Agritourism Promotes Local-Goods Purchasing

Researchers at North Carolina State University have been exploring the impact of agritourism on consumer attitudes toward local food. The first stage of the project involved visitor surveys at three agritourism operations. The surveys revealed that after an agritourism experience, visitors had more positive attitudes toward local goods and increased willingness to pay a premium for local food. A second stage of the project will assess how an ag-literacy curriculum and farm visits to an agritourism operation increase elementary school students’ knowledge of agriculture. The study will also survey students’ parents to see if their attitudes toward local food change as a result of their child’s agritourism experience.