Agritourism, Farm Visit, or.. ? A Branding Assessment for Recreation on Farms

Carla Barbieri, Shuangyu Xu, Claudia Gil-Arroyo, Samantha Rozier Rich

Resultado de la investigación: Contribución a una revistaArtículo

16 Citas (Scopus)

Resumen

© 2015, © The Author(s) 2015. The demand and offer of recreational activities on farms has increased over the last decades and promises increased growth in the future because of the benefits it brings to farmers and visitors. Despite this growth, a breadth of names (e.g., agritourism, farm visit) are used interchangeably to depict this activity. Such inconsistency reflects a lack of industry branding which diminishes marketing effectiveness and hinders stakeholders’ collaboration. Therefore, a study was conducted to evaluate the Memorability, Distinctiveness, Relevance and Flexibility and overall preference of eight typical names associated with recreation on farms among farmers and visitors. The multimodal approach employed reveals that efforts are needed to standardize and diffuse a brand name for recreation on farms because of reduced Memorability. Although “Agritourism” appears suitable to brand recreation on farms given its Distinctiveness, Relevance, and Flexibility, results are inconclusive and call for further efforts for educating the public about its meaning.
Idioma originalInglés estadounidense
Páginas (desde-hasta)1094-1108
Número de páginas15
PublicaciónJournal of Travel Research
DOI
EstadoPublicada - 1 nov 2016

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