An Analysis of Preferred Agro-tourist Activities and Services Case Study: Tourists in the East Alamut

Introduction Farm diversification is one of the most important strategies which ensures optimal management of agricultural labor and agricultural development. In this context, agritourism is of major capabilities to achieve agricultural development and creation of additional income for farmers. Agritourism is a specific type of rural tourism in which the housing of hosts is combined with agricultural unit which allow visitors to participate in agricultural activities or complementary activities on the property (Marques, 2006). According to Weaver and Fannel (1997), Agrotourism is as rural businesses that integrates acting farm with commercial tourism components. Despite Iran's vast capabilities to attract agri-tourism, very few studies have been carried out to identify the programs of agri-tourism development. A study carried out by Varmazyari et al (2014) to estimate the willingness to pay for agri-tourism, showed that about 80% of the citizens surveyed in Qazvin city tend to pay for the benefit of agri-tourism services. Considering the significant willingness average of urban households to pay and given that 80% of the respondents accepted one of the fees to pay for tourism services, researchers concluded that there is a potential market for developing agri-tourism enterprises.
Materials and Methods This study is a descriptive – analytical research. Data collection tool was a questionnaire completed by 255 tourists older than 18-years which visited East Alamut. The recommended sample size in studies based on factor analysis is 10 to 20 people per variable (Thompson, 2004). Coefficient of variation was used to determine the importance of each category in choosing the agri-tourist destination. Then, factor analysis with principal components and varimax rotation was used in order to identify the preferences of tourists in East Alamut about agri-tourism activities and services and analysis of the related factor structure. It should be noted that the number four services and activities due to low factor loading were remove from factor analysis and ultimately 19 variables entered into the analysis.
Results and Discussion Descriptive findings showed that the mean age of the respondents was about 35 years, and the average monthly income per household and household dimension were 17 410 Million Rials and 3 people, respectively. On average, tourists planned to spend 22 hours in East Alamut. Evaluating the education level showed that 154 people (61.6%) of respondents had academic degree (Associate degree to PhD). The results obtained from coefficient of variation also showed that the activities and services such as "walking in farm and garden", “eating fresh products such as honey and walnuts, cream, and so on as breakfast ", and " watching and pleasuring different flowers" and "using fresh agricultural products" were of the highest priority for agri-tourists and" the possibility of drawing inspired by nature " and " milking cows "were of the least important for agri-tourists. Factor analysis indicated that a number of 6 factors including "buying and picking fresh products", "use and enjoyment of flowers and medicinal plants", "nature-based sports", "doing agricultural activity" and "watching wildlife" explained totally 64.41% of the variance of the activities and services influencing on the selection of agri-tourism destination.
Conclusion Findings indicated that tourists were highly willing to take advantage of countryside lush nature and its natural and healthy products, whereas some agricultural activities were of the lowest importance.
Therefore, preparation, packaging and introducing appropriate natural local products to urban citizens play a major role in attracting them to rural environment and economic prosperity of host communities. Another result indicates the willingness of urban citizens to use herbal medicines which are often found in natural environments such as rural areas. Thus, launching the market of medicinal plants managed by the local community and even performing festivals offering natural products is effective in increasing knowledge and interest of tourists for the rural environment and use of the supplied products, as well as in diversifying and sustaining rural and farmers’ incomes.