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Agritourism, Farm Visit, or . . . ?: A Branding Assessment for Recreation on Farms

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dc.contributor.authorBarbieri, Carla
dc.contributor.authorXu, Shuangyu
dc.contributor.authorRozier Rich, Samantha
dc.contributor.authorGil Arroyo Marquez, Claudia Lissete
dc.contributor.authorRozier-Rich, Samantha
dc.date.accessioned2016-06-27T22:20:46Z
dc.date.available2016-06-27T22:20:46Z
dc.date.issued2016-11
dc.description.abstractThe demand and offer of recreational activities on farms has increased over the last decades and promises increased growth in the future because of the benefits it brings to farmers and visitors. Despite this growth, a breadth of names (e.g., agritourism, farm visit) are used interchangeably to depict this activity. Such inconsistency reflects a lack of industry branding which diminishes marketing effectiveness and hinders stakeholders’ collaboration. Therefore, a study was conducted to evaluate the Memorability, Distinctiveness, Relevance and Flexibility and overall preference of eight typical names associated with recreation on farms among farmers and visitors. The multimodal approach employed reveals that efforts are needed to standardize and diffuse a brand name for recreation on farms because of reduced Memorability. Although “Agritourism” appears suitable to brand recreation on farms given its Distinctiveness, Relevance, and Flexibility, results are inconclusive and call for further efforts for educating the public about its meaning.es_ES
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dc.identifier.citationBarbieri, C., Xu, S., Gil-Arroyo, C., & Rich, S. R. (2015). Agritourism, farm visit, or...? A branding assessment for recreation on farms. Journal of Travel Research, 55(8), 1094-1108.es_ES
dc.identifier.doihttp://dx.doi.org/10.1177/0047287515605930
dc.identifier.issn1552-6763
dc.identifier.journalJournal of Travel Researcheng
dc.identifier.urihttps://hdl.handle.net/20.500.14005/1763
dc.identifier.urihttp://dx.doi.org/10.1177/0047287515605930
dc.identifier.wos000390066500009
dc.language.isospaes_ES
dc.publisherSAGE Publicationses_ES
dc.relation.ispartofJournal of Travel Researcheng
dc.rightsinfo:eu-repo/semantics/resctrictedAccesses_ES
dc.sourceUniversidad San Ignacio de Loyolaes_ES
dc.sourceRepositorio Institucional - USILes_ES
dc.subjectTurismo rurales_ES
dc.subjectTurismo ecológicoes_ES
dc.subjectEcological tourismes_ES
dc.subjectRural tourismes_ES
dc.subjectDesarrollo rurales_ES
dc.titleAgritourism, Farm Visit, or . . . ?: A Branding Assessment for Recreation on Farmses_ES
dc.typeinfo:eu-repo/semantics/articlees_ES
dspace.entity.typePublication
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