Monday, 02 Oct, 2023




Digital Technology for Tourism-Based Alternative Livelihood Intention among the Agripreneurs - Insights from the Hilly Regions of J&K

International Journal of Hospitality and Tourism Systems

Volume 16 Issue 2

Published: 2023
Author(s) Name: Avantika Bakshi, Vinay Chauhan | Author(s) Affiliation: The Business School, University of Jammu, Gujarbasti, Jammu, J&K, India.
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In the wake of economic mayhem and rising inequalities, entrepreneurial diversification has been put forth as a plausible solution for overcoming high rates of underdevelopment and unemployment by many think tanks. While the literature has already established the importance of digital technology as a significant driver of entrepreneurial intention in rural and agrarian areas, studies examining technology as an enabler for livelihood diversification in less developed locations have been scant. The paper using the Entrepreneurial Event theory (EEM), aims to explore the impact of digital technology adoption on the tourism-based alternative livelihood intention among agripreneurs in hilly regions of J&K. It also adds attitude towards tourism prospects and access to government support into the model. A sample of 75 agripreneurs has been utilized to draw inferences and data was analyzed using smart PLS. Findings show that all factors, except for access to government support have an impact on the alternative livelihood intention. The research addresses and expands on the literature on the limited theory of livelihood diversification, including the part played by technology. The results can help entrepreneurs, IT service providers, non-governmental organisations (NGOs), self-help groups, government agencies, and outside support agents enable modern-world firms that can expand their activities onto relevant segments as and when the window of opportunity opens.

Keywords: Digital Technology, Alternative Livelihood Intention, Tourism-Based Alternative Livelihood Intention, Entrepreneurial Event Theory (EET), J&K

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