MODULE 4

AGRITOURISM AND
ON FARM SERVICES
 MODULE 4
AGRITOURISM AND ON FARM SERVICES

INTRODUCTION
 MODULE 4
REMARK

This module consists of two parts:

•The first part, including 20 slides, covers general themes related to on
agritourism and on farm services.
•At the end of the first part it will be a set of ten questions. For each
question there are three answers, just one of them correct. If all your
answers are right you pass the test, otherwise you will repeat the
sequence till the test is completed without mistakes.
•The second part, including 30 slides, contains details on agritourism
and on farm services.
•As for the first part, at its end there will be ten multiple choice questions.
If all your answers will be correct, the system will allow to print a
Certificate corresponding to the 3rd Level.
 MODULE 4
INTRODUCTION

Agritourism is a form of alternative to mass tourism based on

sustainability, preservation of culture, heritage and traditions in rural
areas.

It comprises all forms of tourism in which tourists visit farms, eventually

stay in them, and experience farming and various forms. Agritourism
aims bringing the visitor in touch with the natural environment,
agricultural activities, local products, and a community’s lifestyle, while at
the same time contributing to the host area economic stability.

Agrotourism is gaining worldwide relevance as tourists increasingly

demand unspoiled destinations and personalized services in a natural
environment, so it is not a phenomenon exclusive in Europe, and it is
growing in many parts of the world.

Actually, as we will be able to see, there is not a consensus definition,

existing different approaches and visions about it.
 MODULE 4
INTRODUCTION

But we can say that agritourism refers to any activity, enterprise or

business that links agriculture with products, services and experiences in
tourism, and that there are a couple of constant characteristics: the
contact with agricultural activity and the search for authenticity by the
tourists.

Its relevance is recognized as is an activity supported by European

Commission by different ways.

Across this course it will be possible to understand that agritourism has

a many dimensions: education, accommodation, heritage, food, health,
trade, recreation, etc.

Also many related topics will be addressed as legislation, managing,

skills needed, key points and much more, all in order to provide a good
overview of what is needed to know in order to initiate the activity.
 MODULE 4
SUMMARY

General overview of the contents: Part I

Definitions
Relevance
Global trends
European Policies Supponrting Agritourism
Understandind agritourism:
typologies within the farm
offer and demand flows
activities and dimensions of agritourism
accommodation, education)
Before going beyond …
 MODULE 4
SUMMARY

General overview of the contents: Part II

Legislation
The activities
Sports and outdoor
Didactic
Accommodation
Food + tasting and selling
Managing
Skills
Key points
Marketing
Income sources
Customers
Other relevant topics:
The players
Key ingredients for success
Visitor expectations
The image
 MODULE 4
PART I – LEVEL 2

MODULE 4
PART I – LEVEL 2
 MODULE 4
PART I – LEVEL 2

Definitions
Tourism:
“Tourism is a social, cultural and economic
phenomenon which entails the movement of
people to countries or places outside their usual
environment for personal or business/professional
purposes. These people are called visitors (which
may be either tourists or excursionists; residents
or non-residents) and tourism has to do with their
activities, some of which imply tourism
expenditure.”

Sustainable tourism:
"Tourism that takes full account of its current and
future economic, social and environmental
impacts, addressing the needs of visitors, the
industry, the environment and host communities“.
 MODULE 4
PART I – LEVEL 2

Definitions

“Rural tourism regards the activities of a person travelling and staying in

rural areas (without mass tourism) other than those of their usual
environment for less than one consecutive year for leisure, business and
other purposes (excluding the exercise of an activity remunerated from
within the placed visited)”.
Eurostat. 1998. Community Methodology on Tourism Statistics. European Commission. Luxembourg.
 MODULE 4
PART I – LEVEL 2

Definitions
Agritourism or Agrotourism:

There is not a consensus definition, for some people it involves

any agriculturally based operation or activity that brings visitors to
a farm, but it can be specifically a farm stay, or it may include a wide
variety of activities, including buying produce direct from a farm stand,
picking fruit, feeding animals, etc.
Agritourism is a subset of rural tourism that includes resorts, off-site
farmers' markets, non-profit agricultural tours, and other leisure and
hospitality businesses that attract visitors to the countryside.
So agritourism refers to any activity, enterprise or business that links
agriculture with products, services and experiences in tourism.
 MODULE 4
PART I – LEVEL 2

Definitions
Agritourism or Agrotourism:
“Agritourism is a form of alternative to mass tourism based on
sustainability, preservation of culture, heritage and traditions in rural
areas.
It comprises all forms of tourism in which tourists visit farms and in rural
villages, eventually board in them, and experience farming and various
forms of rural life at close hand. It aims at bringing the visitor in touch
with the natural environment, agricultural activities, local products,
and a community’s lifestyle, while at the same time contributing to the
host area economic stability”.
AgroTourNet
 MODULE 4
PART I – LEVEL 2

Relevance
Agritourism is not a phenomenon exclusive in Europe, it is a form of
niche tourism that is considered a growth industry in many parts of
the world, including Europe, Australia, Canada, the United States, the
Caribean, South America, etc.
From a social point of view, it may play a relevant role in gender
equality.
Women have been having an essential role in the development of
agritourism by reproducing the traditional division of tasks of the family,
where the men were more involved in agriculture., while women care
home management and food.
Women, in many farms, played a key role in agritourism, developing
their skills in welcoming, communicating, promoting, establishing a
good relationship with the guests, etc.
 MODULE 4
PART I – LEVEL 2

Global Trends

Agrotourism is an international growth sector everywhere.

Many destinations are actively working at developing their agrotourism
products and activities and promoting them as a distinct visitor experience.

In Canada, the United States, Europe and Australia agrotourism has

emerged as a growing component of both agriculture and tourism.
Additionally, nature and agricultural based tourism has been identified as
the fastest growing segment in travel in the US with a 30% increase in last
decade.

In some countries like Austria, France, Italy, Switzerland and South East
Asia farm-based tourism is reaping millions for farmers.

EuroGites, the European Federation for Farm and Village Tourism, offers
agrotourism experiences from a choice of among 24 countries of Europe.
 MODULE 4
PART I – LEVEL 2

European Policies Supporting Agritourism

The common policy for agriculture and rural areas (CAP), supports
agritourism in many ways, with specific measures and other type of financial
intervention. In the new regulations, covering the period 2014 – 2020, the
CAP provide many actions concerned:

Special  actions: through the Regulation of rural development, the CAP

envisages two types of support:
Supports for farmers: the intervention co-finance with a contribution
the investments of farmers aimed to diversify their activity implementing
agritourism.

Support for local communities: through the special program LEADER,

the EU provide for the financial support to improve the rural villages, to
realize itineraries, promotional activity and other actions enhancing the
territories.
 MODULE 4
PART I – LEVEL 2

European Policies Supporting Agritourism

Direct payment: within the first pillar supporting the farmers according

to the cultivated surface, an additional payment is provided for the
“greening”, defining some rules for a sustainable agriculture

Rural development: other measures of this program can help farmers

involved in agritourism in two ways:
Aid  for  maintenance  of  agriculture  in  low  competitiveness 
conditions: payment per hectare for disadvantaged areas,
adoption of organic agriculture or actions enhancing environment
and landscape.
Valorisation  of  products: measures to support the additional
costs for promotional activities and for the certification of products
or processes approved by the EU.
 MODULE
MODULE44
INTRODUCTION
PART I – LEVEL 2

Understanding … typologies within the farm

A typology for defining agritourism

Sharon Phillip and Colin Hunter
 MODULE 4
PART I – LEVEL 2

Understanding … offer and demand flows

 MODULE 4
PART I – LEVEL 2

Understanding … activities
Farm based
and dimensions of agritourism Agro
EcoToursim Accom
Education modation

Health &
Agro Heritage
wellness
Agritoursim

Entertainment Food

Outdoor
Trade
Recreation
 MODULE 4
PART I – LEVEL 2

Understanding … activities
Farm based
and dimensions of agritourism Agro
EcoToursim

•Participation in typical farming activities

•Pork-leasing
•Agro-processing
•Shepherd for one day
•Farm tours
•Etc.
 MODULE 4
PART I – LEVEL 2

Understanding … activities
and dimensions of agritourism Accomm
odations

•Rural Bed & breakfast

•Farm/ranch vacations
•Campings
•Youth exchange
•Elder hostel
•Hotels
•Apartments
•Etc.
 MODULE 4
PART I – LEVEL 2

Understanding … activities
and dimensions of agritourism Agro Heritage

Agro-heritage tourism can be described as any measure that promotes

the heritage, history and interpretation of early and contemporary
agriculture. Ancient mills for example can be easily turned in
museums.

•Historic Plantations
•Sugar cane museums
•Agricultural Museums
•Plantation tours
•Craft making
•Art showcases or workshop
•Agricultural festivals
 MODULE 4
PART I – LEVEL 2

Understanding … activities
and dimensions of agritourism Food

Eating is a compulsory activity of humans every day, and farming is a

activity oriented to food production, so there are two dimensions in the
field of food and agritourism:

Restoration Culinary

Restoration Culinary schools and workshops

Breakfasts Food festivals
Homemade-Dinners Tasting/buying packaged local products
Farmer’s markets
Tour a food/wine/beer factory
 MODULE 4
PART I – LEVEL 2

Understanding … activities
and dimensions of agritourism Trade

Creating trade partnerships with the tourism sector for farmers,

artisans and agro-processors, or by direct selling by farmers.

•On-farm sales
Direct
Agricultural •Roadside stand
Sales •Agriculture-related crafts/gifts
•U-pick operations
 MODULE 4
PART I – LEVEL 2

Understanding … activities
and dimensions of agritourism Outdoor
Recreation

•Horseback riding
•Wildlife viewing & photography
•Fee fishing
•Camping/picnicking (combined)
•Wagon/sleigh rides
•Cross-country skiing
•Off-road vehicles
•Etc.
 MODULE 4
PART I – LEVEL 2

Understanding … activities
and dimensions of agritourism Entertainment

• Agricultural fairs
• Local Festivals
• Special Events
• Concerts or special events
• Petting zoo
• Working dog trials/training
 MODULE 4
PART I – LEVEL 2

Understanding … activities
and dimensions of agritourism Health &
wellness

Health and Wellness Tourism can be described as the process of

combining the goal to look and feel better with travel, leisure and fun
activities. Farms can offer the perfect scenario for relax and for the
implementation of many treatments.

INCLUDES:
• Spa treatment
• Specialty surgeries
• Alternative Medicines
• Herbal remedies
• Therapeutic holidays
 MODULE 4
PART I – LEVEL 2

Understanding … activities
and dimensions of agritourism Educational
Experiences

•School tours
•Garden/nursery tours
•Winery tours
•Agricultural technical tours
•Historical agriculture exhibits
•Crop sign I.D. program
•Micro-brewery tours
•Exotic animal farm
 MODULE 4
PART I – LEVEL 2

Before going beyond …

A key point to take into account:

Agritourism brings people to your farm, so it is you must
enjoy meeting people and plan activities that visitors will
want to participate in, all the while managing the situation to
avoid risks and earn money.

Learning outcomes and generic competences

needed:

- ability to create new ideas (creativity)

- ability to solve problems
- ability to work independently
- ability to acquire professional knowledge
- skilled at utilizing and processing information
 MODULE 4
PART I – LEVEL 2 TEST

MODULE 4
PART I – LEVEL 2 TEST
 MODULE 4
PART I – LEVEL 2 TEST

Question 1

Sustainability in tourism is a matter of:

a) only economic impacts.
b) just social impacts.
c) only environmental impacts.
d) economic, social and environmental impacts.
 MODULE 4
PART I – LEVEL 2 TEST

Question 2

Select the correct definition:

a) Rural tourism regards the activities of a person travelling and staying
in rural areas independently of the duration of the travel.
b) Rural tourism regards the activities of a person travelling and staying
in rural areas for leisure or working reasons.
c) Rural tourism regards the activities of a person travelling and
staying in rural areas (without mass tourism) other than those of
their usual environment for less than one consecutive year for
leisure.
d) Rural tourism regards the activities of a person travelling and staying
in rural areas (with or without mass tourism) other than those of their
usual environment for less than one consecutive year for leisure.
 MODULE 4
PART I – LEVEL 2 TEST

Question 3

Agritourism is:
a) to sleep in a farm
b) to do farm activities
c) to buy farm products
d) all the above are agritourism
 MODULE 4
PART I – LEVEL 2 TEST

Question 4

In agritourism is compulsory:
a) to take care of animals
b) to cook only with products of the farm
c) to collect the fruits
d) none of above
 MODULE 4
PART I – LEVEL 2 TEST

Question 5

In agritourism the accommodation must always be:

a) sharing the farmers house
b) in independent houses
c) in apartaments
d) does not matter
 MODULE 4
PART I – LEVEL 2 TEST

Question 6

Agritourism is a touristic type developed in:

a) Europe.
b) Europe and North America
c) Europe and the Caribean.
d) Worldwide
 MODULE 4
PART I – LEVEL 2 TEST

Question 7

Which of the following activities are related to agritourism:

a) Visit Historic Plantations
b) Visit Museums
c) U-picking
d) All of above
 MODULE 4
PART I – LEVEL 2 TEST

Question 8

Which of the following sentences is false:

a) Agritourism does not includes educational activities
b) Agritourism is a growing industry
c) The European Union support agritourism
d) Agritourism is a kind of rural tourism
 MODULE 4
PART I – LEVEL 2 TEST

Question 9

CAP means:
a) Common Policy for Agriculture
b) Communitary Agriculrural Procedures
c) Capital Administration Policy
d) Communal Advisory
 MODULE 4
PART I – LEVEL 2 TEST

Question 10

The Aid for maintenance of agriculture in low competitiveness conditions

is:
a) a special action
b) a direct payment
c) a payment per hectare for disadvantaged areas
d) a measure to support the additional costs for promotional activities
 MODULE 4
PART I – LEVEL 2 TEST

SOLUTIONS
1)d
2)c
3)d
4)d
5)d
6)d
7)d
8)a
9)a
10)c
 MODULE 4
PART II – LEVEL 3

MODULE 4
PART II – LEVEL 3
 MODULE 4
PART II – LEVEL 3

Legislation:

EU LEGISLATION ON AGRITOURISM
There isn’t an unique legislation on Agritourism and Rural Tourism in
Europe, it is something which is in the hand of the States, and in cases like
Spain in their regions. Therefore, a special European regulation on
Agritourism doesn’t exist.
However, special references in the legislation of European Union can be
found:
• Quality and origin of products, with several regulations on certification of
processes and origin, food safety, guarantee for consumers.
• Promotion of diversification of farmers’ activities, especially through the
funds of the Rural Development Program launched by the 2° Pilar of the
CAP.
• Protection of landscape and nature, with special regulation on protected
areas, such as the sites included in the “Nature 2000 network”.
 MODULE 4
PART II – LEVEL 3

Legislation:

In any case, it is important to state that tourism regulations usually cover

just the tipical touristic activities such accomodation or outdoor activities,
but the range of educational experiences, the agricultural production, sales
or the entertainment may have different and specific regulations wich may
change a lot in each country.
 MODULE 4
PART II – LEVEL 3

Going through the activities in agritourism

Sports
and outdoor

Didactic Tasting
Food Agritoursim Food
activities and selling

Accomm
odations
 MODULE 4
PART II – LEVEL 3

Landscape and territory are the main resources of rural areas.

Sports It is important that farmers offer the opportunity to their guests
and outdoor
to make the most of them.

Many activities can be organized by the farmer or within a small network

of close farmers, the more common are:
•Swimming pool.
•Horse riding and excursions with horses.
•Other local activities (for example mini-golf, tennis, games for
children).
•Trekking, climbing, rafting and other sports.
•Thematic itineraries connected with agriculture.
•Guided tours of towns, museums and other cultural sites .
In some cases it is necessary to provide for a qualified staff with adequate
professional skills (like for activities such as horse riding or swimming).
Also, many activities can and should be provided by external and
specialized companies.
 MODULE 4
PART II – LEVEL 3

Many guests consider the breakfast as the most

Food important impact with the agritourism. In providing for
breakfast is recommended:
– The use of handmade or local products as
essential
– The offer of savoury and sweet breakfast
– In case of camping or apartment, can be pleasant
for guests to have access to the breakfast in a
common area, or some local products to consume
in their own space.

Other options are restoration, catering and

cooking.
In any case is important to base any of them
on the utilisation of own and local products
and receipes, as that’s the differential value.
 MODULE 4
PART II – LEVEL 3

Tasting
Food
and selling

Another way to promote the farmer’s products is through tasting and

direct selling.
Many farmers, especially in the wine sector, provide the creation of
special tasting rooms within the farm.
The tasting rooms must be equipped with all comforts for guests, space
for exhibition, taste preparation, washing space for supplies.

The tasting activity can be organized :

– as a daily activity for guests, linked with a shop
– as an independent business for groups of visitors
– creating special tasting events
 MODULE 4
PART II – LEVEL 3

Tasting Many farmers set point-of-purchase within their

Food
and selling farms, to promote their products and
eventually sell them, alone or with products
from other farmers.

Also, to increase the offer for food service and sales, many farmers begin
to transform raw material, producing pasta, jam, sauces and other
handicraft's products.

A good marketing strategy is essential for a successful point of purchase,

and it is convenient to:
– ensure traceability and certificated quality of products.
– offer a wide choose of products.
– present the products directly or through brochures and other
informative tools.
– offer the opportunity to taste the products.
 MODULE 4
PART II – LEVEL 3

Didactic
activities

One of the aims of agritourism is to offer the opportunity to have

knowledge of the traditions by approaching them practically.

Many farmers managing agritourism organize laboratories and short

training sessions for guests, both children and adults, related to their
activity, for example:

–Wine tasting, honey tasting or other products

–Cooking traditional meals or bread
–Handcrafting processes for food products
–Having knowledge of nature and plants
 MODULE 4
PART II – LEVEL 3

Accomm
odation

The types of accommodation Key points:

might depends on available space,
type of buildings or the farm itself.
The main types are:
•Rooms rented within the farmer
house.
•Apartments rented in separate
buildings.
•Agri-camping in equipped areas.
•Thematic hotels
The style of buildings and
furniture, which must be simple
and match with the
environment.
The interaction with the guests
related to the farm’s activity. The
farmer must provide for breakfast
based on local products or, in
case of rented apartment or
camping, offer to the guests
some home made products.
 MODULE 4
PART II – LEVEL 3

MANAGING AGRITOURISM

SKILLS

CUSTOMERS KEY POINTS

INCOME SOURCES MARKETING

 MODULE 4
PART II – LEVEL 3

SKILLS The main skills

Agritourism, as described, can be carried out in a very basic way or it can

combine many different activities.

Therefore the definition of the needs in terms of professional skills of the

farmer depends from the type of provided activity.

Three different levels of skills related to agritourism can be identified:

Basic level: the farmer is involved only in accommodation activities

Advanced level: the farmer involved in a multi-services activity
Specialized level: the figure is involved in special activities (didactic, social
help, horse riding, …).
 MODULE 4
PART II – LEVEL 3

SKILLS The advanced skills

For the management of a basic multi-services activity, 4 important

additional skills are needed:

1. Management of food service: including management of structures

and supplies, hygienic rules, cooking, knowledge of local traditions

2. Advanced communication: advanced knowledge of Internet, social

networks, other applications useful for managing marketing activities

3. Commercial marketing: the staff must be able to organize tasting

events and/or direct sales of products

4. Territorial marketing: the staff must offer at the guests information

on his territory and on the possible itineraries
 MODULE 4
PART II – LEVEL 3

SKILLS The specialized skills

Some additional skills can be necessary if the management will provide

some special activities, for example:

Horse riding and excursions: the figure of instructor must have good
professional skills to learn the horse riding at other people ensuring the
absolute safety.
Didactic activities: in this case too the responsible of laboratories or
courses must be able to learn ensuring a complete safety.
Management of swimming pool: in some legislation is required a special
figure of lifeguard in case of big plants.
Social assistance services: in case of social services operated by the
staff of agritourism, is required the professional level for each type of
assistance.
 MODULE 4
PART II – LEVEL 3

KEY
Internal key points
POINTS

Seasonality of demand: there are two main ways to solve this problem:
Provide the guests with offers and activities during the whole year
Diversify the target, offering other services (for example didactic
farms) during autumn and winter or from Monday to friday.

Management of multi-service activity: put a multi-service activity in place

can be surely a way for diversify the offer, but it is necessary to have at
disposal a multi-tasking staff with several professional skills. Many farmers
got over this issue involving their families and diversifying skills and
function.

Time management: the seasonality of demand determines issues in time

management. In case of family run agritourism the solution is easy, in other
cases is necessary to employ seasonal staff.
 MODULE 4
PART II – LEVEL 3

KEY
External key points
POINTS

If the farm is located in an isolated area, this could be one of the major
problems for agritourism. Therefore for this type of activity some
additional key points might show up:

Marketing: good marketing strategies are crucial to meet guests.

Fortunately, the development of ICT helps promoting agritourism, but is
necessary for farmers to promote their activity participating in network
and guides.

Territorial marketing: in many areas agritourisms remain isolated also

because of a bad territory promotion. Farmers must involve the local
institutions and other businesses to put in place a joined territorial
promotion.
 MODULE 4
PART II – LEVEL 3

MARKE Marketing Milestones

TING

1. Identify your target audiences. For each group, list the places
and ways you can reach them.
2. Define your target area for promotion.
A farm agritourism experience provides an excellent opportunity
for day-trippers so start by focusing media outreach in
communities within one hour’s drive of the farm. Target major
population centers.
3. Press releases and calendar announcements. Don’t pay for
advertising if you can get free coverage.
4. Advertise selectively to get your name out. Advertising can be
expensive so be selective with how you spend your money.
5. Contact your Local/County Tourism Agency.
 MODULE 4
PART II – LEVEL 3

MARKE Marketing Milestones

TING

6. Build your marketing image and presence. This includes

developing a logo and unifying marketing theme that captures your
standards and what you have to offer.
7. Other free outlets to list your farm: tourist services directories,
local webs, etc.
8. Participate in community events.
9. Signage is a great investment to promote your business.
 MODULE 4
PART II – LEVEL 3

MARKE Marketing Milestones

TING

10. Putting it all together in a plan.

All of the strategies you plan to use to promote yourself should be

organized into a marketing plan that includes: who your target
market is, where and how you will reach them, your promotion
and advertising plan for the year, and a list of the connections
you need to make to get your name in front of the public.

Take time to plan out the whole year in the fall and winter prior to
the next season.
 MODULE 4
PART II – LEVEL 3

MARKE Territorial marketing: private strategies

TING
Implemented by farmers creating entrepreneurial partnerships

Aggregation of the offer: creating networks for promotion or

common thematic itineraries, taking part in associations or service
centres based on the new ICT.

Exchange of products and services: often the single farms cannot

have an offer covering the whole needs of clients. To solve this
problem, they can create special networks to offer a complete range
of products and services to the guests.
 MODULE 4
PART II – LEVEL 3

MARKE Territorial marketing: public-private strategies

TING
Involving local administrations, tourism offices and other subjects involved

It’s important for the guests to feel they belong to the community proud
of its own traditions. The players based on the territory, could cooperate
in realizing many actions aiming to help the territorial marketing, such
as:

Promotion of the territory: realizing handbooks, guides, web sites and

other tools crucial for the enhancement of the areas.

Creation of itineraries: creation of paths for trekking, itineraries through

nature and traditions, local museums and so on.

Organization of social and cultural events: festivals, fairs, concerts,

exhibitions…
 MODULE 4
PART II – LEVEL 3

Income Income Sources

Sources

1. Admission Fee
An admission fee is charged to participate in events and activities, or
tour special areas of a farm operation, in the same way you pay to enter
an amusement park,museum, or sports event.
2. Tour Fee
A tour fee provides the visitor access to the services of a
knowledgeable guide or at least a guidebook for self-directed tours. A
tourist paying this fee desires information about and access to farm
areas restricted to other visitors. In return for their fee, the farm would
provide a ticket or badge indicating their status as a paying participant
in the tour.
Self-guided tours are generally free, however, group tours often involve
significant staff time to prepare and host the tours.
 MODULE 4
PART II – LEVEL 3

Income Income Sources

Sources

3. Sale of Fresh Farm Products

4. Sales of Processed Farm Product
5. Craft/Souvenir Sales
6. Activity Fee
Following are examples of activity fees farms can charge:
1€ for a handful of crackers to feed the goats
15€ for a short horse riding session
Etc.
7. Class/Skill-Building Fee
Clinics for families buying a horse for the first time, bread-baking
Class, how to make jam, jelly or fruit syrups, class of wine making,
cheese making, etc.
 MODULE 4
PART II – LEVEL 3

Income Income Sources

Sources

8. Tasting Fee
9. Facility/Grounds Rental
Renting out the farm setting, for dances, classes, country
weddings, family reunions, birthday parties and other special
events.
10. Show Fee
Depending on the sophistication of the show, expense of
equipment and materials provided by the farm, and going rates
in similar venues.
11. Farm Lodging
12. Food Service
 MODULE 4
PART II – LEVEL 3

Customers Agritourism is a people business

Cater to Visitor Interests

It is very important to identify the type of the customers to attract.

It is foundamental to know to whom attract and then develop the
enterprise to cater to their interests.
Be selective about advertising in order to reach the group wanted.
Each audience will have different needs and expectations and will be
needed to employ audience specific strategies to attract them.
 MODULE 4
PART II – LEVEL 3

Customers Agritourism is a people business

a set of standard practices has to be established to make sure

customers will all have a good experience.

Before opening:
Make sure road signs and parking signs are easy to see
Check bathroom supplies
Sweep up any debris in visitor areas
Check inventory of refreshments and sales items (if applicable)
 MODULE 4
PART II – LEVEL 3

Customers Agritourism is a people business

a set of standard practices has to be established to make sure

customers will all have a good experience.

During open hours:

•Every customer is greeted with a smile.
•Make clear who is part of the staff at the farm.
•Let each customer know you will help them with any questions about
the farm or the tourism activities they have come for.
•Customers will usually wait for instructions, yet some will assume they
know where to go and what to do for fun on your farm.
•Stick to the opening and closing you have posted.
•Pay attention to constructive comments from visitors.
 MODULE 4
PART II – LEVEL 3

OTHER RELEVANT TOPICS: THE PLAYERS

There are many players in each territory who can provide a really valuable
suport:
Specialized associations: many associations, representing farmers or the
tourism sector, provide for specific promotion systems, using ITC and, in
some case, able to manage the booking service too.
Consultants: many technicians make their effort to help farmers in the
management, elaborating business plan, indicating the mandatory rules,
suggesting opportunities.
Trainers and training agencies: an updated training activity is essential
for a good management of agritourism.
Mentors: this new figure, normally is another farmer with good experience,
can be very useful, as he gives the opportunity to compare the different
experiences and to follow practical suggestion of other entrepreneurs.
Local institutions: many local administrations are strongly involved in the
promotion of their territory, and can offer some important common services,
useful for farmers.
 MODULE 4
PART II – LEVEL 3

OTHER RELEVANT TOPICS: KEY INGREDIENTS FOR SUCCESS

•Evaluate your time and talents and those of family members who will help.
•Plan the activities thoroughly before opening.
•Start small, get feedback and grow a little each year.
•Know whom you want to attract and what they expect.
•Tailor promotion to specific audiences.
•Offer something to see, do and buy.
•Set goals for income so you can measure progress and track costs vs
Returns.
•Attractive landscapes and cultural heritage.
•Easy accesibility to origin markets.
•Self-owned farms.
•Local Development and Tourist Boards for marketing and hardware
support.
 MODULE 4
PART II – LEVEL 3

OTHER RELEVANT TOPICS: VISITOR EXPECTATIONS

The people who visit your farm are not farmers and have little
understanding of farms in general. However, many visitors will generally
expect the following:
– The main farm area is clean and well-maintained.
– The farm has sanitary public bathrooms with a toilet and sink.
– Parking is easy to find and adequate.
– Visitor facilities are safe and accessible for all visitors, especially
small children, older adults and people with disabilities.
– The farm accepts credit or debit cards, particularly if an ATM is
not nearby.
– The farm meets the visitor’s image of a farm...
 MODULE 4
PART II – LEVEL 3

OTHER RELEVANT TOPICS: THE IMAGE

The farm meets the visitor’s image of a farm...
Since childhood, most non-farmers equate red barns, animals in
pastures, blue overalls, and pitchforks with their idea of a farm. Many
paying tourists will seek a destination that meets that image, to
experience it first hand.

Agritourism destinations that meet this expectation will be rewarded

with plenty of visitors.

But few modern farms reflect that iconic image, so it is very important to
make it clear from the start that the operation is not like a storybook
farm. It is convenient to promote the farm as a modern, efficiency-driven
business that integrates new technology with oldfashioned farming
principles.
 MODULE 4
PART II – LEVEL 3

START WITH A PLAN

Once you have identified some agritourism activities that seem doable, that
fit with your goals and your farm resources, and that you have time for, list
all the tasks or steps to get started. Once done, have someone else
review it with you – call the extension or tourism office for input, or enlist
the help of a business counselor or event planner.
Develop a launch date for the activity, then work backwards and list all the
resources you will need and the tasks that need to be performed. Make
sure publicity figures prominently into your plans as it takes a lot of
promotion to get the attention you will need for launching a new enterprise.
Plan a soft opening – a way to get started without a big launch is to plan a
small activity targeted at a select group to test your ideas.
Take time to get feedback from visitors about what else they might like to
see, do, learn or buy at your farm. Grow the enterprise by taking small
steps, but don’t forget to plan with the big picture in mind. It is important to
set income goals that you would like to reach.
 MODULE 4
PART II – LEVEL 3 TEST

MODULE 4
PART II – LEVEL 3 TEST
 MODULE 4
PART II – LEVEL 3 TEST

Question 1
Among the different kinds of activities in agritourism, camping is:
a) outdoor activity
b) educational
c) trade / sales
d) entertainment
 MODULE 4
PART II – LEVEL 3 TEST

Question 2
The unique legislation in Agritourism is in hand of:
a) European Union
b) National governments
c) Regional governments
d) National or regional governments
 MODULE 4
PART II – LEVEL 3 TEST

Question 3
The different levels of skills related to agritourism are:
a) Basic and advanced
b) Basic, advanced and proficiency
c) Regular and medium
d) Basic, advanced and specialized level
 MODULE 4
PART II – LEVEL 3 TEST

Question 4
Horse back riding is:
a) outdoor activity
b) educational
c) trade / sales
d) entertainment
 MODULE 4
PART II – LEVEL 3 TEST

Question 5
In the management of a basic multi-services activity, which 4 important
additional skills are needed?:
a) Management of food service, advanced communication,
commercial marketing and territorial marketing
b) Management of food service, advanced business, commercial
marketing and territorial marketing
c) Management of food service, advanced communication, commercial
marketing and accounting
d) Management of accommodation, advanced communication,
commercial marketing and territorial marketing
 MODULE 4
PART II – LEVEL 3 TEST

Question 6
Seasonality in a problem that can be solved by:
a) Closing the farm in low season in order to minimize costs
b) Providing the guests with offers and activities during the whole year
c) Offering other services during autumn and winter or from Monday to
friday.
d) Two and three are correct.
 MODULE 4
PART II – LEVEL 3 TEST

Question 7
As an external key point, marketing is crucial, but must be based
exclusively in:
a) ICT
b) ICT + brochures
c) ICT + guides
d) ICT + guides + network participation
 MODULE 4
PART II – LEVEL 3 TEST

Question 8
A marketing plan is strongly recommended, and it should include:
a) Identification of target market
b) An advertising plan
c) A promotion plan
d) All of above
 MODULE 4
PART II – LEVEL 3 TEST

Question 9
It is recommended to stablish the marketing plan in:
a) End of summer and / fall
b) Fall
c) Spring
d) Fall and winter
 MODULE 4
PART II – LEVEL 3 TEST

Question 10
Which of the following is a private marketing strategy:
a) Aggregation of the offer
b) Promotion of the territory
c) Creation of itineraries
d) Organization of social and cultural events
 MODULE 4
PART II – LEVEL 3 TEST

SOLUTIONS
1)a
2)d
3)d
4)a
5)a
6)d
7)d
8)d
9)d
10)a
 MODULE 4

GLOSSARY
 MODULE 4
GLOSSARY

•Accommodation: provision of at least sleeping and sanitary facilities

•Agrotourism destination: is a rural area which constitutes a distinct geographical and / or
administrative unit of morphological and historical perspective, that does not include normally
settlements over 5,000 inhabitants (the criterion is calculated for each village and not in the whole
region); where the inhabitants are principally engaged in activities of the primary sector (agriculture,
livestock, fisheries); where It has not been developed in the area either mass tourism supply (i.e.
organized holiday) or other kind of core tourism as defined by the responsible national authorities.
•Agrotourism Enterprise: is a tourism operator providing tourism services in areas of agrotourism
destinations, the facilities and the operation of which blend with the natural and human environment of
the region and provides at least one of the following services: Accommodation; Dining; Moving in nature;
Raising awareness, environmental education ; Organization of acquaintance with the culture of a region,
visiting historical and other attractions, participation in outdoor recreation; Meeting with traditional
occupations, agricultural production and farming methods and bygone production processes;
Organisation of outdoor recreational activities.
•Agrotourism product: is a combination of services, products and activities that are directly or indirectly
related to the particular agricultural, social, cultural and environmental characteristics of agrotourism
destination and highlighting its particularities.
•All inclusive: tariff in which the price includes accommodation, meals and specified beverages as well
as specified facilities
•Alternative tourism (balanced): the tourist service made by small family enterprises for the small
number of tourists.
•Apartment: accommodation providing separate sleeping and seating facilities with a kitchenette
•Apartment hotel: hotel where accommodation is provided in studios or apartments
 MODULE 4
GLOSSARY

•Artisan: signals that the product, whether cheese, bread, wine, etc., was hand crafted individually or in
small batches. Artisan products frequently utilize traditional methods.
•Bed and breakfast: tariff in which the price of accommodation includes breakfast
•Biodiversity: a measure of the variety of living organisms on a farm, in an ecosystem, or making up a
community.
•Biodynamic: farm as a self-contained, living organism and emphasizes the vitality of soil maintenance
and composting. Biodynamic growers work to balance and consider both the physical and non-physical
aspects and cycles of a farm in their production.
•Constant means of production in agrotourism: the farmer’s house with rooms, other buildings for
tourist, horses, bicycles, boats, kayaks.
•Conventional Agriculture: the modern form of industrialized agriculture which emphasizes maximum
productivity and profitability. Conventional agriculture is characterized by mechanization, monocultures,
and the use of synthetic fertilizers and pesticides. Conventional agriculture may also use genetically
modified organisms.
•Direct Sales/ Direct Marketing: an exchange in which the producer sells directly to the customer. In
direct sales, the growers are able to reap 100% of the profits of their labor, and the customer is able to
build a relationship with the producer.
•Diversification: Diversification refers to the expansion of an existing enterprise into another activity.
Diversification may be related (expanding into similar product lines) or unrelated, where products are
very different from each other. Farm diversification is typically done towards the production of other
agricultural products, the further transformation of agricultural products or non-farming activities such as
(agro-tourism), for instance.
 MODULE 4
GLOSSARY

•Dormitory multiple bedded room: offering sleeping facilities for persons who may or not form part of
specific group
•Double room: room with sleeping facilities for two persons in a double bed or two single beds adjoined
along side
•Duplex accommodation: provided on different floor levels with a dedicated connection
•Ecosystem: A natural entity populated by a definable group of organisms interacting with a definable
abiotic (non-living) environment (Hart, in: Arntzen & Ritter, 1994).
•Ecotourism: tourism is oriented on the particularity of the nature. The participants are very ecological
consciousness and natural sensibility.
•Environment: The combined external conditions affecting the life, development and survival of an
organism or an ecosystem
•Family room: room with sleeping facilities for three or more persons, at least two of which are suitable
for adults
•Farm house: accommodation offered on an operating farm
•Food chain: Sequence of organisms each of which uses the next lower member of the sequence as a
food source.
•Food Kilometres / Miles: the distance food travels from where it was grown to where it is consumed.
 MODULE 4
GLOSSARY

•Full board tariff: in which the price of accommodation includes breakfast, lunch and dinner
•Gite rural family: accommodation, independent, furnished, with self-catering facilities, generally
located in a house in the countryside, in a village or outside
•Guest: person travelling for leisure purposes or similar purposes, accommodated or participated in
agrotourism accommodation and/or related services and activities
•Guest house establishment: often in the countryside, offering food and drink where some
accommodation is also provided
•Half board tariff: in which the price of accommodation includes breakfast and either lunch or dinner
•Hotel establishment: with reception, services and additional facilities where accommodation and in
most cases meals are available
•Local community: is often a complex and not easily visible social structure…..defined as the smallest
spontaneously generated human society in Western European civilization. It comes into being to join
together people with manifold needs, who enter accordingly into a complex mutual relationship.
•Local: items produced within a specified local region. Not a well defined term, definitions range from
being produced within 100 miles to being produced within a day’s drive from your home.
•Mass tourism: so called fast, in big groups, the program of the journey is strictly realised, sightseeing.
•Mild tourism: mostly with the family or in small groups connected with having pleasure from the beauty
of the environs and from having free time.
 MODULE 4
GLOSSARY

•Natural resource: 1.Any portion of the natural environment, such as air, water, soil, botanical and
zoological resources, and minerals (FAO, 1997b). A subdivision is often made into renewable and non-
renewable natural resources. 2. Natural resources are natural assets (raw materials) occurring in nature
that can be used for economic production or consumption (Glossary of Environment Statistics, 1997).
•Raw material: Unmanufactured material, material from which something is or may be made.
•Recycling: Reusing materials and objects in original or changed forms rather than discarding them as
wastes.
•Room only tariff: in which the price of accommodation does not include food or beverages
•Rotative means of production in agrotourism: the equipment of the flat, furniture, rtv and agd
equipment.
•Self-catering activities: provision of installations and equipment for preparing, cooking and serving
meals by the customer
•Single room: room with sleeping facilities for only one person
•Studio accommodation: in one room with a kitchenette
•Suite accommodation: providing separate, connected sleeping and seating facilities
•Supply chain: The network of retailers, distributors, transporters, storage facilities and suppliers that
participate in the sale, delivery and production of a particular product.
•Sustainable agriculture: A productive, competitive and efficient way to produce agricultural raw
materials, while at the same time protecting and improving the natural environment and social/economic
conditions of local communities.
 MODULE 4
GLOSSARY

•Sustainable development: Meeting the [human] needs of the present without compromising the ability
of future generations to meet their own needs.
•Sustainable tourism: tourism that its development minimises influence on the local environment ,
promotes tourists/visitors active participation on local activities, exploits, protects and preserves the
natural environment, culture, heritage and traditions in the destination’s region.
MODULE 4

LINKS
 MODULE 4
USEFUL LINKS

Useful Links

Agritourism in Europe:
http://agritourism.eu/
Agritourism marketing strategy and typology investigation:
http://jotr.eu/index.php/tourism-management/105-katsoni1
Agritourism World!: Plan Your Trip with the 1st Choice in Agritourism Travel...
http://www.agritourismworld.com/
Document AlterAgro - Organization of agrotourism- Farms:
http://www.euranek.com/alter-agro/pdf/unit9_en.pdf
ECEAT - European Centre for Eco Agro Tourism:
http://www.eceat.nl/home_en.htm
Ecotur - Agrotourism – Definition:
http://www.ecotourdirectory.com/agrotourism.htm
Writing a Business Plan: An Example for a Small Premium Winery (Mark Pisoni, Gerald White, Cornell
University 2002):
http://dyson.cornell.edu/outreach/extensionpdf/2002/Cornell_AEM_eb0207.pdf
Agritourism enterprises on your farm- Where to start (Holly George, Ellie Rilla, 2008):
http://anrcatalog.ucdavis.edu/pdf/8334.pdf
 MODULE 4
USEFUL LINKS

Useful Links

Marketing Strategies for Agritourism Operations (Holly George, Ellie Rilla, 2011):
http://anrcatalog.ucdavis.edu/pdf/8444.pdf
Taking the First Step: Farm and Ranch Alternative Enterprise and Agritourism Resource Evaluation
Guide (USDA Natural Resources Conservation Service):
http://www.resourcesfirstfoundation.org/aea/
Top 8 agritourism destinations in the world:
http://www.mnn.com/lifestyle/eco-tourism/photos/top-8-agritourism-destinations-in-the-world/cultivate-
your-knowledge

Success Stories
http://www.oklahomaagritourism.com/index.php?/news/success_stories
http://www.swmarketingnetwork.org/success_stories.htm
 MODULE 4
CERTIFICATE