AGRICULTURAL TOURISM EDUCATION USES MULTIPLE TEACHING METHODS FOR SUCCESS
Teaching & Educational Technologies
Melissa Fery
Small Farms Extension Agent
Oregon State University
Eugene
Abstract
A producer survey conducted by Oregon State University in 2021 indicated that farm direct sales have increased and that producers planned to start, continue or expand farm stands, u-pick/cut operations and other agritourism activities that bring the public to private farmland. As there was not a centralized training where Oregon producers could obtain information on operating an agritourism business and hosting the public on their property, we first developed a plan to engage producers using four teaching methods. First, we created an online module entitled “Developing a Successful Agricultural Tourism Business” which launched in March 2022. The self-paced course is designed to help producers start or expand agritourism and consider the risk management needed when opening farms to the public. The curriculum covers topics like assessing risks, reducing liability, understanding regulations and permitting, determining marketing strategies and providing high-quality customer service. Producers develop an action plan to guide their next steps in the exploration and development of their identified agritourism activities for their own operation. Since understanding Oregon land use laws and local permitting is a crucial yet intimidating step in developing an agritourism business, participants were invited to attend virtual Q&A sessions with county planning departments, who regulate on-farm activities. Next, we offered individual contact teaching opportunities for interested producers to brainstorm options, discuss concerns, identify potential risk, and address specific questions. These occurred over the phone or as a site visit. Finally, to strengthen community and encourage information sharing, a producer network was developed for peer-to-peer learning. This four-step approach allows participants to have a better understanding of agritourism, then apply and implement concepts to their operation if it is a good fit. To date the course has been accessed by 134 Oregon learners. Twenty-three participants have taken part in a Q&A session, over thirty have received individualized education and currently there are sixty-three members of the Willamette Valley Agritourism Network. Data from the online course evaluation indicates that 33 producers are planning to add an agritourism activity to their farm or ranch business.
Authors: Melissa Fery, Audrey Comerford
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Melissa Fery Small Farms Extension Agent, Oregon State University, Oregon, 97402
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Audrey Comerford Agritourism Program Coordinator, Oregon State University, Oregon, 97301