An Evaluation of Female Tourists' Satisfaction in Agritourism through Importance-Performance Analysis

The research paper explores agri-tourism, focusing on the satisfaction levels of female tourists visiting agri-tourism centres in the Mumbai Metropolitan Region (MMR), India. Women constitute a substantial segment of the global tourism market and possess distinct preferences and expectations when engaging in travel experiences. However, despite their increasing prominence as key stakeholders in the tourism industry, their voices and perspectives often remain underrepresented in academic investigations. The study fills a critical gap in the existing literature by recognizing the significance of understanding and catering to the specific requirements of female tourists. The study uses Importance Performance (IP) Analysis to assess the quality of agri-tourism experience from a gender-specific perspective. The research outcomes enhance rural and gender-inclusive tourism literature by exploring female tourists' perspectives on agri-tourism and offer valuable guidance to agri-tourism centres in the Mumbai Metropolitan Region (MMR).