COMPENDIUM, IEEC-2023   ( ISBN : 978-81-967860-4-5 )
Theme-4: Advances in Social Management in Agriculture and Allied Sciences

Modelling Dairy Farmers’ Support for Dairy Tourism Development (DFSDTD): a case from the Trans-Gangetic Plains of India

Mahesh Bhimashankar Tengli, B. S. Meena, Pampi Paul, K. Ponnuswamy and P. S. Sivakumar

School of Social Sciences, College of Post Graduate Studies In Agricultural Sciences, Central Agricultural University (Imphal), Umiam, 793103, Meghalaya


This research study was undertaken by keeping in mind two aspects of national importance; enhancing the income of the farmers and attracting and retaining youth in agriculture and also finds policy insights on dairy tourism development. With this background, this study is an attempt to develop a model to predict dairy farmers’ support of dairy tourism development. Survey research design was adopted to achieve the stated objective. A total of 300 commercial dairy farmers from Trans-Gangetic Plains of India were interviewed to seek responses. Dairy Farmers’ Support for Dairy Tourism Development (DFSDTD) Model was proposed with nine hypotheses. Partial Least Square-Structural Equation Modelling was employed to assess model evaluation parameters. The findings of the study are as follows: Eight of the nine hypothesized paths (H1, H2, H3, H4, H6, H7, H8 and H9) in the DFSDTD model were statistically significant. One research hypotheses “H5” was non-significant.; however, the direction was predicted correctly. All the measurement model parameters such as Cronbach’s alpha, Average Variance Extracted and Variance Inflation Factor were found to be satisfactory. Similarly, structural model parameters such as coefficient of determination (R2), cross-validated redundancy and the effect size (f²) were found to be satisfactory. The “dairy farmers' support for dairy tourism development” model provided policy insights on the factors that are important to seek dairy farmers' support for dairy tourism development. To seek dairy farmers' support for dairy tourism development, dairy farmers' expectations from government and extension services are primary drivers.

IEEC-2023 at RARI (SKNAU, Jobner), Jaipur, Rajasthan organised by Society of Extension Education, Agra, India