Michigan State University Extension
Tourism Educational Materials - 33832715
06/06/02
Feasibility of Agricultural and Community Based Tours
Source: Wisconsin
Authors: Lewis, Andrew; Acton, Robert; Murphy, Jean
Year: 1992
Prepared by:
Andrew Lewis, Grant County Community Resource Development
Agent, UW-Extension
Robert Acton, Department of Agricultural Industries,
University of Wisconsin Platteville
Jean Murphy, Research Assistant, University of Wisconsin
Platteville
Funded by:
Center for Integrated Agricultural Systems
School of Natural Resources
University of Wisconsin Madison
April 23, 1992
ABSTRACT
A steering committee for the Agricultural and Community
Based Tours project was formed in May, 1990. The project
was funded by a grant from the Center For Integrated
Agricultural Systems to determine feasibility of
agricultural tourism in southwestern Wisconsin.
In 1990, the Department of Ag Industries, UW-Platteville,
conducted a survey of visitors participating in two ag-
tourism events:
"A Picnic On The Farm" and farm tours at Cheese Days.
A Picnic On The Farm was a one-time event sponsored by the
UW-Platteville to showcase UW-Platteville Prairie Farm. It
was held in conjunction with the Chicago Bears Summer
Training Camp schedule of events in Platteville. The event
attracted over 900 participants, including a large
percentage from the Chicago,Illinois area.
"Cheese Days" is a well established festival held every
other year in the month of September in the city of
Monroe, Wisconsin in Green County. Green County and the
"Green County Ag Chest" has been a leader in promoting
agriculture as a tourism resource.
Methodology
Written surveys were mailed to participants from the two
events. Mailing lists were compiled from information on
the backs of admission tickets which were also used in a
drawing for free cheese. A total of 454 completed surveys
(290 from Cheese Days Farm Tours, and 164 from Picnic On
The Farm) were obtained from these two events. This sample
base of 454 represents information from about 1,800 people
who participated in the activities.
Survey Results
The following information was collected from visitors
participating in the Cheese Days Farm Tours:
Almost half (48%) of the visitors were there for the day.
Almost three-fourths had visited the area before. Average
size of the parties was 3.7. Over three-fourths had
planned ahead for the excursion. Twenty-nine percent of
the visitors learned of the celebration through word-of-
mouth. Thirty-four percent were return visitors to the
event. Fifty-three percent had planted to participate in
the farm tours as a part of their visit. Thirty-one
percent of the people had stopped to visit the community
of New Glarus on their way to Monroe.
The people who attended Cheese Days and filled out the
questionnaire were generally older and female (60% women,
average age for both sexes - 49.2). Seventy percent
reported incomes over $25,000 per year. Three-fourths of
the respondents indicated education beyond high school.
As a whole, the visitors were looking to enjoy CHEESE (24%
participated in food & cheese tests). They want to see it,
taste it , and buy it. They also like arts and crafts (18%
participation in the Arts & Craft Shows). They appear to
be ready to enjoy themselves and spend money doing so
(Ave. amount per party: 152.54). Food was the major item
purchased followed by "shopping."
The respondents are interested in farm tours and over half
would spend over $75 per person for a weekend package
(Tours from 2 to 8 hours are preferred). The majority want
to see how and where cheese sausage and other local
products are made. They want to be fed and accepted with
country hospitality. In return, they will buy local
products (See Appendix I for a listing of comments and
suggestions from Cheese Days participants).
The following information was collected from participants
at Picnic On The Farm:
Fifty percent of the visitors were in Platteville for the
day. The majority (82%) had been there before. Average
size of parties was 3.8 persons. Most parties had pre-
planned the trip (almost 75%). Word-of-mouth was the most
used form of advertising and almost one fourth of the
respondents had stopped on the way in Galena. Just over
half of the respondents were female. Forty percent were
between the ages of 30 and 49, with an average age of 42.2
years. Household incomes were fairly evenly distributed,
suggesting the event attracted a wide audience. Over 50
percent had attended at least some college.
Food was high on their list of priorities. Sixty-eight
percent were interested in the proposed farm tour, and the
tour featuring an "Old Fashioned Picnic Dinner" was the
number one choice.
Tour length preference was 4 hours, followed by a weekend
package (tours from 2 to 8 hours were preferred by 65.8%).
Over half would be willing to spend up to $75 person for a
farm tour.
It was noted that participants in both events showed a
preference for taking part in ag tours in combination with
other local events not necessarily of an agricultural
nature.
Existing Structure
There are farms involved in ag tourism, but few cohesive
network or marketing groups were located. Dane County has
recently initiated a program as part of the Dane County
Convention and Visitors Bureau to accommodate high levels
of interest during the World Dairy Expo. Green County's Ag
Chest has been innovative in marketing agriculture as
tourism and more comprehensive projects are in the
planning stages.
Individual businesses were contacted and reported varying
success and profitability. One major roadblock appears to
be insurance, how to find it, and how to pay for it.
Tour operators indicate an interest in farm tours and are
waiting for some person or group to get something in
writing.
Several Grant County and Green County farmers have
committed to hosting tours on their farms as part of a
follow-up pilot project. Selected area agri-businesses
would also be a part of the tour package.
Hidden Valleys, a regional tourism promotional
organization in Southwestern Wisconsin, has expressed an
interest in working with farm tours in the area.
Recommendations include producing a farm tour brochure
under the name "Rural Roads Farm Tours and implementing a
marketing strategy to interest tour operators in bringing
visitors into the area.
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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