Connecting Agriculture & Tourism

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Connecting Agriculture & Tourism

  1. 1. Strengthening tourism through education and researchBuilding Bridges: Connecting Agriculture & Tourism A i lt T i Kent G t f K t Gustafson University of Minnesota Tourism Center February 5,2007
  2. 2. Strengthening tourism through education and research
  3. 3. Strengthening tourism through education and research LINKAGEA set of activities that occur when people li k h l link travel with the products, services, products services and experiences of agriculture
  4. 4. Strengthening tourism through education and researchBRIDGE BUILDING………….  The agri-tourism culture  Travel trends  The agri-tourism product d
  5. 5. Strengthening tourism through education and research
  6. 6. Strengthening tourism through education and research TERMINOLOGY MATTERS “Agritourism” “Agri-Tourism” g “Nature-based tourism” “Agri-tainment” Agri-tainment “AgriCultural Heritage” “Alternative Enterprise”
  7. 7. Strengthening tourism through education and research Agri-Tourism AGRICULTURE  TOURISM Production Marketing Export Import Tangible good Intangible service
  8. 8. Strengthening tourism through education and research
  9. 9. Strengthening tourism through education and research
  10. 10. Strengthening tourism through education and research
  11. 11. Strengthening tourism through education and research
  12. 12. Strengthening tourism through education and research TRAVEL TRENDS Shorter trips/closer to h i / l home/later bookings Add pleasure travel to business travel Expansion of group travel (ages/packages) Use of internet for travel planning & booking Impact of health/wellness on travel
  13. 13. Strengthening tourism through education and research 2006 TRAVEL PRICE INDEX Up 1.9% (November, 2005 N U 1 9% (N b 2005-November, 2006) b Gas prices increase 4% Lodging L d i “ 4% Airfares decrease 2% Food/beverage increase 3% ---TIA/USDL, 2006 Minnesota vacation costs up 2% ($230 p/day for family of 4) ---AAA, April, 2006 , p ,
  14. 14. Strengthening tourism through education and research TRAVEL SAFETY INDEX Safety: increasing importance in travel f y g p decisions Child safety—Agri-Tourism
  15. 15. Strengthening tourism through education and research 2006 U.S. SUMMER TRAVELActivities: VFR (41%) Beach (38%) Rural areas (27%) Parks (20%) History (20%) ---TIA, ---TIA 2006
  16. 16. Strengthening tourism through education and research MINNESOTA TOURISM Minnesota  Martin County Gross sales: Gross sales: $10,236,722,814 $10 236 722 814 $24,599,277 State sales tax: State sales tax: $628,408,194 $1,527,371 Jobs: 242,304 Jobs: 784
  17. 17. Strengthening tourism through education and research41 MILLION VISITORS (STATE) Metro (45%) 18.45 million North Central/West (21%) 8.61 “ Southern (19%) 7.79 “ Northeast (16%) 6.56 “
  18. 18. Strengthening tourism through education and researchTRAVELER PROFILE (SOUTHERN) Avg. A g age: 47  Purpose P rpose of trip: Medium Income: $73,600 Vacation: 42% Mn. Residents: 42% Personal: 32% Avg. party size: 2.6 Business: 19% Avg.# nights: 3.3 Conference: 9% % w/children <18: 27% 18:  Activities: Lodging: General: 80% Paid: 71% Shopping: 41% Unpaid: 12% VFR: 41% Day trip: 18% Events: 26% Recreation: 29%
  19. 19. Strengthening tourism through education and researchWHO IS YOUR TARGET MARKET? Ag. professionals Families w/young y g children Grandparents w/ grand children Active seniors New groups?
  20. 20. Strengthening tourism through education and research MARKETING ASSISTANCE Local Ch b L l Chambers of Commerce (Fairmont, fC (F i Sherburn, Trimont) Fairmont C F i Convention and Visitors Bureau i d Vi i B www.fairmontcvb.com Southern Minnesota Tourism Association www.exploresouthernminnesota.com Explore Minnesota Tourism www.exploreminnesota.com
  21. 21. Strengthening tourism through education and researchMARKET RESEARCH How many consumers in the Twin Cities metropolitan area would be interested in visiting an agriculturally based tourist activity? --U. of M., 2002
  22. 22. Strengthening tourism through education and research CORN MAZE/PETTING FARM Avg. attendance: 4.7 persons Avg. l A planned d spending: $9.90 p/p Distance: Di t 62% < 50 miles Stay: S Afternoon (66%)
  23. 23. Strengthening tourism through education and research HALLOWEEN-THEMES Avg. attendance: 4.6 d persons Avg. Avg planned spending: $15.70 p/p Distance: 81% < 50 miles Stay: Afternoon (76%) Day D (20%)
  24. 24. Strengthening tourism through education and research HISTORICAL FARM Avg. attendance: 4.0 d persons Avg. Avg planned spending: $32.80 p/p Distance: (63%) < 50 miles Stay: Afternoon (48%) Day D (43%)
  25. 25. Strengthening tourism through education and research “FISHING HOLE” Avg. attendance: 4.3 A tt d 43 persons Avg. planned spending: $71.80 p/p Distance: < 50 miles: 34% 100-200 : 30% Stay: Weekend (40%) Afternoon (26%) Day (23%)
  26. 26. Strengthening tourism through education and researchAG. PRODUCT PURCHASE 90 80 70 60 50 Fruits/Veg. 40 Hort. 30 Meat/Dairy 20 Spec. Meat 10 0 Interest Same (%) More (%) (%)
  27. 27. Strengthening tourism through education and research INFORMATION SOURCES Internet 67% Paid ads. 65% Family/friends 64% Brochures 58% Chamber of Commerce 41%
  28. 28. Strengthening tourism through education and researchTHE AGRI-TOURISM PRODUCT
  29. 29. Strengthening tourism through education and researchTHE THREE RIVERS WINE TRAIL 6 wineries/75+ miles/6 counties/3 rivers Cooperative marketing p g Tasting, tours, special events Developing partnerships: wineries/food & beverage/lodging/other area attractions www.threeriverswinetrail.com
  30. 30. Strengthening tourism through education and researchMEDIA
  31. 31. Strengthening tourism through education and researchTHE ART MEANDER  2nd annual art crawl  50 local artists and crafts persons f  Studio tours, art displays and sales di l d l  10 cities, 4 counties  2ddays www.artsmeander.com
  32. 32. Strengthening tourism through education and research 2005 ART MEANDER Travel party: 3.7 T l t 37  Average personal A l No. of sites visited: 3.9 expenditures: Likelihood of return: e ood o etu : Art products: $ 70.51 73.6% (very) Lodging: 30.77 15.7% (somewhat) Transportation: 24.45 Decision t tt d D i i to attend: Shopping: Sh i 19 70 19.70 F/R: 43.8% Food/beverage: 16.91 Brochure 27.0% Recreation: 12.96 Prev. attend. 22.5% Grocery: 4.87 Non-resident status: 49.7% $180.17
  33. 33. Strengthening tourism through education and research Directs people to places where they can get locally grown food and locally made products as well as participate in local attractions & amenities Encourages people to eat and vacation in ways that support healthy rural communities and incorporate sustainable practices into their travel
  34. 34. Strengthening tourism through education and researchGREEN ROUTES IN MINNESOTA 6 routes currently identified  “Green Travelers” Green Travelers 217 local destinations currently - Authentic travel experiences identified - Local products for purchase 4 basic criteria: - Support local culture & - U l l products; & employs Uses local d l attractions local people - Want personal contact w/local - Uses energy efficient appliances & residents reduces use on non-renewable energy - Clear information & maps - Uses sustainably produced products - Guided and/or self-guided tours - Engages visitors through active - Nature-based interests participation in nature, people, - Plan trip within 1 month based history, culture hi t lt upon a variety of sources www.greenroutes.org Renewing the Countryside
  35. 35. Strengthening tourism through education and researchIMPLICATIONS (AG.)  Importance of: I t f - a personal profile - a business p a bus ess plan - a pricing policy - a competitor analysis - a risk management plan - a marketing strategy
  36. 36. Strengthening tourism through education and researchIMPLICATIONS (TOURISM)  Can you provide……. id - A quality product? - A consistent level of service? - A fair price? - An enjoyable & educational experience?
  37. 37. Strengthening tourism through education and research
  38. 38. Strengthening tourism through education and research BRIDGING Assessing the agri-tourism inventory Applying agri-tourism criteria pp y g g Packaging the experience with the other agri- tourism products in the area Placing the product on the radar screen of tourism marketing organizations
  39. 39. Strengthening tourism through education and researchCONTACT INFORMATION Kent GustafsonUniversity of Minnesota Tourism Center y120 Biosystems – 1390 Eckles Avenue St. Paul St Paul, Minnesota 55108 (612)625-8274 kgustaf@umn.edu www.tourism.umn.edu

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