Performance Evaluation of Agro-tourism Clusters using AHP–TOPSIS

Abstract

The aim of this article is to recognize the key critical success factors (CSFs) that determine the performance of agritourism clusters using combined analytical hierarchy process (AHP)-the technique for order of preference by similarity to ideal solution (TOPSIS) method. The operational performance of agritourism clusters was determined using integrated approach, and 11 CSFs were initially identified through systematic literature review. Furthermore, experts validated and finalized nine CSFs that can determine the sustainable performance of agritourism network. Totally 15 experts (including practitioners and agritourism supply chain partners), were engaged in data collection process. The AHP application exhibits that destination attractiveness (D5) has the highest priority (0.156) among all the dimensions followed by local community contribution and sustainable livelihoods (D9). Furthermore, TOPSIS demonstrates that Pithoragarh (C7) has the ideal best value (0.7705) indicating that this cluster is performing the best among all the clusters followed by Almora (0.7209). The identification of CSFs to evaluate the performance of clusters in Uttarakhand, India can serve as guiding tool for the agritourism practitioners. The examination of pertinent issues with the focus on major support required, bottlenecks in adoption, key benefits of sustainable agritourism activities and most common sustainable practices are expected to provide new understanding about the sustainable agritourism business-based issues in India. The only limitation of this study is the geographic coverage and limited demography of the respondents. This study is one of the first efforts on assessing agritourism supply chain practices in India, with the special reference to Uttarakhand state.