Dairy tourism, a new facet of dairy entrepreneurship: Visitors’ perception

Abstract

The republic of the India, have taken pledge of enhancing fauner's income, attracting and retaining youth in agriculture and other measures to bring paradigm shift in agriculture. Only 1.2 percent youths aspire to be farmers. Entrepreneurship opportunities in dairying beyond milk production and processing need to be thought of in order to enhance fauners' income and attract youth in dairy. In this context this study was conducted to identify scope for developing Dairy Tourism Model (DTM). The study was undertaken in the year 2016-2017, in the premises of milk parlour of ICAR-National Dairy Research Institute (NDRI), Karnal. The visitors of milk parlour were chosen as respondents. Data was collected from 100 visitors and the outcome of the study is concerned, dairy tourism is not a fully developed concept as other niche tourism, the prospective consumers were eager to realize this concept. The visitors' perceptions about dairy tourism were divergent and no consensus was arrived among them. This divergence is a gap that needs to be filled by means of an exploratory research in developing a dairy tourism model. One can anticipate that dairy tourism if realized can demand a share of value among other niche tourism.