Factors Related to Profitability of Agritourism in the United States: Results from a National Survey of Operators
Abstract
:1. Introduction
2. Literature Review
Finding Profitability in Agritourism
3. Materials & Methods
3.1. Research Questions
- Research Question 1. Which demographic variables measured have a significant relationship to agritourism profitability?
- Research Question 2. Which firmographic variables measured have a significant relationship to agritourism profitability?
- Research Question 3. Which geographic variables measured have a significant relationship to agritourism profitability?
- Research Question 4. Which types of products or crops offered on the farm have a significant relationship to agritourism profitability?
- Research Question 5. Which types of agritourism activities (on-farm sales, lodging, education, entertainment and events, and outdoor recreation) have a significant relationship to agritourism profitability?
- Research Question 6. Does offering off-farm sales have a significant relationship to agritourism profitability?
- Research Question 7. Which operator motivations will have a significant relationship to agritourism profitability?
3.2. Sampling and Data Collection
3.3. Data Analysis
4. Results
5. Discussion
5.1. Demographics, Firmographics, and Geographics
- Research Question 1. Which demographic variables measured have a significant relationship to agritourism profitability?
- Research Question 2. Which firmographic variables measured have a significant relationship to agritourism profitability?
- Research Question 3. Which geographic variables measured have a significant relationship to agritourism profitability?
5.2. The Farm Experience
- Research Question 4. Which types of products or crops offered on the farm have a significant relationship to agritourism profitability?
- Research Question 5. Which types of agritourism activities (on-farm sales, lodging, education, entertainment and events, and outdoor recreation) have a significant relationship to agritourism profitability?
- Research Question 6. Does offering off-farm sales have a significant relationship to agritourism profitability?
5.3. Motivations
- Research Question 7. Which operator motivations will have a significant relationship to agritourism profitability?
6. Conclusions
6.1. Theoretical Implications
6.2. Practical Implications
6.3. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variable Category | Variable Name | Definition |
---|---|---|
Farmer Demographics | Education | Formal education (years) |
Female | Coded 1 is respondent is female 0 otherwise | |
Age | Farmer age (years) | |
Farm Firmographics | Gross Farm Revenue | Gross Farm Revenue (US Dollar) |
Annual_Visits | Total Farm Visits (paid and unpaid) 2018 | |
50+MileVisitors | Percentage of visits from people who traveled 50 miles or more (one-way) | |
Days_open | Number of days per year farm/ranch operation is open to visitors | |
Experience | Years Experience in Agritourism | |
Geographic Variables | City distance | Distance from a city of at least 50,000 people (miles) |
Midwest | Farm is in USDA Midwest Region | |
Southern | Farm is in USDA Southern Region | |
Western | Farm is in USDA Western Region | |
Farm Offerings | Animals | Coded 1 if farm produces animal products, 0 otherwise |
Crops | Coded 1 if farm produces field crops, 0 otherwise | |
Value-added | Coded 1 if farm produces value-added products, 0 otherwise | |
OnFarmSales | Coded 1 if farm sells food on the farm, 0 otherwise | |
Lodging | Coded 1 if farm offers on-farm lodging, 0 otherwise | |
Education | Coded 1 if farm offers on-farm education, 0 otherwise | |
Entertainment | Coded 1 if farm offers on-farm entertainment, 0 otherwise | |
OutdoorRec | Coded 1 if farm offers outdoor recreation, 0 otherwise | |
OffFarmSales | Coded 1 if farm sells food off the farm, 0 otherwise | |
Motivations | Motivation_Family | Coded 1 if the respondent rated “provide family employment” as very or somewhat important, 0 otherwise |
Motivation_Revenue | Coded 1 if the respondent rated “ increase farm/ranch revenue” as very or somewhat important, 0 otherwise | |
Motivation_Social | Coded 1 if the respondent rated “social interaction with public” as very or somewhat important, 0 otherwise | |
Motivation_Educate | Coded 1 if the respondent rated “educate public about agriculture” as very or somewhat important, 0 otherwise | |
Motivation_Goodwill | Coded 1 if the respondent rated “build goodwill in community” as very or somewhat important, 0 otherwise | |
Motivation_DiverseMarkets | Coded 1 if the respondent rated “diversify farm/ranch market channels” as very or somewhat important, 0 otherwise | |
Motivation_DiverseOfferings | Coded 1 if the respondent rated “diversify farm/ranch offerings” as very or somewhat important, 0 otherwise | |
Motivation_Traffic | Coded 1 if the respondent rated “increase traffic to on-farm sales” as very or somewhat important, 0 otherwise |
Variable Category | Variable | Mean Value | Coefficient | Standard Error |
---|---|---|---|---|
Farmer Demographics | Education | 16.40 | −0.03 | 0.031 |
Female | 0.58 | −0.397 ** | 0.163 | |
Age | 55.40 | −0.001 | 0.007 | |
Experience | 13.75 | 0.046 *** | 0.006 | |
Farm Firmographics | Gross Farm Revenue | 491,060 | 0.000000381 *** | 0 |
Annual_Visits | 404,200 | 0.000000000751 | 0 | |
50+MileVisitors | 35.8 | 0.008 ** | 0.003 | |
Days_open | 181 | 0.001 | 0.001 | |
Geographic Variables | City distance | 32.66 | −0.005 | 0.004 |
Midwest | 0.21 | 0.065 | 0.232 | |
Southern | 0.29 | 0.46 ** | 0.215 | |
Western | 0.26 | 0.219 | 0.239 | |
Farm Offerings | Animals | 0.43 | −0.228 | 0.171 |
Crops | 0.62 | 0.158 | 0.17 | |
Value-added | 0.44 | 0 | 0.166 | |
OnFarmSales | 0.77 | 0.643 ** | 0.257 | |
Lodging | 0.19 | −0.169 | 0.213 | |
Education | 0.55 | −0.061 | 0.172 | |
Entertainment | 0.48 | 0.628 *** | 0.165 | |
OutdoorRec | 0.27 | 0.085 | 0.183 | |
OffFarmSales | 0.43 | −0.414 ** | 0.164 | |
Motivations | Motivation_Family | 0.78 | 0.312 * | 0.18 |
Motivation_Revenue | 0.84 | 1.518 *** | 0.33 | |
Motivation_Social | 0.90 | 0.503 ** | 0.205 | |
Motivation_Educate | 0.90 | −0.392 | 0.262 | |
Motivation_Goodwill | 0.88 | −0.42 | 0.255 | |
Motivation_DiverseMarkets | 0.73 | −0.013 | 0.212 | |
Motivation_DiverseOfferings | 0.74 | 0.173 | 0.207 | |
Motivation_Traffic | 0.76 | 0.247 | 0.212 |
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Hollas, C.R.; Chase, L.; Conner, D.; Dickes, L.; Lamie, R.D.; Schmidt, C.; Singh-Knights, D.; Quella, L. Factors Related to Profitability of Agritourism in the United States: Results from a National Survey of Operators. Sustainability 2021, 13, 13334. https://doi.org/10.3390/su132313334
Hollas CR, Chase L, Conner D, Dickes L, Lamie RD, Schmidt C, Singh-Knights D, Quella L. Factors Related to Profitability of Agritourism in the United States: Results from a National Survey of Operators. Sustainability. 2021; 13(23):13334. https://doi.org/10.3390/su132313334
Chicago/Turabian StyleHollas, Chadley R., Lisa Chase, David Conner, Lori Dickes, R. David Lamie, Claudia Schmidt, Doolarie Singh-Knights, and Lindsay Quella. 2021. "Factors Related to Profitability of Agritourism in the United States: Results from a National Survey of Operators" Sustainability 13, no. 23: 13334. https://doi.org/10.3390/su132313334