Factors Influencing Farmers’ Willingness to Participate in Agritourism in Mpumalanga Province, South Africa

The agricultural sector is increasingly confronted with numerous challenges, including declining prices for agricultural products, escalating production costs, intensified globalization, rapid industrialization, urban expansion and growing competition in global markets. To promote rural development and improve farmers’ livelihoods through diversified sources of income, agritourism has been identified as a viable alternative strategy. This study aims to determine the factors influencing farmers’ willingness to participate in agritourism in Mpumalanga Province, South Africa. Primary data were collected from November 2022 to June 2023 using a structured questionnaire and a simple random sampling technique to select 100 farmers. A logistics regression model was used to analyse data. The findings revealed that profitability, non-farm employment, the number of labourers, and access to information positively influence WTP. Age also positively influenced WTP, while marital status showed a negative but significant effect. The findings imply that farmers with stronger financial capacity, labour availability and access to information are more likely to consider agritourism as a diversification strategy. The study suggests strengthening extension services, improving farm profitability and enhancing access to information to increase readiness to engage in agritourism.