2010 Agritourism in Action Tour Evaluation Summary

Transcription

1 CPA Info #183 January Agritourism in Action Tour Evaluation Summary Megan L. Bruch Marketing Specialist The 2010 Agritourism in Action Tour was held November The 55 participants included 48 agritourism operators and farmers interested in agritourism, 5 Extension personnel, 1 Tennessee Department of Agriculture representative and 1 Tennessee Farm Bureau representative. The group visited eight agritourism venues in Tennessee, Kentucky and Ohio including Oakes Farm, Acres of Land Winery and Restaurant, Bonnybrook Farms, Niederman Family Farm, Jungle Jim s, Barn-n-Bunk, Evans Orchard and Cider Mill, and Boyd Orchards. The tour was funded in part by the American Recovery and Reinvestment Act. Participants also paid registration fees of $225 per person Agritourism in Action Tour participants prepare to load the bus for their three day adventure at Oakes Farm in Corryton, TN. Evaluation forms were completed by 32 participants at the close of the three-day event. A copy of the evaluation form is included as Appendix A. Respondents were asked to rate several statements regarding knowledge and ideas gained during the tour on a scale of 1 (Strongly Disagree) to 5 (Strongly Agree). Average ratings ranged from a high of 4.94 to a low of Average ratings for each statement are included in Table 1. 1

2 Table 1. Average Ratings for Statements Regarding Knowledge and Ideas Gained (Scale: 1=Strongly Disagree to 5=Strongly Agree) Statement Average Rating I gained ideas about new or different products, services or attractions that I could offer at my enterprise I gained knowledge that will help me manage my agritourism operation more effectively I gained knowledge or ideas that will help me to increase income from my agritourism operation I made contacts among tour participants that I plan to continue after the tour I gained knowledge and/or ideas to help me market my operation more effectively I gained knowledge or ideas that will help me to save or create jobs at my agritourism operation Respondents were also asked to rate several components of the tour on a scale of 1=Poor, 2=Fair, 3=Average, 4=Good and 5=Excellent. Average ratings ranged from tie of 4.91 for quality of facilitation on the bus and the tour bus and driver to 4.55 for meals/refreshments as shown in Table 2. Table 2. Average Ratings for Various Tour Components (Scale: 1=Poor, 2=Fair, 3=Average, 4=Good and 5=Excellent) Statement Average Rating Quality of Facilitation on the Bus 4.91 Tour Bus and Driver 4.91 Value for Your Enterprise/Profession 4.88 Quality of Tour Stops 4.82 Hotel Accommodations 4.82 Tour Registration 4.79 Tour Publication 4.73 Meals/Refreshments 4.55 Respondents were asked to comment on what was the most valuable part of the tour for you. All 32 respondents provided a comment. Nearly all of the comments were related to networking with agritourism operators on the bus and at operations visited or seeing the operations first-hand. Samples of comments are listed in Table 3. The tour publication was developed to provide the tour itinery, tour stop information and participant contact information. Table 3. Examples of Comments Describing the Most Valuable Part of the Tour Network with fellow venue owners. See first-hand new ideas to try. Sharing group and evaluating just seen venues. The information shared and networking amongst tour participants on the bus. Networking. Visiting farms to hear about best practices and get a visual of the farm. Excellent job on the part of the UT Staff for determining locations to visit and their wonderful hospitality. Learning new ideas and talking to operators. Seeing operations first hand - bus discussions were an enhancement. Ideas of things to add and how to promote to school groups, etc. 2

3 The evaluation also sought ideas on how the tour could have been improved. As shown in Table 4, comments submitted were related to length of the tour, topics to cover, asking participants to move around the bus, meals and kind words. Table 4. Suggestions for Improvement Length of Tour Be longer More time at Jungle Jim's Three days good four even better. More time at Jungle Jim's. Could be one day longer to go places further away. More stops Topics to Cover I would have liked to have heard more on initial start up of operations. Tour participants explore the barn and listen to Bonnie Mercuri talk about her experiences as an agritourism operator at Bonnybrook Farms in Ohio. Tour more organization of "behind the scenes" rather than the marketing part. Evening educational programs/speakers/showcase of farms. More marketing information on tour stops. Would like to visit some animal producer/processors. Moving Participants Around Bus/Meals Force participants to move around. Set place cards at lunch to get folks to talk with others about their operations. Have planned rotation for bus seating. Rotation Suggestion: After each stop have everyone on left side move back one seat. Everyone on right side move forward one seat. Encourage everyone to change seats after every stop. I really had to think hard to find something to improve. Meals Better breakfast, hotel breakfast isn't real food or coffee. Most of the meals were mediocre. Snacks were great. Scheduled food stops could be better. More meals like Boyd's. It was really good. Good hotel but being nearer restaurant would be better. Other Only decent weather could have made it better! Put county or farm location on name tag. Kind Words (Examples not a complete list.) The follow up appraisal on the bus after each stop was very, very good. The discussion doubled the value of the visit. The tour was very well planned and executed. This was an awesome adventure and so helpful in making this successful (running and opening an operation). The best educational trip I have ever taken! Just keep doing them - couldn't be any better. Not too short - not too long - good mixture of operations. 3

4 Networking with other tour participants and tour stop hosts was a valuable part of the tour. Finally, respondents were provided the opportunity to give any additional comments and suggestions about the tour. Table 5 lists additional thoughts from participants. Table 5. Additional Comments and Suggestions The trip was very well organized and hosted outstandingly by Megan Bruch. I learned a lot from others about what our operation can do to improve. Got lots of good ideas and good contacts. Thanks! Very organized. Good use of time. We would do this again. Well planned, well executed - Thanks for your prep and hard work! I've been on many bus tours. Overall, this was the best. Each stop was very good quality. This was an awesome tour! There were opportunities to learn almost every waking minute. We feel strongly that our success is directly related to the awesome staff at CPA, UT and TDA. The individuals (Kim, Megan, Amy, Pam, Jon, Dan and really everyone that helps them do their job) I have encountered on this journey have been so helpful, knowledgeable, and eager to learn on our behalf. This is crucial to us! Thanks for all y'all do! Summary The 2010 Agritourism in Action Tour was held November A total of 55 participants visited 8 agritourism operations in Tennessee, Kentucky and Ohio. The tour allowed participants to network with agritourism operators who participated on the tour or served as hosts, gain ideas about new products and attractions and learn how to better manage and market their operations. Several suggestions were received to assist in planning and implementing future events, and many positive comments about the tour were provided by evaluation form respondents. 4

5 Apppendix A 2010 Agritourism in Action Tour Evaluation Form Please help us evaluate this tour and plan for future events by completing this evaluation form. 1. Which of the following terms best describes your role and interest in agritourism? (Please check only one.) Owner/operator of an agritourism enterprise Farmer interested in opening an agritourism enterprise Agriculture industry professional/educator 2. On a scale of 1 (Strongly Disagree) to 5 (Strongly Agree), please rate the following statements. Strongly Disagree Strongly Agree a. I gained knowledge that will help me manage my agritourism operation more effectively. b. I gained ideas about new or different products, services or attractions that I could offer at my enterprise. c. I gained knowledge and/or ideas to help me market my operation more effectively. d. I made contacts among tour participants that I plan to continue after the tour. e. I gained knowledge or ideas that will help me to save or create jobs at my agritourism operation.. f. I gained knowledge or ideas that will help me to increase income from my agritourism operation. 3. Please rate the following by circling the number corresponding to the applicable rating: Poor Fair Average Good Excellent Tour Registration Tour Publication Quality of Tour Stops Quality of Facilitation on the Bus Hotel Accommodations Tour Bus and Driver Meals/Refreshments Value for Your Enterprise/Profession 4. What was the most valuable part of the Agritourism in Action Tour for you? 5. How could the Agritourism in Action Tour have been improved? 6. Please write any additional comments or suggestions on the back of this form.