EXPLORING THE MOTIVATION BEHIND FARM TOURISM IN KERALA: A PUSH AND PULL FACTOR APPROACH

Farm tourism in Kerala holds significant potential to draw visitors from across the globe. Gaining a clear understanding of the motivational factors influencing tourist behaviour is crucial for anticipating travel decisions. This research is grounded in data gathered from farm tourists, focusing on their demographic characteristics and the key factors influencing their travel and destination preferences. The study evaluated ten internal (push) motivations and twelve external (pull) factors related to the features of farm tourism destinations. Using an independent t-test, the analysis revealed notable differences between domestic and international agritourists in terms of what drives their travel and destination choices. For international visitors, the eco-friendly aspects of farm tourism destinations were the primary motivator, whereas domestic tourists were mainly driven by the desire for mental relaxation and recreation. These findings can help tourism marketers design and deliver more appealing and competitive service offerings tailored to different tourist segments.