1. Lecturer, Department of Tourism and Hospitality Management, University of Rajshahi, Bangladesh.
2. Assistant Professor, Department of Tourism and Hospitality Management University of Rajshahi, Bangladesh.
3. Department of Information Science and Library Management University of Rajshahi Bangladesh.
4. Research Associate, New vision Solution Ltd. Bangladesh.

* Correspondence: sanjana.mkt@gmail.com

Keywords: agro tourism, willingness to pay, rural advancement, sustainability, Bangladesh

1. INTRODUCTION

Tourism affects regional and national economies, whereas agro-tourism can boost the economy. Agro-tourism attracts money, investment, and innovation to the region, fostering infrastructural industries and traditional crafts that address socio-economic challenges. Agro-tourism uses farm diversification to achieve tourism aims. Thus, well-organized agro-tourism can help rural economies shift structurally [1].  European countries established agro-tourism to diversify revenue and support farmers. Agro-tourism is considered relevant now; country farmers work hard to satisfy them. Even after working hard, they are unhappy with their pay. They cannot afford a good life for themselves and their family, causing significant suicide rates. Agro-tourism can stimulate farming communities to grow crops sustainably and conserve biodiversity. Tourists can also learn about unique agricultural activities like harvesting crops, growing vegetables, and organically collecting fruits. Developing countries with agro-biodiversity and beautiful landscapes can benefit [2]. Agro-tourism can track land resources using GIS. Crop and harvest production must grow to attract customers under pressure. Agro-tourism is performing well in South Asia, improving farmer welfare and boosting national income. Farmers’ ability to keep tourists’ allegiance is crucial to agro-tourism’s success [3]. Agro-tourism claims optimal resource management leads to sustained progress. In agro-tourism, farmer knowledge, skills, and talents are crucial. Agro-tourism may boost the economy and generate revenues. Farmers’ talents and capacities are equally crucial to keep tourists coming. Typically, “willingness to pay” (WTP) refers to consumers’ expected maximum price for a product or service [4]. Agro-tourism is one of Bangladesh’s fastest-growing trends, and many rural and urban areas are good for it. The government is trying to improve rural areas’ agro-tourism development to increase consumer and tourist attraction willingness to pay. Paying customers for rural agro-tourism seeks heterogeneity to enhance rural landscape leisure. Increased willingness to pay can boost the economy and raise tax revenues from various tourist activities to fund sustainable rural and urban policy [5]. It can also promote sustainable activities and experiences in rural Bangladesh. This study examined the elements influencing Bangladeshi tourists’ willingness to pay for agro-tourism. Additionally, agro-tourism might help Bangladesh develop sustainably by boosting tourist interest; all global sustainable tourism policies, strategies, and procedural frameworks are based on economic growth, social fairness, and environmental protection [6]. Sustainability requires all tourism sector players to know about it and balance economic and environmental objectives. They should use agro-tourism to conserve energy, recycle, reduce plastic and hazardous waste, protect historical sites, and create more jobs [7]. Bangladesh is fertile and alluvial, with 70% of its population dependent on agriculture. The nation can have sustainable and agroecological farming zones. The nation could create multiple agricultural businesses at once. Bangladeshi tourism needs indigenous knowledge for overall growth. Bangladesh’s government might promote indigenous farmers’ eco-protection programmes to attract tourists. Bangladeshi studies show which products and services can generate enough revenue from agro-tourism [8]. Bangladeshi tourism studies support agro-tourism; they also emphasise the necessity for corporate and government entities to collaborate and reduce each other’s tourism deficiencies in Bangladesh. The issue is the lack of understanding of Bangladesh’s agro-tourism difficulties and strategies for sustainable growth. Bangladesh has great potential for agro-tourism to boost its economy. Agro-tourism can boost farmers’ incomes and the economy, and tourists like it because it evokes authenticity and nostalgia [9]. Bangladesh’s agro-tourism is underutilised despite its resources and terrain, despite its potential to boost the economy. Thus, Bangladeshi agro-tourism can boost local economies and lives. This benefits the entire ecology. Learning how to strengthen Bangladesh’s agrotourism is crucial. Developing agricultural tourism concepts will improve tourist numbers. Examine Bangladesh’s obstacles, how to overcome them, and the elements that affect tourists’ WTP for agro-tourism sites [10].

2. AGRICULTURE AND TOURISM SCENARIO IN BANGLADESH

Bangladesh, a largely agro-based developing nation, occupies 147,570 square kilometres [11].  Owing to its geographic location, it has a rich, fertile terrain suitable for agriculture and has many rivers, making it an agro-based nation. Agriculture generates 14.23% of GDP and directly employs 40.60% of the workforce in 2019. Agriculture supports 84% of rural households. Several tourist attractions in Bangladesh feature fantastical natural vistas and charms. Although the government of Bangladesh plays a pivotal role in the tourist industry, the private sector has been increasingly active and influential in recent years. The country enjoys a bounty of historical and cultural landmarks of staggering proportions. The tourism sector went largely unnoticed [12]. This is because of a lack of exposure to the business as a whole and a lack of expertise, capital, attention, research, and study devoted to developing and protecting the tourism industry. However, Bangladesh is an example of the rising trend and technology-based approaches that have fostered trade and investment and ultimately played a revolutionary role in making this tourism industry a real success, especially compared to the developed part of the world. The total contribution of Travel and Tourism to GDP in Bangladesh is 2.2 % in 2021, and the total contribution of Travel and Tourism to employment is 1.73 million [13].

3. AGRO-TOURISM

People engaging in active participation, recreation, or education while visiting farms or other agricultural enterprises are called agro-tourists. Various activities are included in agro-tourism, allowing farmers to diversify their businesses and increase their income [14].  People who visit working farms or other agricultural operations for recreation, education, or direct involvement are engaged in agro-tourism. A combination of agriculture with tourism is known as agro-tourism. Agro-tourism is a type of tourism that uses rural culture as a point of interest for visitors [15]. Agro-tourism is a sustainable tourist development and multi-activity in rural areas that allows visitors to learn about agricultural areas, agricultural occupations, local products, traditional food, rural life, and culture. It has taken on a new significance as a potential source of income and employment [16]. Agro-tourism, which combines tourism and agriculture, is a crucial component of environmentally and socially responsible travel. Agro-tourism aims to create a new integrated tourism offering that aids in the long-term development of rural areas [17]. Agro-tourism and other rural tourism concepts vary in authenticity and possible participation in agricultural life. Although, if there is no terminological distinction between agro-tourism and other rural tourism, it has no meaning. Several obstacles have slowed rural and agricultural growth in many developing countries, including Bangladesh. Issues related to ensuring community engagement and sustainable development are ones that agro-tourism can help to address [18].

4. ASPECTS OF AGRO-TOURISM IN BANGLADESH

Agro-tourism is a section of the eco-tourism industry in which tourists visit gardens, farms, ranches and different agricultural businesses for entertainment, education or rest purposes. These vacations or tourism are either immersive stays by the participation of the tourists in regular maintenance of livestock and crops for many days or can be an experience, for example, picking fruits, tasting honey, milking cows, feeding animals on the farm, horseback riding and others [19]. Agro-tourism is a type of business diversification in which ranchers offer non-ranching-related recreational activities such as hunting, fishing, horseback riding, and other guided tours to tourists. The efforts of Bangladesh have been tremendous in the development of agriculture in the last few decades; thus, they can acquire the highest position in producing many agricultural products such as jute, rice, jackfruit, mangoes, tropical fruits, farmed fish and tobacco [20]. Integrating an active farm setting with commercial tourism components, agricultural tourism is a significant type of tourism that can contribute to rural development and agriculture. Agro-tourism integrates the social, economic, and environmental aspects of sustainability, which directly relates to the perception of tourism among the local population [21]. Moreover, farms could benefit from the innovation and diversity of the agro-tourism approach, which provides visitors with recreational and leisure activities while bringing monetary and non-monetary benefits to locals, tourists, and farmers [22]. People are visiting the country and feeling peace, like Bangladesh. The nature of the country, with the cultivation of agricultural products, is found to be interesting among foreigners. This kind of tourism is developed with the experiences of these tourists and the words they spread in person or through social media. Farm tours on family holidays, B&Bs, picnic areas, herb walk facilities, roadside stands selling farm goods, and local crafts are some of the entrepreneurial agro-tourism activities that have proven successful in industrialized countries [23]. Sometimes, life in the country is just what you need. Taking advantage of the natural landscape’s aesthetic potential, such as organizing photography workshops or just displaying fauna and flora, requires extracting the qualitative components of agro-tourism. Tourists can spend time learning about agriculture through guided tours, workshops, and classes that demonstrate how honey, cheese, and bread are made or how traditional dishes are prepared [24]. People living in the city would also be interested in horseback riding, mountain climbing, skiing, fishing, hunting, and cycling. Showing off farming equipment, demonstrating sheep shearing, explaining the wool-producing process, participating in local parades, and building tiny versions of the village or children’s playgrounds are all ways for villagers to earn money [25].

5. WILLINGNESS TO PAY

It is not sufficient to ask respondents about their “Willingness to Pay;” one must additionally inquire about their “Willingness to Accept” (WTA). WTA is the respondents’ minimum environmental acceptance [26]. The consumer’s perceived value of a product or service is reflected in their willingness to pay (WTP), which is the highest price at which they are willing to purchase that quantity. Agro-tourism activity is necessary for improving economic conditions and tourist interest [27]. Bangladesh is one of the most effective tourist destinations in the South Asian region. Bangladesh has a chance to develop agro-tourism for the farmers, which could increase their income. Agro-tourism is beneficial for urban and rural areas because agro-tourism activity plays an additional source of economic development in the corresponding rural area of Bangladesh [28]. Direct differences and significant threats that the rural areas of Bangladesh might have faced are production-related threats, marketing-related threats, regulatory-related threats, financial and management threats, as well as personal threats [29]. The willingness to pay in rural areas for agro-tourism development will be helpful for most farmers. The willingness to pay for agro-tourism development in Bangladesh’s rural sustainable areas has different advantages, such as helping to improve the ecological environment, rural areas and product development of the associated landscape [30]. An estimated willingness by customers or tourists to pay helps to improve the rural landscape of Bangladesh, which is one of the effective objectives of this study. The different challenges negatively impact farmers’ income because they change banks’ interest rates, fluctuate in the share market, and cause national and international crises. However, identifying the factors that affect tourists’ WTP for agro-tourism in Bangladesh will provide useful insight into rural economic development by increasing farmers’ source of income [31].

6. SUSTAINABLE DEVELOPMENT AND AGRO-TOURISM

The implementation of agro-tourism on farms has been shown in numerous studies to increase farmers’ overall income. The positive impact of agro-tourism on rural economies may be easily seen in nations where the practice has existed for some time [32]. In Italy, for instance, farmers rely on agro-tourism for around 23% of their monthly income. In rural settings, agricultural activity is the focal point, where the farmer conducts endogenous development based on local resources to increase his entrepreneurial abilities [33]. Today, the value of his work no longer lays in the agricultural products, as it did in the past, but in the quality of his products made possible by technological advancement, accompanied by marketing measures in response to shifting consumer tastes. However, agro-tourism should be considered one of the most effective means of expanding and diversifying farm operations.  Hence, this diversification, in addition to implementing new business areas and attracting new customers/tourists, enhances intangible assets, environmental assets, and landscape values [34]. Combining these two factors (tourism & agriculture) increases farmers’ income, who now have a secondary means of subsistence. Agro-tourism demand is high nowadays, and agro-tourism is a viable and profitable kind of sustainable rural tourism that gives visitors a true agricultural experience. This tourism has expanded in both developed and developing countries because to the integration of sustainability, tourism development, and rural development [35].

7. CHALLENGES OF AGRO-TOURISM

While agro-tourism is a novel strategy for improving farmers’ productivity and financial standing, many startup businesses struggle to get off the ground due to a lack of capital [36]. The main challenge of agro-tourism in Bangladesh is the lack of awareness among the people and the farmers. The lack of awareness leads to disruption in the development of agro-tourism in the country as people rely more on traditional tourism, which has a huge negative impact on the environment, leading to climate change and the depletion of natural resources. Thus, agro-tourism is promoted for the overall development of countries worldwide. However, it is not going up to the mark due to a lack of knowledge and the importance of agro-tourism, happening not only in Bangladesh and other countries worldwide. The initial investment and the cost of land development by the farmers are some challenges faced while developing and promoting agro-tourism in the country [37]. The fluctuation and uncertainty in the prices of both outputs and inputs of agricultural production due to government trade policies, market instabilities, new markets and others thus are the factors that threaten the country’s development of agro-tourism.  Many other challenges related to financial instability include a lack of finances in developing agro-tourism in the country, changes in bank policies and interest rates, share market instability and fluctuation, national and international financial crises, and management changes. While agro-tourism can improve farmers’ productivity and financial standing, many business owners struggle to get started because of a lack of capital. However, financial factors are one of the major challenges that disrupt agro-tourism development. Agro-tourism is for the sustainable development of not only the agricultural sector but also the other sectors related to agriculture. Due to the lack of policies, Bangladesh faces huge barriers in developing agro-tourism. The lack of policies leads to a lack of training for management and hospitality sector employees to help promote agro-tourism [38].

8. STRATEGIES TO MITIGATE THE CHALLENGES OF AGRO-TOURISM IN BANGLADESH

The strategies are long-term for developing the goals of agro-tourism; thus, the government must promote the guidelines for developing the country with sustainable development of agro-tourism [39]. The price policy mechanism by the government of Bangladesh must be introduced especially for the farmers so that they do not face further loss due to the depletion of natural resources, whether by natural calamities or by humans [40]. The mechanism of price policy will also help the farmers to develop the concept of agro-tourism in the country with the help of government initiatives. The financial stability of Bangladesh is due to the huge amount of agricultural production due to the huge amount of land in rural areas of the country and a suitable environment for crop production and livestock development.  The Ministry of Agriculture in Bangladesh has recognized agro-tourism in the policy framework. In contrast, the National Extension Policy 2020 and the National Agriculture Policy 2018 argued for promoting agro-tourism in the country [41]. These policies are the strategies that help in the development of agro-tourism and help in the mitigation of challenges that are disrupting the promotion of sustainable tourism in the country. The dynamic products from the rural areas uphold agro-tourism in the country. Maintaining climate change’s impact is also important as it helps contribute to conservation efforts [42]. Thus, these strategies help mitigate the challenges and promote agro-tourism in the country, resulting in rural areas and financial development for further research and agriculture production. Indeed, agricultural tourism can help revitalize communities and strengthen local economies. In many respects, it can aid in bolstering rural economies. Agricultural products, such as souvenirs and handicrafts, can be sold to tourists, and other services, such as restaurants and hotels, can be provided. Moreover, clear communication, consistent assessment, informed regulations, and programs that assist farmers and ranchers and their communities require a universal understanding of agro-tourism [43].

9. CONCLUSION

Farm visits and harvest celebrations are a longstanding tradition. To offset the steadily declining income from agricultural activities, agro-tourism allows farmers to diversify and make extra money through touristic on-farm activities. As a result, agro-tourism presents a fresh chance for growth in the rural economy and the nation’s overall economy. Agro-tourism has the potential to become a realistic choice for farmers and ranchers, particularly younger people, who are looking for more secure, additional, or alternative sources of income. This is especially true in rural areas where diversification of economic activities is desirable. Agro-tourism boosts local revenue and employment. It creates jobs and value in rural areas. It also allows visitors to interact with the local community and appreciate the local products, services, and nature. However, in contrast to the industrialized world, where agro-tourism is well established and flourishing, it is still a relatively new industry in developing nations. However, there is scant literature on agro-tourism’s growth in emerging markets like Bangladesh. Agro-tourism is beneficial from the perspective of sustainable development in the tourism industry. The country’s agricultural development in the production of agricultural products helps in the country’s financial development and makes the rural areas very effective in agro-tourism. The financial challenges and the lack of policy regarding agro-tourism act as the main barriers to the country’s promotion and development of agro-tourism. Not only this but also a lack of awareness among people because the concept is new and challenging, especially the promotion of agro-tourism. The strategies help promote agro-tourism by mitigating challenges that result in the development of agro-tourism in the country. Agricultural tourism is key to re-establishing the roots, folk culture, and tradition. Additionally, it safeguards rural cultural legacy, enhancing social sustainability—a prerequisite for economic sustainability. The potential of agro-tourism in Bangladesh is explored in this study, which ultimately aids in directing local government action to advance agro-tourism and raise knowledge of the sustainable relationship between agriculture and tourism in Bangladesh. For agro-tourism to thrive significantly in villages, there must be a strong alliance between farm owners, tourism businesses, local organizations, and government NGOs’ agriculture associations.

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