PurposeThe purpose of this paper is to examine the role of agritourism as a development model which enables the diversification of agriculture and targets the utilization of endogenous approaches in an effective manner to distribute benefits for the majority of the community. The logistics hub is a channel by which sustainability of this model can be achieved.MethodologyThis explorative study used survey methodology to gather data from a cross-section of stakeholders: an influential group consisting of 20 directors and senior directors, and 146 farmers, extension and assistant extension officers from rural agriculture development agency (RADA). The study was explored in terms of six proposed sustainability indicators as demonstrated by the Mandel Model for sustainable rural poultry farming.FindingsThe presence of the logistics hub made possible environmentally friendly infrastructural development, quality control of agritourism services, availability of financial resources and improved publicity and promotion of services. Arising from this, economics, socio-cultural and environmental benefits are likely to be achieved.Research limitations/implicationsAlthough the research has achieved its aims, there are some limitations. First, this research was conducted in seven of the fourteen parishes of Jamaica. Second, a broader-based longitudinal study is best suited to research of this nature.Practical implicationsParticipating rural communities are likely to experience increased economic activity and development and ultimately a better standard of living. This must be seen in the context of the need for citizens in rural Jamaica to achieve cultural and educational change.Social implicationsThis study has implications for the development and maintenance of public services and for local customs and cultures.Originality/valueIt is estimated that more than 100,000 Jamaicans could improve their standard of living and ultimately this would benefit all Jamaicans.
Worldwide Hospitality and Tourism Themes – Emerald Publishing
Published: Feb 13, 2017
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