Multi-Criteria Decision-Making for Sustainable Agritourism: An Integrated Fuzzy-Rough Approach

Agriculture remains the backbone of Pakistan’s economy, supporting a substantial segment of the rural population. Recently, agritourism has emerged as a viable avenue for economic diversification, offering new income streams in rural communities. This study explores stakeholder perceptions of sustainable development in agritourism and seeks to identify the key criteria and alternatives necessary for strategic decision-making in this sector. The fuzzy rough set approach is used for multi-criteria decision-making on the data collected from a questionnaire-based survey. Seven alternatives are analyzed for ten criteria. The analysis revealed that retail opportunities, agri-farm tours, farm stays, and on-site activities are the high-ranked alternatives for balancing sustainable agritourism's economic, environmental, and social impacts.