Connecting Agriculture & Tourism
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Transcript of Connecting Agriculture & Tourism
Strengthening tourism through education and research
Building Bridges: Connecting A i lt & T iAgriculture & Tourism
K t G t fKent GustafsonUniversity of Minnesota Tourism Center
February 5,2007
Strengthening tourism through education and research
LINKAGE
A set of activities that h l li koccur when people link
travel with the products servicesproducts, services, and experiences of agricultureagriculture
Strengthening tourism through education and research
BRIDGE BUILDING…………. The agri-tourism
culture
Travel trends
The agri-tourism dproduct
Strengthening tourism through education and research
TERMINOLOGY MATTERS “Agritourism” “Agri-Tourism”g “Nature-based tourism” “Agri-tainment” Agri-tainment “AgriCultural Heritage” “Alternative Enterprise”
Strengthening tourism through education and research
Agri-Tourism AGRICULTURE TOURISM
Production Marketing
Export Import
Tangible good Intangible service
Strengthening tourism through education and research
TRAVEL TRENDSh i / l Shorter trips/closer to
home/later bookings Add pleasure travel to Add pleasure travel to
business travel Expansion of group travel
(ages/packages) Use of internet for travel
planning & bookingplanning & booking Impact of health/wellness
on travel
Strengthening tourism through education and research
2006 TRAVEL PRICE INDEXU 1 9% (N b 2005 N b 2006) Up 1.9% (November, 2005-November, 2006)Gas prices increase 4%L d i “ 4%Lodging “ 4%Airfares decrease 2%Food/beverage increase 3%Food/beverage increase 3%
---TIA/USDL, 2006 Minnesota vacation costs up 2% ($230 p/day for Minnesota vacation costs up 2% ($230 p/day for
family of 4)---AAA, April, 2006, p ,
Strengthening tourism through education and research
TRAVEL SAFETY INDEX
Safety: increasing importance in travel f y g pdecisions
Child safety—Agri-Tourism
Strengthening tourism through education and research
2006 U.S. SUMMER TRAVEL
Activities: VFR (41%)Beach (38%)Rural areas (27%) Parks (20%)Parks (20%) History (20%)
---TIA 2006---TIA, 2006
Strengthening tourism through education and research
MINNESOTA TOURISM Minnesota
Gross sales: $10 236 722 814
Martin CountyGross sales:
$10,236,722,814 $24,599,277
State sales tax:$628,408,194
State sales tax:$1,527,371
Jobs: 242,304 Jobs: 784
Strengthening tourism through education and research
41 MILLION VISITORS (STATE) Metro (45%) 18.45 million
North Central/West (21%) 8.61 “
Southern (19%) 7.79 “
Northeast (16%) 6.56 “
Strengthening tourism through education and research
TRAVELER PROFILE (SOUTHERN) A g age: 47 P rpose of trip: Avg. age: 47 Medium Income: $73,600 Mn. Residents: 42%
Purpose of trip:Vacation: 42%Personal: 32%
Avg. party size: 2.6 Avg.# nights: 3.3 % w/children <18: 27%
Business: 19%Conference: 9%
Activities: % w/children 18: 27% Lodging:
Paid: 71%Unpaid: 12%
Activities:General: 80%Shopping: 41%VFR: 41%Unpaid: 12%
Day trip: 18%VFR: 41%Events: 26%Recreation: 29%
Strengthening tourism through education and research
WHO IS YOUR TARGET MARKET? Ag. professionals Families w/youngy g
children Grandparents w/ Grandparents w/
grand children Active seniors New groups?
Strengthening tourism through education and research
MARKETING ASSISTANCEL l Ch b f C (F i Local Chambers of Commerce (Fairmont, Sherburn, Trimont)F i C i d Vi i B Fairmont Convention and Visitors Bureauwww.fairmontcvb.com
Southern Minnesota Tourism Associationwww.exploresouthernminnesota.com
Explore Minnesota Tourismwww.exploreminnesota.comwww.exploreminnesota.com
Strengthening tourism through education and research
MARKET RESEARCHHow many consumers in
the Twin Cities metropolitan areametropolitan area would be interested in visiting anvisiting an agriculturally based tourist activity?
--U. of M., 2002
Strengthening tourism through education and research
CORN MAZE/PETTING FARM Avg. attendance: 4.7
personsA l d Avg. planned spending: $9.90 p/p
Di t Distance:62% < 50 milesS Stay:Afternoon (66%)
Strengthening tourism through education and research
HALLOWEEN-THEMESd Avg. attendance: 4.6
persons Avg planned spending: Avg. planned spending:
$15.70 p/p Distance: 81% < 50 miles Stay: Afternoon (76%)
D (20%)Day (20%)
Strengthening tourism through education and research
HISTORICAL FARMd Avg. attendance: 4.0
persons Avg planned spending: Avg. planned spending:
$32.80 p/p Distance:
(63%) < 50 miles Stay: Afternoon (48%)
D (43%)Day (43%)
Strengthening tourism through education and research
“FISHING HOLE” A tt d 4 3 Avg. attendance: 4.3 persons
Avg. planned spending: $71.80 p/p
Distance: < 50 miles: 34%< 50 miles: 34%100-200 : 30%
Stay: Weekend (40%)Afternoon (26%)Day (23%)
Strengthening tourism through education and research
AG. PRODUCT PURCHASE90
60708090
30405060
Fruits/Veg.Hort.Meat/Dairy
102030 Meat/Dairy
Spec. Meat
0Interest
(%)Same (%) More (%)
Strengthening tourism through education and research
INFORMATION SOURCES Internet 67% Paid ads. 65% Family/friends 64% Brochures 58% Brochures 58% Chamber of Commerce 41%
Strengthening tourism through education and research
THE THREE RIVERS WINE TRAIL 6 wineries/75+ miles/6 6 wineries/75+ miles/6
counties/3 rivers
Cooperative marketingp g
Tasting, tours, special events
Developing partnerships: wineries/food & beverage/lodging/other area attractions
www.threeriverswinetrail.com
Strengthening tourism through education and research
THE ART MEANDER 2nd annual art crawl 50 local artists and
fcrafts persons Studio tours, art
di l d ldisplays and sales 10 cities, 4 counties
2 d 2 dayswww.artsmeander.com
Strengthening tourism through education and research
2005 ART MEANDERT l t 3 7 A l Travel party: 3.7
No. of sites visited: 3.9 Likelihood of return:
Average personal expenditures:
Art products: $ 70.51e ood o etu :73.6% (very)15.7% (somewhat)
D i i t tt d
Lodging: 30.77Transportation: 24.45Sh i 19 70 Decision to attend:
F/R: 43.8%Brochure 27.0%
Shopping: 19.70Food/beverage: 16.91Recreation: 12.96
Prev. attend. 22.5% Non-resident status: 49.7%
Grocery: 4.87$180.17
Strengthening tourism through education and research
Directs people to places where they can get locally grown food and locally made products as well as participate in local attractions & amenities
Encourages people to eat and vacation in ways that support healthy rural communities and incorporate sustainable practices into their travel
Strengthening tourism through education and research
GREEN ROUTES IN MINNESOTA 6 routes currently identified “Green Travelers” 6 routes currently identified 217 local destinations currently
identified 4 basic criteria:
U l l d & l
Green Travelers- Authentic travel experiences- Local products for purchase- Support local culture &
- Uses local products; & employs local people
- Uses energy efficient appliances & reduces use on non-renewable energy
attractions- Want personal contact w/local
residents- Clear information & mapsenergy
- Uses sustainably produced products- Engages visitors through active
participation in nature, people, hi t lt
- Clear information & maps- Guided and/or self-guided tours- Nature-based interests- Plan trip within 1 month based
history, culturewww.greenroutes.org
Renewing the Countryside
upon a variety of sources
Strengthening tourism through education and research
IMPLICATIONS (AG.)I t f Importance of:- a personal profile- a business plana bus ess p a- a pricing policy- a competitor
analysis- a risk management plan- a marketing strategya marketing strategy
Strengthening tourism through education and research
IMPLICATIONS (TOURISM)id Can you provide…….
- A quality product?A consistent level of- A consistent level of service?
- A fair price?A fair price?- An enjoyable & educational experience?
Strengthening tourism through education and research
BRIDGING Assessing the agri-tourism inventory Applying agri-tourism criteriapp y g g Packaging the experience with the other agri-
tourism products in the areatourism products in the area Placing the product on the radar screen of
tourism marketing organizationstourism marketing organizations
Strengthening tourism through education and research
CONTACT INFORMATIONKent Gustafson
University of Minnesota Tourism Centery120 Biosystems – 1390 Eckles Avenue
St Paul Minnesota 55108St. Paul, Minnesota 55108(612)625-8274