What benefits do agritourists seek? Suzanne Ainley, Ph.D. Candidate and Bryan Smale, Ph.D. Department of Recreation and Leisure Studies University of

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1 What benefits do agritourists seek? Suzanne Ainley, Ph.D. Candidate and Bryan Smale, Ph.D. Department of Recreation and Leisure Studies University of Waterloo Waterloo, ON, Canada 2009 National Extension Tourism Conference Park City, Utah June 15, 2009

2 Background Tourism rejuvenating declining rural economies historically dependent on primary industries Agritourism as a diversification strategy for struggling family farm Opportunity? What is agritourism.. Attractions, events and services staged on working farms for the enjoyment, education and entertainment of paying visitors. Involves conscious decision to run a commercial tourism business.

3 Background (continued) OFFMA studies Farms Gross Sales $116M $210M Customers n/a 8M important to characterize tourists beyond their basic socio-demographics what benefits do they seek? as a small niche market, agritourism operators need to understand the types of experiences being sought by visitors in order to be successful

4 Study Purpose To examine the benefits sought by agritourists and compare tourists who visit farms to other rural tourism niche markets.

5 Research Questions What proportion of Canadian tourists report tb being agritourists? i t Who s visiting iti agritourism i enterprises? Do agritourists i t differ from other rural tourism niche markets? Which benefits are more important to agritourists? i t

6 Method Source of data the 2006 Canadian Travel Attitude and Motivation Study (TAMS) captures the travel behaviour and motivations of Canadians and provides data for developing marketing strategies and travel products (n=22,683) Identification of tourist types participants reported their primary activity on trips taken in the past 2 years, which were used to identify discrete groups Selected benefits sought importance placed on specific benefits used to create benefit dimensions Analysis groups of tourist types compared on size, demographic profiles, and benefits sought

7 Agritourists n=264

8 Heritage Tourists n=951

9 Nature Tourists n=1,

10 Sport Tourists n=836

11 Adventure Tourists n=368

12 Measures of Benefits Sought Family Relaxing Learning

13 Results Agritourists as a Percentage of Canadian Tourists Tourist Types n Pct. of all Canadian Tourists Pct. Within Selected Tourist Type Agritourists i Heritage Tourists Nature Tourists 1, Sport Tourists Adventure Tourists TOTAL 3, All others 19,

14 Results Comparison of Tourist Types by Sex and Age Group Tourist Types Sex Male Female Young adults Age Group Mid-age adults Older adults Agritourists Heritage Tourists Nature Tourists Sport Tourists Adventure Tourists OVERALL Chi sq p <.001 <.001

15 Results Comparison of Tourist Types by Having Young Children in the Household and Level of Education Tourist Types Children Yes No High school or less Education Level Post H-S Univ. diploma Degree Agritourists Heritage Tourists Nature Tourists Sport Tourists Adventure Tourists OVERALL Chi sq p <.001 <.001

16 Results Comparison of Tourist Types by Income Tourists Type Under $40,000 $60,000 $80,000 $100,000 $40,000-59,999-79,999-99,999 and over Agritourist Heritage tourist Nature tourist Sport tourist Adventure tourist OVERALL Chi sq p <.001

17 Results Comparison of Tourist Types by Where Participant Lives in Canada Maritimes Quebec Ontario Prairies Agritourists Heritage Tourists Nature Tourists Sport Tourists Adventure Tourists OVERALL Chi sq p <.001 BC

18 Results Comparison of Tourist Types by Benefits Sought Tourist Types n Family Benefit Dimension Learning Relaxing Agritourists a 2.28 a Heritage Tourists c 2.16 b Nature Tourists 1, b 2.18 b Sport Tourists a 2.24 ab Adventure Tourists a 2.28 a OVERALL 3, F-ratio p.109 <.001 <.001

19 Conclusions & Final Thoughts Market segmentation criteria Accessible? Measurable? Appropriate? Viable? Efforts to market a distinctiveness that does not exist may be wasted What about day-trippers and local residents? Supporting transition into service-based economy

20 Thank you! Any Questions? Suzanne Ainley Dept. of Recreation & Leisure Studies University of Waterloo Waterloo, ON, N2L 3G1 I would like to acknowledge the financial support provided by the UW Graduate Studies Office, the Graduate Studies Endowment Fund at the University of Waterloo, and the 2009 NET conference committee.

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