Farm Tourism Marketing: A Consumer Insight Review

Abstract

Farm tourism as a diversification strategy of family farms is gaining significant growth across the world. This study reviews the research journal from 2002 to 2022 on farm tourism marketing focusing on consumer insight research stream. Based on content analysis, published journals were classified into consumer behavior, expectation, motivation, and perception with four research journals; consumer satisfaction and loyalty with two research journals; consumer preference on activities, products, and services with three research journals; consumer profile in direct farm products marketing in farm tourism setting with one research journal. Limited research literature was available regarding consumer profile in direct farm products marketing. A common reason for visiting a farm is for relaxation from the busy urban lifestyle and to enjoy the peaceful setting of the farm which also includes experiencing farm activities, availing of local produce, and tasting local cuisine. This study summarized pointers for identifying the target market, product, and service offerings, enticing revisit, and developing loyal customers. Consumer satisfaction is influenced by several factors such as farm facilities and infrastructure, farming activities, quality of service, farm external environment, and rural lifestyle. Consumer revisit and loyalty to farms are influenced by the quality of the service and healthy image of the farm. Several market segments were identified by different researchers based on either psychographics (allocentric, psychocentric, mid-centric) or degree of farming experience (passive or active). Consumers have a higher preference as well for picking orchards near the city and near major tourist spots as an easy weekend vacation and as a side trip tour, respectively. Preference for direct farm markets varies on demographic profile of the consumers. This study aimed as well in contributing to the academe by identifying future research opportunities.

psychocentric, mid-centric) or degree of farming experience (passive or active). The consumer also has a higher preference for picking orchards near the city and in prominent tourist spots as an easy weekend vacation and a side trip tour, respectively. Preference for direct farm markets varies depending on the demographic profile of the consumers. This study aimed to contribute to the academe by identifying future research opportunities.