Agrotourism Business Innovation: By Modelling and Ranking Success Factors Using ISM-MICMAC Analysis

Abstract

The Indian tourism industry has witnessed substantial growth, presenting economic opportunities, especially in rural areas. Agrotourism has emerged as a promising strategy to diversify agriculture and enhance income. However, the sector encounters several challenges. This study aims to identify and analyze these barriers to support sustainable agrotourism development. Using a literature review and expert input, twenty key barriers were identified. The research applied Interpretive Structural Modeling (ISM) to understand the relationships among these barriers and MICMAC analysis to categorize them into clusters based on their influence and dependence. This integrated approach offers a comprehensive perspective on the critical success factors for agrotourism ventures. The analysis reveals that government policies and support are the most influential in determining agrotourism success. Other important factors include capital availability, location, season, and transport access. Meanwhile, event space, quality accommodation, varied activities, and market demand emerged as highly dependent factors. This research contributes unique insights by systematically addressing agrotourism barriers in India—an area previously underexplored. The findings can guide entrepreneurs, policymakers, and stakeholders in strategic planning. Emphasizing collaboration between government and local businesses, the study highlights the need for targeted efforts to foster innovation and growth in this emerging sector.