Developing Effective Marketing Strategies for Agritourism: Targeting Visitor Segments
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 partyâ€™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.
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- Carpio, Carlos E. & Wohlgenant, Michael K. & Boonsaeng, Tullaya, 2006.
"The Demand for Agritourism in the United States,"
2006 Annual Meeting, February 5-8, 2006, Orlando, Florida
35445, Southern Agricultural Economics Association.
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- 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(02).
- 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), May.
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