Jolly Masih, Mohit Sharma, Neha Saini and Ashish Sharma
Purpose – This research article investigated the potential of agri-ecotourism as a transformative force for revival of rural marketing and the rural economy in India. The study underscored the significance of strategic planning, community involvement, and policy backing to harness the untapped potential of agri-ecotourism. The research focused on the intricate dynamics between farmers and tourists, including both domestic and international visitors, with the primary aim of establishing a sustainable framework for agri-ecotourism in India, which had the potential to enhance rural marketing. Agri-ecotourism, blending agriculture with eco-conscious tourism, formed the core of this multifaceted study. Design/methodology- It employed a comprehensive well-structured Questionnaire based-approach, incorporating insights from case studies, fieldwork, and interviews with stakeholders to assess the opportunities and challenges arising from India's diverse agricultural and ecological landscape for sustainable rural development. Cluster analysis added a quantitative dimension to the qualitative data collected through case studies and interviews, enhancing the robustness and depth of the research findings. Findings – It sought to understand the expectations of domestic and international tourists in agri-ecotourism ventures, showcasing India's cultural and rural heritage to a global audience. Furthermore, the research acknowledged the crucial role of rural marketing within the agri-ecotourism context. It highlighted that the success of agri-ecotourism initiatives depended on effective marketing strategies that connected agrarian communities with the tourist market. Practical implications –This involved tailored approaches to promote local products, cultural experiences, and sustainable agricultural practices, thereby attracting tourists while ensuring equitable economic benefits for rural stakeholders. In conclusion, agri-ecotourism not only boosted rural economies but also necessitated innovative rural marketing strategies to fully realize its socio-economic advantages.