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ThesisItem Open Access An Economic Analysis of Agricultural Sustainability in the UT of Jammu and Kashmir(SKUAST Kashmir, 2023) M. Sneha; Baba, S. H.The scenario of agriculture have witnessed a tremendous change after the independence of the Indian subcontinent. It had undergone number of reforms to protect both supply and demand side interests. The food security was ensured by increasing its production and the country has emerged as one of the top producers of number of commodities. The commercialization of agriculture shifted the subsistence farming to a more market oriented approach, where agricultural production is primarily aimed at generating income and participating in the market economy which involves increased scale of production, adopting modern technologies and focusing on cash crops and high – value commodities. However the unscientific use of these resources and indispensable application of inputs has led to several drawbacks like labour migration, shift to monoculture practices, decline in the water table, vulnerabilities in terms of food security during market fluctuations. Creating concerns of sustainability needs an immediate attention. Sustainability is to be assured to ensure food supply and for the balanced economic growth. Agricultural sustainability in Jammu and Kashmir is influenced by various factors. It provides production environment to a number of niche crops including apple, walnut, saffron, vegetables, major agriculture products etc,. But its agriculture faces the unique environmental, social and economic challenges, despite known for their rich ecological diversity. Though essential, the urbanization results in the shift of productive land to undesirable use which may lead to ecological implications. This background necessitated a comprehensive attempt to examine the sustainability of agriculture in relationship with various economic, ecological and social indicators with an intention to come up with findings having greater policy implications for long term sustenance of agrarian economy in J&K. Shopian(0.604) ranked first among all the districts in terms of Agricultural sustainability, followed by Jammu(0.598) and Kathua(0.564) and least performing districts were found to be Srinagar(0.406), followed by Ramban(0.413) and Kupwara(0.420). The calculated Composite Sustainability Index helps us to differentiate the districts based on their index value under various categories of the sustainability level.ThesisItem Open Access Impact Assessment of Shalimar Rice-4(SR-4) in Kashmir Valley(2023) Gowhar Jabeen; Baba, S.HAround 2.9 billion people or more consume rice (Oryza sativa), the most widely cultivated cereal crop in the world. Kashmir is also a chief contributor to the overall production of rice in India. Rice cultivation plays an important role in seeing livelihood of the people in the state(J&K), though the area under the crop is very small compared to other states of the India. Despite fluctuations in rice production, the valley is thriving for rice largely for domestic use. In order to give boost to this crop Sher-e-Kashmir university of Agricultural Sciences and Technology of Kashmir (SKUAST-K) has released number of varieties among which Shalimar Rice-4 (SKUA-408) was developed to reduce distress in rice ecologies of Kashmir Valley. Shalimar Rice-4 (SKUA-408) has been developed by Mountain Research Centre for Field Crops (MRCFC), Khudwani of SKUAST-K by pedigree method and was released by SVRC (State Varietal Release Committee) on 23 March 2017. The variety is highly recommended for irrigated low lands (up to the altitude of 1700 m amsl) of the Kashmir valley and has high yielding potential in these regions (80-90 q/ha). This variety is tolerant to blast disease, a moderately resistant response to larger diseases and such characteristics makes this variety a preferable choice for farmers. Land races/varieties are now being replaced by SR-4 and has become now very popular among the farmer community of Kashmir due to its yield potential and resistance to various biotic and abiotic stresses. The study is based upon primary data collected from 200 respondents selected by using an appropriate sampling design. Few statistical and econometric tools were put in use to analysis the data to derive necessary inferences. Socio-economic profiling revealed that most of the respondents belonged to middle age group, have attained education to the secondary level, had good experience in farming and possessed land holdings averaged at 0.62 ha. The average literacy rate in the study area was 71.00 percent and respondents have an average annual household income of Rs. 3.175 lakh per annum. It was observed that the adopters of SR-4 rice variety possess larger land holdings marked by diversification in comparison to non-adopters. Comparative economics of paddy cultivation between adopters and non- adopters of SR-4 rice variety revealed that the net paddy income of the adopters was higher than that of non-adopters. Partial budgeting analysis revealed a net change in profits amounting to Rs.131652.17/- per ha when the non- adopters switched to the cultivation of SR-4 rice variety. This implied that adoption of SR-4 rice variety could have a positive impact on the paddy incomes of the farmers. The level of technology adoption in adopters was found high. Adopters of SR-4 rice variety were found to have used more than recommended levels of seed, urea, MOP and DAP. The application of various inputs if rationalized may result in yet more yield from SR-4 variety. Linear function of farmers’ socio-economic attributes on TAI of adopters revealed that education level of adopters and family labour proved to be the significant determinants of the level of technology adoption. Similarly, Adoption of SR-4 rice variety, farming experience, education level, family labour and paddy land were found to have a significant positive influence on the paddy net income of the farmers. A comparison of linear functions on net incomes of both adopters and non- adopters showed that education level and paddy land of respondents of both categories had a significant positive influence on their respective net incomes. The influence of family literacy rate was found higher in adopters, while it remained lower in non- adopters.ThesisItem Open Access An Analytical Study of India-Myanmar Trade Relations in Major Agri-Products(SKUAST Kashmir, 2023) San Thida; Saraf, Sajad AThis research aims to analyze the Agri-products trade relations in India-Myanmar. Myanmar is an essential strategic partner, since it is the only ASEAN nation with which India shares both land and maritime borders. India-Myanmar relations are rooted in shared historical, ethnic, cultural, and religious ties. The geographical proximity of the two countries has helped develop and sustain cordial relations and facilitated people-to-people contact. The visit of the Prime Minister Rajiv Gandhi in 1987 laid the foundations for a stronger relationship between India and Myanmar. Border trade points of Moreh-Tamu and Zowkhatar-Rhi on the 1,643 km long border. The aerial distance between India-Myanmar is 1986 km. The driving distance or the travel distance between India-Myanmar is 3280 km. The time difference or the actual time difference between India-Myanmar is 63 hours by car and 3.59 hours by plane. The trade performance for 10 years from 2013 to 2023 by using different methodologies such as Intra Industry Trade (IIT), Mann Kendall Trend Test and Regression Model to analyze the data series of export and import. The secondary data was collected from the APEDA website; DGCIS (Provisional Data, Principal Commodities). In addition, it was studied the dozens of news and a desktop to get the available information of some conceptual contours. The finding of the study, low value intra industry trade by measure the efficiency of trade. India’s exports to Myanmar, dropped to reach US$ 34.89 million in 2020-21, decreased from US$ 458.61 million in 2016-17. India’s imports from Myanmar, stood lower at US$ 376.14 million in 2018-19, decreased from US$ 837.44 million in 2016-17. The highest export and import value of trade US$ 481.15 and US$ 849.01 million in 2015-16, respectively were recorded during the 10 years. The exports and imports were increased to US$ 61.84 and US$ 722.28 in 2022-23, up from previous year. India’s exports to Myanmar, the highest and lowest percentage of CAGR (195.64 and -27.6) respectively were observed from tea and sugar. India’s imports from Myanmar, the highest and lowest percentage of CAGR (81.48 and -28.49) respectively were observed from sugar and fruits-vegetable. The report concluded with policy recommendations to address the impediments to formal trade across the land border with Myanmar and suggests measures that could facilitate the formalization of the rampant informal trade.ThesisItem Open Access Vulnerability to Climate Change and Coping Mechanism among the farmers of District Anantnag of Kashmir(SKUAST Kashmir, 2023) Ifrah Hameed; Saraf, Sajad A.Agriculture is vital to India's economy. Climate hazards and amplifying factors make farmers vulnerable. Climatic volatility threatens agricultural productivity and rural livelihoods. Climate instability and climate change disrupt food supply, accessibility, and quality. Keeping the above in view, the present study entitled “Vulnerability to Climate Change and Coping Mechanism among the farmers of District Anantnag of Kashmir” was carried out in the year 2022-2023. This research assesses farmer’s vulnerability in Anantnag district, Kashmir, using a multi-stage random sampling technique, with 120 farmers, across three altitudinal strata (high, mid and low). The farmers were selected from the highest populated villages of Pahalgam, Larnoo, Verinag, Hiller Shahabad, Vessu and Anantnag blocks, through proportional allocation method. The results of the study revealed that the average size of the family was around 6 persons, out of which 50.43 per cent were males and rest were females in the sampled households. The average size of the land holding per household was 0.51 ha, which included cultivated area (Cereals, vegetables, Oilseeds, etc). Analysis of vulnerability index revealed that the farmers of high altitude regions, such as Pahalgam & Larnoo, were most vulnerable and the farmers belonging to low altitude regions, such as Vessu and Anantnag, were least vulnerable. Climate Vulnerability Index ranges from 0.86 (high altitude) to 0.29 (low altitude). Exposure (0.72) plays an important role in ranking high altitude regions at the first position, followed by sensitivity (0.47) and then adaptive capacity (0.33). From last 15 years, majority of the farmers have established dairy (35.8%), followed by business (18.4%), poultry (12.5%) and others (16.7%), as an alternative sources of income, in view of changing climatic conditions. Study of farmers’ perception towards climate change revealed that, majority of farmers (65%) believed that the climate/ weather of the study area have changed. Almost 57.5% & 38.3% of the farmers have noticed long-term changes in the mean temperature and mean rainfall, respectively. Also 51.7 % of the farmers have noticed that the timing of the rainfall has changed. About 58.3% of the farmers believed that the frequency of droughts has increased from last 30 years. Farmers’ perceptions towards these changes in agricultural production system were studied over the last 30 years and it was revealed, that majority of farmers (74.24%) viewed that there was a decrease in crop yield over the last 30 years. About 48.5 per cent of the farmers agreed that there were changes in the growing season in their area. Similarly, about 54 per cent of the farmers reported small sized fruits and there was an increase in insect-pest incidence in crops (30%) over the last 30 years. About 51.43 per cent of farmers observed that there were changes in flowering time and about 42.83 per cent of the farmers reported that there was an increase in the disease incidence in their crops. Almost 24 per cent of the farmers, despite being highly vulnerable to climate change, claimed not to have adapted any coping strategy. With an average Garrett's score of 71, the first on the ranking indicated: “not to do anything, when it comes to coping practices, other than trust God. The reason, why most of the farmers do not adopt any coping strategies, but by trust in God, is as a result of lack of proper awareness. The second on the ranking, with the average Garrett's score of 66 stated that “they changed the planting dates”, in order to cope-up with the climate change. The third on the ranking, with the average Garrett's score of 54 stated that “they increase the number of livestock”, as a subsidiary economic activity to mitigate the adverse effects of climate change. Majority of the farmers suggested that government has to take necessary steps to fill the water bodies in villages, subsidies/compensation has to be given for all crops, to make up the cost of cultivation, development department should ensure timely supply of production inputs in the villages, creating awareness among the farmers about appropriate adaptation measures against climate change, early warning has to be given to the farmers about environmental changes, etc. The findings highlight the need for government strategies to lessen farmers' climate change vulnerability. Policies and initiatives promoting sustainable farming and climate-smart practices can enhance farmers' climate change awareness and boost agricultural growth. These suggestions have to be considered seriously to include in the development programmes, to mitigate the adverse effects of climate change on agriculture.ThesisItem Open Access Export Performance and Competitiveness of Indian Wheat(SKUAST Kashmir, 2023) Gagana J.; Saraf, Sajad A.India is the world's second-largest wheat producer but only a marginal exporter. In the context of erratic participation of India in the global wheat market despite having bumper harvests, the present study has been analysed the export performance, direction of trade, stability analysis, competitiveness, and comparative advantage of Indian wheat, besides forecasting the supply and export scenario onward period of the same for the period from 1985-86 to 2019-20 which was in turn categorized into pre-WTO (1985-86 to 1994-95), trans-WTO (1995-96 to 2009-10) and post-WTO period (2010-11 to 2019-20). The findings revealed that India had registered a significant growth rate of 2.33 per cent per annum in production and 8.77 per cent per annum for the export volume in the overall study period. Among all the sub-periods, the growth rate in export volume (8.77 %/ annum), export value (21.37 %/ annum) and export price (11.58%/ annum) were found to be highest in Period IV. In the overall period, the values of growth rates of domestic wholesale price such as 6.99 per cent per annum was found to be below their 7.32 per cent per annum of growth rate of international price counterparts revealing the lack of price competitiveness for India's wheat exports. In the overall period, when MSP increased significantly with a growth rate of 7.74 per cent per annum, the average wholesale price had an annual increase of 6.99 per cent only. The overall period instability levels for wheat production, export volume, and import volume were found to be at 6.20 per cent, 129.85 per cent, and 138.91 per cent, respectively. The Nominal Protection Coefficient (NPC) under the exportable and importable hypotheses and a bunch of comparative advantage indices (RCA, RCA and RC) showed that India neither had competitive edge or a comparative advantage in exporting wheat in most of the years under the study period. The forecasts for the supply and exports for the country were carried out using Box Jenkin's Auto-Regressive Integrated Moving Average (ARIMA) model, wherein ARIMA (1,1,7) and ARIMA (2.1.2) models were the best fit models for forecasting supply and exports respectively. The ARIMA (1,1,7) model forecasted an increasing trend in the production of wheat from 119.118 million tonnes in 2022-23 to 120.438 million tonnes in 2024-25 whereas ARIMA (2,1,2) model projected an almost same quantity of exports from 1112.177 ‘000 tonnes in 2022-23 to 1112.302 ‘000 tonnes in 2024-25.ThesisItem Open Access Buying Behaviour of Apple Orchardists Towards Pesticides in Budgam District of Kashmir Valley(SKUAST Kashmir, 2022) Mohamin Sahil Bin Ameen; Khan, Omar FayazPurpose – The purpose of present study on “Buying Behaviour of Apple Orchardists towards Pesticides in Budgam District of Kashmir Valley” was to examine the apple orchardists buying behaviour towards pesticides. Further, the present study aimed to study the factors that influenced the purchase of pesticides apple orchardists. The study was carried out on apple orchardists in district Budgam of the Kashmir valley during the months of October – November 2021. Design/methodology – A structured interview schedule was developed to carry survey on apple orchardists. The target population included apple orchardists of district Budgam of Kashmir Valley. Simple random sampling technique has been adopted to determine the sample size of 120 apple orchardists and data has been collected via interview schedule. Data summarization was done in tabular form with computation of frequency and percentage values. Further, mean as descriptive statistical technique was used to find factors important for pesticide purchase by apple orchardists. In addition to this, Analysis tool – One Way Annova, has been incorporated to study the significant association between various socio-economic variables and factors of pesticide purchase. The data has been analysed using statistical package for social sciences and inferences have been drawn accordingly. Findings – The findings of present study significantly confer that majority of the orchardists of district Budgam were using pesticides on their fields. Also, majority of orchardists (More than 60 per cent) relied on state agricultural university and government departments as the main the source of information regarding the spray schedules of these pesticides. Further, the findings of the present study suggested that majority of orchardists (about 40 per cent) used pesticides as a preventive measure against crop diseases. Moreover, about 86.7 per cent of the orchardists purchased the pesticides from private dealers and that 41.7 per cent were dependent on both cash and credit purchases. The results of study also revealed that 58.3 per cent of the orchardists opted to pay in cash only if credit sales were not available and 76.7 per cent of orchardists favoured same brands when prices changed. The results also revealed that the non-availability of required pesticides has a strong effect on the purchase of pesticides as 76.7 percent of the respondents turned to other branded products when the required band of pesticide was not available. Furthermore, it was also found that pesticide purchase is highly influenced by the factors – product quality followed by brand name and availability of a preferred product. In addition to this, the study also revealed that age has a significant effect on Product Quality, Product Price and Promotional Efforts. However, the farming experience of orchardists had a significant influence on Promotional Efforts only. Research limitations – The present study has relied on well-structured interview schedule, there is a chance of biasness in responses. Further, the study has been carried out in Budgam district of Kashmir; therefore, generalization of the results must be done only after consideration and studying of particular context. Implications – Product Quality, Brand Name and Timely Availability of Pesticides are the most important factors that influence the buying behaviour of the apple orchardists towards pesticides. Therefore, Agro chemical firms need to focus on these factors before positioning their brand among apple orchardists in order to gain market share. At the same time, Agro chemical firms should make their distribution network strong for timely availably of preferred pesticides. Further, now-a-day’s orchardists are actively using social media platforms –Facebook, WhatsApp and Instagram, therefore, Agro chemical firms must take advantage of the rising popularity. Further, these social media platforms can be used as a source of information to update the orchardists regarding pesticide industry through recommended marketing strategies.ThesisItem Open Access Work-Life Balance of Agriculture Students in UT of J&K(2022) Lubna Mehraj; Khan, Omar F.Purpose – The purpose of study “Work-Life Balance of Agriculture Students in UT of J&K” was to understand work life balance of agriculture students in two (02) leading multi-campus Agriculture Universities in UT of J&K. Further, to study significant association between work-life balance and stress on the academic performance of students. The study was carried out on Agriculture University students of SKUAST-K and SKUAST-J in UT of J&K. Design/methodology – A structured questionnaire was developed to carry out survey on Agriculture Students. Data has been collected from 315 students; 202 from SKUAST-K and 113 from SKUAST-J. Data was summarized in tabular form with computation of frequency and parentage values. Chi-square test has been carried out to study the significant association between demographic/personal factors and work life balance. Further Regression has been done in order to check dependency of Academic Performance on Stress and Work-life balance. The data has been analyzed using statistical package for social sciences version 20. Findings – In gender, males experience enough time for performing family obligations and had better balance of study life than Female students. However, Males experience more family pressure for studies than Female students. Students of younger age in UG degree program have higher pressure of studies from family than students of elder age in PG degree program. In religion, Hindu and Muslim students have better work-life than Non-Religion disclosure students. However, Non-Religion disclosure students had no pressure of studies from family than Hindu and Muslim students. In area of living, students living from Municipal areas felt difficulty in maintaining of work-life than village and town students, however, municipal and Village students faced pressure of studies from family than students from towns. In Income, Students from low income families experience difficulty in work life issues than students from medium and high income families, however, students from medium income families experience family pressure for studies than students form low and high income families. In educational institution, SKUAST-J Students experience less time for family after study hours than SKUAST-K Students, however, SKUAST-K Students have more pressure of studies from family than SKUAST-J Students. SKUAST-K, faculty of Horticulture & Agriculture students as well as from College of Agricultural Engineering experience less time for family and imbalance of study-life than other faculty students, however, students of Forestry and Fisheries as well as College of Agricultural Engineering and Sericulture experience family pressure than other faculty students. SKUAST-J students from Veterinary Sciences & Basic Sciences experience less time for family and imbalance of study-life than other faculty students, however, students from Veterinary Sciences experience family pressure than other faculty students. 60 percent of academic performance of agriculture students is contributed by work life balance and Stress level of respondents; however work life balance predicted 82 percent variance in academic performance whereas stress predicted 20 percent variance in academic performance. Research limitations – The respondents of present study included students only. However, there is scope to include other stakeholders of Agriculture Ecosystem. Although due care was taken to pre-test the questionnaire, there is limited scope to control the bias from the respondents in fulfilling questionnaire. The present study included Agriculture students from two institutions only; there is scope to include comparative studies on Agriculture students from top Agriculture Universities. Implications – In an agricultural ecosystem, role of quality education and research in Agriculture universities play important role to shape future generations for contemporary challenges in agriculture sector. In view of it, agriculture Universities must create a work culture where students relish learning and enjoy a balanced work-life. With this idea in mind, it is suggested to install system within agricultural university catering to female students’ work-life challenges by providing sports facilities, approved leaves per month, and Sensitive staff. Further, SKUAST-K and SKUAST-J must design policies with consideration of students income background-High, Medium and Low with introduction of mechanisms- database of students, fee concessions, free/subsidized participation in workshops/conferences, and scholarships. SKUAST-K and SKUAST-J must provide vibrant transport and hostel facilities to facilitate work-life of students. It is suggested that both agricultural universities especially SKUAST-K to create vibrant Placement cell for better job prospectus of students. As students with UG degree program have higher pressure of studies from family, it is suggested to design UG program as industry oriented course with focus on creativity, problem solving, and entrepreneurship.ThesisItem Open Access Economic Analysis of Production and Marketing of Button Mushroom in Central Kashmir(SKUAST Kashmir, 2022) Iram Sabha; Wani, S. A.A study on “Economic Analysis of Production and Marketing of Button Mushroom in Central Kashmir” was carried out in the Central Kashmir in the year 2021. A sample of 27 farmers was drawn by using simple random technique. Button mushroom growers were classified into three categories on the basis of number of mushrooms bags; viz., Small Category (≤ 100), Medium Category (101-200) and Large Category (>200). Local markets of Central Kashmir were selected purposively for conducting marketing study. A total sample of 27 mushroom growers, 7 wholesalers and 6 retailers were selected randomly. Results of the study revealed that all of the mushroom growers who were surveyed turned out to be literate. Button mushroom production contributed maximum in total farm income in case of large category. The operational cost was estimated to be Rs. 46800, Rs. 54000 and Rs. 100880 on small, medium and large category respectively. The total cost per farm of mushroom varied between Rs.28361 to Rs.116860. The cost of cultivation per kg of mushroom was found to be Rs. 156 for small category, Rs.119 for medium category and Rs. 83 for large category. Benefit-cost ratio which indicates the profitability of investment estimated for sample button mushroom growers was found to be 1.3, 1.7 and 2.4 in small, medium and large category respectively which indicated that the cultivation of the button mushroom was profitable in the year 2021. Cobb-Douglas production function was fitted to determine the elasticity of inputs employed in mushroom production. The four resource variables included in the production analysis have explained jointly 86% variation in the total output of the button mushroom. The fixed cost (X1), working capital (X2), labour (X3) turned out to be positive and significant but education (X4) was positive but unsignificant. The sum of elasticity coefficients (∑bi = 1.29) is greater than unity, which shows increasing returns to scale on overall farms under this crop. Three marketing channels were prevalent in the study area for marketing of mushroom crop viz., Channel-A (Producer → Consumer), Channel-B (Producer → Retailer → Consumer) and Channel-C (Producer → Wholesaler → Retailer → Consumer). The most favoured channel adopted by mushroom growers in the study area was Channel-C as the highest proportion of total marketed produce moved through this channel (59%). The study also pinpointed the various issues that the growers are facing in cultivation and marketing of the said crop. Maintenance of temperature and humidity required for its growth, non-availability of quality spawn, lack of proper knowledge of compost preparation, lack of skilled labourer proved to be some of the major constraints in cultivation of button mushroom. About 81 per cent grower perceived problem regarding the lack of assured market. Lack of storage facilities, Lack of guidance on post-harvest management, delay in payment, lack of advertisement were also regarded as some of the important factors in the marketing of mushroom.ThesisItem Open Access Determinants of Agri-Tourism and Their Influence on Tourist Visit Intentions: An Exploratory Study(SKUAST Kashmir, 2022) Mir, Fazal Mohammad; Abid SultanThe agriculture and tourism sectors are significant contributors to the Gross Domestic Product (GDP) of India. In recent decades, the developmental thrust through state and central sponsored schemes & policies have favoured strategic growth and development of these sectors. Besides, focusing on increasing productivity and performance of these sectors, many schemes and policies have been drafted for increasing inter-sectoral linkages and identification of new economic profit and generation opportunities, especially in the agriculture sector where farmers are struggling for sustainable & sufficiency of the farm income. Diversifying farm operations for increasing financial performance and other related products & services is the need of the hour. Over the years, many inter-sectorial industries such as agri-tourism have evolved in developed countries. India offers great scope for such industry both at the national and regional levels. Agri-tourism needs conceptual convergence with tourism, agriculture, and other associated sectors. Agri-tourism offers accommodation, farming experience, rural experience, recreational, leisure, and other activities to the visitors. These additional activities at the farm level bring a myriad of economic as well as non-economic benefits to farmers, visitors, and rural communities. From the farm unit perspective, agri-tourism is claimed to increase farm revenues and serve other entrepreneurial avenues to the farmer. Besides, such avenues contribute to the enhancement of farmer’s quality of life and rural development, The UToJK offers multiple economic and employment opportunities in the field of agri-tourism due to its rich resource base in the area of agriculture, horticulture, and tourism. Within this context, the current study titled “Determinants of Agri-Tourism and Their Influence on Tourist Visit Intentions: An Exploratory Study” was conducted. The study aimed at identifying the parameters/drivers that can provide for the creation and strengthening of agri-tourism in the UToJK. Based on the content review of the existing literature in the field of agriculture, horticulture, tourism, tourist visit intentions, etc, the study identified five parameters i.e infrastructure & facilities, food & ethnicity, destination attractiveness, experience & benefits, and culture & heritage. The identified parameters were studied viz-a-viz tourist visit intentions and five propositions were proposed in the study. The data for each parameter was collected through a well-structured questionnaire having statements on a five-point Likert Scale. Around 118 tourists were surveyed in the current study and regression analysis was used to test the stated propositions. The results revealed a positive association between the identified parameters and tourist visit intentions. The results also measured the influence of each parameter on the tourist visit intentions. All null propositions were rejected and alternate propositions were accepted. Also, with every one unit increase in each associated dimension, the propensity of the tourists for the agri-tourism related products & services was observed to increase. The study also measured the challenges associated with the agri-tourism industry in UToJK. For this purpose, 62 respondents spread over diverse backgrounds such as academicians, researchers, trade bodies, industry chambers, practitioners, hotelier associations, etc. were surveyed. Based on Garret ranking technique, the major challenge of agri-tourism was observed to be poor government support, schemes, and policies followed by Poor knowledge and skills on the part of the farmer, Lack of entrepreneurial mindset for the commercial approach of Agri-tourism and others. The study identified major drivers that can be of high significance in the creation and strengthening of the agri-tourism industry in UToJK. From a strategic perspective, UToJK has the potential to be a country hub for the agri-tourism industry of India offering multiple and diverse products & services with the potential of creating strong inter-industrial linkages and inter-sectoral linkages. To realize this potential, the solution to the challenge areas identified in the study needs to be explored. There is a high need of developing marketing and operational strategy for the agri-tourism industry of UToJK and also create awareness campaigns, technology integration, collaborations, and public-private partnerships that can create multiplier effects and ensure a sustainable flow of revenues and employment generation.
