Alternative and ICT-based Advisory and Extension Approaches in the Tea Sector in Sri Lanka: An Explorative Study

Abstract

The present study evaluated the usage level of alternative and information communication technology-based advisory and extension approaches, factors affecting the usage behavior, and limitations for implementing such approaches among advisory and extension officials in the tea sector in Sri Lanka during 2020-2022. An online survey was conducted with 72 officials. The majority were male (61%) and the mean age was 41 years. Most (47%) had up to diploma level education with a mean experience of 13 years. The government-imposed restrictions on public gatherings have significantly influenced the advisory and extension in the tea sector during 2020-2022. Respondents mainly connected with growers using mobile phone calls (76.6%) and WhatsApp messages (50%). Lack of communication infrastructure (62.5%), poor ICT knowledge and skills (51.6%), connection issues (57.8%), and inability to observe field conditions (68.8%) are the main barriers encountered by respondents. The main barriers faced by the farmers included lack of communication infrastructure (64.1%), poor ICT knowledge and skills (65.6%), connection issues (68.8%), inability to share quality photos (67.2%), and data cost (60.9%). The Majority of respondents (> 50%) showed positive perceptions towards these approaches and are willing to use them (73.4%) in the future. The results of Spearman’s correlation test showed relationships between the usage frequency of alternative approaches with education (r=0.455, p= 0.000) and age (r= -0.267, p= 0.033). There was a relationship between officials’ perception of alternatives and their usage frequency (r=0.504, p=0.000). In conclusion, the usage of ICT-based methods was higher among young and educated Officials.