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Journal of Travel Research
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Motivation for Agri-Tourism Entrepreneurship

Nancy G. McGehee

Virginia Polytechnic Institute and State University

Kyungmi Kim

Southern Illinois University at Carbondale

The purpose of this study was to reveal the motivations for agri-tourism entrepreneurship among Virginia farm families and to explore Weber’s theory of formal and substantive rationality as a possible theoretical framework for agritourism entrepreneurship motivation. Results of this study support the use of Weber’s theory of formal and substantive rationality as a framework for the dynamic nature of motivations for agri-tourism entrepreneurship between formal (primarily economic) reasons and substantive (primarily socio-cultural) reasons. Respondents indicated that Virginia farm families owned small farms, utilized farming as a secondary income source, and indicated their most popular agritourism activities to be pick-your-own produce, Christmas tree sales, hayrides, children’s educational programs, petting zoos, and on-farm festivals. Agri-tourism planners should be aware that acres owned, economic dependence on farming operation, and perceived popularity of agri-tourism activities are influential factors to motivate agri-tourism entrepreneurs.

Key Words: agri-tourism • formal and substantive rationality • entrepreneurship motivation • rural tourism development

Journal of Travel Research, Vol. 43, No. 2, 161-170 (2004)
DOI: 10.1177/0047287504268245
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