Local- and sustainably-produced agriculture products: The role of an agritourism event in informing consumer’s intentions and behaviors

This study reports on the impact of attending an Open Farms Days event on consumer self-reported intentions and purchase of locally- and sustainably produced food and beverage products showcased at the agritourism event. The role of visitor experience, in particular pleasant arousal, experience economy elements (i.e. education, aesthetics, education and entertainment) and outcomes such as positive memories were examined. A sample of 125 western Canadian event visitors surveyed direction after the event and 6 month later revealed increased purchase of local goods, much more than sustainable-produced goods. Aesthetics was the most important of the four experience sub-dimensions, followed by education. Greater attention to training for agritourism venues to enhance visitor experiences but also education outcomes is called for. Winter-focused events and venues are needed to bridge fall to spring farmer-consumer gap. Investment in cooperative regional retail outlets will address this gap and build on the successes of farmers\u27 markets