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Ag Tourism Research | |
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| | Event based market potential for ag tourism
Over the fall 2003 and spring 2004 In fact Research and Consulting Inc were commissioned to undertake a survey to Event-Based Market Potential for Ag Tourism : investigate the cross marketing potential offered by existing ag tourism rodeo, fair, and destination farmers’ market event attendees for four ag experience activity categories: horse riding on a ranch; country shopping, food, and entertainment; having fun learning about the country; and attending country style events.
Attendee market profiles were described for each of the 3 event types. Attendee awareness, impressions of, and participation in the four ag experiences were described. Finally the survey investigated preferences for 11 components of an ag tourism trip including a price threshold. Six market segment groupings with distinctly different needs were identified.
If you run any event like the above or provide an ag based experience there will be information to assist you to:
- target your marketing efforts and achieve a better return on your investment
- understand what type of events and other operations you would be best partnered with
Please follow this link to access the results:
Event Based Ag Tourism Final Report (PDF - 1.4 MB) (Dial-up download time 6 to 20 minutes)
Market research
In 2002 Criterion Research Corp. was commissioned by Alberta Agriculture, Food and Rural Development to do some market research that would assess Albertans reaction to ag tourism activities. If your market is other Albertans, you as an ag tourism operator can use this kind of market research to:
- Identify wording and phrasing that connects with your customers, for brochures, websites, etc.
- Get a better idea of who your market is now, and who it could be.
- Get a better understanding of what your customers are looking for.
- Discover highly rated ag tourism experiences, then create travel packages or partnerships with others that provide these experiences.
Please follow these links to access the results from the market research focus groups and survey:
Ag Tourism Communication Assessment (PDF - 208 KB)
Ag Tourism Market Potential Assessment
Cluster development
Cluster development is an internationally recognized economic development process. We know that the Ag Tourism industry in Alberta can benefit from this process by using agriculture as a theme to link dispersed operators. Through cluster partnerships Ag Tourism operators can: access new markets, boost profile and awareness, and increase the overall appeal and draw to a region - ultimately resulting in increased profits.
In 2003 Alberta Agriculture, Food and Rural Development piloted the Ag Tourism Cluster Development Process in three regions. As a result, this process was documented and is available for use along with some accompanying resources:
Find out more about the Alberta Ag Tourism Initiative. |
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For more information about the content of this document, contact Bill Reynolds.
This document is maintained by Joan Bates.
This information published to the web on February 3, 2004.
Last Reviewed/Revised on March 5, 2008.
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