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Journal of Travel Research
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Agritourism: Motivations behind Farm/Ranch Business Diversification

Norma Polovitz Nickerson

Institute for Tourism & Recreation Research in the School of Forestry at the University of Montana, Missoula

Rita J. Black

Stephen F. McCool

School of Forestry at the University of Montana, Missoula

Increasing financial strains on family farms/ranches have put pressure on these businesses to look outside agriculture as a means to sustain the operation. One option has been to offer farm/ranch recreation to visitors (i.e., agritourism). Eleven reasons for diversifying were tested while controlling for various demographic variables. Principal components analysis resulted in three factors: social reasons, economic reasons, and external influences. A cluster analysis identified 61% of the respondents who diversified for economic reasons, 23% who diversified due to reasons external to the operation, and 16% who diversified for social, economic, and external reasons.

Journal of Travel Research, Vol. 40, No. 1, 19-26 (2001)
DOI: 10.1177/004728750104000104
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