Agritourism: What does it mean for Rural NC?...2015/03/02 · Agritourism: What does it mean for...
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Agritourism: What does it mean for Rural NC? Parks, Recreation & Tourism Management North Carolina State University Carla Barbieri, Ph.D. Agritourism & Societal Wellbeing Duarte Morais, Ph.D. People-First Tourism North Carolina General Assembly Committee on Cultural and Natural Resources March 20 th , 2014
Transcript of Agritourism: What does it mean for Rural NC?...2015/03/02 · Agritourism: What does it mean for...
Agritourism:
What does it mean for Rural NC?
Parks, Recreation & Tourism Management
North Carolina State University
Carla Barbieri, Ph.D.
Agritourism & Societal Wellbeing
Duarte Morais, Ph.D.
People-First Tourism
North Carolina General Assembly Committee on Cultural and Natural Resources
March 20th, 2014
Agritourism: What does it mean for Rural NC?
Overview
Defining agritourism
Rural micro-entrepreneurs in NC
o People-First Tourism
Does it really work?
o Three levels of analysis
o Three dimensions
Norris Farm (Boonville, NC)
Income from recreational services
such as hunting, fishing, farm or
wine tours, hay rides, etc.
The Meaning of Agritourism
Agritourism (USDA Census)
USDA: NASS (2013)
Agritourism in NC (2002-2007)
o Slight decrease in the number of agritourism farms
(from 622 to 602 farms)
o Significant increase in agritourism-related income
(from $1.9 to $12.7 M)
Myron Smith Benson (NC)
Gil Arroyo, Barbieri & Rich (2013); Phillip et al. (2010). Missouri & North Carolina, 2011 (n=1,300)
1. Setting Working farm
Non-working farm (e.g., abandoned mill)
2. Contact
Passive (e.g., wedding)
Indirect (e.g., eating farm products)
Direct (e.g., learning to grow mushrooms)
3. Experience Authentic (e.g., U-pick)
Staged (e.g., winery tours)
4. Activity Recreation (e.g., rides)
Education (e.g., workshops)
The Meaning of Agritourism
Visiting a working farm or other agricultural
setting for recreation or education purposes.
A marketplace for rural tourism micro-entrepreneurs
Equitable Economic Development
Military Readiness
Local Foods Movement
www.peoplefirsttourism.com/NC
o The Biltmore received 1.2 million visitors in 2013
o P1T Madison network draws visitors from Asheville on day trips
o Improved destination competitiveness, increased length of stay
Equitable Economic Development from Tourism
o Angelina’s Kitchen restaurant sources food products from local
farms and directs patrons to the P1T farms
o Local small organic farms are more financially viable; restaurant
is more successful; visitors learn and enjoy experience
o County Tourism office and Coop Extension office collaborate
Support of Local Foods Movement
o Marines and Army need rural land to remain mission-compatible
o Agritourism creates new sources of revenue for working lands
o Soft approach wins hearts and minds of neighboring communities
Military Readiness
The Big Questions of Agritourism
Does agritourism really work ($)?
Who benefits?
How sustainable is agritourism?
Sanders Ridge Farm (Boonville, NC)
Agritourism is one form of on-farm enterprise
developed to increase farm revenues or values
Agritourism Assessment: A System’s Approach
4. Agritourism as a sustainable strategy.
1. Farmers have a diverse set of economic and
non economic goals.
2. The wellbeing of the
farm household drives
farmer’s decisions.
3. Agritourism
promotes rural
development.
(Barbieri, 2009; McGehee et al., 2007; Nickerson et al., 2001; Ollenburg & Buckley, 2007)
Farmers’ Goals:
Agritourism Assessment: The Agripreneur
Texas, 2005 (n=216 )
(Tew & Barbieri, 2012) Missouri, 2008 (n=164)
Agritourism Assessment: The Agripreneur
5-pt Likert Scale: (1) = Not important; (3) = Somewhat Important; (5) = Extremely Important.
Agritourism Assessment: The Agripreneur
(Tew & Barbieri, 2012) Missouri, 2008 (n=164)
3.16
3.70
3.26
3.33
2.8 3 3.2 3.4 3.6 3.8
(MD1) Farm Profitability
(MD2) Market Driven
(MD3) Family Connections
(MD4) Personal Pursuits
5-pt Likert Scale: (1) = Not important; (3) = Somewhat Important; (5) = Extremely Important.
Accomplishment by Goal Dimension
1. Effect on Profits
36%
28%
35%
0% 1%0.0%
10.0%
20.0%
30.0%
40.0%
(n = 162)
Figure 18. Change in Profits after Agritourism Development
28%
23% 28%
21%
(n = 90)
1% to 10%
11% to 30%
31% to 99%
100% or more
Figure 19. Amount of Profit Increase after Agritourism Development
Mean=56%
(Tew & Barbieri, 2012)
Agritourism Assessment: The Farm Household
Missouri, 2008 (n=164)
Agritourism Assessment: The Farm Household
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Total Full-TimeYear Round
Full-TimeSeasonal
Post-Diversif.(Gain)
Agritourism
No Agritourism
(Barbieri, 2013) U.S.A., 2005 (n=873; p<.05)
2. Impact on Family Employment
Agritourism Assessment: The Farm Household
0
10
20
30
40
50
60
70
80
Principal Operator Spouse Adults Kids(living on farm)
Agritourism
No Agritourism
3. Impact on Off-farm Employment
(Barbieri, 2013) U.S.A., 2005 (n=873; p<.05)
Agritourism Assessment: Society
North Carolina, 2011 (n=681; p<.05)
1. Economic: Perceived Benefits
Scale: 1 = “Very unimportant”; 5 = “Very important”.
Agritourism Assessment: Society
1. Economic: On-farm Employment
0 10 20 30 40 50
Total NonFamily
Post-Diversifcation
(Gain)
AgritourismNo Agritourism
24
34
2
6
Post-Diversification
(Gain)
Total Non-Family
(Barbieri, 2013)
U.S., 2005 (n=873; p<.05)
Sanders Ridge Vineyard (Boonville, NC)
Agritourism Assessment: Society
North Carolina, 2011 (n=681; p<.05)
2. Socio-Cultural: Perceived Benefits
Scale: 1 = “Very unimportant”; 5 = “Very important”.
Agritourism Assessment: Society
0
10
20
30
40
50
60
70
80
FarmSucession
RestoredHeritage
Agritourism
No Agritourism
2. Socio-Cultural: Family Farm Heritage
(Barbieri, 2013) U.S.A., 2005 (n=873; p<.05)
Norma DeCamp Burns Bennett (NC)
Agritourism Assessment: Society
3. Environmental: Perceived Benefits
Scale: 1 = “Very unimportant”; 5 = “Very important”.
North Carolina, 2011 (n=681; p<.05)
Agritourism Assessment: Society
o Wildlife habitat improvement: 50%
o Integrated Pest Management: 48%
o Water conservation: 65%
(Barbieri, 2013)
U.S.A., 2005 (n=873)
3. Environmental: Farming Practices
Cohen Farm (Pittsboro, NC)
Agritourism is visiting a working farm or other
agricultural setting for recreational or educational
purposes Rejected working facilities
for landscaping only
Wrapping-Up
Agritourism System’s Assessment
o Three dimensions
o Three levels of analysis
People-First Tourism: How agritourism works in
rural North Carolina
Satisfies a mix of economic & non-economic goals
Farmer level…
Wrapping-Up
o Creates jobs
o Preserves farm heritage
o Fosters environmental friendly farming practices
Society level…
o Increases farm profits
o Creates jobs and reduces off-farm employment
o Preserves farming life-style
Farm Household level…
Attitudes or behaviors?
Indirect gains?
Impacts on visitors?
Thank You!
Carla Barbieri, Ph.D.
Agritourism & Societal Wellbeing
Duarte Morais, Ph.D.
People-First Tourism
