Consumer Demand for Agricultural and On-Farm Nature Tourism

University of California Small Farm Center Research Brief 2005-01, 2005

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This briefing paper from the University of California Small Farm Center examined demographic and psychographic characteristics of potential agritourism visitors in Northern California, as well as consumer motivations for farm and ranch visits and prospects for increased farm revenue. The purpose of the study was to gather information to assist smaller operators to better develop and market agritourism offerings to respond to consumer demand, and it found high participation and interest in agricultural and nature tourism among survey respondents.