Entrepreneurial Opportunities for Rural Women in Agritourism Sector: An Exploratory Study of Rural Telangana, India

Agritourism is an entrepreneurial model in the tourism sector that gives urban tourists firsthand experience of a farmer’s life. The urban tourists visit villages, stay at a farmer’s home, engage in farming activities, ride bullock carts and tractors, indulge in authentic local food, play rural sports, fly kites, dress up in traditional attire, learn about local culture, get entertained through folk songs and dance, and buy fresh farm products. In simple terms, the tourists get to experience the farmer’s life. It is an earning opportunity for the farmers’ families and an interesting experience for the visiting tourist. The purpose of the current study is to explore the entrepreneurial opportunities for rural women of Telangana state in India in the domain of agritourism. The study also focuses on their perception and openness to consider agritourism as a viable entrepreneurial opportunity. Another key objective of this research is to identify and discuss if there are any regulatory, sociocultural and familial challenges faced by these women in exploring the idea of agritourism. This is a qualitative study, and the data were collected through focus group discussions and interviews.