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University of Limerick
M.A in International Tourism
2016
Sean Howley (15078086)
The development of Agritourism & the potential benefits it provides for rural
areas placing a particular emphasis on rural Ireland
14,986
Mary Wallace
This dissertation is solely the work of the author and submitted in partial
fulfilment of the requirements of the Degree of M.A in International Tourism
ii
Abstract
This dissertation is developed under the lights of new developments related to rural tourism
in the world where the amalgamation of the agriculture and tourism industries has created a
new phenomenon known as agritourism. The increasing demand on the tourism activities
taking place in rural areas has lead governments to find ways of benefiting from this tendency
in a sustainable way. Since the early 1990s, agritourism, a new form of rural tourism has been
developed that integrates agriculture and tourism activities. Agritourism is seen as a
diversification option among many farmers as current farming practises are finding it difficult
to sustain the farm due to increased economic pressures. Although agritourism is seen as a
diversification strategy to ensure survival for most farmers, such strategies offer both
financial and non-financial benefits to the farmers and the broader farming community while
having the potential to create a refuge for urban dwellers and assist visitors to reconnect with
the farmers and their produce.
This study specifically focused on identifying the conditions that lend themselves to
agritourism and how it benefits rural areas. On the basis of the available evidence it identifies
that economic and sociocultural conditions have been the main factors in agritourism
development. This dissertation proposes to provide a comprehensive analysis on agritoruism
development then establish where it fits within an Irish context. This will be done by
identifying key characteristics used in relevant literature from other countries and organising
them into a transparent and structured framework that may be used for policies and practises
in Ireland. This research also hopes to contribute to the Irish agritourism literature, which is
currently limited. Furthermore by highlighting some of the benefits of agritourism, this
research could also assist farm owners that are considering agritourism as a diversification
strategy.
iii
Acknowledgements
Throughout this dissertation I received help from various people and now I would like to take
this opportunity to say thank you. I would sincerely like to acknowledge the contribution of
my supervisor Mary Wallace for encouraging advice, which made the completion of this
dissertation possible. I owe great appreciation and gratitude to my parents Pat and Mary and
my sisters Marie and Joanne. To all my friends and classmates I say a very big thank you for
your brilliant support and for making my postgraduate studies all the more enjoyable. Thanks
to the Kemmy Business School and the University of Limerick for the use of the facilities and
for the really beneficial and memorable year I spent there. Finally I give credit to all those
who directly or indirectly contributed to the successful completion of this dissertation. Thank
you.
iv
Table of Contents
Abstract ............................................................................................................................................... ii
Acknowledgements ............................................................................................................................ iii
Table of Contents ............................................................................................................................... iv
Dedication .......................................................................................................................................... vi
John F. Kennedy Quotation .............................................................................................................. vii
Chapter 1. Introduction ........................................................................................................................... 1
1.1 Background ................................................................................................................................... 1
1.2 Purpose & Aim of the Study ......................................................................................................... 2
1.3 Research question ......................................................................................................................... 3
1.4 Dissertation Outline Structure ...................................................................................................... 3
Chapter 2. Literature Review .................................................................................................................. 5
2.1. Introduction .................................................................................................................................. 5
2.2 Defining Agritourism .................................................................................................................... 5
2.3 Agritourism History & Development ........................................................................................... 7
2.4 Supply & Demand of Agritourism ................................................................................................ 8
2.4.1 Agritourism Supply ................................................................................................................ 9
2.4.2 Agritourism Demand.............................................................................................................. 9
2.5 Motivations for Agritourism ....................................................................................................... 10
2.6 Agritourism Benefits ................................................................................................................... 11
2.7 Agritourism Issues ...................................................................................................................... 13
2.8 Agritourism & the Case of Ireland .............................................................................................. 14
2.9 Identifying Issues of Agritourism in Ireland ............................................................................... 15
Chapter 3. Methodology ....................................................................................................................... 17
3.1 Introduction ................................................................................................................................. 17
3.2 Importance of Secondary Research ............................................................................................. 17
3.3 Secondary Research Limitations ................................................................................................. 18
3.4 Research Design .......................................................................................................................... 19
3.5 Work Schedule ............................................................................................................................ 20
Table 3.1: Outline of when each task was undertaken .................................................................. 21
3.6 Dissertation Methodology ........................................................................................................... 22
Chapter 4. Research Findings ............................................................................................................... 23
v
5.1 Introduction ................................................................................................................................. 23
5.2 Agritourism Conditions and Benefits ......................................................................................... 24
5.2.1 Production to Consumption ................................................................................................. 24
5.2.2 Economic & Sociocultural Conditions & Benefits .............................................................. 25
5.3 Agritourism Planning & Policy................................................................................................... 28
5.4 Agritourism Planning & Policy in Ireland .................................................................................. 30
5.5 The Position of Agritourism in Ireland ....................................................................................... 33
Figure 4.1 Irelands Rural Landscape ........................................................................................... 34
Chapter 5. Conclusions ......................................................................................................................... 37
5.1 Introduction ................................................................................................................................. 37
5.2 Findings Drawn from the Research ............................................................................................ 37
5.3 Recommendations ....................................................................................................................... 39
5.3.1 Synergies & Linkages .......................................................................................................... 39
5.3.2 Marketing & Promotion ....................................................................................................... 40
5.3.3 Government Assistance ........................................................................................................ 40
5.3.4 Education ............................................................................................................................. 41
5.3.5 Communication & Knowledge Sharing ............................................................................... 42
5.4 Future Implications for Agritourism ........................................................................................... 42
5.5 Study’s Final Remarks ................................................................................................................ 43
Bibliography ......................................................................................................................................... 44
vi
Dedication
This dissertation is dedicated to my parents Patrick Howley and
Mary Howley who made me believe that anything is possible if I
believe in myself and have and always will be my greatest supporters.
vii
John F. Kennedy Quotation
All this will not be finished
in the first one hundred days.
Nor will it be finished
in the first one thousand days,
nor in the life
of this Administration,
nor even perhaps
in our lifetime on this planet.
But let us begin.
John F. Kennedy
1
Chapter 1. Introduction
1.1 Background
Tourism is the foundation of sociocultural and economic development which in fact wasn’t
recognised as one of the major sectors in the world economy until after the mid-twenties
where it experienced huge growth (Eadington et al., 1991). However, the main focus of this
dissertation will be on a niche type of alternative tourism called agritourism. Agritourism is a
form of rural tourism which is characterized by strong connection to agricultural activities.
According to the literature, there is not a clear definition of agritourism and the activities that
are involved with it as it is a relatively new concept in many parts of the world (Dubois
Schmitz, 2010). However, the literature supports the fact that agritourism, through
agriculture, conduces the promotion of natural beauty, the maintenance of cultural heritage
and economic regional development (Brouwer, 2004).
The agricultural sector has gone through significant changes in the last two to three
decades, where various enterprises have been developed using farm resources (Barbieri,
Mahoney & Butler, 2008). The diversification of farms to involve leisure and recreation
activities has been increasingly adopted all over the world, where it has been shown to bring
countless sociocultural and economic benefits to visitors, farmers and communities. From the
perspective of the farm units it is suggested that agritourism serves other farmer goals while
also increases farm revenues (Ollenburg & Buckley, 2007). When farms diversify into
agritourism, they are more than likely doing this by utilizing other low input options or
existing resources (Fisher, 2006). This concept of agritourism is a new form of rural tourism
which is usually implemented in agricultural lands that are at a disadvantage. The sector is
developed in the aim of benefiting local people that are dependent on agricultural production
while also sustaining agricultural lands. In many countries such as Greece, Spain and Italy, it
is a rapidly growing sector as governments are implementing policies with the aim of
benefiting from the concept as an instrument of regional development (Topcu, 2007).
Furthermore, due to increases in agricultural input costs and land values, economic
support for the farm enterprise is critical (Salamon, 2003). Nevertheless, economic reasons
are not the only incentives behind developing agritourism as there seems to be a complex set
2
of both non-economic and economic motives affiliated with its development (Barbieri, 2009).
The phenomenon of agritourism is not only discussed within academic circles but rather it
has developed as a trend among modern societies. Today, tourists are more environmentally
conscious, sophisticated and eager to experience country life. This, along with the rapid
growth in urbanisation in the last number of decades, has increased the appeal for rural life
resulting in a global tendency towards agritourism (Brandth and Haugen, 2011).
Many countries worldwide deserve huge recognition and attention in regards to the
way they have developed and applied agritourism over the years. However, the main focus of
this dissertation will be agritourism in Ireland. Ireland will be subject to analysis as is has
appeared to have shown only minimal diversification and evolvement from its original form
in relation to agritourism, despite the fact that Ireland has many potential necessity’s required
to utilize agritourism. This study will identify some key recommendations and policies that
may assist the sector going forward and also benefit rural parts of Ireland.
The financial crisis of 2008 has seriously influenced numerous sectors of the economy
and the economic liquidity of Ireland, which still remains today. This inevitably contributed
to huge society restructuring. This along with recent developments such as the United
Kingdom withdrawing from the European Union (EU) in 2016 in a process that has been
pinned ‘Brexit’. This separation process is very complex which will cause huge economic
and political changes for Ireland going forward (ITIC, 2016). Nonetheless, there may also be
good news for the future of agritourism in the country, where recently the Minister of State
Andrew Doyle, launched two new initiatives, a website called Opt-in.ie and a Rural Tourism
Publication with the aim of promoting farm diversification and rural development (The
Department of Agriculture, Food & the Marine, 2016). The aforementioned will be examined
more in the future implications section in the concluding chapter five.
1.2 Purpose & Aim of the Study
The purpose of this research is to improve practical understanding of the conditions that lend
themselves to agritourism. This dissertation explores the importance of agritourism in relation
to rural development and the benefits it provides for society. The author established that from
the research obtained in the literature agritourism is primarily driven by sociocultural and
economic conditions in association with contextual elements and resource considerations
3
(Barbieri, 2013). It is vital to assess its importance in regards to the accomplishment of many
economic and non-economic goals that are suggested to drive the development of agritourism
in an attempt to correctly depict the possible benefits it provides. Understanding these
benefits is important, as the costs associated with production increase and the agricultural
context changes. As a result of this attention may possibly be directed to diversification
opportunities for the farm enterprise (Salamon, 2003).
In relation to agritourism in Ireland, it has not evolved or expanded when it is
compared to other countries benefiting from agritourism. Along with this, the fact that many
rural areas are experiencing a persistent decline over the last number of decades, there is a
call for action to be taken for the development of agritourism within Ireland. The most
prevalent factors that are casing this declining trend are employment rates, survival of these
regions, movement to urban areas and high age levels (Ashworth & Page, 2011). The
financial crises Ireland has faced over the last number of years and given the main growth
and viability for rural areas is agriculture and tourism, it is therefore essential to establish
linkages between the two elements. It is evident from the literature that agritourism in Ireland
hasn’t been given much attention. Therefore the research seeks to analyse the concept of
agritourism and its impact on rural regions. Additionally another important reason for
conducting this research is to present a different aspect of growth in Ireland, giving the
countries significant potential in relation to tourism and agriculture.
1.3 Research question
The research question of this study is formed according to the following proposition: ‘the
main motives underpinning agritourism development should be established in order to
determine the many benefits it provides rural areas’. Accordingly, the main research question
of the dissertation asks “what are the conditions that lend themselves to agritourism and how
does it benefit rural areas?”
1.4 Dissertation Outline Structure
This dissertation is divided into five main chapters. The first chapter of this research is an
introduction to the agritourism concept according to the theoretical framework. After
4
examining the broad theoretical framework, characteristics and the emergence of the concept
are explored through the general theoretical review. The second chapter is the literature
review where an account on published work relevant to agritourism development is examined
and scrutinised. Here work from various researchers and scholars were looked at to provide a
theoretical foundation upon which this dissertation is based. The third chapter describes the
methodology and research methods used to collect the research data relevant to this study.
Chapter four is analyses on the main research findings derived from this study. Chapter five
is the conclusion where a summary of the research findings are analysed. The implications
and recommendations arising out of this research are also highlighted here.
5
Chapter 2. Literature Review
2.1. Introduction
The following literature review chapter outlines related and relevant topics which were
explored to provide a comprehensive understanding of agritourism development and the
benefits it has on rural areas. These publications assisted in framing the research conducted
by the author. According to Marsick and Watkins (1997), literature is crucial as it helps frame
the researcher’s initial focus of the study. Marsick and Watkins also claim that as different
themes emerge and the data is analysed, the researcher returns to the literature for a more
thorough understanding of these themes. By including a literature review in a dissertation,
one is able to thoroughly summarise and analyse the existing knowledge that is under
investigation. It allows the researcher to identify the strengths and weaknesses in other
previous work. This will help the researcher identify them in their own research. Therefore,
this will bring to the forefront the possible strengths while also removing the possible
weaknesses. Furthermore, a strong literature review will provide the context within which to
place the researchers study.
The following chapter is divided into main sections relevant to this research. The
chapter begins with examining the various definitions of agritourism that was found in the
literature and providing a distinct definition of the concept. The history and development of
agritourism will then be investigated. This will lead into considering the supply and demand
of agritourism development. The conditions that lend themselves to agritourism and the
motives behind the development of the phenomenon will be explored. From this section, the
benefits associated with agritourism will be analysed. The next section discusses the role of
agritourism in rural parts of Ireland and the importance of farms diversifying. The
disadvantages of agritoursim in general are studied while the issues and challenges associated
with agritourism with a specific focus on Ireland are also investigated.
2.2 Defining Agritourism
Over the years, agritourism has been studied in various contexts. However, it can be argued
that research on the topic has yet to produce a comprehensive understanding of the
characteristics that define agritourism. It is certainly pertinent to define this phenomenon as
6
this will offer a comprehensive framework which can offer a foundation for a more
knowledgeable discussion and debate while also providing a basis for subsequent empirical
research (Phillip, Hunter & Blackstock, 2010). If there is not a shared and thorough
understanding of agritourism, it becomes problematic by creating confusion and lessoning its
appeal to both suppliers and consumers that will hinder its development going forward
(Barbieri & Rich, 2013). Following on from the aforementioned, this is why some of the
literature consulted in this dissertation is quite dated, as the author has established there is a
lack of literature in recent years relevant to the topic in question.
The practice of visitors engaging in farm recreational activities has decades of history.
However, it hasn’t been under the label of agritourism as this is a much recent phenomenon.
Research in the USA and Europe has explored a range of explanations over the last number
of decades as a way of expanding and shaping the definition of agritourism. By doing this, it
was established that agritourism encompasses almost any activity in which a tourist or visitor
to a farm observes or participates in any agricultural process (Barbieri & Mahoney, 2009;
Fleischer & Tchetchik, 2005; Veeck et al., 2006). These activities could be operating farm
machinery, buying produce direct from a farm stand, staying at a bed and breakfast (B&B) on
a farm, picking fruit and vegetables and feeding animals.
There are a wide variety of labels that are used by researchers in the recreation and the
tourism fields to address agritourism. The differences between them can be minimal therefore
they are usually employed interchangeably (Carpio et al., 2008; Hegarty & Przezborska,
2005; Phillip et al., 2010). From reviewing the relevant literature, it reveals that many authors
use various terms to define agritourism. Some of the most used labels across the literature
include ‘agritourism’ (Colton & Bissix, 2005; McGehee, 2007; Phillip et al., 2010); ‘agri-
tourism’ (Hegarty & Przezborska, 2005; McGehee & Kim, 2004; USDA: NASS, 2007);
‘agricultural tourism’ (Veeck et al., 2006); ‘agrotourism’ (Kizos & Iosifides, 2007) ‘farm
tourism’ (Busby & Rendle; 2000; Ilbery et al., 1998; Ollenburg & Buckley, 2007; Phillip et
al., 2010); and ‘agritainment’ (McKenzie & Wysocki, 2002; Kime et al., 2011; Wicks &
Merrett, 2003). However, some authors reiterate the need to distinguish between these terms
in order to avoid them being used interchangeably.
There is some confusion that exists in the literature regarding agritourism and rural
tourism and establishing a distinct difference between the two concepts. Agritourism is
primarily understood to take place in a working farm that generates income and involves
7
visitor participation in various farm activities (Barbieri & Mahoney, 2009). Furthermore,
diversification into other forms of accommodation such as lodging is also a unique form of
agritourism (McGehee, 2007). Researchers have further developed the understanding of
agritourism to include activities not usually associated with agriculture production, such as
fishing, wildlife observation, hunting and other outdoor activities (Barbieri et al., 2008;
Wilson et al., 2006).
Furthermore, Fleischer and Thetchik (2005) demonstrated the difference between the
meaning of agritourism and rural tourism in a number of characteristics such as the number
of accompanying attractions, the amount of time devoted by a farmer to the development of
tourism and the scale of agri-tourist services offered, etc. Within rural tourism, agritourism
has been developed as a particular sub-sector of the economy (Phillip et al., 2010; Lorena &
Lupulescu, 2014; Ondřej, 2014). Most commonly, rural tourism and agritourism are treated
and understood as distinct concepts with agritourism representing a subset of the broader
concept of rural tourism (Sznajder et al., 2009). As there is a distinction established between
the two concepts, the history and development of agritourism will now be examined.
2.3 Agritourism History & Development
Visiting farms is certainly not a new phenomenon as it was first acknowledged in the 1800s
when people visited their farming relatives in order to experience farming and country living
while also escaping city life. The evolution and development of agritourism is primarily due
to would technologies along with human development over the years. Visiting and travelling
to other countries and traveling within countries became more popular and common in the
early 1900s thanks to the establishment and widespread use of the transport such as airplanes
and automobiles (Barbieri et al., 2008). This helped visitors by making it easier to explore
new places which also resulted in the tourism industry becoming hugely popular.
Agritourism was further developed in the 1930s and 1940s due to the Great
Depression of World War II. It gained huge interest during this time as many people tried to
seek an escape from the depression of city living. These demands led to widespread interest
during the 1960s and 1970s in activities that take place in the countryside. The most popular
of these were horseback riding, farm petting and farm nostalgia all of which are heavily
associated with agritourism today. In more recent time’s farm vacations, commercial farm
8
tours and bed and breakfasts became hugely popular throughout the 1980s and 1990s. These
events and activities over the years laid the foundation which resulted in agritourism playing
a big part in the tourism industry today. There have been many changes in agriculture
development in recent years that have drawn attention to farm diversification and offering
new opportunities in utilising farm resources (Barbieri et al., 2008; Nickerson et al., 2001).
Central to these diversification opportunities is the concept of agritourism which has gained
huge popularity in places such as Europe and the United States (Barbieri & Mahoney, 2009;
Veeck et al., 2006).
Global tourism consumption patterns, attitudes and tastes have seen a shift away from
main market segments towards more of a focus on niche markets, with agritourism coming to
the forefront and playing a big part in this trend. Instigating the creation of linkages between
agriculture and tourism has gained significant recognition as a strategy for agricultural and
rural development in stagnating rural places (Torres & Momsen, 2011). After exploring the
history and development of agritourism, the supply and demand of agritourism will be
examined in the next section as this is crucial for its development.
2.4 Supply & Demand of Agritourism
Agritourism in regards to holistic consideration as a supply and demand side phenomenon
has been absent from the literature (Cooper and Hall, 2008). Studies of agritourism in the past
have separately being studied in relation to supply and demand, some cases focussing on
agritourism demand (Fleischer & Tchetchik, 2005) and some on supply (Ohe & Ciani, 2011).
Nonetheless, both supply and demand side perspectives have to be considered to gain a
thorough holistic understanding of the sector. In regards to a conceptually coherent and
holistic investigation, there is certainly a gap in the literature of the different motivations that
drive agritourism supply and demand and the advantages it provides tourists, farmers, rural
areas and society overall. The following examines the trends taken from the two most
prominent continents in regards to agritourism development in recent years, North America
and Europe. The data on these trends are taken from the last decade and gives an overall
perspective of the supply and demand of agritourism and highlights the gaps that need further
exploration.
9
2.4.1 Agritourism Supply
In regards to discussions on the supply side, a range of key characteristics and drivers of
agritourism providers are recommended, in a variety of contexts internationally. Examples of
some studies show the implementation of tourism, with a specific intention of retaining
various agricultural production activities, while also improving farm businesses performance
(Ilbery et al., 1998). Other studies emphasise that tourism demand is the main driving factor.
Overall the context of agritourism development is reflected by this ‘push–pull’ dynamic
(Edmond and Crabtree, 1994).
Although the supply of agritourism is increasing rapidly in the US, its occurrence isn’t
distributed evenly. A good example would be Texas with a large rural area accounts for only
22.8% of farms that generate revenue from agritourism. This is followed by Kansas and
Montana with 3.9% and 3.3% (USDA: NASS, 2007). There is a similar trend in Europe
where the disparity of agritourism development is obvious. The development is mainly in
northern Europe whereas this is not the case for the Mediterranean region as agritourism is a
much newer phenomenon (Kizos & Iosifides, 2007). This development disparity is not only
because of resources and geographical boundaries but also due to EU membership which
provides many benefits such as access to the LEADER program that offer grants for rural
development which has been crucial in the overall development of agritourism in parts of
Europe (European Court of Auditors, 2010).
2.4.2 Agritourism Demand
Knowledge of what drives agritourism demand is much more limited as to the drivers of
agritourism supply. Nonetheless, numerous researchers have noted the importance of the
physical environment that attracts tourists to rural areas. It is also believed that the demand
for agritourism is growing (Blekesaune et al., 2010), whereby the bulk of the demand is
coming from urban communities (Barbieri & Mshenga, 2008). It could be argued that
agritourism is a form of cultural tourism, as the demand for this is stimulated by a desire to
experience traditional and different ways of life (Timothy, 2005). Nonetheless, the interest in
activity break and short break markets has also been attributed to the growth of agritourism,
along with the growing number of tourists reacting against conventional mass-market tourism
(Blekesaune et al., 2010).
10
In North America, farm visits is certainly not a new phenomenon as many people
have ties with rural areas dating back to the early to mid-1900s (Wicks & Merrett, 2003). The
same can be also said for the Europe as it has recognised the demand for farm visits since the
20th century (Busby & Rendle, 2000). Notwithstanding, there is a big comparison between
both as Europe have put a greater emphasis on its development (Kizos & Iosifides, 2007).
This has been done mainly through the establishment of subsidies and polices that aid farmers
willing to diversify.
In recent years, demand for agritourism in the US has been growing rapidly. Between
2002 and 2007, according to the 2007 Census of Agriculture there were over $25,000 receipts
generated from participation in agritourism and related activities (USDA: NASS, 2007) a
growth of around 90%. One state that stood out from the research was Missouri (MO).
Although the number of agritourism enterprises decreased in Missouri (from 773 in 2002, to
588 in 2007), the farms that offer agritourism activities has indeed increased overall revenues
in over 200%. In relation to North Carolina (NC) with a big farming background, the
decrease in agritourism enterprises was less than Missouri (from 622 in 2002 to 602 in 2007).
However, the revenues that derived from these enterprises impressively increased nearly 12
times. Visits to agritourism enterprise have increased two-fold between 2001 and 2007
according to Cordell (2008). These figures suggest there is an increasing demand for
agritourism developing in various parts of the world. Once this supply/demand dynamic is
established it is perhaps appropriate to consider the main motives behind the development of
agritourism.
2.5 Motivations for Agritourism
There have been numerous studies that have focussed on the motives behind agritourism
development and how it can benefit rural areas. Perhaps the most apparent and common
reasons for the development of agritourism would be economically based (Busby and Rendle
2000; Nickerson, Black, and McCool, 2001). In Canada, Weaver and Fennell (1997) found
that the “reasons for establishing their vacation farms” (pp. 359-60) were mainly economic.
Nevertheless, motivations to develop an agritourism enterprise may change over time as this
is the case with many economical endeavours. A good example would be in the UK where
many enterprises were established as a social motivation but have become more economically
based (Busby and Rendle, 2000). Stewart (as quoted in Peebles 1995) made a very good point
11
where he identified many examples of agritourism businesses growing from a secondary
enterprise that provided very little income to a primary enterprise that is the main source of
income. In relation to rural parts of Australia, Getz and Carlsen (2000) established that the
primary incentive behind agritourism development was finding an economic means to
support rural lifestyles.
It should certainly be acknowledged that not all motives for agritourism development
are economically based. Cawley and Gillmor (2008) established that farm debt wasn’t a
major determinant in the development of agritourism. In fact many researchers have found
just as much sociocultural based motives underpinning agritourism development among their
various study subjects (Getz and Carlsen 2000; Weaver and Fennell 1997). In the USA, a
strong motive of agritourism development was educating the public about agriculture
(Nickerson, Black, and McCool, 2001). In Canada, Weaver and Fennell (1997) found that
satisfaction and opportunities to meet and socialize with new people and sharing the
experience of rural life with visitors are the primary incentives. However, although there is a
vast amount of literature on the motives of agritourism development, there is very limited
theoretical work initiated. It is clear that the primary driver’s behind agritourism development
are economic and social based. Having identified these drivers the benefits agritourism
provides for rural areas as a result of these motivations can be examined.
2.6 Agritourism Benefits
There are many benefits associated with agritourism for the farm, farm operators and the
surrounding local communities. These benefits have been linked to both economic and non-
economic aspects of the human dimension in the literature. These are readily tied to the
accomplishment of the farm operator’s entrepreneurial goals in the sense that the attainment
of a goal is considered a benefit (Barbieri & Mahoney, 2009; Ollenburg & Buckley, 2007;
Nickerson et al., 2001). From an economic perspective, the diversification of a farm is
considered to create a more stable, and often higher, income for the producer (Brandth &
Haugen, 2007). In times of economic distress such as depressed prices and poor harvest,
receiving visitors for agritourism activities may provide an avenue for generating alternative
income for the farm family (Juixia & Jigang, 2007; Fisher, 2006; Nickerson et al., 2001).
This is particularly crucial, as agricultural costs and changes associated with production
increase (Salamon, 2003).
12
Many studies have also suggested that the many positive impacts agritourism brings
extends beyond the farm gates. Lane (1994) argued that “in order to be sustainable, rural
tourism should help sustain the rural economy”. Previous studies have consistently found
that the positive influence of agritoursim can be seen in the contribution it brings such as
increased revenues in agritourism businesses which in turn can boost local economies
through increased sales taxes, generation of local employment and stimulation of local
businesses (Barbieri, 2009; Che et al., 2005; Reeder & Brown, 2005; Saxena et al., 2007;
Sharpley, 2007; Veeck et al., 2006; Wicks & Merrett, 2003). Local economies are therefore
revitalised and in turn foster the youth retention in the rural community that work in
agriculture or other local businesses (Sharpley, 2002).
Agritourism has been regarded as a means of stimulating the local infrastructure and
economy, as income from outside the local area is introduced to the micro system of local
individuals, the community or hosting region (Saxena et al., 2007; Sharpley, 2007). The
emphasis placed on agritourism as an economic benefit for development in rural regions
includes benefits resulting from that development. For example this includes employment
opportunities with local businesses such as restaurants, bars, shops, accommodation etc. that
exist in response to the market demands created by the visitors (Juixia & Jigang, 2007;
Saxena et al., 2007).
The agritourism literature acknowledges that the benefits of agritourism aren’t limited
to economic gain. However it can also broaden to vast public benefits such as sustainable
development of rural areas (Sonnino, 2004) and public education about farming and food
(Wilson, 2007). Agritourism is thought to produce many non-economic societal benefits such
as increased awareness of agricultural, natural and built heritage as these farms are embedded
in local traditions, increased awareness and preservation of local customs and crafts as well
as maintenance of rural lifestyles (Everett & Aitchison, 2008; Hegarty & Przezborska, 2005;
McGehee, 2007; Ollenburg & Buckley, 2007;
The non-economic benefits associated with agritourism have been well documented
for both the local communities and their participating farms in regards to increasing
opportunities with the local region and also accomplishing individual goals. Other benefits
have been identified such as encouraging the younger generation to remain in rural areas by
creating employment opportunities (Barbieri, 2009) and also maintaining rural lifestyles
(Che, 2007; Ollenburg & Buckley, 2007). Local communities may also benefit from
13
increased preservation and awareness of local customs particularly those related to the
preparation aspects of tourism in agricultural settings and also in food production (Everett &
Aitchison, 2008). Furthermore allowing these traditional family farms to continue in
business, it can contribute to the overall conservation of ecosystems, landscapes and
communities (McGehee, 2007). Along with the many benefits agritourism provides there also
can be issues that may arise when not correctly implemented. This will be explored in the
next section.
2.7 Agritourism Issues
It must be noted that without comprehensive planning and policies in place, society may not
benefit from agritourism. Hoggart, as cited in Sharpley and Vass (2006), claim that
agritourism is not imperatively “a magic wand” which will accelerate economic
development in rural areas. As identified in an OECD report in 2008 on agritourism in
Germany it stated that the success of agritourism depends on a range of factors. Even with
appropriate planning and policy in place the diversification into agritourism may still fail.
This could be due to the lack of landscape and cultural heritage and natural characteristics in
the form of scenery which is therefore a vital precondition for agritourism. This indicates that
undertaking agritourism projects may not necessary bring economic development to an area,
particularly if the area in question doesn’t offer any cultural heritage or natural scenery.
Bernardo et al (2004) established that the price of redirecting resources away from the
farmer’s main capabilities might have a damaging effect on the enterprise. Secondly, by
bringing public visitors onto the farm there is a legal risk that farmers aren’t always prepared
for. Finally, numerous farmers and their workers don’t have the necessary skills required to
make their agritourism enterprise a success. These could be customer service, digital and
social media, pricing, HR and revenue and general management skills required in the
operation of the business. It is vital that these issue outlined are evaluated thoroughly by the
farm operator so they can make a well informed decision whether to proceed with agritourism
as an option of diversification. The next section will examine agritourism in Ireland and then
highlight some of the issues involved in its development in the country.
14
2.8 Agritourism & the Case of Ireland
Ireland’s tourism is one of the most important sectors that play a crucial role in Ireland
economic renewal. A good example of how important the sector is, in 2014 overseas earnings
in tourism was €3.55 billion. Also in 2014 total tourism revenue was roughly €6.14 billion
when combining both the international and domestic market while the overall employment
created by tourism is approximately 205,000 jobs. These figures show the significance of
tourism to the country. Furthermore tourism shapes Ireland’s attractiveness and image as a
place to work, invest and most importantly live (www.dttas.ie).
In Irish society rural communities and areas play a crucial part in the development of
the country. A big population of Ireland’s population live in rural areas and communities as
these locations provide some of the most significant activities in Ireland’s economy. It is both
critical and complex that there are strong interactions and linkages between rural and urban
Ireland. This was identified in the 2014 CEDRA report that established a vision for rural parts
of Ireland that saw a “dynamic, adaptable and outward looking multi-sectorial economy
supporting vibrant, resilient and diverse communities experiencing a high quality of life with
an energised relationship between rural and urban Ireland which will contribute to its
sustainability for the benefit of society as a whole” (Charter for Rural Ireland, 2016). Rural
areas are certainly encountering big challenges and changes such as reduced income and
population decline. This has resulted in many farmers considering agritourism as a possibility
to overcome the many challenges facing farming (www.teagasc.ie).
Agritourism in the form of farm B&B’s was first encouraged in Ireland in the 1960s
to compensate for the shortage of hotel accommodation and was aimed initially at tourists
from Britain and the United States. External demand shapes supply as much or even more
than the internal resources of the farm. Today, the increase in visitors who walk and hike in
the Irish countryside offers new opportunities which still remain to be developed. With some
exceptions of successful local community tourism initiatives and individual businesses, Irish
agritourism services have still not established a critical mass to support their own marketing
(Cawley et al, 2008).
It is suggested that agritourism has the potential to be of huge significance to rural
development in Ireland with important income-generating potential. Its synergistic potential
with other rural development activities such as culture, heritage and environmental quality
and artisanal food production is also one of its defining characteristics
15
(www.agriculture.gov.ie; Gorman et al., 2001). There was such a widespread take-up rate of
grants for rural tourism projects that resulted in the first LEADER programme being
established in Ireland in the early 1990’s which has formed an integral part of the support
framework for rural Ireland.
When LEADER was first established concerns were expressed in policy circles about
the funding and market saturation that was directed towards marketing initiatives, as well
defined from the development of new tourism products. Despite this focus within the context
of rural development many have asserted that the industry operates in a policy vacuum
without a cohesive strategy and it is characterized by a plethora of fragmented small-scale
initiatives at a local level (Commins, 2005). There has certainly been a continuing growth in
the number of visitors to Ireland in recent years however the benefits of these numbers have
not been evenly distributed across all areas and rural tourism continues to remain under
pressure. This is transpiring despite the fact that ‘rural space’ and a ‘green pastoral Ireland’
are the main factors that attract overseas visitors which Irish tourism policy research
identified (www.failteireland.ie).
2.9 Identifying Issues of Agritourism in Ireland
The benefits that the development of agritourism has on rural areas are obvious. Many
countries have exploited this phenomenon as a key part of their rural economy. However,
very little work has been done on agritourism development in Ireland where there has been
very limited policy and support put in place by the relevant bodies. This can also be seen in
scholarly research where the evidence shows the inconsistency and inconclusively as to what
constitutes the development of agritourism in Ireland. This area has been neglected to a
certain extent as the majority of the literature has focussed on other countries and haven’t
considered Ireland as a potentially significant agritourism destination (Flanigan, Blackstock
& Hunter, 2015).
Ireland is certainly well positioned to offer a very competitive and successful
agritourism product given its strong farming heritage and the increasing pressures on rural
businesses to diversify. However, there are many barriers that exist within the country for
developing market-ready agritourism related products. The following issues identified are
only briefly mentioned but will be explored in greater depth in chapter four. Many of the
16
issues in regards to Ireland are related to training and education, government aid and support,
no effective policy or framework, communication and partnership and also the marketing of
agritourism products. Further issues and challenges the author established were low demand,
low returns but high development costs, dominance of mass tourism operators and a lack of
necessary skills that is required. In order for Ireland to be a serious agritourism destination,
long term technical and financial support is vital if agritourism to play a successful role in
rural development and tourism in general (Charter for Rural Ireland, 2016).
The Department of Transport, Tourism and Sport don’t have a specific policy on
agritourism. Similarly Fáilte Ireland, the National Tourism Development Authority (NTDA)
does not have any particular policies on agritourism. The development of policies, strategies
and actions to respond to certain issues can be a slow process but they are crucial for the
development of agritourism and rural areas going forward (www.dttas.ie). Tourism in Ireland
is mainly rural therefore it can be quiet attractive for visitors to stay in rural locations. A
range of B&B’s offer ‘farm stays’ where their guests get to safely access a working farm and
the food provided largely comes from the farm. This is only one example of what rural areas
in Ireland can offer but are not been fully utilized or exploited. The aforementioned points
identified will be examined thoroughly in the chapter four research findings.
17
Chapter 3. Methodology
3.1 Introduction
The main aim of this chapter is to examine the principal methodologies that were required for
this research which enabled the author to answer the research question “what are the
conditions that lend themselves to agritourism and how does it benefit rural areas?” Various
research methods have been followed for this research in order to acquire results that may be
used to amplify the current literature on the incentives behind agritourism development and
the benefits it provides. The following methodology chapter examines the importance of
secondary research along with investigating the methodological limitations of secondary
research. The research design was then explored before providing a work schedule of when
each task was undertaken. This chapter will conclude with exploring the methodology
applied to this study.
Flyvbjerg (2006) argues that good social sciences are problem driven and aren’t
methodology driven which suggests that methods must help to answer the research question
at hand. He went further by stating that the method used to conduct particular research must
be distinctly dictated by the problem that is being studied and the circumstances. The
sociologist Norbert Elias defined research as “the aim, as far as I can see, is the same in all
sciences. Put simply and cursorily, the aim is to make known something previously unknown
to human beings. It is to advance human knowledge, to make it more certain or better
fitting…The aim is…discovery” (Elias, 1986).
3.2 Importance of Secondary Research
Secondary research is regarded as the most common method for the collection of data and
was certainly adequate enough in answering this dissertation research question “what are the
conditions that lend themselves to agritourism and how does it benefit rural areas?” This
method required obtaining information which was originally gathered by the distributer or
originator of the primary research. It involved gathering information from various sources
such as books, articles, websites etc. It contained various information gathered previously
from external and internal sources on agritourism.
18
Secondary research is the reanalysis of the information for the justification of
answering the original research question with more effective statistical techniques or using
old data to answer new questions. Secondary research is certainly an important attribute to
the evaluation and research. At Northwestern University, Tom Cook wrote about is methods
and purposes. It has been considered the importance of secondary research has surpassed that
of primary research due to many of the best methodologist’s pursuing secondary research in
such an impressive manner. For insuring important studies of secondary research to be
carried out, it has to be ensured that the data of the original studies are preserved and funded.
In an annual meeting symposium on secondary research Tom Cook remarked that one may
acquire secondary data easily providing they are “sociometrically well-connected” (Glass,
1976). However, research today is the opposite as one may obtain data for secondary research
simply by using the ready availability of the various sources.
If there is already existing information that will answer that research question, there is
no need to collect new information as it would be wasteful of resources. Even when
secondary data is not ideal for the research in hand it still provides answers to some relevant
questions at less cost and more quickly than collecting new data. In fact, secondary data
doesn’t necessary need to be quantitative. For example, historians use official documents,
newspaper reports or diaries as sources which may be seen as secondary sources as they were
initially not produced for research purposes. An interesting point to highlight here is that in
some cases, data may have been collected for research purposes, however was not fully
analysed. These cases may have been just analysed in a particular way for a certain purpose.
This re-analysis or secondary analysis of research is a widely neglected activity even though
it can be very beneficial (Veal, 2011).
3.3 Secondary Research Limitations
Notwithstanding, when utilizing secondary data, there are many methodological
considerations that need to be taken into account. Perhaps the most obvious limitation to
secondary research would be that the data may be collected for another purpose than the
research in hand (Boslaugh, 2007). Issues can arise from this as the research wasn’t collected
to answer the specific research question. The information the researcher would have liked to
have had might not have been collected. That research might also have been collected in a
different geographic location or on a specific population or on certain years that the initial
19
researcher choose, which wouldn’t be the focus of interest (Boslaugh, 2007; Doolan &
Froelicher, 2009).
Another issue with using secondary data is that the researcher doesn’t know how the
research was conducted as he/she didn’t participate in the process of the research collection.
This results in the secondary researcher not knowing if the initial research was done well and
was it affected by any issues such as misunderstanding among respondents of a particular
survey or even if there was a low response rate to the survey. Thus, the secondary researcher
has to find the information by other means such as publications, technical reports or data
collection procedures documentation (Boslaugh, 2007; Dale et al., 1988). In this particular
thesis, the author was at a disadvantage as he didn’t participate in the process of data
collection. As a way of addressing these issues, the author utilised information form
published work and documentation on original studies relevant to this topic. This ensures a
correlation between the existing data and the research question. By following this particular
process of critically evaluating and careful reflective examination of the data, limitations of
secondary research analysis can be avoided to a greater extent (Veal, 2011).
3.4 Research Design
This study was designed to collect data on the conditions that lend themselves to agritourism
and the benefits for rural areas. The data that was used for this research was an extensive use
of secondary literature. This topic was analysed through a literature review of international
scholarship and debates around agritourism. The University of Limerick library provided a
range of material in regards to agritourism development and rural tourism. The library was
very beneficial in its contribution to this research as it was adequate enough for the majority
of the research and analysis that was required. Numerous forms of literature such as books,
journals, reports, websites etc. were used to get a comprehensive view of this topic. This
various literature was compared and contrasted in order to get an overall perspective on this
topic. The research explored motivations behind agritourism development and outlined
possible planning and policy for its implementation that may establish benefits for rural areas.
The research was then organised into a transparent and structured framework that may be
used for policies and practises of agritourism in rural Ireland. The relevant work related to the
conditions that lend themselves to agritourism and the various benefits it provides rural areas
20
was consulted regularly throughout the research to aid the author in answering the research
question.
3.5 Work Schedule
The following table chart (see overleaf) outlines when the different tasks were undertaken.
This chart was a rough outline of when each task was completed. It was initially planned to
stay as close to this chart as possible in order to have kept on top of the work schedule.
21
Mar
22nd
Apr May
9th
June
18th
July Aug
15th
Sept
26th
Literature
Collecting
Type up the
Literature Review
Write the main
body of the thesis
Review thesis
Type up
conclusions &
finalise thesis
Proofread, print
and bind
Table 3.1: Outline of when each task was undertaken
22
3.6 Dissertation Methodology
This dissertation is a distillation of many authors research undertaken over many years to get
an overall perspective on the development of agritourism. Over the years the literature related
to agritourism has evolved and widened resulting in a range of issues on the matter. A huge
quantity of statistical data has been collected and collated resulting in a better knowledge and
understanding of agritourism and its evolution. The data in relation to this dissertation looks
at the evolution of agritourism worldwide primarily focussing on the conditions that lend
themselves to agritourism development and the benefits it provides for rural areas. It is worth
mentioning here that there isn’t a comprehensive or reliable research dataset in regards to
agritourism.
From these research methods mentioned above the author could establish what the
motivations were for getting involved in agritourism and the benefits it provides rural areas.
The research on this phenomenon enriched by various other literature reviews, books and
journal articles along with examining various regional, national and international research
projects has helped form the basis for this dissertation. This dissertation has taken key
characteristics from these works and organising them into a transparent and structured
framework that may be used for policies and practises in Ireland. By doing this, it enabled the
author to establish critical issues, new reflections and future challenges on the development
of Irish agritourism.
23
Chapter 4. Research Findings
5.1 Introduction
The following chapter provides an analysis of the results and a discussion regarding the main
findings related to the topic of agritourism development and the benefits for rural areas. In an
attempt to answer the research question “what are the conditions that lend themselves to
agritourism and the benefits for rural areas”, this chapter highlights the main findings
established from undertaking this particular research. The purpose of this research was to
improve the understanding of the conditions that lend themselves to agritourism where it also
explored the importance of agritourism in relation to rural development and the benefits it
provides for rural communities. The following section will discuss the findings within the
context of the literature review where it will also provide the link between the research
findings and the conclusions that arise from the research.
The following points identified are critical to addressing the research question “what
are the conditions that lend themselves to agritourism and how does it benefit rural areas”.
The author established from the literature review that agritourism was primarily driven by
sociocultural and economic conditions, in association with contextual elements and resource
considerations (Barbieri, 2013; McGehee & Kim, 2004). Finding these conditions, putting
them in context and identifying the benefits for rural policy and practise in Ireland was the
main focus of this research. It was established that there is a big issue with regards to the lack
of policy in agritourism in Ireland. The evidence from the literature review also shows the
inconsistency and inconclusively in scholarly research as to what constitutes the development
of agritourism in Ireland. This area has been neglected to a certain extent as the majority of
the literature has focussed on other countries and haven’t considered Ireland as a potentially
significant agritourism destination (Flanigan, Blackstock & Hunter, 2015).
This chapter will outline the main conditions that lend themselves to agritourism
development and the benefits they provide for rural areas and society as a whole. In order for
these benefits to be established, there first needs to be certain planning and policies
implemented which will also be discussed in this section. Finally, the case of rural Ireland
will be explored and how the country can benefit from this growing phenomenon in other
parts of the world.
24
5.2 Agritourism Conditions and Benefits
5.2.1 Production to Consumption
For many decades, agriculture has been the dominant rural resource in rural areas. It has
framed the landscape and been the primary source of employment and income (Sharpley and
Sharpley, 1997). This is known as the period of production or productivism in agriculture
where the primary focus was on the production of food in a response to high levels of price
support by the government (Ilbery et al., 1998). However, in recent times, there has been a
shift in the whole dynamic of agriculture where rural spaces are being consumed by market-
driven urban interests (Torres & Momsen, 2011). This attraction to rural areas is due to
motives related to investment, lifestyle, recreation and tourism which highlight this transition
from production to consumption. The shift from productivism to consumerism laid the
foundation for the establishment of new motives and incentives for developing agritourism.
This transition has led to the emergence of diversification among many rural economies
(Barbieri et al., 2008). The diversification of farms to agritourism will be explored later in the
chapter where both economic and sociocultural motives for agritourism development are the
primary focus.
The rural economy that has a consumption bases and uses of market driven amenities
requires many diverse and a broad range of activities with tourism been the most visible
component (Woods, 2005). Furthermore, rural resources and the demand for them have not
only changed but become multi-purpose. Sharpley and Sharpley, (1997) identified a
multipurpose approach where a combination of consumption and production activity was at
work. Here, the traditional farming techniques were replaced by large-scale intensive
agribusiness (Sharpley and Sharpley, 1997). In the shift to consumptionism, agritourism is
seen as the dominant factor and principal use in rural areas.
Rural areas have been significantly impacted by social, technological, political, global
and regional economic developments. This cannot be emphasised enough as these have led to
a whole new restructuring and approach to the development of agritourism in an attempt to
widen the economic base as agritourism is seen as a huge part of this change in rural society’s
economic base (Brandth and Haugen, 2011). The economic and sociocultural motivations, in
the evolution of agritourism as a result of successful tourism development, have increased
significantly across the globe among farm entrepreneurs. This is due to well-developed
agritourism systems having the potential to counter and reverse any damaging economic
25
trends in rural areas while also establishing many beneficial trends as a result of
diversification. Weber’s theoretical framework: Formal, Formal-Substantive, and
Substantive-Formal Motivations would be a good example of a well-developed agritourism
system.
Ploeg (2008) claims, that agritourism could be seen as part of the revolution of the
development of agriculture towards multi-functionality. This is the many benefits agricultural
policies may provide for a region. Generally speaking, multifunctionality refers to the non-
trade agriculture benefits of agriculture which is benefits other than food production and
commerce. Thus, there have been new values attributed to rural resources as these provide
many benefits for the rural community. This has resulted in the process of ‘re-valorisation’ of
existing resources. Here, the notion of a multifunctional countryside obtains significant
approval with rural areas becoming “a place of consumption and production, where new
interests and uses of rural areas emerge and where local and global economies become more
incorporated” (McDonagh et al., 2013: 5). A strong incentive of rural areas re-modelling is
that the pursuing of contemporary innovations for farm enterprises perceives the agricultural
sector “immersed in a long-term process of reorganization so as to accommodate change”
(Lopez-i-Gelats et al. 2011: 783). This reorganisation is certainly believed to be a crucial
“strategy for farmers as a response to reduced profitability and change in traditional
farming” (McNally 2001, cited in Grande 2011: 220) whereby it is beneficial for both
farmers and rural areas viability going forward.
5.2.2 Economic & Sociocultural Conditions & Benefits
The diversification of farms is regarded as the most important form of agritourism growth
today and the necessary strategy for the development (Vik and McElwee, 2011) of rural areas
that provides several economic and sociocultural benefits. Resources on the farm have been
attributed as the new values of the market for exchange where barns, housing, land etc. are
now seen as valuable tourism resources. Additionally, new niche products and rural amenities
are being established as a result of the reconstruction of identity and place (Holmes, 2006).
Maye et al. (2009) claims, that the diversification of farms is a crucial business pathway and a
vital strategy of recovery in an agricultural crisis. Therefore, with the appropriate knowledge
of the particular market, diversification certainly has huge potential in adding income to the
26
household of the farm family which is regarded as one of motives for getting involved in
agritourism development (McGehee & Kim, 2004; Nickerson, Black, & McCool, 2001).
There has been a vast amount of literature on the rational or motivation behind
agritourism development. The majority of the literature has concluded that the main reasons
for agritourism development are primarily economically based (Busby and Rendle 2000;
Weaver and Fennell 1997; Nickerson, Black, and McCool 2001). The additional income that
derived from agritourism activities which enhances the economic investments viability and
maintains the farmer’s ability in which to earn a livelihood would be seen as the most
common motivation. This is because the majority of farmers see improving farm financial
performance as most important and beneficial (Anderson and Hines 2007; Che et al. 2005;
Villano 2007). These additional revenues also help farmers keep their farmlands, retain their
rural lifestyles and sustain their business. In many rural areas many farmers need this
additional income and agritourism “represents a symbiotic relationship between agriculture
and tourism, for in marginal farming areas neither are economically viable in and of
themselves, but together they can produce a profitable combination” (Murphy 1985, p. 109).
Another economic motive to diversify among many farmers is fluctuations in the
income from agriculture. There are always fluctuations in regards to the agriculture markets
therefore strategies such as diversification help by reducing market fluctuations and levelling
the income flow. The big problem of spatiality and seasonality fluctuations in both the
tourism and agriculture sector can be reduced to a certain degree through combining activities
and businesses that provide income at various times of the year (Valdivia, Dunn, and Jette
1996). Another important economic motive arisen from the literature was employment, either
from off farm employment or new alternatives on the farm (Joo et al., 2013). This could be
the employment of family members or indeed non family members. Diversifying farms may
help farm families pass on the enterprise to their heirs. Many farm families are also looking
for ways to keep the younger generations on the farm and as stated by Brown (1997), a
strategy in doing this is looking at the urban visitors as a source of revenue. Along with
employment of family members, agritourism may also create local employment within the
community either through local people directly working within the farm business or
employment outside the business in local shops, bars, restaurants or accommodation as a
result of a knock-on effect an agritourism enterprise may bring to the area.
27
Along with economic motives for farm diversification, many farms diversify as a
result of tourism growth and globalization of the agriculture sector (Haugen & Vik, 2008;
Wilson, 2007). It must be highlighted here that in regards to economic motives for
agritourism development, this may vary from country to country due to the economic
situation within the country, lack of knowledge of the derived benefits of agritourism and
also due to social structures. Jane Eckert who is a leading expert in the marketing of
agritourism claims that “the essence of agritourism for the family farm as being all about
opportunity...the opportunity to keep the family farm alive by creating new revenue streams
and a way to keep the younger generation involved through creating new business roles and
challenges” (Eckert, 2004, p. 5).
However, agritourism development is often motivated through sociocultural based
objectives which are thought to produce many noneconomic benefits. Although economic
motives play a vital part in developing agritourism the evidence indicates these aren’t the
only motives among famers to diversify (Barbieri 2010; Barbieri and Mahoney 2009;
Nickerson, Black, and McCool 2001; Ollenburg and Buckley 2007). Agritourism enterprises
have been established and developed regardless of income as many farmers get involved in
an agritourism enterprise as they see it as a hobby, pastime or fulfilment of personal
entrepreneurial goals. Among some authors, sociocultural incentives for agritourism
development are sometimes even considered more important than economic motives
(Nickerson, Black, and McCool 2001).
According to the literature, the following would be the most common sociocultural
conditions that lend themselves to agritourism development. Companionship and social
interactions with guests and users was important among many as the social benefits of simply
meeting a range of different people outweighed any economic benefits. Another common
sociocultural motive would be the fulfilment of personal entrepreneurial goals, for example, a
hobby that grew into a business. Educating the general public about farming and food
production is very common as this helps visitors to the farm understand the farm life much
better. This can result in making it easier to generate support for the agricultural operation
when needed. Increasing the awareness and preservation of the farm and rural heritage is very
popular as many farmers already have the land and the various operations that are attractable
to visitors and tourists therefore it seems very logical to take full advantage of what they
already have. Finally, creating strong community relationships and cohesion in rural areas is
28
a very frequent sociocultural motive behind agritourism development (George et al., 2011;
Schilling, Sullivan, and Komar, 2012).
Putting all of this into perspective the benefits derived from agritourism development
can extend beyond the farm gates to benefit society as a whole. In developing agritourism
activities in rural areas it should go beyond the fact that agritourism is just an economic
revival strategy to include both economic and sociocultural benefits that can contribute to the
overall sustainability of rural areas (Choo, 2012; Barbieri, 2013). According to many authors
agritourism development is driven by a combination of both economic and sociocultural
factors as Barbieri (2013:2) describes the concept driven by “a set of intrinsic and market
related goals such as pursuing a rural lifestyle, creating employment for family members and
socializing with visitors”.
It has to be highlighted here that the conditions that lend themselves to agritourism, be
it economic or sociocultural or both, vary depending on the situation. This situation can vary
based on the size of the operation, geographic location, years in recreation, years in
agriculture, potential operators versus current operators and the type of agricultural operation.
Therefore, the diversification of farm entrepreneurial activities may not necessarily translate
into immediate benefits that cater for both farmers and society in general. According to this,
there has to be effective planning and policy put in place in order for rural areas and society
in general to experience agritourism many potential benefits.
5.3 Agritourism Planning & Policy
In recent years, agritourism has come to the attention of many federal policymakers as they
are recognising the range of benefits it can potentially provide. There are a huge number of
tourism activities where their effects and impacts may be influenced by agritourism policy.
The concepts growing interest likely originates from many sources related to national policy.
Varley et al. (2009) asserts that national and global regulations impact significantly on the
sociocultural and economic motives among rural actors decision making particularly choices
being made on the use of their land. As highlighted earlier, agritourism offers many benefits
to the public, communities and farmers therefore policymakers are certainly interested in
knowing the elements that help farmers engage in or encourage them to remain in agritourism
enterprises (Bagi & Reeder, 2012). The economic and social changes that have occurred in
29
rural areas are due to agricultures negative contribution to the gross domestic product (GDP)
which is falling year on year (Hubbard & Ward, 2008). This has brought huge pressure on the
countryside’s resources therefore causing governments to look at revaluating their policies in
rural areas.
The emergence of globalisation and the expansion in trade internationally have also
stimulated governments to change their policies for the development of rural areas. Therefore
in order for the country to be better off, the governments have to guarantee rural areas can
survive and endure international market competition. Marsden (2003) claimed that regulating
and reregulating policies for agritourism enterprises play a vital role in capitalising and
developing new ways of farming in order for farmers to potentially obtain greater value of
market share.
The European Union (EU) have recognised, supported and encouraged the
development and demand for agritourism since the early 20th century. Cawley and Gilmor
(2007) for example indicate that being an EU country gives farmers access to the LEADER
program that provides grants for assisting in the development of rural areas (European Court
of Auditors, 2010). The EU, in comparison with the other dominant agritourism country, the
United States of America has put a much greater emphasis on its development (Che, Veeck &
Veeck, 2005; Hegarty & Przezborska, 2005; Kizos & Iosifides, 2007). This has been done
primarily through the creation of subsides and policies aiding farmers that are willing to
diversify their farms.
These policies in relation to agritourism in the EU developed specific incentives,
obligations and definitions to facilitate and invigorate farmers to diversify through this
activity (Che et al., 2005; Kizos & Iosifides, 2007). A good example of this would be Italy’s
1985 National Legal Framework for Agritourism which asserts that activities related to
agritourism “must remain connected and complementary to farming activities” (Sonnino,
2004). It is also worth noting that since the early 1990s, the EU have financially supported
the development of agritourism in rural areas, that can’t compete and challenge in the global
marketplace, as a result of the decreasing raw material or primary agricultural product prices
favouring the large scale US farms (Tagliabue, 1998).
Nevertheless, the development of agritourism can vary from country to country. A
very good example of this is in the Veneto region in Italy. Here, any farmer that provides an
agritourism experience are restricted to catering for only 30 overnight guests per night and
30
they can only do this for a maximum of 160 days in the year. Along with this, they have to
produce over 50% of the food in which they sell to visitors or tourists. In Austria, it is clear
there is a high level of cooperation between both region and national level parties and that the
organisational structure of agritourism is based on both. Furthermore, there are also many
other forms of cooperative relationships within the country where the agritourism sectors, the
provincial tourism marketing board and various agritourism associations share a common
logo, internet appearance and specialist advisors (Forbord et al., 2012). In Germany and
Britain there are many regulations on health and safety when developing an agritourism
enterprise along with strict rules and regulations governing the contact with any animals on
the farm (Edgell Sr & Swanson, 2013). The whole concept of agritourism is flourishing all
over the world and pursuing the need for planning and policy of the sector is essential to
experience the vast amount of benefits the phenomenon can potentially provide.
However, taking the aforementioned into account it must be highlighted that there are
two important considerations when exploring the development of agritourism in different
countries, which are the market and character of location (as stated in Forbord et al., 2012).
As Cawley, Gaffey and Gillmor (2002) and Sharpley and Vass (2006) asserted that the
importance of markets is a determinant element in agritourism development. The power of
consumption among the people, the market size along with their culture, impact hugely on the
agritourism sector in regards to resource availability, institution regulations and product
development. Also, some rural areas may simply not be attractive or suitable to develop
agritourism. These reasons may differ from social, cultural and environmental issues to
services offered to the quality of the infrastructure. Therefore with the above in mind, the
planning and policy of agritourism in Ireland has to be examined and scrutinised to establish
is the development of the concept realistic for the country today in order to benefit rural
areas.
5.4 Agritourism Planning & Policy in Ireland
In relation to Ireland, perhaps the most influential moment for rural Ireland was the
attainment of EU status in 1973. Ever since then the development of the country has been
very much determined by the direction and policies of Europe. Ireland’s membership also
supported the inherent policy of productivism, as highlighted earlier which had been rooted in
the country’s agriculture for decades (Share et al., 2006). The productivist ideology
31
eventually led to a huge decline in the number of farmers engaged in farming during the
1990s. These post productivist policies that were introduced, accelerated this decline with the
number of farmers in the country dropping to 7% in 2004 (www.cso.ie).
The introduction of other policies such as the MacSharry Reforms in 1994 and
subsequent policies such as the Rural Protection Scheme (REPS) epitomized the productivist
era and further advanced and deskilled rural areas. This eventually led to famers being
motivated to diversify and considering off farm employment as they began to realise the
many benefits it can potentially provide. As a result of this, the broader rural environment
became hugely important to the farming community which has slowly been seen in the
changing policy where it’s reshaping towards an agenda of wider rural development. A very
different rural Ireland in regards to opportunity and use was quickly transpiring (McDonagh
2007). In a report in 1997 by the National Economic and Social Council (NESC) it stated that
“a central feature of structural change in modern agriculture is the movement of labour out
of farming…only one third of farms deemed economically viable…decline in agricultural
labour force can be expected to continue”.
Similar too many countries around the globe, Ireland have recognised the decline in
rural areas and consider agritourism as a significant component for the future of rural
businesses. This can be seen clearly with the establishment of The Charter for Rural Ireland
in January 2016. This was a statement of the government’s commitment to support and
accelerate the regeneration of rural Ireland and to underpin the future sustainable
development of Ireland’s rural communities. Agriculture and tourism are two sectors that
should be the foundations of a strategic plan to rural Ireland’s growth and prosperity as rural
areas are the location for some of the most crucial activities in the Irish economy and also
because a large percentage of the country’s population live in rural communities (Charter for
Rural Ireland, 2016).
The development of tourism and the utilization of the wealth of agriculture are two
areas that can be developed swiftly. An important point to highlight here, for this initiative to
occur would be the planning and management of all stakeholders. Therefore an industry that
combines the promotion of agricultural products and tourism would provide huge
opportunities for the growth and development of the rural economy. Ireland is slowly
developing this sort of economy by developing alternative tourism such as visits and tours to
farms. Good examples of two successful Irish businesses would be farm tours Ireland and
32
Irish farm holidays. These businesses were established as a way to provide an additional tool
for hotels and tour operators to attract tourists along with the farmers own personal economic
or social gains and goals (McDonagh, Farrell & Mahon, 2013) creating linkages and
synergies among rural communities which will be explored in greater depth in
recommendations in chapter five. Notwithstanding, there still is not enough being done in the
country to develop the sector to potentially experience its benefits. A good example of this is
the case of England which has a very similar climate and daylight hours as Ireland and many
other implications that would have a big impact on the agritourism sector. In the case of
England, 51% of all farms have diversified to establish an agritourism activity worth on
average £13,700 pa. In comparison Ireland have 5000 farms that have an agritourism activity
which is only 4% of the total farms in the whole country (www.teagasc.ie).
During the strong economic growth in Ireland in the early 1990s, it appears that the
majority of regions benefited somewhat. However, policy support in the form of employment
and enterprise initiatives that were supported by state agencies concentrated mainly on urban
areas. Notwithstanding, EU initiatives such as, The Commission for the Economic
Development of Rural Areas (CEDRA) and the LEADER programme have been a crucial
interceptive in this trend giving their main emphasis and focus on rural Ireland (Commins,
2005). Along with these programs the national farm advisory body Teagasc has also aided in
this development. The programmes were designed to encourage diversification from
mainstream farming and focus largely on the development of rural tourism through activities,
accommodation and marketing of rural enterprises. Other policies that were introduced were
operational programmes which were structural funds such as The European Regional
Development Fund (ERDF), The European Social Fund (ESF) and The Cohesion Fund from
Europe along with various rural tourism grant schemes.
However, even with the establishment of many of these initiatives, the numerous
benefits that agricultural policies provide have constrained the development of agritourism
development due to the incoherence or absence of policy mechanisms. The possibilities of
synergies emerging from more official linkages between agritourism and policies have yet to
be exploited. Interventions by state agencies at national level have had inconsistent affects in
regards to planning and policy that assist farm diversification (O’Connor & Dunne, 2009).
An example of this would be, recent times have seen various policy reversals of the
government’s public policy strategies which seemed to have previously focused primarily on
the reduction or closure of services throughout rural Ireland and didn’t consider
33
implementing policies to aid in the development of alternative type of rural tourism such as
agritourism. These policy reversals have occurred as the state are beginning to recognise the
economic and social motivations behind the development of agritourism and the potential
benefits it provides rural areas.
The earlier incarnations of the development of rural Ireland’s policy reveal a
multifunctional orientation that is compatible with the opinion as a comprehensive vehicle for
rural development. This is in contrast to recent interventions where it has supplied
fragmented policy aid to a subset of on farm diversification activities. This is against a
backdrop of interests from various sectors who believe rural development policy and
agriculture as “a zero-sum game”. Even with the persistent cultural and political
consequence of the small farm sector it seems that the competitiveness agenda is achieving
the majority of success from the constant agricultural policy reforms (Crowley et al., 2004),
which in the authors view is still the case today as competiveness is addressed directly by
changes to the market mechanisms. This pinpoints an approach to the numerous benefits that
agricultural planning and policy provide. This approach is more compatible with a ‘soothing’
argument advanced by Marsden & Sonnino (2005) instead of one that situates farmers in the
middle of rural development process. Although the benefits of agricultural policy have
emerged as a clear concept in agricultural and rural planning and policy discussions (Agri-
Vision 2015 Committee, 2004), it continues to be expressed mainly in ‘defensive’ terms as a
justification for providing the continuing assistance to the sector.
5.5 The Position of Agritourism in Ireland
Rural Ireland in the last three to four decades has certainly experienced great challenges,
changes and opportunities. This is due to various processes such as international policy
developments and globalisation as a response to growing demands for more innovative,
knowledge based and competitive economies underpinned by an acceptable quality of life
and the idea of a ‘living countryside’. Rural Ireland has a very interesting history where it has
seen a move away from self-sufficiency and the importance of small farms to a more
sophisticated, outward and open economy. This has resulted in agriculture emerging as the
main driver in the economic recovery as the sector creates over €8 billion in exports and is
worth over €24 billion to the Irish economy (Irish Farmers Association, 2011). Furthermore,
according to Bord Bia, the agricultural sector exports increased by an estimated 3% to
34
approximately €10.8 billion between 2014 and 2015. (Bord Bia, 2016). It has been claimed
that for several decades that “farmers are a critical component of (the) rural environment
and it is the renewal and development of core farming activities, in a balanced and
sustainable manner, which are vitally important for future sustainability” (Lenihan et al.,
2002).
Figure 4.1 Irelands Rural Landscape
Ireland’s tourism and agriculture sectors are considered as the two major driving
forces in the rural economy as the rural economy is based mainly in an agricultural-based
economy where changing agricultural policies and practices have incidentally incorporated
tourism by shaping lifestyles and landscapes. Rural Ireland is diverse in both its people and
landscape where its diversity is its backbone of its potential. Due to the 2008 economic crises
that affected rural areas heavily, the Commission for the Economic Development of Rural
Ireland (CEDRA) was established in 2012. The main task undertaken by CEDRA was to
establish critical initiatives to ensure the sustainably of rural Ireland and contribute to the
development and economic growth of the country (www.ruralireland.ie). Nevertheless, rural
development support requires a multifaceted approach where considerations have to be made
for existing policy frameworks such as the multiannual Common Agriculture Policy
(CAP)/Rural Development framework. It is vital to establish this framework and in it
emphasise the incentives and motives behind developing the agritourism sector in order to
establish the benefits it provides for the wider rural community.
35
As there are continuing economic difficulties and challenges facing Ireland’s rural
areas there are many issues that need to be explored which are part of a long term economic
and social transformation. This can be very challenging as the nature of rural areas has
changed over the years due to a number of factors such as the decline of rural industries and
urban areas becoming the dominant location for employment, sociability etc. As a result of
this, the development of rural areas is certainly not amendable to simple sector strategies
therefore new integrated approaches are necessary. Nonetheless, rural Ireland certainly has
potential and in order to establish its future viability, commitment and energy among
communities and individual entrepreneurs is needed to support the development of the rural
economy in order to contribute to the national economy where agritourism can potentially
play a crucial role in its contribution (CEDRA, 2013).
The author established that if implemented correctly, combining tourism and
agriculture, regional and national success can be achieved as visitors and tourists that travel
to these places spend money therefore enhance the local economy. A big factor that was
recognised from the literature was the organisation and marketing of agritourism and how the
marketing efforts in Ireland aren’t strong enough. This is a big issue as marketing is one of
the most crucial aspects for the development of an agritourism enterprise because this is
where the potential visitors are going to come from. Another critical element established is
the cooperation between the entrepreneurs and producers is vital because if this is absent it
effects communicating the agritourism concept to both the tourists and locals (Commins,
2005).
Despite organisations and associations having launched many programs such as CAP,
CEDRA and LEADER as highlighted earlier, there still isn’t a comprehensive
implementation of the planning and policies they outline and in particular guidelines to the
general public and farming entrepreneurs of how to implement this. In regards to institutional
regulations and frameworks, Ireland presents strong legislative structures even though the
level of private and public intervention varies by region. As Ireland is part of the EU it
benefits from the financial support from European programs but it seems that the country
isn’t fully taking advantage of this to develop the concept further (Charter for Rural Ireland,
2016).
From examining the research, Ireland in comparison with other countries is lacking an
organised and collective plan to practise agritourism effectively and efficiently. There are
36
many programmes and initiatives taking place but there still needs to be more communication
about agritourism and its conditions to the locals so they can realize its sociocultural and
economic benefits in many aspects. Many beneficial elements should be communicated with
particular emphasis put on job opportunities, securing socioeconomic deployments, economic
growth, ensuring farmer’s wellbeing, youth retention and maintaining historical and cultural
heritage. This absence of knowledge among the people living in rural areas along with a lack
of monitoring and leading mechanisms results in a disjointed image of the concept of
agritourism. This is particularly important considering agritourism is a relatively new concept
for Ireland in the whole discipline of rural tourism (Hall, Kirkpatrick & Mitchell, 2005).
Another important point to mention is perhaps Ireland isn’t simply experiencing the
same growth in the sector as other countries due to the climate or the lack of daylight hours in
the country as the majority of agritourism activities take place outdoors during the day.
However, many tourists visit Ireland for its magnificent green rural landscape, unsullied
nature and long culture and history and who seek contact with nature, calmness and
authenticity, all of which should outweigh any barriers mentioned above but doesn’t due to
the ineffective and inefficient development and implementation of agritourism (Hunter et al.,
2010). The conclusion chapter five will reiterate the main points arising from this research
and highlight recommendations that could be implemented for the development of the
agritourism sector going forward that could potentially benefit rural Ireland in many ways.
37
Chapter 5. Conclusions
5.1 Introduction
This chapter discusses the conclusions arising from the key research findings and results.
This dissertation examined the conditions that lend themselves to agritourism and the benefits
it provides for rural areas. It was established from researching the various literature that
economic and sociocultural motivations are regarded as the most important drivers behind the
development of agritourism where it highlights the many benefits derived from the concept.
The following section presents an examination of the results of the research which is framed
around answering the study’s research question. Recommendations of this study are
presented for the case of Ireland which has been identified as a result of undertaking the
research findings chapter four. This chapter also explores future implications for agritourism
in Ireland as a result of recent developments and it will conclude with the final remarks of the
paper.
5.2 Findings Drawn from the Research
The agriculture sector which was once seen as the dominant rural resource has seen a huge
shift from production to consumption as a result of market driven urban interests (Torres &
Momsen, 2011). This has resulted in the whole dynamic of rural areas changing due to
motives related to investment, lifestyle, recreation and tourism which depict the change from
productivism to consumptionism in the rural economy. The countryside is now regarded as
multifunctional where diversification is believed to be a crucial strategy for farmers in
response to the change in traditional farming and reduced profitability that derives from it.
This change in farming is seen as very beneficial for both farmers and rural areas viability
going forward.
There has been a range of literature (Busby and Rendle 2000; Nickerson, Black, and
McCool 2001; Barbieri 2010; Barbieri and Mahoney, 2009) on the motivations behind
agritourism development with economic and sociocultural conditions being the most
dominant motivations for farm entrepreneurs getting involved in agritourism. The following
are perhaps the most common motivations and benefits of agritourism arising from this study.
The additional income that derives from agritourism activities would be regarded as a
38
common economic benefit as many farmers see improving farm financial performance as the
most important element (Anderson and Hines 2007; Che et al. 2005; Villano 2007). Along
with this, another economic motive to diversify among many farmers is fluctuations in the
income from agriculture. This is considered as a primary motivation to diversify as there are
always fluctuations in the agricultural markets along with issues such as spatiality and
seasonality. By establishing an agritourism enterprise, it may counter this negative effect of
consistent fluctuations. Finally, another common economic motive established form this
study was the employment agritourism brings, as this was seen as a very important incentive
in developing the concept, as this may be family members which would keep younger
generations on the farm and indeed in rural areas. This could also be non-family members as
agritourism can provide local employment either directly or indirectly which is very
beneficial for the whole community (Joo et al., 2013).
It was also established that agritourism development is also motivated through
sociocultural based objectives, where many enterprises have been developed as they see it as
a fulfilment of personal entrepreneurial goals and don’t consider income as a primary factor.
Social interactions with guests is regarded as very important as many farmers see the social
benefits of meeting people more rewarding than economic benefits. Education about farming
and where food comes from, along with preserving the land and rural heritage were among
the most common incentives in the development of agritourism. Finally building strong
community relationships in rural areas was also regarded as a vital sociocultural motivation
which was established from undertaking this study (George et al., 2011; Schilling, Sullivan,
and Komar, 2012).
From highlighting the above points it is clear that agritourism can potentially provide
many economic and sociocultural benefits for society as a whole and contributes to the
overall sustainability of rural areas. This has resulted in agritourism playing a big part in the
tourism sector and the overall economy in various countries (Choo, 2012; Barbieri, 2013).
However, in order for society to experience these many benefits, there needs to be a
comprehensive plan in place for agritourism development in regards to planning and policy.
This has resulted in agritourism coming to the attention of many policymakers where they are
recognising the benefits it can potentially provide.
Although there is a better understanding of the agritourism concept and the conditions
and benefits associated with it, that have been obtained through this study, there is certainly
39
room for more research to further the knowledge and gain more insight of agritourism
particularly as it is a relatively new concept in many countries, including Ireland. The
following section will outline some recommendations for agritourism development in Ireland
that was established by undertaking this particular study. Perhaps these recommendations
may benefit future research while also help develop the concept further in Ireland.
5.3 Recommendations
The findings of this study provide the foundation for the following proposed
recommendations for addressing the development of agritourism in Ireland. The list is by no
means exhaustive, but presents five categories of recommendations that the author feels are
the most crucial in regard to this study. They are based on specific suggestions and
implications derived from the analysis and were uncovered throughout this research. For any
agritourism venture to be successful there are some important pre-conditions that need to be
fulfilled. These suggestions may be of interest to any farming entrepreneur considering
diversification to an agritourism enterprise be it through sociocultural or economic reasons to
experience the many benefits agritourism can potentially provide for rural Ireland when
evaluated correctly.
5.3.1 Synergies & Linkages
The possibilities of synergies emerging from more official linkages between agritourism and
policies are crucial in the development of agritourism. There should be a formation of
linkages between the tourism and agriculture sector as these linkages perhaps represent the
most significant opportunity to distribute the tourism sectors benefits to rural areas (Torres &
Momsen, 2004). A good example of this would be in a study on sustainable development in
Nepal (Torres, 2003) acknowledged that by linking the two sectors, countries maintain a
more significant share of benefits that tourism provides while it also reduces leakages in
regards to foreign imports as a result of food expenditures that represents roughly one third of
tourist expenditures daily in a country. Linkages would be a crucial strategy going forward
with government assistance and intervention in the form of regional development funds,
social funds and cohesion funds along with appropriate rural tourism grant schemes, making
these linkages easier to occur. Also establishing an agritourism mandate or taskforce may
40
instigate the formation of these linkages. This would also show a level of support from the
government for the development and diversification of agriculture. As a result of initiating a
taskforce, farmers would be able to obtain first-hand information on the various issues and
also information on how to solve any problems that may arise. A good example of a
successful taskforce was The Grow Dublin taskforce which was established in 2012 by Fáilte
Ireland in the aim of reversing Dublin’s downward tourism trend, which was very successful
as the capitals tourism economy has been flourishing in recent times (www.failteireland.ie).
5.3.2 Marketing & Promotion
One of the most frequently cited challenges facing agritourism and indeed, many sectors in
the tourism industry are the marketing and promotion. There is a need for a centralised
promotion system with information resources to aid in the development of marketing the
agritourism business. There is huge potential for marketing agritourism with the likes of
Tourism Ireland, as it is responsible for marketing Ireland overseas and devises and delivers
world-class marketing programmes to over 20 markets around the world. This along with
Fáilte Ireland marketing to domestic tourists puts agritourism in a good position, providing
there is an adequate marketing budget. These bodies could focus a portion of their budget on
developing agritourism as they don’t currently have any specific budget allocated to
agritourism activities. However, when considering this, there are many issues that need to be
investigated such as the deadweight displacement this might bring along with additionality
issues when using tax payer’s money, therefore market demand for agritourism has to be
established in order for the sector to be allocated a percentage of this budget. A very good
example of marketing agritourism would be various rural businesses such as hotels and
B&Bs may advertise agritourism as tourists staying in these places often ask for
recommendations on places they should visit therefore linkages with the accommodation
sector are vital in marketing and advertising agritourism enterprises.
5.3.3 Government Assistance
All of the following points are highlighted providing there is evidence of market demand for
agritourism that is being met with supply which unfortunately is not the case for Ireland at the
moment. Ireland compared to places such as Tuscany where there is a huge demand for the
41
sector mainly due to the significant growth in wine tourism. This places more of an emphasis
on the importance of successful marketing and promotion of agritourism by the relevant
individuals, businesses and bodies in order to entice government intervention as a result of
growing demand for the sector. A complete agritourism package can be provided by the
initiation of government bodies of activities such as special events sponsorship, beautification
campaigns etc. Farmers should be provided with technical assistance either from Department
of Agriculture or Tourism to individuals through subsides. Improving the infrastructure
should be a crucial initiative of the government to implement particularly in the area of water
accessibility, electricity, transportation and roads. Finally, perhaps the most important
assistance would be more funding to be made available and invested in the sector with less
terms and conditions involved. Many rural communities depend largely on public funds
which is often insufficient to benefit the whole community and cover all their needs. In
regards to public funds these are very difficult to obtain as local people that live in rural areas
don’t have sufficient incomes to invest in activities and sites in Ireland.
5.3.4 Education
The general perception among the youth in many countries is that agriculture is not really a
money making venture. One example of many would be new research in Kenya where it was
established just 11% of young people indicate that they are willing to venture into farming
(Chao-Blasto, 2016). This is one of the primary reasons it is very difficult for farmers to
obtain local employment when having established an agritourism enterprise. Encouraging
education about agritourism in schools from national school through to secondary school by
including it as a subject in the school curriculum may also help to change this perception. The
expansion of extensions and have site visits to agritourism enterprises may establish
commitments by the government in assisting agritourism development. Farmers can be
educated by extension officials in regards to developing an agritourism business, then farmers
could develop internship programs and guest lecture in schools. Schools should also be
encouraged to purchase goods from local farms. However, this is currently not the case in
Ireland, as most schools have to comply with public procurement rules. Finally, organising
school tours and trips to farms would indicate that an agritourism enterprise can make money
while also highlight the expertise that is needed.
42
5.3.5 Communication & Knowledge Sharing
Information and resources should be made available and accessible to both the general public
and farmers about agritourism. There is a lack of knowledge among many people living in
rural areas in Ireland (McDonagh, Farrell & Mahon, 2013). It is crucial to heighten the
awareness in areas where development in the sector is being made and also highlight the
challenges it may face. Perhaps this may be done through establishing some sort of a
centralised portal that will bring together all aspects of agritourism development policy and
implementation in which any progress being made will be highlighted regularly. A successful
example of this is in Greece where the development of agritourism is through one joint
application of internet technologies where all agritourism information is accessed
(Karagiannis & Dimitris, 2011). In order to aid farm operators that have already established
an agritoruism enterprise or entrepreneurs that are interested in starting one up, resources
need to be compiled and developed. A good example would be the introduction of
information and training workshops on a regular basis for farmers. This has proved to be very
successful in California as there are workshops that provide tools and strategies for
supporting farmers and in developing successful agritourism operations that has resulted in
agritourism development flourishing in the state (George et al., 2011).
5.4 Future Implications for Agritourism
The implications of the United Kingdom leaving the EU may have a big economic impact on
the Irish tourism and agricultural sector, as the UK would be seen as the country’s main
source of inbound tourists along with Ireland’s closest trading partners. While it is still too
soon to fully understand and predict the long-term implications of ‘Brexit’ and how it will
impact Ireland, the effects could possibly be expected in three main areas. They may possibly
be, border control between Northern Ireland and Republic of Ireland, all forms of transports
between the UK and Ireland and loss of Irish competiveness in regards to currency
fluctuations as the sterling weakens along with investment uncertainty (ITIC, 2016).
However, on a positive note for the agritourism sector the Minister of State from the
Department of Agriculture Food and the Marine, Andrew Doyle recently launched two new
initiatives to promote farm diversification and rural development. These initiatives are funded
by the Department of Agriculture, Food and the Marine under the CEDRA Innovation Fund.
The first initiative is called Opt-in.ie which is a new website that provides information on
43
diversification opportunities and local training for rural families. The website contains advice
on business development, skill development, diversification opportunities and skills training
that are supplied by various providers such as Teagasc, Skillsnet, Local Development
Companies, Local Enterprise Offices and Enterprise Training Boards. At the launch at the
recent Ploughing Championships Minister Doyle stated “There is huge untapped potential in
rural Ireland. Opt-In will help equip rural dwellers with the information on training and up-
skilling opportunities to help them to diversify their sources of income and importantly to
make the right choices for themselves and their families”.
Another initiative that was launched was a publication entitled Rural Tourism with the
aim of guiding rural communities on agritourism diversification opportunities. Teagasc
produced the publication which includes vital guidance that complements the resurgent
interest in Irish food, holidays and heritage. Minister Doyle announced “Rural Tourism is a
perfect way to encourage tourist footfall out of the towns and cities. There is such diversity in
rural Ireland‟s visitor activities and attractions, as well as in our specialist farm food
producers” (The Department of Agriculture, Food & the Marine, 2016). These initiatives
may prove vital in the short term and long term to the future development of agritourism in
Ireland.
5.5 Study’s Final Remarks
In recent times, agritourism has gained an attractive role as the development of rural areas is
conducive to the overall development of a country which can be done through balancing
economies between rural and urban geographies. Agritourism was developed as an
instrument of rural development as a result of natural life conditions along with the increased
demand of rural areas by urban tourists. However, agritourism is regarded as a sub sector of
rural tourism through the need of sustainable development which has emerged as a crucial
adaption strategy among many small farms. It can be clearly seen from undertaking the
research that, providing there is market demand for agritourism, it can be a viable option for
diversification within an economy and may be encouraged because of its ability to create
many economic and sociocultural benefits such as income, employment, education etc.
among locals and tourists. Taking this into consideration, agritourism in Ireland should be
assessed as an integrated part of rural development policies and tourism development policies
44
as it can potentially play a crucial part in the agriculture and tourism sector and the overall
development of the country.
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