Linking farmers’ markets and tourism in


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Linking farmers’ markets and tourism in

  1. 1. Linking Farmers Markets & Tourism inNew Brunswick<br />Dr. Lee Jolliffe<br />University of New Brunswick<br />Geotour 2006<br />Košice, Slovakia<br />
  2. 2. Agenda<br />Introduction<br />Location & Method<br />Literature Review<br />New Brunswick Agriculture & Tourism<br />Case Studies<br />Kingston Farmers Market<br />Saint John River Valley Markets<br />Analysis & Conclusion<br />Boyce Farmers Market<br />
  3. 3. Introduction<br />Farmers markets value in relation to agri-tourism & food tourism<br />In Canada heritage tourists are interested in farmers markets<br />Paper explores linkages between farmers markets & tourism<br />Uses several markets in the rural agricultural province of New Brunswick, Canada as a case<br />
  4. 4. x<br />
  5. 5. Method<br />Literature review on markets, food & tourism<br />Definition of markets for study – community markets mostly seasonal (weekly)<br />Did not include « farm gate markets »<br />Inventory of makets – 18 - Convience sample markets bordering Saint John River Valley, main provincial farming area<br />Participant observation at markets <br />
  6. 6. Literature Review<br />Hinrichs (2000) – trends in distribution of local product <br />LaTrobe (2001) – characteristics of farmer/vender & customer interaction<br />Boniface (2002) – farmers markets as a tourism experience<br />Hall, Mitchell and Sharples, 2003 – farmers markets & food supply chain<br />
  7. 7. Literature Review continued<br />LaTrobe (2001) – resurgence of public interest in farmers markets<br />Gossling and Mattsson, 2002 – tourism as a means of diversifying farm incomes<br />Brown (2002) – markets allow farmers to do direct marketing<br />Timothy (2005) – farmers markets can add to tourist destination appeal<br />
  8. 8. New Brunswick Agriculture and Tourism<br />Agriculture (2004)<br />Diverse<br />3,034 farms<br />100 processing plants<br />Produced $1.37 billion worth of agri-food & beverage products<br />Mcains – largest producer of french fries in the world<br />Tourism (2003)<br />1.86 million visitors<br />$1.1 billion<br />31,000 jobs<br />Food used in branding<br />Lists markets on tourism web site<br />
  9. 9. Kingston Farmers Market<br />Co-operative incorporated in 1997 & opened in 1998<br />60 vendors weekly market<br />Attracts 30,000 customers a year<br />Demand supporter for tourism on peninsula (Reid & Stewart, 2005)<br />Funding of $232,000 (Federal/Provincial) for infrastructure improvement (2006)<br />increased parking facilities<br />shelter for outdoor vendors<br />improved kitchen facilities<br />
  10. 10. Saint John River Valley<br />Tourist route visitors<br />“Upscale .. on long touring trips…like being outdoors & close to nature, they often do things on the spur of the moment while on vacation & customer service & quality are essential” (TNB, 2005)<br />Potential for agri-tourism and culinary tourism (Tourism Synergy, 2005)<br />Markets, for example at:<br />Grand-Falls<br />Perth-Andover<br />Woodstock<br />Fredericton<br />Grand-Bay Westover <br />
  11. 11. Analysis<br />Kingston Farmers Market<br />Demand generator for tourism<br />Maintains farm market mix; creates activities for locals & tourists & finding infrastructure funding<br />Demonstrates government investment in countryside capital (Garrod et al. 2006)<br />Saint John River Valley Farmers Markets<br />Role in developing agri-tourism & food tourism<br />Geographical proximity suggests linkages<br />River Valley Farmers Markets Route<br />Possible Agri-tourism route – restaurants, agricultural producers and processors<br />
  12. 12. Conclusion<br />Markets are a resource that can be used in developing agri-tourism & culinary/food tourism in New Brunswick<br />Markets have a role to play as “food festivals”<br />Markets can contribute elements of “authenticity” to the tourism experience<br />Cooperative action will be needed for markets to contribute to the food tourism product<br />
  13. 13. Further Research<br />Nature of tourist motivations for visiting markets (survey market visitors)<br />Market roles in developing food tourism at destinations with agricultural resources<br />Potential for building further linkages between farmers markets & tourism at specific tourism destinations in New Brunswick<br />
  14. 14. Questions?<br />