NETtra (NET x NETTRA) 2025 Proceedings
The 2025 NETtra Tourism Conference was held in Meredith, NH in partnership between the National Extension Tourism Network (NET), the Northeast Chapter of the Travel and Tourism Research Association (NETTRA), and the University of New Hampshire Cooperative Extension.
The proceedings are available as a single merged document or as individual papers. Please note that the following list only includes conference presenters who opted to have their papers included in the official proceedings. If you would like to follow up with an author/presenter who is not included below, we recommend locating their information in the detailed conference agenda.
The proceedings are available as a single merged document or as individual papers. Please note that the following list only includes conference presenters who opted to have their papers included in the official proceedings. If you would like to follow up with an author/presenter who is not included below, we recommend locating their information in the detailed conference agenda.
Complete proceedings (combined file):
| nettra_2025_complete_proceedings.pdf |
Individual papers are listed below in alphabetical order by first author's last name. Click the PDF link below the abstract to download the full paper.
Title:
Agritourism in Transition: Exploring Change and Growth Across Montana’s Rural Landscape
Authors:
Elena Bigart, Institute for Tourism and Recreation Research, University of Montana
Melissa Weddell, Institute for Tourism and Recreation Research, University of Montana
Glenna Hartman, Institute for Tourism and Recreation Research, University of Montana
Abstract:
Over the past two decades, agritourism in Montana has undergone significant change, evolving from an informal extension of farm and ranch life into a more visible, diversified, and increasingly professionalized sector. This paper examines how agritourism in Montana is changing in response to shifting economic conditions, visitor expectations, and rural social dynamics. Drawing on open-ended survey responses and interviews with agritourism producers and experts, the study explores changes in visibility and awareness, diversification of experiences, expanding economic and social roles, and emerging challenges shaping the sector’s trajectory. Findings show that Montana agritourism is expanding and diversifying while taking on greater economic and community significance. However, uneven development and persistent regulatory, social, and land-use challenges continue to influence how the sector evolves. Overall, the study highlights agritourism as a dynamic system reshaping agricultural operations, rural communities, and tourism landscapes in Montana.
Agritourism in Transition: Exploring Change and Growth Across Montana’s Rural Landscape
Authors:
Elena Bigart, Institute for Tourism and Recreation Research, University of Montana
Melissa Weddell, Institute for Tourism and Recreation Research, University of Montana
Glenna Hartman, Institute for Tourism and Recreation Research, University of Montana
Abstract:
Over the past two decades, agritourism in Montana has undergone significant change, evolving from an informal extension of farm and ranch life into a more visible, diversified, and increasingly professionalized sector. This paper examines how agritourism in Montana is changing in response to shifting economic conditions, visitor expectations, and rural social dynamics. Drawing on open-ended survey responses and interviews with agritourism producers and experts, the study explores changes in visibility and awareness, diversification of experiences, expanding economic and social roles, and emerging challenges shaping the sector’s trajectory. Findings show that Montana agritourism is expanding and diversifying while taking on greater economic and community significance. However, uneven development and persistent regulatory, social, and land-use challenges continue to influence how the sector evolves. Overall, the study highlights agritourism as a dynamic system reshaping agricultural operations, rural communities, and tourism landscapes in Montana.
| bigart_et_al_-_agritourism_in_transition_-_nettra_2025.pdf |
Title:
Research Study: Gathering Tourism and Outdoor Recreation Professionals’ Perspectives on Adaptation Strategies for Building Resilience
Authors:
Natalie Chin, Aquatic Sciences Center, University of Wisconsin-Madison
Austin Holland, College of Natural Resources & Center for Land Use Education, University of Wisconsin Stevens Point; Division of Extension Natural Resources Institute, University of Wisconsin-Madison
Abstract:
Tourism and outdoor recreation (TOR) communities in the United States are facing direct challenges due to climate change. During the 2025 NETtra (National Extension Tourism x Northeast Chapter of the Tourism and Travel Research Association) Conference roundtable session, our research team gathered insights from a subset of conference participants focused on understanding how the TOR sector in their region is being impacted by changing weather conditions, what strategies are being utilized to manage climatic changes, and possible future directions for Extension in this work. This proceedings article summarizes the findings from this discussion. In general, our findings demonstrate that climate change is affecting the TOR industry in many ways and that there is a clear role for Extension professionals in supporting communities as they work to adapt to the impacts of climate change.
Research Study: Gathering Tourism and Outdoor Recreation Professionals’ Perspectives on Adaptation Strategies for Building Resilience
Authors:
Natalie Chin, Aquatic Sciences Center, University of Wisconsin-Madison
Austin Holland, College of Natural Resources & Center for Land Use Education, University of Wisconsin Stevens Point; Division of Extension Natural Resources Institute, University of Wisconsin-Madison
Abstract:
Tourism and outdoor recreation (TOR) communities in the United States are facing direct challenges due to climate change. During the 2025 NETtra (National Extension Tourism x Northeast Chapter of the Tourism and Travel Research Association) Conference roundtable session, our research team gathered insights from a subset of conference participants focused on understanding how the TOR sector in their region is being impacted by changing weather conditions, what strategies are being utilized to manage climatic changes, and possible future directions for Extension in this work. This proceedings article summarizes the findings from this discussion. In general, our findings demonstrate that climate change is affecting the TOR industry in many ways and that there is a clear role for Extension professionals in supporting communities as they work to adapt to the impacts of climate change.
| chin___holland_-_adaptation_strategies_-_nettra_2025.pdf |
Title:
Empowering Local Decision-Making Through Participatory Sustainable Tourism Indicators
Authors:
Daniel Eades, West Virginia University Extension
Douglas Arbogast, West Virginia University Extension
Luyi Han, Penn State University/Northeast Regional Center for Rural Development
Stephan Goetz, Penn State University/Northeast Regional Center for Rural Development
Abstract:
This study presents a scalable framework for assessing rural tourism sustainability using secondary data indicators generated through a participatory action research approach. By co-developing indicators with local stakeholders, it enhances policy relevance, community engagement, and long-term monitoring. The approach offers a replicable model for sustainable tourism development across diverse contexts.
Empowering Local Decision-Making Through Participatory Sustainable Tourism Indicators
Authors:
Daniel Eades, West Virginia University Extension
Douglas Arbogast, West Virginia University Extension
Luyi Han, Penn State University/Northeast Regional Center for Rural Development
Stephan Goetz, Penn State University/Northeast Regional Center for Rural Development
Abstract:
This study presents a scalable framework for assessing rural tourism sustainability using secondary data indicators generated through a participatory action research approach. By co-developing indicators with local stakeholders, it enhances policy relevance, community engagement, and long-term monitoring. The approach offers a replicable model for sustainable tourism development across diverse contexts.
| eades_at_al_-_empowering_local_decision-making_-_nettra_2025.pdf |
Title:
Cultivating Wellness: Tapping into Wellness Tourists as a Growing Market for Agritourism
Authors:
Claudia Gil Arroyo, Rutgers Cooperative Extension
Abstract:
The growing prevalence of mental health challenges, particularly burnout, has intensified public interest in wellness and self-care, especially since the COVID-19 pandemic. Wellness tourism—defined as travel aimed at enhancing personal wellbeing—has emerged as a rapidly expanding sector, offering activities such as yoga, nature immersion, and culinary experiences. Agritourism, which provides authentic, farm-based experiences, aligns well with wellness tourism by promoting emotional, physical, and mental wellbeing. Studies show agritourism can reduce stress and improve mood, making it a valuable tool for mental health promotion. Agritourism providers can capitalize on this opportunity by integrating wellness-focused offerings and strategically marketing their benefits. Activities like farm-to-table dining, meditation, and animal interaction can attract wellness tourists and diversify agritourism products. However, further research is needed to identify which agritourism experiences most appeal to wellness tourists and which marketing strategies are most effective. Understanding these factors can enhance visitor satisfaction and support sustainable rural development.
Cultivating Wellness: Tapping into Wellness Tourists as a Growing Market for Agritourism
Authors:
Claudia Gil Arroyo, Rutgers Cooperative Extension
Abstract:
The growing prevalence of mental health challenges, particularly burnout, has intensified public interest in wellness and self-care, especially since the COVID-19 pandemic. Wellness tourism—defined as travel aimed at enhancing personal wellbeing—has emerged as a rapidly expanding sector, offering activities such as yoga, nature immersion, and culinary experiences. Agritourism, which provides authentic, farm-based experiences, aligns well with wellness tourism by promoting emotional, physical, and mental wellbeing. Studies show agritourism can reduce stress and improve mood, making it a valuable tool for mental health promotion. Agritourism providers can capitalize on this opportunity by integrating wellness-focused offerings and strategically marketing their benefits. Activities like farm-to-table dining, meditation, and animal interaction can attract wellness tourists and diversify agritourism products. However, further research is needed to identify which agritourism experiences most appeal to wellness tourists and which marketing strategies are most effective. Understanding these factors can enhance visitor satisfaction and support sustainable rural development.
| gil_arroyo_-_cultivating_wellness_-_nettra_2025.pdf |
Title:
Agritourism Management Course Using an Interactive Approach
Authors:
Tetyana Kalna-Dubinyuk, National University of Life and Environmental Sciences of Ukraine
Andrii Kulaiets, National University of Life and Environmental
Sciences of Ukraine
Abstract:
Agritourism, the practice of combining agricultural activities with tourism, has become a significant trend in rural development around the world. It offers farmers a unique opportunity to diversify their income while providing tourists with immersive experience of rural life. But even more important is the role that agritourism plays in educating people about the realities of agriculture and its economic, social, and cultural value. The Agritourism Management course uses an interactive approach to provide students with practical, modern learning experience. This innovative approach prepares students to become successful entrepreneurs in the rapidly growing agritourism sector.
Agritourism Management Course Using an Interactive Approach
Authors:
Tetyana Kalna-Dubinyuk, National University of Life and Environmental Sciences of Ukraine
Andrii Kulaiets, National University of Life and Environmental
Sciences of Ukraine
Abstract:
Agritourism, the practice of combining agricultural activities with tourism, has become a significant trend in rural development around the world. It offers farmers a unique opportunity to diversify their income while providing tourists with immersive experience of rural life. But even more important is the role that agritourism plays in educating people about the realities of agriculture and its economic, social, and cultural value. The Agritourism Management course uses an interactive approach to provide students with practical, modern learning experience. This innovative approach prepares students to become successful entrepreneurs in the rapidly growing agritourism sector.
| kalna-dubinyuk___kulaiets_-_agritourism_management_-_nettra_2025.pdf |
Title:
Disconnected to Reconnect: How Mindfulness and Digital Minimalism Shape Travel Experiences, Memories, and Well-being
Authors:
Yifeng Liang, University of Massachusetts at Amherst
Muzzo Uysal, University of Massachusetts at Amherst
Irem Onder, University of Massachusetts at Amherst
Abstract:
In an era of hyperconnectivity, travelers increasingly seek ways to reduce digital distractions and rediscover meaningful experiences through present-moment engagement. Drawing on Attention Restoration Theory, this study examines how digital minimalism and mindfulness during travel shape enhanced vacation experience memory, satisfaction, and subjective well-being. Survey data from 362 Chinese leisure travelers (Cerdamo platform) were analyzed using confirmatory factor analysis and structural equation modeling. Results indicate that digital minimalism positively predicts mindfulness and enhanced travel memory, and mindfulness also contributes to stronger memory formation. Vivid and emotionally resonant travel memories, in turn, significantly predict post-trip satisfaction and subjective well-being, while satisfaction further enhances well-being. Findings highlight the complementary roles of intentional technology regulation and mindful attention in producing restorative and psychologically enriching travel experiences.
Disconnected to Reconnect: How Mindfulness and Digital Minimalism Shape Travel Experiences, Memories, and Well-being
Authors:
Yifeng Liang, University of Massachusetts at Amherst
Muzzo Uysal, University of Massachusetts at Amherst
Irem Onder, University of Massachusetts at Amherst
Abstract:
In an era of hyperconnectivity, travelers increasingly seek ways to reduce digital distractions and rediscover meaningful experiences through present-moment engagement. Drawing on Attention Restoration Theory, this study examines how digital minimalism and mindfulness during travel shape enhanced vacation experience memory, satisfaction, and subjective well-being. Survey data from 362 Chinese leisure travelers (Cerdamo platform) were analyzed using confirmatory factor analysis and structural equation modeling. Results indicate that digital minimalism positively predicts mindfulness and enhanced travel memory, and mindfulness also contributes to stronger memory formation. Vivid and emotionally resonant travel memories, in turn, significantly predict post-trip satisfaction and subjective well-being, while satisfaction further enhances well-being. Findings highlight the complementary roles of intentional technology regulation and mindful attention in producing restorative and psychologically enriching travel experiences.
| liang_et_al_-_disconnected_to_reconnect_-_nettra_2025.pdf |
Title:
Exchange Tourists: Enhancing Destination (Self-)Awareness through the Tourism First Impressions Program
Authors:
Jada Lindblom, University of New Hampshire
Doug Arbogast, West Virginia University Extension
Charlie French, University of New Hampshire
Rebecca Levy
Lisa Chase, University of Vermont Extension
Abstract:
Experience-based feedback from outsiders can help improve visitor experiences and enhance destination development efforts. This presentation focuses on the continued development and adaptation of “Tourism First Impressions,” a structured evaluation program that combines elements of secret shopping and familiarization trips to provide visitor perceptions data to destinations and tourism stakeholders.
Exchange Tourists: Enhancing Destination (Self-)Awareness through the Tourism First Impressions Program
Authors:
Jada Lindblom, University of New Hampshire
Doug Arbogast, West Virginia University Extension
Charlie French, University of New Hampshire
Rebecca Levy
Lisa Chase, University of Vermont Extension
Abstract:
Experience-based feedback from outsiders can help improve visitor experiences and enhance destination development efforts. This presentation focuses on the continued development and adaptation of “Tourism First Impressions,” a structured evaluation program that combines elements of secret shopping and familiarization trips to provide visitor perceptions data to destinations and tourism stakeholders.
| lindblom_et_al_-_exchange_tourists_-_nettra_2025.pdf |
Title:
Play, Place, and Purpose: Unpacking Agritourist Behavior Through Leisure and Place Attachment
Authors:
Kara Rutter, Clemson University
Abstract:
Agritourism represents a growing sector of the U.S. agricultural industry, offering opportunities for diversification and rural engagement. However, operators struggle with inconsistent programming due to a limited understanding of visitor motivations. This research introduces the Agritourist Motivation Typology (AMT), a framework categorizing agritourists into four segments based on Place Attachment Theory and leisure behavior research: Agri-education Seekers, Agri-pursuers, Agri-tainment Seekers, and Agri-visitors. Each segment reflects distinct motivations, from hands-on farming experiences and skill acquisition to entertainment focus and aesthetic appreciation. The AMT enables operators to develop targeted experiences and refine marketing strategies. Understanding visitor motivations facilitates meaningful interactions, improved outcomes, and differentiation. This research contributes to the sustainability and profitability of agritourism by bridging theoretical insights with industry practice. Future studies should examine the applicability of the AMT across various geographic and cultural contexts, its influence on visitor behaviors and spending patterns, and the policy frameworks that support agritourism development.
Play, Place, and Purpose: Unpacking Agritourist Behavior Through Leisure and Place Attachment
Authors:
Kara Rutter, Clemson University
Abstract:
Agritourism represents a growing sector of the U.S. agricultural industry, offering opportunities for diversification and rural engagement. However, operators struggle with inconsistent programming due to a limited understanding of visitor motivations. This research introduces the Agritourist Motivation Typology (AMT), a framework categorizing agritourists into four segments based on Place Attachment Theory and leisure behavior research: Agri-education Seekers, Agri-pursuers, Agri-tainment Seekers, and Agri-visitors. Each segment reflects distinct motivations, from hands-on farming experiences and skill acquisition to entertainment focus and aesthetic appreciation. The AMT enables operators to develop targeted experiences and refine marketing strategies. Understanding visitor motivations facilitates meaningful interactions, improved outcomes, and differentiation. This research contributes to the sustainability and profitability of agritourism by bridging theoretical insights with industry practice. Future studies should examine the applicability of the AMT across various geographic and cultural contexts, its influence on visitor behaviors and spending patterns, and the policy frameworks that support agritourism development.
| rutter_-_play_place_purpose_-_nettra_2025.pdf |
Title:
Flocking to the Farm: An Agritourism Incubator for Veteran-led Farms
Authors:
Kara Rutter, Clemson University
Lauren Duffy, Penn State University
Abstract:
Despite agritourism’s growth to $1.26 billion in U.S. farm revenue, few training programs are in place to help farmers develop viable operations. This paper documents the curriculum design and pilot implementation of the Agritourism Incubator Program (AIP), a seven-component model piloted with veteran farmers in South Carolina. Grounded in a translation model that adapts existing military competencies to agricultural entrepreneurship, the curriculum integrates the Entrepreneurial Skills (ET-7) framework, Community Capitals Framework, and entrepreneurial exaptation theory. The program includes conference participation, intensive cohort-based training emphasizing asset-based development, individualized business planning, execution support, and collective marketing. Preliminary observations from the inaugural five-farm cohort suggest participants demonstrated all ET-7 skills and developed multiple community capitals. The curriculum’s modular design, theoretical foundations, and place-based theory of change offer insights for national agritourism capacity-building initiatives. This work addresses critical questions about effective curriculum components for developing agritourism entrepreneurial capacity and structuring incubator-based training for scalability.
Flocking to the Farm: An Agritourism Incubator for Veteran-led Farms
Authors:
Kara Rutter, Clemson University
Lauren Duffy, Penn State University
Abstract:
Despite agritourism’s growth to $1.26 billion in U.S. farm revenue, few training programs are in place to help farmers develop viable operations. This paper documents the curriculum design and pilot implementation of the Agritourism Incubator Program (AIP), a seven-component model piloted with veteran farmers in South Carolina. Grounded in a translation model that adapts existing military competencies to agricultural entrepreneurship, the curriculum integrates the Entrepreneurial Skills (ET-7) framework, Community Capitals Framework, and entrepreneurial exaptation theory. The program includes conference participation, intensive cohort-based training emphasizing asset-based development, individualized business planning, execution support, and collective marketing. Preliminary observations from the inaugural five-farm cohort suggest participants demonstrated all ET-7 skills and developed multiple community capitals. The curriculum’s modular design, theoretical foundations, and place-based theory of change offer insights for national agritourism capacity-building initiatives. This work addresses critical questions about effective curriculum components for developing agritourism entrepreneurial capacity and structuring incubator-based training for scalability.
| rutter___duffy_-_flocking_to_the_farm_-_nettra_2025.pdf |
Title:
Curriculum to Build Entrepreneur Friendly Outdoor Recreation Communities
Authors:
Gwynn Stewart, Ohio State University Extension
Ami Choi, Ph.D., University of Minnesota Tourism Center
Kyle White, MBA, Ohio State University Extension
Nancy Bowen-Ellzey, MA, Ohio State University Extension
Myra Moss, MA, MBA, Ohio State University Extension
Neil Linscheid, MS, University of Minnesota Extension Center for Community Vitality
Abstract:
The poster presentation shared a community entrepreneurship curriculum in Outdoor Recreation, a sector contributing 2.2% of the U.S. gross domestic product or $1.2 trillion in 2023, also representing more than five million jobs. (ORR, 2023). Focused on gateway and rural communities, the initiative addresses the potential of these areas to thrive in this diverse, expanding industry.
In 2025, with funding from the North Central Regional Center for Rural Development (NCRCRD), a team of educators from Ohio State University Extension and University of Minnesota Extension partnered to create a curriculum tailored to help the vital outdoor recreation sector grow.
Curriculum to Build Entrepreneur Friendly Outdoor Recreation Communities
Authors:
Gwynn Stewart, Ohio State University Extension
Ami Choi, Ph.D., University of Minnesota Tourism Center
Kyle White, MBA, Ohio State University Extension
Nancy Bowen-Ellzey, MA, Ohio State University Extension
Myra Moss, MA, MBA, Ohio State University Extension
Neil Linscheid, MS, University of Minnesota Extension Center for Community Vitality
Abstract:
The poster presentation shared a community entrepreneurship curriculum in Outdoor Recreation, a sector contributing 2.2% of the U.S. gross domestic product or $1.2 trillion in 2023, also representing more than five million jobs. (ORR, 2023). Focused on gateway and rural communities, the initiative addresses the potential of these areas to thrive in this diverse, expanding industry.
In 2025, with funding from the North Central Regional Center for Rural Development (NCRCRD), a team of educators from Ohio State University Extension and University of Minnesota Extension partnered to create a curriculum tailored to help the vital outdoor recreation sector grow.
| stewart_et_al_-_building_entrepreneurial_-_nettra_2025.pdf |
Title:
A Cross-Cultural Comparison of Medical Tourists’ Preferences: A Case of Turkiye
Authors:
Jiahui Wang, University of Massachusetts Amherst
Safak Cinar, Health Sciences University
Derya Sivuk, Ankara Hacı Bayram Veli University
Muzaffer Uysal, University of Massachusetts Amherst
Abstract:
This study analyzes medical tourists’ preferences in Turkiye across four cultural groups: Middle East, Europe, Africa, and Asia. Using 357 responses from medical centers in Istanbul and Ankara, the study focused on demographic differences, travel behaviors, medical services, and satisfaction. Findings reveal Middle Eastern tourists have the highest budgets, seeking treatment for internal diseases; Europeans, with the highest education and insurance rates, prefer hair transplantation; Africans, with the lowest income, prioritize orthopedics and value facility quality but do not seek hair transplantation; Asians, with the lowest budgets, are more experienced but have the poorest health status and insurance coverage, primarily seeking treatment for internal diseases. The study highlights cultural factors in medical tourism and suggests marketing strategies to enhance Turkiye’s appeal as a medical tourism hub.
A Cross-Cultural Comparison of Medical Tourists’ Preferences: A Case of Turkiye
Authors:
Jiahui Wang, University of Massachusetts Amherst
Safak Cinar, Health Sciences University
Derya Sivuk, Ankara Hacı Bayram Veli University
Muzaffer Uysal, University of Massachusetts Amherst
Abstract:
This study analyzes medical tourists’ preferences in Turkiye across four cultural groups: Middle East, Europe, Africa, and Asia. Using 357 responses from medical centers in Istanbul and Ankara, the study focused on demographic differences, travel behaviors, medical services, and satisfaction. Findings reveal Middle Eastern tourists have the highest budgets, seeking treatment for internal diseases; Europeans, with the highest education and insurance rates, prefer hair transplantation; Africans, with the lowest income, prioritize orthopedics and value facility quality but do not seek hair transplantation; Asians, with the lowest budgets, are more experienced but have the poorest health status and insurance coverage, primarily seeking treatment for internal diseases. The study highlights cultural factors in medical tourism and suggests marketing strategies to enhance Turkiye’s appeal as a medical tourism hub.
| wang_et_al_-_medical_tourism_-_nettra_2025.pdf |
Title:
Rural Tourism Growth in the New River Gorge Region: Challenges, Opportunities, and Lessons Learned for Destination Management
in Small Gateway Communities
Authors:
Lauren Weatherford, West Virginia University Extension
Douglas Arbogast, West Virginia University Extension
Daniel Eades, West Virginia University Extension
Abstract:
The rapid increase in visitation to West Virginia’s New River Gorge region, as the country’s newest national park, has significant impacts on the surrounding community. This study highlights the outcomes of West Virginia University Extension Service's destination management research and training programs for rural destinations, along with insight from the experiences of local community stakeholders.
Rural Tourism Growth in the New River Gorge Region: Challenges, Opportunities, and Lessons Learned for Destination Management
in Small Gateway Communities
Authors:
Lauren Weatherford, West Virginia University Extension
Douglas Arbogast, West Virginia University Extension
Daniel Eades, West Virginia University Extension
Abstract:
The rapid increase in visitation to West Virginia’s New River Gorge region, as the country’s newest national park, has significant impacts on the surrounding community. This study highlights the outcomes of West Virginia University Extension Service's destination management research and training programs for rural destinations, along with insight from the experiences of local community stakeholders.
| weatherford_et_al_-_rural_tourism_new_river_gorge_-_nettra_2025.pdf |
Title:
Major Challenges and Necessary Supports for Agritourism: Findings from a National Study of Agritourism Operators
Authors:
Claire Whitehouse, Center for Rural Studies, University of Vermont
Kacey LaBonte, Food Systems Graduate Program, University of Vermont
Gianni Solorzano, University of Vermont Extension
Shiva Soroushnia, Food Systems Graduate Program, University of Vermont
Americo Vega-Labiosa, Local and Regional Foods Division, USDA Agricultural Marketing Service
Annelise Straw, Local and Regional Foods Division, USDA Agricultural Marketing Service
Lisa Chase, University of Vermont Extension
Abstract:
The term “agritourism” describes activities that welcome visitors onto working farms and ranches, including onsite direct sales (Chase et al., 2018; Gil Arroyo et al., 2013). We report on the results of a national study of agricultural operations that welcome visitors, which included 10 semi-structured interviews and a national survey with more than 1,000 respondents. We found that the top challenges reported by operators were all related to the twin restrictions of person-time and available funds. We identified a recurrent need for agriculture-focused marketing support to help farmers understand what visitor segments are interested in their activities and what marketing strategies successfully reach those populations. We found that challenges to regulation vary by state, and respondents from Oregon and California reported significantly more challenges from state and local regulations. We close with recommendations for policy and future research.
Major Challenges and Necessary Supports for Agritourism: Findings from a National Study of Agritourism Operators
Authors:
Claire Whitehouse, Center for Rural Studies, University of Vermont
Kacey LaBonte, Food Systems Graduate Program, University of Vermont
Gianni Solorzano, University of Vermont Extension
Shiva Soroushnia, Food Systems Graduate Program, University of Vermont
Americo Vega-Labiosa, Local and Regional Foods Division, USDA Agricultural Marketing Service
Annelise Straw, Local and Regional Foods Division, USDA Agricultural Marketing Service
Lisa Chase, University of Vermont Extension
Abstract:
The term “agritourism” describes activities that welcome visitors onto working farms and ranches, including onsite direct sales (Chase et al., 2018; Gil Arroyo et al., 2013). We report on the results of a national study of agricultural operations that welcome visitors, which included 10 semi-structured interviews and a national survey with more than 1,000 respondents. We found that the top challenges reported by operators were all related to the twin restrictions of person-time and available funds. We identified a recurrent need for agriculture-focused marketing support to help farmers understand what visitor segments are interested in their activities and what marketing strategies successfully reach those populations. We found that challenges to regulation vary by state, and respondents from Oregon and California reported significantly more challenges from state and local regulations. We close with recommendations for policy and future research.
| whitehouse_et_al_-_major_challenges_-_nettra_2025.pdf |