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Research Note: Evaluating Integrated On-Farm Tourism Activity after Rural Road Inauguration – the Case of Pick-Your-Own Fruit Farming in Gunma, Japan

Author

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  • Yasuo Ohe

    (Department of Food and Resource Economics, Chiba University, 648 Matsudo, Matsudo, Chiba 271-8510, Japan)

Abstract

This paper evaluates the performance of integrated on-farm tourism activity by focusing on pick-your-own fruit farming activity after rural road building in Gunma, Japan. First, conceptual considerations of the significance of rural road building in the development of on-farm tourism activity indicated that the demand-shift effect was more important than the supply-shift effect. It was considered that the higher the degree of integration of on-farm tourism activity, the greater was the realization of the demand-shift effect. Second, statistical evaluation using GIS data revealed that a distance of 1,000 m from rural roads was a referential benchmark by which to judge the effects of distance from roads on farmers' tourism activity. Third, it was clarified empirically that those farmers with broader perspectives – in terms both of a longer time horizon and consciousness of service marketing management such as diversification of the sales channel and targeted customer services – were more successful in integrating tourism activity.

Suggested Citation

  • Yasuo Ohe, 2010. "Research Note: Evaluating Integrated On-Farm Tourism Activity after Rural Road Inauguration – the Case of Pick-Your-Own Fruit Farming in Gunma, Japan," Tourism Economics, , vol. 16(3), pages 731-753, September.
    • Handle: RePEc:sae:toueco:v:16:y:2010:i:3:p:731-753
    DOI: 10.5367/000000010792278301
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    References listed on IDEAS

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    2. Isabel Vanslembrouck & Guido Van Huylenbroeck & J. Van Meensel, 2005. "Impact of Agriculture on Rural Tourism: A Hedonic Pricing Approach," Journal of Agricultural Economics, Wiley Blackwell, vol. 56(1), pages 17-30, March.
    3. M. Thea Sinclair, 1997. "Tourism and Economic Development: A Survey," Studies in Economics 9703, School of Economics, University of Kent.
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