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Developing Effective Marketing Strategies for Agritourism: Targeting Visitor Segments

Listed author(s):
  • Sullins, Martha
  • Moxon, Drew
  • Thilmany, Dawn D.

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.

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Article provided by Agricultural Economics Association of Georgia in its journal Journal of Agribusiness.

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Handle: RePEc:ags:jloagb:131366
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301 Conner Hall, University of Georgia, Athens, GA 30602-7509

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  1. 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.
  2. Wilson, Joshua B. & Thilmany, Dawn & Watson, Philip, 2006. "The Role of Agritourism in Western States: Place-Specific and Policy Factors Influencing Recreational Income for Producers," The Review of Regional Studies, Southern Regional Science Association, vol. 36(3), pages 381-399.
  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. 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).
  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), May.
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