| | This is the Executive Summary of the Ag Tourism Market Potential Assessment research report. The full report is available in PDF format (PDF - 1935 KB).
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Executive Summary
In March 2003, Criterion surveyed 1200 Albertans aged 18 years or older who, in the past 12 months, have taken a trip for the primary purpose of pleasure or vacation over 80km one way from their home using telephone-interview methodology. The objectives of this research are to assess the market potential for agtourism in Alberta; examine market profiles and segmentation; determine general perceptions regarding vacations; and measure interest levels in potential agtourism products in Alberta.
Findings from other related studies
Criterion reviewed the results of Criterion's Connections omnibus survey, Travel Activities & Motivation Survey (TAMS), Travel Alberta’s In-Province (TAIP) market survey and The Saskatchewan Agtourism Strategy report which provided participation rates in various agtourism activities. However, the findings from these studies cannot be compared to the findings from this report as the target respondents, the defined agtourism activities and measurement scales used for these studies are different.
The salient findings from these studies provide a background of the current agtourism market.
- In January, Criterion measured the incidence of agtourism in Alberta through Criterion's Connections omnibus survey. The results showed that 47% of all Albertans have taken part in an agtourism activity as part of a trip 80 km away from their place of residence in the past 12 months, and on average Albertans took part in 2 to 3 agtourism activities in the past 12 months.
- The Travel Activities & Motivation Survey (TAMS) results demonstrates that 34% of the Canadian travel market have participated in at least one agtourism activity while travelling in the past 2 years, with Albertans having the highest participation rate (43%).
- Travel Alberta’s In-Province (TAIP) market survey findings showed that 18% of Albertans aged 25 to 54 participated in at least one agtourism experience this summer in Alberta.
- The Saskatchewan Agritourism Strategy report showed that average participation in agtourism activities among those from a travel enquiry database of North Americans was highest for agfair/exhibition (43%), touring farm/agri-site (39%), and attending rodeo (25%). The study also showed that 34% of respondents are interested in Country Jamboree, 32% in Ranch/Farm Culture, 20% in Historic Agriculture and 20% in Rodeo Immersion.
Incidence of target group
Seventy-three percent (73%) of adult Albertans have, in the past 12 months, taken a trip of over 80km one way from their home for the primary purpose of pleasure or vacation.
Interest in various ag tourism experiences
- Agtourism activities have a very broad appeal with nearly all respondents (99%) indicating they are somewhat or very likely (4,5,6,7 ratings) to take part in at least one of the activities. Eighty-eight percent (88%) of respondents indicate they are very likely (6,7 ratings) to take part in at least one of the activities.
- Shopping at a farmers market stands out as the agtourism experience that respondents are most likely (88% somewhat or very likely including 61% very likely) to take part in. Other event related activities that involve people gathering at a certain place, such as attending country fairs (74% somewhat or very likely including 38% very likely) and rodeos (65% somewhat or very likely including 36% very likely) are also popular with the majority.
- Food related activities such as sampling regional foods (77% somewhat or very likely including 38% very likely), visiting a market garden (72% somewhat or very likely including 38% very likely) or attending fall country suppers (73% somewhat or very likely including 36% very likely) enjoy high levels of popularity.
- Horse related activities such as experiencing a cowboy lifestyle (64% somewhat or very likely including 32% very likely), horseback riding in the foothills (64% somewhat or very likely including 37% very likely) and horseback riding in the prairies (59% somewhat or very likely including 31% very likely) are also popular with the majority of respondents.
Activity | Very Likely (6,7, ratings) | Somewhat or very likely
(4 - 7 ratings) |
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| 61% | 88% |
Stop at various locations to sample regional foods, such as bison sausage, saskatoons, pyrogies and corn
| 38% | 77% |
Attend a country fair with baking, old time contests, country & western entertainment
| 38% | 74% |
U-Pick fruits at a market garden
| 38% | 72% |
Go horseback riding on a ranch in the foothills
| 37% | 64% |
Attend a fall country supper
| 36% | 73% |
Watch a rodeo or go behind the scenes and meet some riders
| 36% | 65% |
Take a winter farm tour and enjoy a horse drawn sleigh ride, a shinny hockey game on a dugout and cutting your own Christmas tree
| 34% | 65% |
Experience cowboy lifestyle by riding in a covered wagon and eating BBQ steaks and chuck wagon biscuits
| 32% | 64% |
Go horseback riding on a ranch in the prairie/coulee environment
| 31% | 59% |
Retreat to a little house on the prairie for a peaceful farm or ranch getaway
| 30% | 58% |
Enjoy tea in a heritage farmhouse
| 27% | 59% |
Find your way through a corn maze
| 26% | 55% |
Visit a family entertainment farm with petting zoo, hay bale playground, pony rides
| 26% | 51% |
Visit local shops and learn the art of country crafts and western trades, such as quilt making, wheat weaving, blacksmithing, and silver-smithing
| 25% | 59% |
Take a course while visiting a nursery, flower garden (cut or dried), or herb garden
| 25% | 53% |
Attend a heritage farm festival with threshing machines and tractor pulls
| 23% | 58% |
Watch a demonstration of stock dogs herding sheep
| 22% | 55% |
Visit a Hutterite colony and tour the farm to discover their culture
| 22% | 50% |
Attend a riding camp on a ranch and get instructions in horsemanship
| 22% | 49% |
Shop for ranch, farm, or barn related artwork, crafts, or quilts
| 21% | 53% |
Be entertained by music and storytelling at a cowboy poetry festival
| 20% | 52% |
Discover the inner workings of a fruit or vegetable greenhouse operation
| 20% | 52% |
Tour a specialized ranch or farm where they raise elk, bison, ostrich, or alpaca
| 20% | 51% |
Visit a dairy milking operation, a restored creamery, and try freshly made yogurt
| 19% | 51% |
Attend a barn dance and learn how to square dance
| 19% | 46% |
Attend a large-scale farm animal and equipment exhibition
| 17% | 46% |
Learn about the fine art of horsewhispering
| 17% | 38% |
Learn and taste the ins and outs of honey production and beekeeping while visiting an apiary
| 16% | 47% |
Learn about how various foods, for example cookies, sugar, pea butter, and sunflower seeds, are made by touring processing facilities
| 16% | 46% |
Tour the inside of a restored grain elevator
| 15% | 45% |
Tour an experimental research farm to discover the latest methods and technologies in agriculture
| 15% | 45% |
Witness a western livestock auction
| 15% | 38% |
Lend a hand on a working ranch and practice reining and roping skills
| 15% | 37% |
Participate in a cattle drive and learn how to sort and pen cattle
| 15% | 36% |
Attend a horse breed show and sale
| 14% | 35% |
Take part in seasonal farm life activities by experiencing seeding, baling, harvesting and combining
| 13% | 33% |
Take an educational rural tour to better understand our commonly seen crops and farm equipment
| 12% | 37% |
Take part in seasonal farm life activities by experiencing calving, lambing, sheep shearing, and chicken egg candling
| 12% | 35% |
Perceptions of ag tourism activities
The majority of respondents agree agtourism activities are fun and enjoyable (86% somewhat or strongly agree; 44% strongly agree). However, a lower proportion agree that agtourism activities are things they would do as part of their vacations and outings (62% somewhat or strongly agree; 21% strongly agree).
Ag tourism activities travelling companions
Most respondents indicate they are likely to take a trip that includes agtourism activities with their spouse or partner (80%), or friends (73%). Fifty-nine percent (59%) of respondents indicate they are likely to take the trip with their children and 22% mention other relatives. Six percent (6%) or fewer respondents each provide other mentions.
Information required while planning a trip including ag tourism activities
- Four-in-ten (42%) respondents indicate there is no particular additional information they can think of that they would need to know when planning an outing or vacation involving agtourism activities.
- One-fifth (20%) of respondents mention they would like to know what facilities are available, with 13% mentioning they need to know specifically about the accommodation available. Other information requirements include knowing the activities available (17%), costs (16%) and distance or location or road conditions (9%).
Accommodation during an ag tourism experience
Respondents are more likely to choose accommodations such as a cabin, country inn, or cottage than accommodations such as tent camp, farmhouse, barn loft or bunkhouse during an agtourism experience.
Perceptions of vacations
The vast-majority of respondents agree with statements that reflect the positive attributes of a rural life - wholesome healthy goodness of fresh food (98%, including 81% strongly agree) and wide-open country spaces (93%, including 63% strongly agree).
Regarding the type of vacation they like to have, the vast majority of respondents would like:
- Something different than what they do everyday (97%, including 76% strongly agree);
- Slow paced and stress free (88%, including 58% strongly agree);
- To sit back and relax (87%, including 56% strongly agree);
- Activities that provide education (90%, including 50% strongly agree);
- To be physically active when on vacation (90%, including 47% strongly agree);
- To visit Alberta's farm and ranch heritage (70% including 29% strongly agree).
Two-thirds of respondents agree they like the idea of getting back to their roots, reliving the country lifestyle, western romance, and talking to a farm or ranch family.
Other activities to take part in during ag tourism country vacation
Respondents indicate they are more likely to visit a provincial park or a bird sanctuary, go hiking, go on a sight seeing trip, ride a bicycle or visit a museum if these were available along with agtourism activities.
Sub-segment analysis
Criterion examined the findings by the various demographic and attitude segments within the sample. The attitude segments were created based on respondents’ responses to questions regarding their attitudes and perceptions of vacations.
Respondents who demonstrate higher likelihood of taking part in agtourism experiences tend to be females; married or in a common law relationship; from households with lower annual incomes; having a farm, ranch or rural background; and currently residing in a rural area. In addition, respondents who express strong preferences about their vacations, and hence belonging to specific attitude segments, also tend to have a higher likelihood of taking part in agtourism experiences.
However, the agtourism activities that are most popular among the total sample tend to be more popular among specific population segments also. Therefore, despite the differences in the strength of preference for various activities among certain population segments, the most popular activities tend to have a broad appeal that spans across consumer segments. |
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