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Developing Effective Marketing Strategies for Agritourism: Targeting Visitor Segments

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Listed:
  • Sullins, Martha
  • Moxon, Drew
  • Thilmany, Dawn D.

Abstract

In Colorado, agritourism shows the potential to benefit agricultural producers and rural communities by generating additional income from consumers who are willing to pay for rural and agriculturally related experiences. This study uses a survey of Colorado agritourists to identify five distinct groups of visitors using demographics, attitudes, expenditures, and activity types. The visitor clusters are significantly different when considering types of travel planning and transportation, agritourism participation, and importance of agritourism to the travel party’s visit, among other behaviors. We conclude with a discussion of the marketing and joint planning implications for agritourism providers, the tourism industry, and Colorado communities.

Suggested Citation

  • Sullins, Martha & Moxon, Drew & Thilmany, Dawn D., 2010. "Developing Effective Marketing Strategies for Agritourism: Targeting Visitor Segments," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 28(2), pages 1-20.
    • Handle: RePEc:ags:jloagb:131366
    DOI: 10.22004/ag.econ.131366
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    File URL: https://ageconsearch.umn.edu/record/131366/files/JAB_Fall2010__02.pdf
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    References listed on IDEAS

    as
    1. Gascoigne, William & Sullins, Martha & Thilmany, Dawn D., 2008. "Agritourism in the West: Exploring the Behavior of Colorado Farm and Ranch Visitors," Western Economics Forum, Western Agricultural Economics Association, vol. 7(2), pages 1-13.
    2. repec:rre:publsh:v:36:y:2006:i:3:p:381-99 is not listed on IDEAS
    3. Anat Tchetchik & Aliza Fleischer & Israel Finkelshtain, 2008. "Differentiation and Synergies in Rural Tourism: Estimation and Simulation of the Israeli Market," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(2), pages 553-570.
    4. Carpio, Carlos E. & Wohlgenant, Michael K. & Boonsaeng, Tullaya, 2008. "The Demand for Agritourism in the United States," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(2), pages 1-16.
    5. Tchetchik, Anat & Fleischer, Aliza & Finkelshtain, Israel, 2008. "AJAE Appendix: Differentiation and Synergies in Rural Tourism: Estimation and Simulation of the Israeli Market," American Journal of Agricultural Economics APPENDICES, Agricultural and Applied Economics Association, vol. 90(2), pages 1-9.
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    Cited by:

    1. Van Sandt, Anders & Thilmany, Dawn, 2016. "Exploring the Economics of Agritourists: Customizing Travel Cost Methods to Evaluate Differences Across the Western US," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236142, Agricultural and Applied Economics Association.

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