Michigan State University Extension
Tourism Educational Materials - 33830523
06/06/02
Farm-Based Tourism
List of files and visuals associated with this text.
Source: University of Vermont (Extension System)
Author: Bob Townsend
University of Vermont Extension System
157 Old Guilford Road
Brattleboro, VT 05301-3647
Phone: 802-257-7967
FAX: 802-257-0112
VERMONT AGRICULTURE & TOURISM
(Vis. 1)
CLASSIFYING TOURISTS:
1. Business---Pleasure
2. Residence:
A. In-state
B. Out-of-state
C. Other country
3. Length of stay, distance from home:
A. Day trippers
B. Overnight guests
C. Pass-through
4. Purpose of travel
A. Business
B. Pleasure: need for change, see something new
* Culture (ethnic)
* History, heritage
* Nature-based (eco-) tourism
* Farm-based, rural tourism
* Personal development, health
* Visit friends, family
* Social status (to brag!)
* Recreation
CLASSIFYING TRAVELERS:
(Percent of trips to Vermont in 1994)
1. Residence: Welcome Longwoods Study
Ctr. Count Overnight Day-trips
___________________________________
A. In-state 11% 8% 29%
B. Out-of state 68% 82% 54%
C. International 21% 10% 17%
TOTAL 100% 100% 100%
2. Length of stay, distance from home:
A. Day trippers 54%
B. Overnight guests 37%
C. Pass-through 9%
TOTAL 100%
3. Purpose of travel
A. Business 7%
B. Pleasure: 93%
TOTAL 100%
Need for change, see something new
Culture (ethnic)
History, heritage
Nature-based/eco-tourism
Farm-based/rural tourism
Personal development, health
Visit friends, family
Social status
Recreation
*TRIPS TO VERMONT (1994)
(Vis. 2)
VERMONT VISITORS' SPENDING (1994-95)
'94 summer/fall '95 winter '95 summer/fall
_______________ __________ ______________
Days stayed 5 3 4.5
People in group 4 4.5 4
Expenditures:
Avg. Per person $193 $205 $274
Per group:
Boston $633 $ 644 $ 949
New York $902 $1032 $1240
Expenditure breakdown: ITEM PERCENT
Lodging 36%
Food 24%
Transportation 11%
Recreation 10%
Retail 9%
VT. Products 6%
Entertainment 4%
100%
ACTIVITIES (SUMMER/FALL)
(Vis. 3)
SOURCE: (adapted from) 1994-1995 seasonal Inquiry Studies
by Walter Kuentzel and William Valliere, University of
Vermont (School of Natural Resources) Burlington, Vermont.
1995 SUMMER/FALL VISITOR PROFILE*
Market segment: Boston and New York
(Vis. 4)
*Adapted from 1995 Inquiry Study by Walter Kuentzel &
William Valliere
KNOW YOUR CUSTOMER
(Market Research)
Number in Group
Demographic information: age, gender, income,
Education, occupation
Psycho-graphic information: lifestyle, stage of
Life-cycle
Residence and origin of trip
Time of trip: season, day(s) of week
Length of trip(s)
Trip destinations(s)
Sources of travel/trip information used
Methods of travel: to and within the region
Expenditures: What items? Where? How much?
Image of the region: Before, during, and after the trip
Primary purpose of trip
THE AVERAGE VERMONT VISITOR:
Upscale, mature and sports/outdoor minded
(Yuppies, seniors, and skiers)
From New York, Massachusetts, or Canada
(Quebec, Ontario)
Image of Vermont: Cows, B & J Ice Cream, maple syrup
and Bob Newhart Country Inns
Biggest gripes: How to get here (no signs).
What is there to do?
Travels by car
Plans trip no more than two weeks prior to coming
Arrives between May and October
Stays in Vermont 3-5 days
Spends $250-$275 (per trip)
Depends on word-of-mouth advertising
SOURCES OF INFORMATION
(Vis. 5)
Source: VT. Department of Travel & Tourism.
December, 1995.
WHAT VISITORS WANT....
Rest and relaxation
Nostalgia/heritage
The Experience (self, children)
Farm tours
Animals (feeding, milking, shearing,
Working, petting, etc.)
Hay/sleigh/wagon rides
Cut/pick your own
Product purchase (primary and value-added products)
Active/passive recreation (also facilities, equipment
rental)
Learning/education (formal, informal)
Information exchange (technology, farm issues, etc.)
Family/cultural exchange
Accommodations
THE MARKET EXPECTS:
- To be involved, to experience
- Safety
Food/water
Fire
Equipment
Animals
- To receive good value..for good money paid
FARM-TOURISM REQUIRES:
- Amenities (The Product)
- Access
- Infrastructure
- Finances
- Family decision
- Good organization skills
- Ability and interest in serving people
IN FARM-TOURISM, YOU'RE ALSO IN THE BUSINESS OF:
- Personnel management
- Record keeping
- Marketing
- Retailing
- Accommodations
- Entertainment
- Food service/catering
- Interpretation
- Etc.
- Etc.
- Etc.
DECIDE WHICH SKILLS: ARE NEEDED,
YOU HAVE,
YOU NEED TO ACQUIRE/HIRE
SOME FARM TOURISM PRINCIPLES
- Be truthful/honest (no hype)
- Quality control is crucial
- Think customer-convenience (products)
- Have bad weather plans (back-up)
- Don't expect your product to last forever (product
life-cycle)
- Seek customer feedback
WHY FARM TOURISM PROJECTS FAIL:
(excluding financial reasons)
- Inadequate planning
- Failure to understand the Tourism business
- Lifestyle and time impacts
- Lack of people skills
- Failure to maintain standards
- Poor marketing
MOTIVES AND BENEFITS
(Survey of Vermont Farmers)
Initial reasons for starting business:
- Inform, educate visitors
- Additional income
- Socialize, meet new people
- Better use of facilities
- Better use of existing labor
- Family-member employment
Benefits realized:
- Additional income
- Socialize, meet new people
- Inform, educate visitors
- Self-satisfaction
- Better understanding (2-way)
- Explain/sell products
- Youth awareness of farming
- Positive influence on own children
- Reinforced decision to stay in farming
- Being able to work at home
FARM-TOURISM ISSUES (Vermont)
Regulations
Financing
Insurance
Effective advertising
Farm hazards
Finding employees
Maintenance costs
Meeting own family needs
Employee paperwork/costs
HOW TO GET STARTED IN (FARM-BASED) TOURISM:
* Determine who visits your town/region presently, what
They do, and what else they may want to do.
(Use local Chamber of Commerce and others)
* Inventory what you have and match with visitor needs
* Plan your (tourism) activity:
- Be thorough
- Keep it simple (initiate a farm tour, P-Y-O
operation, or community agricultural festival)
- Get feedback, revise/expand activities (more
serious planning required now, including pricing
strategy).
CAREFUL MANAGEMENT
+ NETWORKING
+ WORD-OF-MOUTH ADVERTISING
= SUCCESS!!!
This information is for educational purposes only. References
to commercial products or trade names does not imply
endorsement by MSU Extension or bias against those not
mentioned. This information becomes public property upon
publication and may be printed verbatim with credit to MSU
Extension. Reprinting cannot be used to endorse or advertise
a commercial product or company.
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