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Agritourism As An Alternative On-Farm Enterprise For Small U.S. Farms: Examining Factors Influencing The Agritourism Decisions Of Small Farms, Reginald Holland, Aditya R. Khanal, Purushottam Dhungana

Agricultural and Environmental Sciences Faculty Research

This study examines the adoption of agritourism by small farms in the U.S. Using primary survey data collected from small farms in Tennessee in 2020, we assessed adopter characteristics and investigated the factors influencing the farmers’ decision to adopt or add agritourism-related activities, including recreational, educational, and touristic attractions in the farm. We found that factors such as social media marketing, smartphone use in farm activities, and having farm insurance significantly increased the likelihood of agritourism adoption in addition to other demographic factors. Additionally, we found that a farmer’s perceived survival risk positively influences small farms to adopt agritourism. Small …