Ranjbar, Iman, Mousavi, Seyed Nematolla, Najafi, Bahaeddin (2024). Analysis of farmers' intentions and behavior towards agritourism as a complementary activity to agriculture. , (), -.
Iman Ranjbar; Seyed Nematolla Mousavi; Bahaeddin Najafi. "Analysis of farmers' intentions and behavior towards agritourism as a complementary activity to agriculture". , , , 2024, -.
Ranjbar, Iman, Mousavi, Seyed Nematolla, Najafi, Bahaeddin (2024). 'Analysis of farmers' intentions and behavior towards agritourism as a complementary activity to agriculture', , (), pp. -.
Ranjbar, Iman, Mousavi, Seyed Nematolla, Najafi, Bahaeddin Analysis of farmers' intentions and behavior towards agritourism as a complementary activity to agriculture. , 2024; (): -.

Analysis of farmers' intentions and behavior towards agritourism as a complementary activity to agriculture

Journal of Agricultural Science and Technology
Articles in Press, Accepted Manuscript, Available Online from 01 January 2024    PDF (687.06 K)
Document Type: Original Research
Authors
Iman Ranjbar1; Seyed Nematolla Mousavi* 2; Bahaeddin Najafi3
1Islamic Azad University, Marvdasht, Iran
2Associate professor, Department of Agricultural Economics, Agriculture faculty, Islamic Azad University Marvdasht, Marvdasht, Iran
3Professor, Department of Agricultural Economics, Agriculture faculty, Islamic Azad University Marvdasht, Marvdasht, Iran
Abstract
Traditional farming faces significant challenges to sustainable development due to climate change, water scarcity, and environmental, social, and economic threats. Adopting complementary activities like agritourism can help address these challenges and promote sustainable village development. This study examines farmers' behavioral intentions and willingness to participate in agritourism as a supplementary activity. Data were collected through questionnaires using stratified random sampling with proportional assignment from farmers in five agriculturally diverse villages in Marvdasht County, Fars Province, Iran. The data were analyzed using the extended Theory of Planned Behavior (TPB), which explained 78.8% of farmers' behavioral intentions and 61.8% of their actual behavior. The results show that attitudes, subjective norms, and perceived behavioral control—traditional TPB constructs—significantly influence farmers' intentions to adopt agritourism. Additionally, self-identity, social capital, environmental values, and the perception of farmer’s risks enhance the predictive power of farmers' behavioral intentions. However, perceived behavioral control did not significantly impact farmers' actual behavior, while their intentions had the strongest positive influence on agritourism adoption. These findings suggest that promoting farmers' attitudes, beliefs, and self-confidence through training and information campaigns can increase their engagement in agritourism. Policymakers should implement cultural programs, incentives, and social networks to enhance agritourism's occupational value and encourage collaboration within the agricultural sector. Furthermore, measures should ensure agritourism aligns with environmental goals and educate farmers about the risks of traditional farming practices. Such efforts can foster sustainable development and strengthen the role of agritourism as a complementary activity to traditional farming.

Keywords
Agritourism; Perceived behavioral control; Social capital; Theory of Planned Behavior (TPB)
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