Educational and cultural agritainment in agro-tourism: key drivers of visitor satisfaction in gangtok, Sikkim Himalayas

Tourism in Sikkim Himalayas has a great economic significance and this industry is growing very rapidly. Every year,this tiny Himalayan state witnesses scores of visitors both national and international owing to its natural beauty, salubrious climate, rich bio-diversity, endangered flora and fauna and warm approach of people towards the visitors.If Sikkim wants to sustain the flourishing tourism business than the satisfaction level of tourists must be ensured, optimum tourist satisfaction can only lead to sustainable tourism in Sikkim. This study examines the role of educational and cultural agritainment in enhancing visitor satisfaction within the agro-tourism sector of Gangtok, Sikkim. The research specifically focuses on five villages: Khamdong, Zuluk, Sazong-Rumtek, Pakyong, and Lingdok. The primary objectives are to evaluate how various educational and cultural activities, such as farm tours, hands-on workshops, culinary experiences, traditional festivals, cultural performances, and local food tastings, contribute to overall tourist contentment.A mixed-method approach was adopted, utilizing both quantitative surveys and qualitative interviews to gather comprehensive data from tourists visiting these villages. The sample consisted of 300 respondents, evenly distributed across the five locations. Data analysis involved statistical methods to pinpoint key satisfaction factors and thematic analysis for qualitative insights. The findings reveal that educational activities, including farm tours and demonstrations, hands-on agricultural workshops, and culinary experiences, significantly enhance tourist satisfaction. Visitors highly appreciate interactive learning opportunities that provide deeper insights into local farming practices and traditional cooking methods. Similarly, cultural activities, such as participation in local festivals, witnessing cultural performances, and tasting local cuisine, play a crucial role in enriching the overall visitor experience.The implications of this study suggest that agro-tourism operators in Gangtok should integrate more educational and cultural components into their offerings to attract and satisfy tourists. Policymakers can leverage these insights to develop targeted strategies for promoting agro-tourism in the region. Ultimately, this research highlights the importance of combining educational and cultural elements to create a more engaging and fulfilling agro-tourism experience.