Agriculture Reference
In-Depth Information
Promotion by farmers in the USA
The research carried out by Ellen Rilla at the University of California
1
indi-
cates that agri-tourism ventures promoted themselves as follows with the
following results:
•
97% response from word of mouth;
•
81% response from signage outside farm;
•
78% webpage;
•
76% business cards handed out;
•
63% newspapers;
•
63% agricultural promotions;
•
55% paid advertising;
•
46% chamber of commerce;
•
39% visitor bureau;
•
39% direct mail;
•
32% newsletter.
The same report asked farmers why they wanted to participate in agri-
tourism and the results were as follows:
1.
Economic competition with corporate farms encouraged them to diversify.
2.
Extra earnings as basic farming did not cover operational costs.
3.
Direct sales to the consumer were more profitable.
4.
A means of promoting the farm and its unique features.
Impact on farms
California Agri-tourism Operations at the University of California
1
looked at
the economic impact of agri-tourism on the farming community. They found
the following:
•
It supplements the farm production activities;
•
Provides full employment of farm assets;
•
Farms engaged in agri-tourism employed more local people and created jobs.
Note: In California in 2007 agri-tourism generated US$35million in revenue.
In summary, according to the University of California research,
1
the main
benefits of agri-tourism are as follows:
•
Experience: the success of agri-tourism is based on a farm that has a his-
tory and provides a unique farm experience;
•
Land stewardship: conservation of natural resources;
•
Partnerships: new found opportunities for partnering with government
entities for the improvement of the community;
•
Self-pride: agri-tourism promotes the region and helps agricultural heritage.
When it comes to the culinary tourist and agri-tourism we can split the
market into two groups: (i) connoisseurs who know about food and are
