Farm Tourism in Kerala – An Empirical Analysis of Service Quality

Abstract

Farm tourism is an integral part of eco-tourism. Being an agricultural nominated state, Kerala has huge potential for developing farm tourism without incurring much additional cost. This study aims to examine the service quality of farm tourism spots in Kerala and to analyze its relationship with the overall satisfaction level of tourists. This is a descriptive paper based on both primary and secondary data. The study used a perception-based SERVPERF scale for measuring service quality. The dimensions of the SERVPERF scale include tangibility, reliability, responsiveness, assurance, and empathy. The study collected data from 100 farm tourists visiting farm tourism spots in the Wayanad district of Kerala using convenience sampling method. Cronbach’s alpha values for service quality dimensions were high, and hence the SERVPERF scale used in the study is proved to be highly reliable. Findings revealed that the majority of the respondents prefer farm tourism spots because of their eco-friendly nature. Among the dimensions of service quality, empathy has the highest mean score, which is followed by assurance and responsiveness. The result further shows a significant difference between domestic and foreign tourists regarding their perception towards various dimensions of service quality. The study also highlighted a significant positive relationship between service quality dimensions and tourist satisfaction. The outcome of the study can be used for improving the service quality of farm tourism spots in Kerala. Tourism planners can take the findings of the study to develop marketing strategies to attract new tourists and retain existing tourists.