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AGRICULTURAL TOURISM LEARNING MODULE HELPS PRODUCERS MAKE DECISIONS

Learning Module/Notebook

Melissa Fery
Small Farms Extension Agent
Oregon State University
Eugene

Team Members: Fery, M*1, Comerford, A2, Moran, T3, Chaney, D4
  1. Small Farms Extension Agent, Oregon State University, Eugene, Oregon, 97402
  2. Agritourism Program Coordinator, Oregon State University, Salem, 97301
  3. Small Farms Program Coordinator, Oregon State University, Corvallis, Oregon, 97330
  4. Instructional Editor, DEC Education Services, Corvallis, Oregon, 97330

Abstract

­Producers’ interest in adding an agricultural tourism component to their farm or ranch business is increasing.  As there was not a comprehensive training where producers could obtain information on operating an agritourism business and hosting the public on their property, we developed an online learning module entitled “Developing a Successful Agricultural Tourism Business” which launched in March 2022. This was also a way to assist producers in other parts of the state that did not have Extension faculty working on this topic. The self-paced module guides participants through topics like assessing risks, reducing liability, understanding regulations and permitting, determining marketing strategies and providing high-quality customer service. Throughout the module, producers are encouraged to develop an action plan to guide their next steps in the exploration and development of agritourism activities when applied to their operation.  We wrote original text and supporting downloadable factsheets to cover important information. Photographs and images are placed throughout for visual learning. We created six videos describing various types of agritourism and signage options and recorded and edited five farmer interviews to share how agritourism works for their operations and challenges they encountered. Additionally, two stakeholders provided expertise content through video, and we supplied links to other resources to provide more information. Registration is continuously open, and participants have access to the materials for one year to accommodate different production seasons. Since its launch, the course has been accessed by 155 participants across Oregon and nearby states. So far, the course evaluation has been completed by 35% of the participants. Data shows that 100% agreed or strongly agreed that the course helped them improve their understanding of agricultural tourism and how it relates to their farm. As a result, 33 producers plan to add an agritourism activity to their business while others have identified that agritourism is not an option for them.  Over seventy-five percent of respondents indicated at least one action they intend to take. The module can be accessed at https://beav.es/wYh. A separate link that avoids registering will be emailed to the state chair who will forward it to the regional chair if selected.