How beneficial is agritourism? : North Carolina farmers and residents respond - Page 1 |
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INTRODUCTION Agritourism, defined as activities offered on working farms and other agricultural settings for entertainment or educational purposes (Rich et al., 2012), has been increasing over the last ten years (Cordell, 2008). Despite its growth, there is uncertainty about the benefits that agritourism brings to society, especially to rural communities. Understanding the benefits of agritourism is essential to further develop this recreational activity and to strengthen marketing efforts to attract more visitors to farms. To document perceptions of the socio-cultural, environmental, and economic benefits of agritourism, an online survey was conducted in 2010 among North Carolina agritourism providers (“farmers”) and a non-random panel of current and potential visitors (“residents”).1 RESPONDENT PROFILE Responding farmers (63%) and residents (57%) were predominantly female. In general, farmers were older (53 years old) than residents (46 years old). Most farmers (59%) reported an annual household income between HOW BENEFICIAL IS AGRITOURISM? North Carolina Farmers and Residents Respond 1The study sample was composed of 604 agritourism farmers (listed in the North Carolina Agritourism Networking Association) and a non-random panel of 675 North Carolina residents (purchased from a web marketing company); they were emailed and asked to access the survey by clicking on a link. The survey received 676 responses: 173 farmers and 503 residents. Farmers’ responses were weighted to compensate for disproportionate sample sizes when applicable. T-tests were used to compare perceived benefits between farmers and residents (p < 0.05), and Wilcoxon Signed Ranks Tests were used to compare the order rank of perceived socio-cultural, environmental, and economic benefits (Bonferroni adjusted p < 0.003, p < 0.008, and p < 0.003, respectively). 2The overrepresentation of low-income and part-time employed residents in this study cautions for generalizing results to all North Carolina residents. However, results reflect the perceptions of residents with enough interest in agritourism to respond to a survey that did not include a participation incentive. $35,000 and $99,999 before taxes; a relatively large proportion (25%) earned more than $100,000 (Figure 1). About half (46%) of the residents reported an annual household income smaller than $34,999. This is consistent with the low proportion of full-time employees among the respondents (28%), an occurrence most likely due to the economic crisis underway during the time of the study.2 Less than $25,000 $25,000 -‐ $49,999 $50,000 -‐ $99,999 $100,000 -‐ $149,999 $150,000 or more 9% 23% 42% 14% 11% 30% 34% 29% 5% 2% Farmers Residents Figure 1. Respondents Household Incomes ($) (n = 163) (n = 499)
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Title | How beneficial is agritourism? : North Carolina farmers and residents respond - Page 1 |
Full Text | INTRODUCTION Agritourism, defined as activities offered on working farms and other agricultural settings for entertainment or educational purposes (Rich et al., 2012), has been increasing over the last ten years (Cordell, 2008). Despite its growth, there is uncertainty about the benefits that agritourism brings to society, especially to rural communities. Understanding the benefits of agritourism is essential to further develop this recreational activity and to strengthen marketing efforts to attract more visitors to farms. To document perceptions of the socio-cultural, environmental, and economic benefits of agritourism, an online survey was conducted in 2010 among North Carolina agritourism providers (“farmers”) and a non-random panel of current and potential visitors (“residents”).1 RESPONDENT PROFILE Responding farmers (63%) and residents (57%) were predominantly female. In general, farmers were older (53 years old) than residents (46 years old). Most farmers (59%) reported an annual household income between HOW BENEFICIAL IS AGRITOURISM? North Carolina Farmers and Residents Respond 1The study sample was composed of 604 agritourism farmers (listed in the North Carolina Agritourism Networking Association) and a non-random panel of 675 North Carolina residents (purchased from a web marketing company); they were emailed and asked to access the survey by clicking on a link. The survey received 676 responses: 173 farmers and 503 residents. Farmers’ responses were weighted to compensate for disproportionate sample sizes when applicable. T-tests were used to compare perceived benefits between farmers and residents (p < 0.05), and Wilcoxon Signed Ranks Tests were used to compare the order rank of perceived socio-cultural, environmental, and economic benefits (Bonferroni adjusted p < 0.003, p < 0.008, and p < 0.003, respectively). 2The overrepresentation of low-income and part-time employed residents in this study cautions for generalizing results to all North Carolina residents. However, results reflect the perceptions of residents with enough interest in agritourism to respond to a survey that did not include a participation incentive. $35,000 and $99,999 before taxes; a relatively large proportion (25%) earned more than $100,000 (Figure 1). About half (46%) of the residents reported an annual household income smaller than $34,999. This is consistent with the low proportion of full-time employees among the respondents (28%), an occurrence most likely due to the economic crisis underway during the time of the study.2 Less than $25,000 $25,000 -‐ $49,999 $50,000 -‐ $99,999 $100,000 -‐ $149,999 $150,000 or more 9% 23% 42% 14% 11% 30% 34% 29% 5% 2% Farmers Residents Figure 1. Respondents Household Incomes ($) (n = 163) (n = 499) |