AGRITOURISM ENTREPRENEURS ON THE OTHER SIDE: MOTIVATION AND CHALLENGES

Abstract

Balik Pulau is situated on the remote western part of Penang island. It offers greener and calmer environment compared to the busy Georgetown city. It is famously known among locals for producing high quality durians. Thus, making it a prospective hotspot for agritourism entrepreneurs. This article explores the agritourism activity in Balik Pulau to better understand the motivation and challenges faced by agritourism entrepreneurs in the area. Through in-depth interviews with limited number of willing entrepreneurs, this study has established that the motivation of agricultural entrepreneurs highly depends on their goals in operating the sites. Their motivations are also influenced by financial situation, health concern and eagerness to share and preserve ethnic and agricultural knowledge. This study has identified five challenges faced by agritourism entrepreneurs which are (i) inadequate support from government and private sectors, (ii) difficulties in employing staffs, (iii) insufficient infrastructure, (iv) seasonal income and (v) encroaching urban development. This article suggests Balik Pulau to be marketed as Penang’s agritourism hub and a one-stop centre for durian lovers and agritourism activities.