experiences to the travelers over 20 years. Several Canadian provinces have identified the feasibilities for agritourism and have set strategy-related documents regarding the industry (Canada Alberta Farm Business Management Initiatives, 2001).

In Italy rural tourism and agritourism are highly successful and have a high level of demand. For example, in 2002 million tourist arrivals were recorded in Italian agritourism sector (Pulina, Dettori, and Paba, 2006; Bouquet and Winter, 1987; Bryan, 1991; Dernoi, 1991; Momsen, 1986) Spain is also associated with the array of actions that are largely characterized by family based agriculture. Jolly (1999) revealed that the changing demographics and lifestyles of California and US populations offer opportunities which are closely linked to agriculture to their visitors. Exploiting these opportunities requires a set of skills that are somewhat different from those typical of more conventional agriculture. Agritourism is direct marketing and educational program can assist in promoting the transition to this new agriculture, and the University of California, through its Small Farm Program and Co-operative Extension, is contributing to the development of agritourism and the new agriculture.

HB 654 was a program introduced in 2002, by the Department of Agriculture and Tourism development cabinet in Kentucky, with the farmer's direct involvement on agritourism. This legislation took place during the 2002 session. Insurance and infrastructure needs, tourism based economic opportunities, market agritourism nationally and internationally education and support to farmers and agri-business relate agritourism opportunities, trade and capital support for farmers along with agri-business are the main goals of it (West Kentucky Cooperation, 2004). Department of Agriculture, Kentucky (2001) initiated an Agritourism Working Group with the purpose of improving and promoting the viability of a state agritourism sector.

According to Hsu (2005) the fastest growing segment of United States is nature and agricultural based tourism and it has received an average of 30 percent annual increase related to period between 1997-2007. At present, in many regions of the United States, because of the state sponsored development and marketing programs agritourism has become a growing industry. In 2002, Atlantic consultant has done a research on "Agritourism within the context of rural tourism''. The main three study elements of the study are; establishment of existing and future market demand for rural including Agritourism, supply in the Agritourism sector and identification of a six year plan for the development and promotion of rural tourism. According to a study on "The bed and breakfast market of Buffalo City in South Africa: Present status, constraints and success factors'', the Band B has an average of 3.6 years of experience, part-time and full-time employees. They are providing a combination of services, facilities, activities and have used a variety of promotional techniques with word of mouth being the most prevalent. They have experienced problems such as crime, lack of sector focus, lack of entrepreneurial creativity, network enterprises, and access to a dedicated fund for business finance, reduced operating expenses, non-financial support and continuous skill development.

Other than Canada and USA, a lot of countries such as Australia, New Zealand, United Kingdom, Germany, France and Netherlands are also applying agritourism in a very advanced level. There are well established agritourism centers in those countries and rural farmers are earning a significant income due to very high demand for the services (Beerali and Martin, 2004).

Agritourism Program in Cyprus

The need for agritourism in Cyprus was initiated in 1996 with the establishment of Cyprus Tourism Organization by Agritourism Company for the better co-ordination of agritourism properties. Today, the 58 lodgings can be found related to agritourism in Cyprus. The basis of the program was the renewal of the countryside and reversal of urban leaning. By making infrastructure for tourism and encouraging novel entrepreneurial activities in rural areas were the ways of achieving above. Also provide countryside people a chance to interfere with the program, by caring and enhancing built inheritance, culture along with tradition (Jolly, 1999). In short, agritourism in Cyprus embraces the typical socio-economic aims of rural tourism development. It doesn't act as an alternative to traditional rural occupations or lifestyles, but rather as a supplementary income enabling everyday practice to continue. At the same time, however, it encompasses the broader objective of repositioning the island's tourism product (Sharpley, 2002).

Asian Experiences

Several Asian countries namely; Indonesia, Malaysia, Taiwan, Thailand, Japan, Korea and India have stated agritourism as an alternative income source for the rural farms since a significant number of years before. In Taiwan, year 1979 is generally considered as the starting point of agritourism and in year 1980, the Taipei city farmer association established tourism in a tea plantation. Also, in mid 1980s', establishment of agritourism development and demonstration plan had taken place (Hsu, 2005).

The plantation areas in Sumatra and Java in Indonesia have been developed mainly for rural tourism. In Korea, a group of more than five farm households with home stay villages near tourist resorts have been developed as tourist-farms. In Malaysia, the government pumps out most of the funds for more than thirty agritourism centers (Sharpley and Vass, 2006). Malaysian Minister of Agriculture has emphasized the importance of revolutionizing the agriculture sector, in the conference of Malaysia Agriculture, Horticulture and Crops, stating, ''we will also try to transform many of our agricultural and research stations in to tourists destinations'' (Hamid, 2000).

Hsu (2005) has reported that, in Taiwan, agritourism was proposed by the Department of Agricultural Extension of the National Taiwan University and the Council of Agriculture in 1989. In 1993, the council of Agriculture advocated the ''Leisure Farm guiding Development and Management Program'' to assist the farmers those who were interested in diversifying their management strategies. In 1996, the ''Leisure Farm Guiding Regulations'' was formulated by the government. Other than the previous objectives, encouragement of farm owners to integrate local cultural activities into their management strategies to boot the local economy was also emphasized.

In India ''Agro Rural Tourism'' (ART) is a program to find solution to overcome farming problem. So, the Agro Rural Tourism can be a best supplementary business for Agriculture. ART is going to be organized not only on a developed plot like a resort, but also on the vast ambiance of activity farming set up, if this farming is properly integrated and sustainable, naturally. Importance will be given to the ecological implications of the area. Thus ART will automatically support the global concept of "Environmental Security".

Also, Haryana Tourism, (2007) reported that, Haryana Tourism in India is the first state in the country established agritourism collaboration with 13 farms near Delhi which seeks to open a vista of new opportunities such as musical sound of nature, pure air, planting baby seeds, riding bullock carts, organic food, cultural heritage, folk traditions, joys of nature etc. The farms are located in Faridabad, Gurgon, Rohtak and Karnal districts of Haryana. Other than theses places, there are agritourism destinations in areas such as Mahrashtra, Kerala, Panjab etc.

Agriculture and agritourism in Thailand is going ahead, compared to other countries in the region. At present, 80 Agricultural experiment stations are in the country providing support for the agriculture sector in numerous ways. Out of 80 the experiment stations, 17 stations have been developed by the Department of Agriculture as agritourism operations considering the suitable features of each destination like educational value, their location, importance as a prime tourism spot, their available rooming facility etc. It is reported that there is a high demand for those destinations by local as well as foreign visitors. Guide book to agritourism introduced by the secretary of the Tourism Office, Department of Agriculture, provides all the useful information for all 17 centers including the vital tourist calendar (Department of Agriculture Thailand, 2004). Other than Public agritourism centers, there are many private destinations which provide the service to visitors in various scales. Farm Chokchai in Nawankoon, Choto Re Leai in Loei, VaVee Station and Doi Tuny in Chiang Ria, Ang Kang Station (Royal project) in Chiang Mai are some of the best examples.

Agritourism in Sri Lanka is in the emerging stage and there are only a few destinations available at present in the country. Although there are facilities to visit farm lands by public free of charge upon prior request, agritourism as a business is still a new concept for most of the rural areas. Also, farmers have lack of knowledge and skill to start agritourism operations on their own. Though a few farmers have the potential, they need outside support and guidance to initiate.

Although there is certain level of experiences on agritourism in few Asian countries, most of the currently available experiences are mainly from economically advanced countries having large farms. For instance, in USA and Canada, the average size of a small-scale farm is 1000 ha and in Canada 1500ha respectively, and they are much larger than large-scale farms in Asia. So, there is a doubt whether we can apply these experiences directly to Asian countries like Sri Lanka, especially to the small-scale rural farmers.

Summing up the facts, it is very evident that agritourism, as a growing sector, has a sound foundation for generating income in rural areas of many countries. Wicks and Merrett (2003) have mentioned that, agritourism development can be successfully integrated into local economies, environment and rural lifestyles without a great disruption. However, in some situations they have not been able to give the expected outcome. Furthermore, most of the experiences of agritourism which I came across during my literature survey were, from developed and well advanced countries. Compared to developing countries, those farmers have large size farms, good education and technology and a lot of other facilities and government support to run a farm business well. Also, general people have a lot of opportunities to engage in travel and tourism as visitors. But, the condition of the farms in Sri Lanka is different in many aspects. Therefore, the question we have is whether agritourism in Sri Lanka would give the same outcome as the other developed counties?

3.2.9 Agritourism and farm tourism

Farm tourism can be explained as the process of visiting a farm for a holiday, participating in its operations and learning about farming. According to Haryana Tourism Corporation Limited (2012) the concept of farm tourism envisages involvement of private sector the farmers / farm house owners based on public private corporation. The owner of the farm house plays a dual role. He act as hosts and guides to the tourist who is visiting there. First choice is given to farm which has attached the agricultural land. The owner of the farm house hopes to offer foods prepared in home, facilities to stay and show the practices related to Agriculture and bring in to him the way of village life through different participatory activities. The visitors can enjoy the natural surroundings in fresh air. The visitor gets an exposure of local community life which means attending a panchayat meeting, gaining the experience of local songs, various food and dances, art ,craft and so on .The village tour consists of visiting the carpenter, blacksmith like local artisans. The visitors can experience the functions such as wedding ceremonies and local meals. They can also take part or observe village games such as wresting, gulidanda, kite flying and travel on bullock cart, tractor etc.There are some special things that can experience for urban visitors. They are jumping on the hay, have a bath in the well etc.They also they can observe the important fairs and festivals that is organized with significant monuments, historical sites and so on. A unique selling place can be developed in each and every farm.

The terms "farm tourism" and "agritourism" are used interchangeably and according to different geographies. In England, the term farm tourism is used; on the East Coast (Rilla, 2012). Use of the term farm tourism is not as common as agritourism and most of the authors have used the term agritourism and farm tourism interchangeably or as synonyms in their studies (Beglaryan, 2011;Phelan and Sharpley, 2010; Phillip, Hunter and Blackstone, 2010; Hepburn, 2008; Bruch, 2008; Kline et al; Hepburn, 2008; Barbieri and Mshenga, 2008;Hsu, 2005; Roberts and Hall, 2001; Wall, 2000). To the best of my knowledge, no one has compared and contrast agritourism and farm tourism yet.