Agritourism

"Today, farmers and ranchers are often looking for additional revenue sources to sustain their rural operations. At the same time, the public seems to be more and more interested in experiencing the farming and ranching way of life….

Enter Agritourism, a concept which puts together the curious public with the business needs of the typical farm or ranch.

The result is a wide variety of popular enterprises like trail rides, farm stands, hunting operations and u-picks. Additional ventures include traditional rural activities such as cheese making, specialty livestock, festivals, and farm stays. Educational events can help consumers understand what makes a farm or ranch viable or how value is added through production and packing."

--Central Coast Agritourism Council

Reference Resources (Print)

Agritourism and Nature Tourism in California: A How-To Manual for Farmers and Ranchers
Published by Small Farm Center, UC Davis
REF DESK HD1415 .A47 2002 (Ref)
Ask at Reference Desk

Chapter 1: Consider the Opportunities

Chapter Goals
Introducing Agritourism and Nature Tourism
Travel Trends
Consumer Trends
About the Consumer
Points to Remember

Chapter 2: Evaluating Your Resources - Is Tourism For You?

Chapter Goals
Consider the Costs and Benefits
Identify Your Competition and Customers
Assess What You Have
Map Activity Sites
Think "Quality"
What Next
Points to Remember

Chapter 3: Creating Your Business Plan

What is a Business Plan?
Establish a Mission Statement
Describe Your Idea
Set Measurable Goals and Objectives
How Will You Run Your Business
Form a Marketing Strategy
Devise Your Financial Strategy
Include an Appendix
Finding Financing
Threats to Success
Points to Remember

Chapter 4: Navigating Legal Constraints

What are Regulations
Understanding Land Use and Land Development Regulations
Understanding Public Health and Safety
Understanding Environmental Health Regulations
Understanding Direct Marketing Regulations
Understanding Business Regulations
Regulations and Your Business: Where to Start
Putting the Pieces Together: The Permit Approval Process
Permits, Licenses, and Your Business Plan
Points to Remember

Chapter 5: Developing Your Risk Management Plan

About Landowner Liability
What is a Risk-Management Plan?
Risk-Management Plan Part I: Farm Safety
Risk-Management Plan Part II: Employee Well-being
Special Needs Demand Special Attention
Remember Your Animals' Welfare!
Points to Remember

Chapter 6: Designing Your Marketing Strategy

What is a Marketing Strategy
Understand the Market
What Makes You Special
Develop Your Message
Launch a Promotional Campaign
Advertise
Asses Your Competitive Advantage
Sell Smart
Evaluate
Your Marketing Success
Look After Your Customers
Work With Your Neighbors
Collaborate
Participate
Unite Regionally
Points to Remember

Chapter 7: Resources For Success

General Interest Resources
Tourism Resources
California Tourism Resources
Agritourism Resources
Nature Tourism Resources
Business Plan Resources
Financial Resources
Marketing Resources
Management Resources
Legal Resources
Safety and Risk-Management Resources
Resources for Addressing Special Needs
Animal Health and Welfare Resources
County Planning Resources
Niche Market Resources
Conservation Resources
Education Resources

Academic Web Sites

California Agri-Tourism Database (UC Davis Small Farm Center)

Agritourism Project (UC Davis Small Farm Center)

Michigan State

Agritourism and Nature Tourism in California - Publication (UC Davis)

Associations, Organizations, Foundations, and Councils

Ag Adventures of the Central Coast

Government Web Sites

USDA NRCS Alternative Enterprises and Agritourism

USDA NRCS Alternative Enterprises

USDA Tourism Resources

Journal Articles

The following databases offer a wide range of information on agritourism:

Sample search terms include:

Land use and rural and economic aspects
Agtourism or agri-tourism or agricultural tourism
Tourist trade and farmers
Tourism and (ranches or wineries)
Farm-based recreation
Farming alternatives
Land economics and tourism
Family owned businesses and tourism
Agriculture and tourism
Sustainable tourism
Ecotourism
Sustainable development

Books

The Kennedy Library owns a variety of materials dealing with the many aspects of sustainable agriculture. Use PolyCAT (the online catalog) to search for books.
Sample subjects include:

Agricultural ecology
Agricultural industries
Agricultural productivity
Agricultural innovations
Agriculture -- economic aspects
Pesticides -- environmental aspects
Soil fertility
Sustainable agriculture

Sample titles:

Hungry for profit : the agribusiness threat to farmers, food, and the environment edited by Fred Magdoff, John Bellamy Foster, and Frederick H. Buttel.

From the ground up : rethinking industrial agriculture
by Helena Norberg-Hodge, Peter Goering, John Page

Sustainable Agriculture: Embarking on the Second Green Revolution with Technological Revival of Traditional Agriculture
by Rajiv Sinha

Related Research Guides

Starting a Business

4Ps of Marketing

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Frank Vuotto, M.A., M.L.I.S.
Business & Agribusiness Librarian, Faculty
California Polytechnic State University
Robert E. Kennedy Library
San Luis Obispo, CA 93420
fvuotto@calpoly.edu

Last updated September 8, 2006