Diversification into agritourism by cocoa farmers in Ghana as an alternative source of income

Abstract

PurposeThe authors investigate cocoa farmers' willingness and motivation to participate in agritourism entrepreneurship in Ghana.Design/methodology/approachPrimary data were obtained from 583 cocoa farmers. Contingent valuation method, ordered probit and truncated regressions were employed.FindingsCocoa farmers' willingness to participate in agritourism was high. The minimum fee farmers were willing to charge per tourist per day ranged from US$0.870 to US$6.957. Agritourism products farmers were willing to offer to tourists are interaction with rural folks, indigenous cuisine, quality locally stored drinking water, indigenous primary healthcare and on-site restrooms. Cocoa farmers' motivations to participate in agritourism are income generation, alternative livelihood strategy and education. Education, being a native, farm size, motorable roads to farm, and distance to farm influence minimum fee farmers were willing to accept to participate in agritourism.Research limitations/implicationsAgritourism could be considered in rural and tourism development policies of developing countries.Originality/valueThe authors investigate cocoa farmers' participation in agritourism, motivations and determinants of willingness to participate.