Agritourism

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Agritourism 200 North Third St., Suite
600 Harrisburg, PA 17101 (717)
787-9555 www.ruralpa.org Jonathan
Johnson Senior Policy Analyst
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Agritourism Study

• Conducted by Dr. Susan Ryan, California
  University of Pennsylvania, 2004-05
• Inventoried agritourism operators
• Analyzed of agritourists
• Identified what is working and not working in
  agritourism
• Developed policy recommendations.
• Copy of Agritourism In Pennsylvania An Industry
  Assessment available at
• www.ruralpa.org/agritourism2006.pdf

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What is Agritourism?

• "Agritourism refers to an enterprise at a working
  farm, ranch or agricultural plant conducted for
  the enjoyment of visitors that generates income
  for the owner. Agricultural tourism refers to the
  act of visiting a working farm or any
  horticultural or agricultural operation for the
  purpose of enjoyment, education or active
  involvement in the activities of the farm or
  operation that also adds to the economic
  viability of the site."
• (American Farm Bureau Federation 2004)

Data source Agritourism in Pennsylvania An
Industry Assessment Susan Ryan, California
University of Pennsylvania
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Data source Agritourism in Pennsylvania An
Industry Assessment Susan Ryan, California
University of Pennsylvania
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Distribution of Types of Agritourism Operations
Multiple responses possible Data source
Agritourism in Pennsylvania an Industry
Assessment Susan Ryan, California University of
Pennsylvania
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Location of Agritourism Operations
Data source Agritourism in Pennsylvania An
Industry Assessment Susan Ryan, California
University of Pennsylvania
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Characteristics of Agritourism Operators
Reasons for Involvement In Agritourism
Data source Agritourism in Pennsylvania an
Industry Assessment Susan Ryan, California
University of Pennsylvania
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Location and Characteristics of Agritourists
Avg. Size of party 2.7 persons Staying 1 night
19 Female 58 Avg. Age 49 years old
Data source Agritourism in Pennsylvania An
Industry Assessment Susan Ryan, California
University of Pennsylvania
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Agritourist Average Expenditures
Data source Agritourism in Pennsylvania An
Industry Assessment Susan Ryan, California
University of Pennsylvania
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Top Five Agritourism Marketing Tools

• Marketing Tools Used by Operators
• Word of mouth
• Repeat business
• Newspaper ads
• Brochures
• Internet/website

• Trip Planning Resources Used by Agritourists
• Internet/website
• Info/welcome centers
• Brochures
• Travel books/guides
• Word of mouth

Data source Agritourism in Pennsylvania An
Industry Assessment Susan Ryan, California
University of Pennsylvania
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Top Five Agritourism Barriers

• Barriers to Developing Operations
• Business development financing difficulties
• High insurance and liability costs
• Weather
• Attracting workers
• Land use regulations

• Barriers to Attracting Agritourists
• Location too remote, isolated or obscure
• High market costs
• Lack of marketing experience
• Visitors not aware of agritourism in PA
• Over development commercialization of rural
  areas.

Data source Agritourism in Pennsylvania An
Industry Assessment Susan Ryan, California
University of Pennsylvania
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Next Steps

• How-to guide for agritourism operators
• Blue-Ribbon Passport program
• 2007 Census of Agriculture

www.ruralpa.org/agritourism2006.pdf