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Agritourism
Kushla Gale
Special Interest Tourism:
Special interest tourism:
 Providing tourism products to small target markets of
consumers with special interests
 Tourists’ holiday decisions are motivated by a special interest:
an activity and/or a setting
 Based on existing interest or developing a new interest
 Interest may be the primary motivation for a holiday
or part of a general holiday
What is agritourism?
Agritourism:
 Recreational or educational activities in working agricultural settings
 Use of farm assets in tourism products
- agricultural, natural, heritage and rural lifestyle
 Subset of rural tourism
- which commodifies characteristics of rural areas and their cultural
meaning
- includes nature, heritage, cultural, adventure and ecotourism
- and other niches e.g. cycle tourism
 Can use trends such as wellness or gastronomic tourism
 Successful agritourism experiences:
- provide authentic taste of place
- reflect the region’s cultural, historical and agricultural heritage
Agritourism examples:
(Images from named example businesses)
 Visiting primary food producers: farm tours
Cultivate Day Trips
 Visiting secondary food producers: factory tours
Junee Licorice and Chocolate Factory
 Visiting food production regions:
Taste Riverina
 Food or wine drive trails:
South Burnett Wine Trail
 Food festivals:
Felton Food Festival
 Farmers’ markets:
Toowoomba Farmers’ Market
 Demonstrations or hands-on experiences
of food production:
Beer-appreciation and cheese-making workshops
at Hampton Festival
 Farmstays:
Bunnyconnellen Olive Grove & Vineyard
Development of agritourism
Supply side (farmers):
 Economic benefits
 Social benefits
 Desire to educate
Demand side (urban residents):
 Connection with rural landscapes and lifestyles
 Connection with how food is grown
 Trends: urban residence, increased disposable income,
popularity of short breaks, reduced transportation costs
Contextual factors:
 Economic, climatic, industry
Institutional factors:
 Coordination, support, funding
 Government, industry, community
 Cooperation, tourism networks, marketing & market
research
Who are Agritourists?
Different types of agritourists
 Sociodemographic
- 75% female
- 65% 30-64 years
- 65% >$50K
- 60% >some college
- 30% employed
- 60% live with partner, 33% live with children >12 years
- urban residents, educated, professional, older, affluent
- emerging young, discerning market
 Based on activity preferences
- those without a preference for agritourism activities
(males, singles, homemakers)
- those interested in any farm recreation and hospitality
(younger, students, families with young children)
- those who want to be educated
(educated)
Impacts and issues
of agritourism
Impacts:
 Social and economic benefits
Issues:
 Expectations: farming is more industrialised, less nostalgic
Products might not meet expectations, or reality not shared with visitors
 Farmers fear consequences of visitors seeing production
 Adequate liability insurance
 Added labour requirements for entertaining visitors
 Visitors in farmers’ private sphere vs
visitors’ desire for authentic social contact
 Meeting diverse needs of visitors: there to relax or engage?
References:
 Ali-Knight, JM, The Role of Niche Tourism Products in Destination Development’, PhD thesis,
Published Works, viewed 5 May 2017, <http://www.napier.ac.uk/~/media/worktribe/output-
209366/fullthesispdf.pdf>.
 Barbieri, C 2014, ‘An activity-based classification of agritourists’, Proceedings Book of the
45th Annual International Conference of Travel and Tourism Research Association,
<http://ttra.omnibooksonline.com/2014/57118-ttra-1.1239435/t-001-1.1239924/f-003-
1.1240282/a-003-1.1240283>.
 Dept of State Growth 2016, ‘Agri-tourism, Draft agri-tourism position paper 2016’, Tasmanian
Government,
<http://www.stategrowth.tas.gov.au/__data/assets/pdf_file/0005/139847/Draft_Agri-
tourism_Position_Paper.pdf>.
 Ecker, S, Clarke, R, Cartwright, S, Kancans, R, Please, P & Binks, B 2010, ‘Drivers of regional
agritourism and food tourism in Australia’, Australian Bureau of Agricultural and Resource
Economics – Bureau of Rural Sciences,
<https://www.researchgate.net/publication/262487406_Drivers_of_regional_agritourism_and
_food_tourism_in_Australia>.
 Hall, CM & Weiler, B 1992, ‘Introduction: What's so special about special interest tourism’,
in Special-interest tourism, B Weiler & CM Hall (eds.) Belhaven Press, London, pp. 1–14.
 Irshad, H 2010, ‘Rural tourism – an overview’, Government of Alberta, Agriculture and Rural
Development,
<http://www1.agric.gov.ab.ca/$Department/deptdocs.nsf/all/csi13476/$FILE/Rural-
Tourism.pdf>.
 Kordel, S 2016, ‘Selling ruralities: How tourist entrepreneurs commodify traditional and
alternative ways of conceiving the countryside’, Rural Society, vol. 25, no. 3, pp.204-21,
doi:http://dx.doi.org/10.1080/10371656.2016.1255475.
 MKT00204 Special Interest Tourism Study Guide 2017, Southern Cross University, Lismore.
 Novelli, M (ed.) 2007, Niche Tourism, Taylor and Francis, ProQuest Ebook Central.
 Rilla, EL 2011, ‘Tourism and agricultural viability: case studies from the United States and
England’, in RM Torres & JH Momsen (eds.), Tourism and Agriculture, ProQuest Ebook Central,
pp. 173-92.
 Royal Agricultural University n.d., Agri-Tourism, viewed 18 March 2017,
<https://www.rau.ac.uk/about/organisation/public-information/academic-
information/modules/4225-agritourism>.
 Santeramo, FG & Barbieri, C 2017, ‘On the demand for agritourism: a cursory review of
methodologies and practice’, Tourism Planning & Development, vol. 14, no. 1, pp. 139-48.
 Trauer, B 2005, ‘Conceptualizing special interest tourism—frameworks for analysis’,
Tourism Management, vol. 27, no. 2, pp. 183-200, https://doi-
org.ezproxy.scu.edu.au/10.1016/j.tourman.2004.10.004.

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About Agritourism

  • 2. Special interest tourism:  Providing tourism products to small target markets of consumers with special interests  Tourists’ holiday decisions are motivated by a special interest: an activity and/or a setting  Based on existing interest or developing a new interest  Interest may be the primary motivation for a holiday or part of a general holiday
  • 4. Agritourism:  Recreational or educational activities in working agricultural settings  Use of farm assets in tourism products - agricultural, natural, heritage and rural lifestyle  Subset of rural tourism - which commodifies characteristics of rural areas and their cultural meaning - includes nature, heritage, cultural, adventure and ecotourism - and other niches e.g. cycle tourism  Can use trends such as wellness or gastronomic tourism
  • 5.  Successful agritourism experiences: - provide authentic taste of place - reflect the region’s cultural, historical and agricultural heritage
  • 6. Agritourism examples: (Images from named example businesses)  Visiting primary food producers: farm tours Cultivate Day Trips
  • 7.  Visiting secondary food producers: factory tours Junee Licorice and Chocolate Factory
  • 8.  Visiting food production regions: Taste Riverina
  • 9.  Food or wine drive trails: South Burnett Wine Trail
  • 10.  Food festivals: Felton Food Festival
  • 12.  Demonstrations or hands-on experiences of food production: Beer-appreciation and cheese-making workshops at Hampton Festival
  • 15. Supply side (farmers):  Economic benefits  Social benefits  Desire to educate Demand side (urban residents):  Connection with rural landscapes and lifestyles  Connection with how food is grown  Trends: urban residence, increased disposable income, popularity of short breaks, reduced transportation costs
  • 16. Contextual factors:  Economic, climatic, industry Institutional factors:  Coordination, support, funding  Government, industry, community  Cooperation, tourism networks, marketing & market research
  • 18. Different types of agritourists  Sociodemographic - 75% female - 65% 30-64 years - 65% >$50K - 60% >some college - 30% employed - 60% live with partner, 33% live with children >12 years - urban residents, educated, professional, older, affluent - emerging young, discerning market
  • 19.  Based on activity preferences - those without a preference for agritourism activities (males, singles, homemakers) - those interested in any farm recreation and hospitality (younger, students, families with young children) - those who want to be educated (educated)
  • 20. Impacts and issues of agritourism
  • 21. Impacts:  Social and economic benefits Issues:  Expectations: farming is more industrialised, less nostalgic Products might not meet expectations, or reality not shared with visitors  Farmers fear consequences of visitors seeing production  Adequate liability insurance  Added labour requirements for entertaining visitors  Visitors in farmers’ private sphere vs visitors’ desire for authentic social contact  Meeting diverse needs of visitors: there to relax or engage?
  • 22.
  • 23. References:  Ali-Knight, JM, The Role of Niche Tourism Products in Destination Development’, PhD thesis, Published Works, viewed 5 May 2017, <http://www.napier.ac.uk/~/media/worktribe/output- 209366/fullthesispdf.pdf>.  Barbieri, C 2014, ‘An activity-based classification of agritourists’, Proceedings Book of the 45th Annual International Conference of Travel and Tourism Research Association, <http://ttra.omnibooksonline.com/2014/57118-ttra-1.1239435/t-001-1.1239924/f-003- 1.1240282/a-003-1.1240283>.  Dept of State Growth 2016, ‘Agri-tourism, Draft agri-tourism position paper 2016’, Tasmanian Government, <http://www.stategrowth.tas.gov.au/__data/assets/pdf_file/0005/139847/Draft_Agri- tourism_Position_Paper.pdf>.  Ecker, S, Clarke, R, Cartwright, S, Kancans, R, Please, P & Binks, B 2010, ‘Drivers of regional agritourism and food tourism in Australia’, Australian Bureau of Agricultural and Resource Economics – Bureau of Rural Sciences, <https://www.researchgate.net/publication/262487406_Drivers_of_regional_agritourism_and _food_tourism_in_Australia>.  Hall, CM & Weiler, B 1992, ‘Introduction: What's so special about special interest tourism’, in Special-interest tourism, B Weiler & CM Hall (eds.) Belhaven Press, London, pp. 1–14.
  • 24.  Irshad, H 2010, ‘Rural tourism – an overview’, Government of Alberta, Agriculture and Rural Development, <http://www1.agric.gov.ab.ca/$Department/deptdocs.nsf/all/csi13476/$FILE/Rural- Tourism.pdf>.  Kordel, S 2016, ‘Selling ruralities: How tourist entrepreneurs commodify traditional and alternative ways of conceiving the countryside’, Rural Society, vol. 25, no. 3, pp.204-21, doi:http://dx.doi.org/10.1080/10371656.2016.1255475.  MKT00204 Special Interest Tourism Study Guide 2017, Southern Cross University, Lismore.  Novelli, M (ed.) 2007, Niche Tourism, Taylor and Francis, ProQuest Ebook Central.  Rilla, EL 2011, ‘Tourism and agricultural viability: case studies from the United States and England’, in RM Torres & JH Momsen (eds.), Tourism and Agriculture, ProQuest Ebook Central, pp. 173-92.  Royal Agricultural University n.d., Agri-Tourism, viewed 18 March 2017, <https://www.rau.ac.uk/about/organisation/public-information/academic- information/modules/4225-agritourism>.  Santeramo, FG & Barbieri, C 2017, ‘On the demand for agritourism: a cursory review of methodologies and practice’, Tourism Planning & Development, vol. 14, no. 1, pp. 139-48.  Trauer, B 2005, ‘Conceptualizing special interest tourism—frameworks for analysis’, Tourism Management, vol. 27, no. 2, pp. 183-200, https://doi- org.ezproxy.scu.edu.au/10.1016/j.tourman.2004.10.004.

Editor's Notes

  1. Gourmet in Gundy
  2. month-long ‘menu of events’, celebrating the year’s harvest, showcasing food, wine, beer and agricultural produce and experiences across the Riverina
  3. Economic benefits primary motivation (Tew & Barbieri, cited in Flanigan, Blackstock & Hunter 2015). Income: diversity income sources, farm survival or expansion, stabilise income fluctuations, new income stream to keep adult children on farm Social benefits – festival, isolated rural homes
  4. Australian Bureau of Agricultural and Resource Economics
  5. For example, actively-fit youngmale individuals are most likely to prefer physically demanding activities (e.g., hiking) as compared to older individuals, predominantly females, who prefer contemplation-related (e.g., tours) activities(Aguilar & Barbieri, 2011).
  6. For example, actively-fit youngmale individuals are most likely to prefer physically demanding activities (e.g., hiking) as compared to older individuals, predominantly females, who prefer contemplation-related (e.g., tours) activities(Aguilar & Barbieri, 2011).
  7. Primary research – anecdotal Piggeries Animal rights activists Sustainability of food trails without govt funding