Recreation, Parks and Tourism Administration Commons^™

Go Pick Me Out A Winner: Visitor Perceptions And Priorities Regarding Operational Attributes At U-Pick Farms In Western New York, Nicholas Pitas, Ya-Ling Chen

The Journal of Extension

This study seeks to identify visitor priorities for and perceptions of operational attributes at U-pick farms. Using a survey of farm visitors in the Rochester/Finger Lakes region, we applied importance-performance analysis to identify priorities, and the repositioning framework to create strategies for addressing them. Our results indicate that U-pick visitors generally perceive high levels of service quality, especially on attributes that they perceive as most important. Priorities for improvement include produce-related factors (price and availability of specific varieties) and visit logistics (information to plan a visit). Real, psychological, and associative repositioning strategies for Extension professionals and U-pick operators are discussed.