Agritourism is growing worldwide as farmers and ranchers seek alternative sources of revenue, and consumer demand for agricultural experiences is on the rise. Understanding this sector is important for policymakers, researchers, agricultural service providers, and others seeking to support farm viability and rural entrepreneurship. However, in the US, this support is hampered by the lack of a clear definition and consistent, comprehensive means for measuring the agritourism sector. The best available data for the US are from the quinquennial US Department of Agriculture National Agricultural Statistics Service (USDA NASS)'s Census of Agriculture. However, the two questions used by the Census of Agriculture that relate to agritourism are worded in ways that limit a comprehensive understanding of the size and scope of the sector. To illustrate the limitations, we highlight cases from two US states (Texas and Vermont), where different forms of agritourism are present. One such form, hunting, is included in the USDA's economic assessments of agritourism; another, pick-your-own berries, is not. Along with tastings and purchases of locally grown products, this falls in the category of direct sales. The discrepancy can result in misrepresentation and misinterpretation of the data in analyses and subsequent publications with distorted policy recommendations related to agritourism. We discuss these cases alongside recommendations on how to more accurately measure and support agritourism development in the US.
An online presence is crucial for agritourism operators to connect with consumers. In this study, we use count data regression models to examine the correlation between average broadband speed adopted and the number of agritourism operations. We found that adoption of fast broadband in 2012 was associated with a significantly higher number of agritourism operations nationally in 2017, underscoring the role of broadband connectivity in facilitating interactions between farmers and consumers, as well as in promoting agritourism. However, only a weak association exists in rural counties, indicating that the broadband–agritourism relationship does not extend to less populated areas.
Agritourism and direct-to-consumer sales are increasingly used as diversification strategies to generate additional farm revenue streams. Yet despite their growing importance, the impacts, interactions, and adoption of these strategies remain poorly understood. Here we use univariate and bivariate local Moran’s I statistics to identify agritourism and direct-to-consumer sales hotspots in the United States and a Seemingly-Unrelated-Regression Spatial Durbin Model to examine the association between agritourism and direct farm sales to consumers. We find that agritourism and direct sales reinforce each other within the same county but not consistently across neighboring counties.
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Abstract: Agritourism is a critical farm diversification strategy for farmers to enhance income and profit potential with benefits related to rural community development, increased awareness of sustainability practices, and local heritage preservation. For rural community and economic development professionals, agritourism has become an important strategy to develop local tourism, grow small businesses, and enhance regional economic diversification. We propose that the agritourism ecosystem would arguably benefit from more robust Extension programming and network development. A discussion of two state case studies, Vermont and California, provides an overview of the critical elements necessary to build a statewide agritourism program. The role of Extension in rural development and tourism underscores the opportunity to utilize agritourism as a broader development strategy. Finally, we make recommendations for growing the role of Extension in agritourism. More robust training and education for Extension professionals, stronger connections to state tourism departments, and more robust advocacy with university and state-level decision makers on the value of agritourism investments are all highlighted as crucial next steps.
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Abstract: Agritourism has become a popular pursuit for farms and ranches in the United States, aiming to diversify revenue sources and meet agricultural education and community-building goals. However, there has been limited research around the challenges experienced by operators and limited access to resources that can help address these challenges. This article fills that gap in knowledge by examining the challenges agritourism operations currently face in the Northeast, Midwest, South, and West regions of the U.S. In this study, we use a mixed-methods approach to the Five Dimensions of Access framework developed by Penchansky and Thomas (1981). We operationalize their model in an ordinal probit regression to analyze data from a national survey of agritourism operators, analyzed by region. Results from the quantitative analysis are substantiated using qualitative, open-ended comments from the same survey. The analyses show that agritourism operators encounter different challenges according to their region. We find that operators in most regions of the United States are concerned about agritourism liability. However, states in the West region experience more challenges with regulations, zoning, and permitting, while operators in the South have more problems with e-connectivity. These results can be applied in three ways: support services for agritourism, policy and regulations, and future research.
