Cultivating Agritourism

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Cultivating Agritourism
Prepared By Dr. Peter W. Williams, Centre For
Tourism Policy and Research, Simon Fraser
University, Canada
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Whats Agritourism?
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• Rural/Agricultural Environments

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• Rural/Agricultural Environments

Farm Commodities
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• Rural/Agricultural Environments
• Farm Commodities

Tourism Products/ Services
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• Rural/Agricultural Environments
• Farm Commodities

Tourism Products/ Services

• Agritourism

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Why Agritourism?
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Agritourism Benefits
Agricultural Industry
Tourism Industry
Rural Community
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Diversified farm operations
Additional on-farm revenues
- Agricultural Industry Benefits -
Expanded on-farm employment
Improved business sustainability
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Agricultural land protection
Innovative product development
- Agricultural Industry Benefits -
Improved product awareness
New market niches
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- Rural Community Benefits -
Diversified local business base
Facility/community revitalization
Local heritage support
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- Rural Community Benefits -
Rural landscape environmental protection
Local economy stabilization
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- Tourism Industry Benefits -
Product mix diversification
New destination attractions
Season length expansion
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- Tourism Industry Benefits -
Additional market niches
Unique destination positioning
Additional revenue generation
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Agriculture Community Tourism
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Win
Win
Win
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Who Is Doing It Well?
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Canadian Cases

• Different Strokes For Different Folks

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U.S. Cases

• Oregon
• Michigan
• New York
• California

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Other Places

• Italy
• U.K.
• Australia
• France
• Austria

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Lessons Learned From Others

• Agricultural and tourism industry co-ordination

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Lessons from Others

• Agricultural and tourism industry co-ordination

• Effective local/regional support structures

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Lessons from Others

• Agricultural and tourism industry co-ordination
• Effective local/regional support structures

• Product quality standards/identification

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Lessons from Others

• Agricultural and tourism industry co-ordination
• Effective local/regional support structures
• Product quality standards/identification

• Local involvement and alliances

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Lessons from Others

• Agricultural and tourism industry co-ordination
• Effective local/regional support structures
• Product quality standards/identification
• Local involvement and alliances

• Local product development/marketing

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Lessons from Others

• Agricultural and tourism industry co-ordination
• Effective local/regional support structures
• Product quality standards/identification
• Local involvement and alliances
• Local product development/marketing

• Capacity building of agritourism operators,
  facilities and services

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Lessons from Others

• Agricultural and tourism industry co-ordination
• Effective local/regional support structures
• Product quality standards/identification
• Local involvement and alliances
• Local product development/marketing
• Capacity building of agritourism operators,
  facilities and services

• Clarity in legislation and regulation
  interpretation, e.g. compatible policies

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Agritourism Products
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Agritourism Product Types
Fixed Attractions

• Historic farms
• Living farms
• Agricultural museums
• Industry plants

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Agritourism Product Portfolio
Fixed Attractions
Events

• Historic farms
• Living farms
• Agricultural museums
• Industry plants

• Conferences/ conventions
• Rodeos
• Agricultural fairs
• Historic events
• Festivals/events

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Agritourism Product Portfolio
Fixed Attractions
Events
Services

• Historic farms
• Living farms
• Agricultural museums
• Industry plants

• Accommodations
• Tour operations
• Retail sales
• Leisure/recreation activities

• Conferences/ conventions
• Rodeos
• Agricultural fairs
• Historic events
• Festivals/events

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B.C. Agritourism Products Distribution
Fresh produce (40)
Wine products (24)
Ranching tours (14)
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B.C. Agritourism Products Distribution
Flowers/plants (12)
U-Pick (11)
BB accommodation (11)
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Agritourism Product Development Issues
Consumer Information
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Agritourism Product Development Issues
Consumer Information
Product Quality Standards
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Agritourism Product Development Issues
Consumer Information
Product Quality Standards
Facility Design
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Agritourism Product Development Issues
Consumer Information
Product Quality Standards
Facility Design
Visitor Risk/Liability
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Agritourism Product Development Issues
Consumer Information
Product Quality Standards
Facility Design
Awareness/Training
Visitor Risk/Liability
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Agritourism Product Development Issues
Consumer Information
Product Quality Standards
Technical Assistance
Facility Design
Awareness/Training
Visitor Risk/Liability
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Agritourism Product Development Issues
Consumer Information
Product Quality Standards
Financial Resources
Technical Assistance
Facility Design
Awareness/Training
Visitor Risk/Liability
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Agritourism Product Development Issues
Consumer Information
Marketing Coordination
Product Quality Standards
Financial Resources
Technical Assistance
Facility Design
Awareness/Training
Visitor Risk/Liability
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Agritourism Product Development Issues
Consumer Information
Sign Program
Marketing Coordination
Product Quality Standards
Financial Resources
Technical Assistance
Facility Design
Awareness/Training
Visitor Risk/Liability
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Agritourism Product Development Issues
Consumer Information
Farm Disease
Sign Program
Marketing Coordination
Product Quality Standards
Financial Resources
Technical Assistance
Facility Design
Awareness/Training
Visitor Risk/Liability
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Agritourism Support Systems
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IndustryPartners for BC Agritourism
Direct Farm Marketing Associations
Farmers Markets Associations
Community and Regional Tourism Associations
Tourism BC
Chambers of Commerce
Non Government Organisations
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Agricultural Land Reserve Commission
BC Ministry of Competition, Science and Enterprise
Provincial Government Partners for BC Agritourism
BC Ministry of Agriculture, Food and Fisheries
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Understanding Customers A Canadian Case
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Canadian Agritourism Market Segments
Resident Tourists
Non-Resident Tourists
Niche/Specialty Tourists

• Day
• Overnight

• Agri-Nursery gardens
• Agri-Education
• Agricultural Exchanges

• Fully Independent
• Tour

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Resident Tourist Market- Travel Philosophies -

• Cost/value conscious
• Familiar places
• Outdoor learning
• Cultural experiences
• No hassle planning

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Non-Resident Tourist Market
Canada (73)
U.S. (22)
Overseas (7)
Proportion of Overnight Visitor Volume
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Prime American Target MarketsSocio-Demographics

• Females
• Affluent mature families
• Senior couples

TAMS, 2005
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Prime North American Target MarketsTrip
Behaviour

• Exploration and learning
• Outdoor/nature activities
• Culture/heritage events

TAMS, 2005
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European Tourist Market Preferences

• Trip flexibility
• Value conscious
• Natural heritage
• Wildlife viewing
• Social/family interaction
• Lots to do/learn

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Specialty Agritourism Markets

• Agri-nursery/garden markets
• Agri-education
• Agricultural exchanges
• General interest/training

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Agritourism Performance Drivers

• Operator readiness/commitment

• Facility readiness
• Product readiness
• Market readiness
• Capital/financial commitment
• Market access

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Strategies For Cultivating Agritourism

• Knowing the customers
• Building the product experience
• Assessing the fit
• Creating partnerships
• Working with government policy
• Gaining financial support
• Marketing the product experience
• Managing risk and liability
• Creating a service advantage

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Product Experience Resources
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Building the Agritourism Experience

• Theme Storytelling
• guiding concept /story/adventure
• Experiencescape
• distinct place of engagement (physical and
  cultural)
• security (psychological, physical)
• Characters
• audience, actors, props
• Package Organization
• partners in seamless experience delivery
• Supporting natural, cultural, materialconditions
  
• customized service interactions
• Experience Management
• On-going product readiness
• On-going product quality maintenance (physical
  and service)

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Building the Agritourism Experience
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Agritourism An Opportunity Whose Time Has Come
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