Attitude Formation toward Internalization of Educational Tourism in Agriculture: A Way to New Viable Role of Farm Sector

This paper econometrically evaluated the hypothesis that operators need to expand their identity from a traditional to an enlarged identity that will enable them to successfully embark on a new activity such as educational service that attracts the growing number of visitors by focusing on the Educational Dairy Farms (EDFs). First, the main findings were that the EDF successors tended to have longer and more varied training experience across the country and/or abroad than their counterparts in ordinary dairy farms and to have higher female involvement. This means that EDF successors have both a wider perspective and more extensive human networks from social learning opportunities. These aspects should be promoted further as factors that will enable the next generation of operators to develop an enlarged identity. Support measures will be more effective if expansion of identity is considered in addition to conventional training to improve technical skills