Entrepreneurial knowledge and hospitality awareness of agro-tourism - Theory and Practice in Hospitality and Tourism Research - page 276

However, there is a gap like awareness and entre-
preneurial knowledge were not found in literature.
In line with the above notion, there are great con-
cerns among nations about the potential loss both
entrepreneurial knowledge and awareness about
farm based tourism (Kunasekaran et al., 2011);
(Muhammad, Hamzah, Mohamed Shaffril, Law-
rence, D Silva, Yassin, Abu Samah & Tiraieyari,
2012). Thus, this paper conceptually discusses the
entrepreneurial knowledge and hospitality aware-
ness of agro-tourism in Malaysia scenario.

Miller, 2012), data from UK Government Depart-
ment for the Environment, Food and Rural Affairs
(DEFRA), total income from farming per head
and total income from farming has fallen. There-
fore, in order to continue in business, farmers are
encouraged to venture into different areas such as
farm tourism other than family-based business.
Farm diversification previously is seen as a chal-
lenge to farmers and their identity against this
change because they want to maintain their status
and identity. However, recently farm diversification
has been seen as a diversion to find other income
rather than committed to conventional agriculture
only (Own & Me, 2010). It is agreed by (Brandth &
Haugen, 2011), the diversification of farming into
tourism in many ways a fundamental change since
it demands new skills and competencies and may
influence mentality and identity.
However, some studies found that farmer's
identity are not unaffected by diversification. It is
because for example, entrepreneurial identity will
fit well with how farmers conceive of themselves.
The diversified that farmers see are as both entre-
preneurial and farmers. In addition, the farms that
diversify into tourism are making several sources
of income not transition wholly (Brandth & Hau-
gen, 2011).
According to (Di & Miller, 2012), the challenges
that farm families have to face about diversifica-
tion are issues on their identities, ways of life and
preferences. Other dilemmas they have to encoun-
ter are perceptions and experiences of authenticity
and their relation with farming.

2 LITERATURE REVIEW

2.1 Agro-tourism
In essence, agro-tourism is tourism activities
involving agriculture carried out in rural areas in
groups or individually. It is an alternative tourism
product where tourists will pay a sum of money as
resident guest or day trippers to experience recrea-
tional activities and know-how life with the farm-
ing community (Fahmi et al., 2013). The benefits
of agro-tourism in term of economics are unem-
ployment rate and rural migration can be reduced
because youngster no needs to travel to urban
because they can create income from agro-tourism
(Fahmi et al., 2013).
In the European Union (EU) farmers from that
countries can access the LEADER program that
offers grants for the promotion of rural develop-
ment. Whereas in lesser government support,
agritourism has also emerged as an alternative eco-
nomic activity among farmers in the United States
of America (US) (Gil Arroyo, Barbieri & Rozier
Rich, 2013).
Agro-tourism also been known as agritourism
in certain place. Normally definition of agritour-
ism is visiting a working farm or any other agricul-
tural situation for pleasure, education or vigorous
involvement in operation's activities. However,
there is much debate over the meaning of agritour-
ism scientifically, as there is a geopolitical context
associated with the government. For example, (Gil
Arroyo et al., 2013) sum the meaning of agritourism
as a set of policies establishing specific guidelines,
obligations and incentives to assist and encourage
farmers to diversify their entrepreneurial portfolio
through tourism and hospitality services fostered
the development of agritourism.

2.3 Farm based tourism
The meaning of farm-tourism has changed over
the years. Early definition stated that visitation
tended to emphasis the farm stay and romanticism
of the countryside. However, with the multifaceted
phenomenon today, farm tourism is still a form of
rural tourism even it is more varied and become
more difficult to describe (Own & Me, 2010). (Own
& Me, 2010) described the transition from 'tour-
ism on farms' to 'farm tourism' and they suggest
on various factors such as the level of marketing,
competition, entrepreneurship and investment and
the level of tourism versus agricultural income.
Farm-based recreation and tourism is a plan
under European Union's (EU) Common Agricul-
tural Policy (CAP) to help the farm families who
are facing farm incoming problems and for those
who want to stay behind the land operations (Phe-
lan & Sharpley, 2012).
The findings from (Brandth & Haugen, 2011)
stated that the goodness of combining farming
with tourism was that great until they have to sold
their sheep and leased their land to their neighbor

2.2 Farm diversification
The farm diversification into tourism demands a
major changes because it requires new abilities and
capabilities that persuade mentality and identity
(Brandth & Haugen, 2011). According to (Di &