AGRITOURISM AND ON FARM SERVICES

MODULE 4

AGRITOURISM AND ON FARM SERVICES

MODULE 4 AGRITOURISM AND ON FARM SERVICES

INTRODUCTION

This module consists of two parts:•The first part, including 20 slides, covers general themes related to on agritourism and on farm services.

•At the end of the first part it will be a set of ten questions. For each question there are three answers, just one of them correct. If all your answers are right you pass the test, otherwise you will repeat the sequence till the test is completed without mistakes.

•The second part, including 30 slides, contains details on agritourism and on farm services.

•As for the first part, at its end there will be ten multiple choice questions. If all your answers will be correct, the system will allow to print a Certificate corresponding to the 3rd Level.

MODULE 4 REMARK

Agritourism is a form of alternative to mass tourism based on sustainability, preservation of culture, heritage and traditions in rural areas.

It comprises all forms of tourism in which tourists visit farms, eventually stay in them, and experience farming and various forms. Agritourism aims bringing the visitor in touch with the natural environment, agricultural activities, local products, and a community’s lifestyle, while at the same time contributing to the host area economic stability.

Agrotourism is gaining worldwide relevance as tourists increasingly demand unspoiled destinations and personalized services in a natural environment, so it is not a phenomenon exclusive in Europe, and it is growing in many parts of the world.

Actually, as we will be able to see, there is not a consensus definition, existing different approaches and visions about it.

MODULE 4 INTRODUCTION

But we can say that agritourism refers to any activity, enterprise or business that links agriculture with products, services and experiences in tourism, and that there are a couple of constant characteristics: the contact with agricultural activity and the search for authenticity by the tourists.

Its relevance is recognized as is an activity supported by EuropeanCommission by different ways.

Across this course it will be possible to understand that agritourism hasa many dimensions: education, accommodation, heritage, food, health,trade, recreation, etc.

Also many related topics will be addressed as legislation, managing,skills needed, key points and much more, all in order to provide a goodoverview of what is needed to know in order to initiate the activity.


General overview of the contents: Part I

DefinitionsRelevanceGlobal trendsEuropean Policies Supponrting AgritourismUnderstandind agritourism:

typologies within the farmoffer and demand flowsactivities and dimensions of agritourism accommodation, education)

Before going beyond …

MODULE 4 SUMMARY

General overview of the contents: Part II

MODULE 4 SUMMARY

LegislationThe activities

Sports and outdoorDidacticAccommodationFood + tasting and selling

ManagingSkillsKey pointsMarketingIncome sourcesCustomers

Other relevant topics:The playersKey ingredients for successVisitor expectationsThe image

MODULE 4 PART I – LEVEL 2


Tourism:

“Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. These people are called visitors (which may be either tourists or excursionists; residents or non-residents) and tourism has to do with their activities, some of which imply tourism expenditure.”

Sustainable tourism:"Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities“.

Definitions


“Rural tourism regards the activities of a person travelling and staying in rural areas (without mass tourism) other than those of their usual environment for less than one consecutive year for leisure, business and other purposes (excluding the exercise of an activity remunerated from within the placed visited)”. Eurostat. 1998. Community Methodology on Tourism Statistics. European Commission. Luxembourg.

Definitions


Agritourism or Agrotourism:

There is not a consensus definition, for some people it involves any agriculturally based operation or activity that brings visitors to a farm, but it can be specifically a farm stay, or it may include a wide variety of activities, including buying produce direct from a farm stand, picking fruit, feeding animals, etc.

Agritourism is a subset of rural tourism that includes resorts, off-site farmers' markets, non-profit agricultural tours, and other leisure and hospitality businesses that attract visitors to the countryside.

So agritourism refers to any activity, enterprise or business that links agriculture with products, services and experiences in tourism.

Definitions


Agritourism or Agrotourism:

“Agritourism is a form of alternative to mass tourism based on sustainability, preservation of culture, heritage and traditions in rural areas.

It comprises all forms of tourism in which tourists visit farms and in rural villages, eventually board in them, and experience farming and various forms of rural life at close hand. It aims at bringing the visitor in touch with the natural environment, agricultural activities, local products, and a community’s lifestyle, while at the same time contributing to the host area economic stability”.

AgroTourNet

Definitions


Agritourism is not a phenomenon exclusive in Europe, it is a form of niche tourism that is considered a growth industry in many parts of the world, including Europe, Australia, Canada, the United States, the Caribean, South America, etc.

From a social point of view, it may play a relevant role in gender equality.Women have been having an essential role in the development of agritourism by reproducing the traditional division of tasks of the family, where the men were more involved in agriculture., while women care home management and food.Women, in many farms, played a key role in agritourism, developing their skills in welcoming, communicating, promoting, establishing a good relationship with the guests, etc.

Relevance


Global Trends

Agrotourism is an international growth sector everywhere. Many destinations are actively working at developing their agrotourism products and activities and promoting them as a distinct visitor experience.

In Canada, the United States, Europe and Australia agrotourism has emerged as a growing component of both agriculture and tourism. Additionally, nature and agricultural based tourism has been identified as the fastest growing segment in travel in the US with a 30% increase in last decade.

In some countries like Austria, France, Italy, Switzerland and South East Asia farm-based tourism is reaping millions for farmers.

EuroGites, the European Federation for Farm and Village Tourism, offers agrotourism experiences from a choice of among 24 countries of Europe.


The common policy for agriculture and rural areas (CAP), supports agritourism in many ways, with specific measures and other type of financial intervention. In the new regulations, covering the period 2014 – 2020, the CAP provide many actions concerned:

Special actions: through the Regulation of rural development, the CAP envisages two types of support:

Supports for farmers: the intervention co-finance with a contribution the investments of farmers aimed to diversify their activity implementing agritourism.

Support for local communities: through the special program LEADER, the EU provide for the financial support to improve the rural villages, to realize itineraries, promotional activity and other actions enhancing the territories.

European Policies Supporting Agritourism


Direct payment: within the first pillar supporting the farmers according to the cultivated surface, an additional payment is provided for the “greening”, defining some rules for a sustainable agriculture

Rural development: other measures of this program can help farmers involved in agritourism in two ways:

Aid for maintenance of agriculture in low competitiveness conditions: payment per hectare for disadvantaged areas, adoption of organic agriculture or actions enhancing environment and landscape.Valorisation of products: measures to support the additional costs for promotional activities and for the certification of products or processes approved by the EU.

European Policies Supporting Agritourism



Understanding … typologies within the farm

A typology for defining agritourismSharon Phillip and Colin Hunter


Understanding … offer and demand flows


Education

Health & wellness

Entertainment

Outdoor Recreation Trade

Food

Agro Heritage

Accommodation

Farm based Agro

EcoToursim

Agritoursim

Understanding … activities and dimensions of agritourism


•Participation in typical farming activities•Pork-leasing•Agro-processing•Shepherd for one day•Farm tours•Etc.

Farm based Agro

EcoToursim



•Rural Bed & breakfast •Farm/ranch vacations•Campings•Youth exchange•Elder hostel•Hotels•Apartments•Etc.

Accommodations



Agro-heritage tourism can be described as any measure that promotes the heritage, history and interpretation of early and contemporary agriculture. Ancient mills for example can be easily turned in museums.

•Historic Plantations •Sugar cane museums •Agricultural Museums •Plantation tours •Craft making •Art showcases or workshop •Agricultural festivals

Agro Heritage



Eating is a compulsory activity of humans every day, and farming is a activity oriented to food production, so there are two dimensions in the field of food and agritourism:

Food


RestorationBreakfastsHomemade-Dinners

Culinary schools and workshops Food festivals Tasting/buying packaged local products Farmer’s markets Tour a food/wine/beer factory

Restoration Culinary


Creating trade partnerships with the tourism sector for farmers, artisans and agro-processors, or by direct selling by farmers.

Trade


•On-farm sales•Roadside stand•Agriculture-related crafts/gifts•U-pick operations

Direct Agricultural

Sales


OutdoorRecreation



•Horseback riding•Wildlife viewing & photography•Fee fishing•Camping/picnicking (combined)•Wagon/sleigh rides•Cross-country skiing•Off-road vehicles•Etc.

• Agricultural fairs• Local Festivals• Special Events• Concerts or special events• Petting zoo• Working dog trials/training

Entertainment



Health and Wellness Tourism can be described as the process of combining the goal to look and feel better with travel, leisure and fun activities. Farms can offer the perfect scenario for relax and for the implementation of many treatments.

INCLUDES:• Spa treatment • Specialty surgeries • Alternative Medicines • Herbal remedies • Therapeutic holidays

Health & wellness



•School tours•Garden/nursery tours•Winery tours•Agricultural technical tours•Historical agriculture exhibits•Crop sign I.D. program•Micro-brewery tours•Exotic animal farm

EducationalExperiences



Before going beyond …

Learning outcomes and generic competences needed: - ability to create new ideas (creativity)- ability to solve problems- ability to work independently- ability to acquire professional knowledge- skilled at utilizing and processing information

A key point to take into account:Agritourism brings people to your farm, so it is you must enjoy meeting people and plan activities that visitors will want to participate in, all the while managing the situation to avoid risks and earn money.


MODULE 4 PART I – LEVEL 2 TEST



Sustainability in tourism is a matter of:a) only economic impacts.b) just social impacts.c) only environmental impacts.d) economic, social and environmental impacts.

Question 1


Select the correct definition:a) Rural tourism regards the activities of a person travelling and staying in rural areas independently of the duration of the travel.b) Rural tourism regards the activities of a person travelling and staying in rural areas for leisure or working reasons.c) Rural tourism regards the activities of a person travelling and staying in rural areas (without mass tourism) other than those of their usual environment for less than one consecutive year for leisure.d) Rural tourism regards the activities of a person travelling and staying in rural areas (with or without mass tourism) other than those of their usual environment for less than one consecutive year for leisure.

Question 2


Agritourism is:a) to sleep in a farmb) to do farm activitiesc) to buy farm productsd) all the above are agritourism

Question 3


In agritourism is compulsory:a) to take care of animalsb) to cook only with products of the farmc) to collect the fruitsd) none of above

Question 4


In agritourism the accommodation must always be:a) sharing the farmers houseb) in independent housesc) in apartamentsd) does not matter

Question 5


Agritourism is a touristic type developed in:a) Europe.b) Europe and North Americac) Europe and the Caribean.d) Worldwide

Question 6


Which of the following activities are related to agritourism:a) Visit Historic Plantations b) Visit Museumsc) U-pickingd) All of above

Question 7


Which of the following sentences is false:a) Agritourism does not includes educational activitiesb) Agritourism is a growing industryc) The European Union support agritourismd) Agritourism is a kind of rural tourism

Question 8


CAP means:a) Common Policy for Agricultureb) Communitary Agriculrural Proceduresc) Capital Administration Policyd) Communal Advisory

Question 9


The Aid for maintenance of agriculture in low competitiveness conditions is:a) a special actionb) a direct paymentc) a payment per hectare for disadvantaged areasd) a measure to support the additional costs for promotional activities

Question 10


SOLUTIONS1)d2)c3)d4)d5)d6)d7)d8)a9)a

10)c

MODULE 4 PART II – LEVEL 3


EU LEGISLATION ON AGRITOURISM

There isn’t an unique legislation on Agritourism and Rural Tourism in Europe, it is something which is in the hand of the States, and in cases like Spain in their regions. Therefore, a special European regulation on Agritourism doesn’t exist.

However, special references in the legislation of European Union can be found:

• Quality and origin of products, with several regulations on certification of processes and origin, food safety, guarantee for consumers.

• Promotion of diversification of farmers’ activities, especially through the funds of the Rural Development Program launched by the 2° Pilar of the CAP.

• Protection of landscape and nature, with special regulation on protected areas, such as the sites included in the “Nature 2000 network”.

Legislation:


In any case, it is important to state that tourism regulations usually cover just the tipical touristic activities such accomodation or outdoor activities, but the range of educational experiences, the agricultural production, sales or the entertainment may have different and specific regulations wich may change a lot in each country.

Legislation:


Going through the activities in agritourism

Tasting and sellingFood

Accommodations

Food

Sports and outdoor

AgritoursimDidacticactivities


Landscape and territory are the main resources of rural areas. It is important that farmers offer the opportunity to their guests to make the most of them.

Sports and outdoor

Many activities can be organized by the farmer or within a small network of close farmers, the more common are:

•Swimming pool.•Horse riding and excursions with horses.•Other local activities (for example mini-golf, tennis, games for children). •Trekking, climbing, rafting and other sports.•Thematic itineraries connected with agriculture.•Guided tours of towns, museums and other cultural sites .

In some cases it is necessary to provide for a qualified staff with adequate professional skills (like for activities such as horse riding or swimming).Also, many activities can and should be provided by external and specialized companies.


FoodMany guests consider the breakfast as the most important impact with the agritourism. In providing for breakfast is recommended:

– The use of handmade or local products as essential– The offer of savoury and sweet breakfast– In case of camping or apartment, can be pleasant for guests to have access to the breakfast in a common area, or some local products to consume in their own space.

Other options are restoration, catering and cooking.In any case is important to base any of them on the utilisation of own and local products and receipes, as that’s the differential value.


Another way to promote the farmer’s products is through tasting and direct selling.Many farmers, especially in the wine sector, provide the creation of special tasting rooms within the farm.The tasting rooms must be equipped with all comforts for guests, space for exhibition, taste preparation, washing space for supplies.

The tasting activity can be organized :– as a daily activity for guests, linked with a shop– as an independent business for groups of visitors – creating special tasting events



Also, to increase the offer for food service and sales, many farmers begin to transform raw material, producing pasta, jam, sauces and other handicraft's products.

A good marketing strategy is essential for a successful point of purchase, and it is convenient to:

– ensure traceability and certificated quality of products.– offer a wide choose of products.– present the products directly or through brochures and other informative tools.– offer the opportunity to taste the products.


Many farmers set point-of-purchase within their farms, to promote their products and eventually sell them, alone or with products from other farmers.


One of the aims of agritourism is to offer the opportunity to have knowledge of the traditions by approaching them practically.

Many farmers managing agritourism organize laboratories and short training sessions for guests, both children and adults, related to their activity, for example:

–Wine tasting, honey tasting or other products–Cooking traditional meals or bread–Handcrafting processes for food products–Having knowledge of nature and plants

Didacticactivities


The types of accommodation might depends on available space, type of buildings or the farm itself.

The main types are:

•Rooms rented within the farmer house. •Apartments rented in separate buildings. •Agri-camping in equipped areas. •Thematic hotels

Key points:

The style of buildings and furniture, which must be simple and match with the environment.

The interaction with the guests related to the farm’s activity. The farmer must provide for breakfast based on local products or, in case of rented apartment or camping, offer to the guests some home made products.

Accommodation


SKILLS

KEY POINTS

MARKETINGINCOME SOURCES

CUSTOMERS

MANAGING AGRITOURISM


Agritourism, as described, can be carried out in a very basic way or it can combine many different activities.

Therefore the definition of the needs in terms of professional skills of the farmer depends from the type of provided activity.

Three different levels of skills related to agritourism can be identified:

Basic level: the farmer is involved only in accommodation activitiesAdvanced level: the farmer involved in a multi-services activitySpecialized level: the figure is involved in special activities (didactic, social help, horse riding, …).

SKILLS The main skills


For the management of a basic multi-services activity, 4 important additional skills are needed:

1. Management of food service: including management of structures and supplies, hygienic rules, cooking, knowledge of local traditions

2. Advanced communication: advanced knowledge of Internet, social networks, other applications useful for managing marketing activities

3. Commercial marketing: the staff must be able to organize tasting events and/or direct sales of products

4. Territorial marketing: the staff must offer at the guests information on his territory and on the possible itineraries

SKILLS The advanced skills


Some additional skills can be necessary if the management will provide some special activities, for example:

Horse riding and excursions: the figure of instructor must have good professional skills to learn the horse riding at other people ensuring the absolute safety.Didactic activities: in this case too the responsible of laboratories or courses must be able to learn ensuring a complete safety.Management of swimming pool: in some legislation is required a special figure of lifeguard in case of big plants.Social assistance services: in case of social services operated by the staff of agritourism, is required the professional level for each type of assistance.

SKILLS The specialized skills


KEY

POINTSInternal key points

Seasonality of demand: there are two main ways to solve this problem:Provide the guests with offers and activities during the whole yearDiversify the target, offering other services (for example didactic farms) during autumn and winter or from Monday to friday.

Management of multi-service activity: put a multi-service activity in place can be surely a way for diversify the offer, but it is necessary to have at disposal a multi-tasking staff with several professional skills. Many farmers got over this issue involving their families and diversifying skills and function.

Time management: the seasonality of demand determines issues in time management. In case of family run agritourism the solution is easy, in other cases is necessary to employ seasonal staff.


KEY

POINTSExternal key points

If the farm is located in an isolated area, this could be one of the major problems for agritourism. Therefore for this type of activity some additional key points might show up:

Marketing: good marketing strategies are crucial to meet guests. Fortunately, the development of ICT helps promoting agritourism, but is necessary for farmers to promote their activity participating in network and guides.

Territorial marketing: in many areas agritourisms remain isolated also because of a bad territory promotion. Farmers must involve the local institutions and other businesses to put in place a joined territorial promotion.


1. Identify your target audiences. For each group, list the places and ways you can reach them.

2. Define your target area for promotion. A farm agritourism experience provides an excellent opportunity for day-trippers so start by focusing media outreach in communities within one hour’s drive of the farm. Target major population centers.

3. Press releases and calendar announcements. Don’t pay for advertising if you can get free coverage.

4. Advertise selectively to get your name out. Advertising can be expensive so be selective with how you spend your money.

5. Contact your Local/County Tourism Agency.

MARKETING

Marketing Milestones


6. Build your marketing image and presence. This includes developing a logo and unifying marketing theme that captures your standards and what you have to offer.

7. Other free outlets to list your farm: tourist services directories, local webs, etc.

8. Participate in community events.9. Signage is a great investment to promote your business.

MARKETING



10. Putting it all together in a plan.

All of the strategies you plan to use to promote yourself should be organized into a marketing plan that includes: who your target market is, where and how you will reach them, your promotion and advertising plan for the year, and a list of the connections you need to make to get your name in front of the public.

Take time to plan out the whole year in the fall and winter prior to the next season.

MARKETING



MARKETING

Territorial marketing: private strategiesImplemented by farmers creating entrepreneurial partnerships

Aggregation of the offer: creating networks for promotion or common thematic itineraries, taking part in associations or service centres based on the new ICT.

Exchange of products and services: often the single farms cannot have an offer covering the whole needs of clients. To solve this problem, they can create special networks to offer a complete range of products and services to the guests.


MARKETING

Territorial marketing: public-private strategiesInvolving local administrations, tourism offices and other subjects involved

It’s important for the guests to feel they belong to the community proud of its own traditions. The players based on the territory, could cooperate in realizing many actions aiming to help the territorial marketing, such as:

Promotion of the territory: realizing handbooks, guides, web sites and other tools crucial for the enhancement of the areas.

Creation of itineraries: creation of paths for trekking, itineraries through nature and traditions, local museums and so on.

Organization of social and cultural events: festivals, fairs, concerts, exhibitions…


1. Admission FeeAn admission fee is charged to participate in events and activities, or tour special areas of a farm operation, in the same way you pay to enter an amusement park,museum, or sports event. 2. Tour FeeA tour fee provides the visitor access to the services of a knowledgeable guide or at least a guidebook for self-directed tours. A tourist paying this fee desires information about and access to farm areas restricted to other visitors. In return for their fee, the farm would provide a ticket or badge indicating their status as a paying participant in the tour.Self-guided tours are generally free, however, group tours often involve significant staff time to prepare and host the tours.

Income Sources

Income Sources


3. Sale of Fresh Farm Products4. Sales of Processed Farm Product5. Craft/Souvenir Sales6. Activity Fee

Following are examples of activity fees farms can charge:1€ for a handful of crackers to feed the goats15€ for a short horse riding sessionEtc.

7. Class/Skill-Building FeeClinics for families buying a horse for the first time, bread-bakingClass, how to make jam, jelly or fruit syrups, class of wine making, cheese making, etc.

Income Sources

Income Sources


8. Tasting Fee9. Facility/Grounds Rental

Renting out the farm setting, for dances, classes, country weddings, family reunions, birthday parties and other special events.

10. Show FeeDepending on the sophistication of the show, expense of equipment and materials provided by the farm, and going rates in similar venues.

11. Farm Lodging12. Food Service

Income Sources

Income Sources


Cater to Visitor Interests

It is very important to identify the type of the customers to attract.It is foundamental to know to whom attract and then develop the enterprise to cater to their interests. Be selective about advertising in order to reach the group wanted.Each audience will have different needs and expectations and will be needed to employ audience specific strategies to attract them.

Customers Agritourism is a people business


Before opening:Make sure road signs and parking signs are easy to seeCheck bathroom suppliesSweep up any debris in visitor areasCheck inventory of refreshments and sales items (if applicable)

Customers Agritourism is a people business

a set of standard practices has to be established to make sure customers will all have a good experience.


During open hours:•Every customer is greeted with a smile.•Make clear who is part of the staff at the farm.•Let each customer know you will help them with any questions about the farm or the tourism activities they have come for.•Customers will usually wait for instructions, yet some will assume they know where to go and what to do for fun on your farm.•Stick to the opening and closing you have posted.•Pay attention to constructive comments from visitors.

Agritourism is a people business

a set of standard practices has to be established to make sure customers will all have a good experience.

Customers


There are many players in each territory who can provide a really valuable suport:Specialized associations: many associations, representing farmers or the tourism sector, provide for specific promotion systems, using ITC and, in some case, able to manage the booking service too.Consultants: many technicians make their effort to help farmers in the management, elaborating business plan, indicating the mandatory rules, suggesting opportunities.Trainers and training agencies: an updated training activity is essential for a good management of agritourism.Mentors: this new figure, normally is another farmer with good experience, can be very useful, as he gives the opportunity to compare the different experiences and to follow practical suggestion of other entrepreneurs.Local institutions: many local administrations are strongly involved in the promotion of their territory, and can offer some important common services, useful for farmers.

OTHER RELEVANT TOPICS: THE PLAYERS


•Evaluate your time and talents and those of family members who will help.•Plan the activities thoroughly before opening.•Start small, get feedback and grow a little each year.•Know whom you want to attract and what they expect.•Tailor promotion to specific audiences.•Offer something to see, do and buy.•Set goals for income so you can measure progress and track costs vs Returns.•Attractive landscapes and cultural heritage.•Easy accesibility to origin markets.•Self-owned farms.•Local Development and Tourist Boards for marketing and hardware support.

OTHER RELEVANT TOPICS: KEY INGREDIENTS FOR SUCCESS


The people who visit your farm are not farmers and have little understanding of farms in general. However, many visitors will generally expect the following:

– The main farm area is clean and well-maintained.– The farm has sanitary public bathrooms with a toilet and sink.– Parking is easy to find and adequate.– Visitor facilities are safe and accessible for all visitors, especially

small children, older adults and people with disabilities.– The farm accepts credit or debit cards, particularly if an ATM is

not nearby.– The farm meets the visitor’s image of a farm...

OTHER RELEVANT TOPICS: VISITOR EXPECTATIONS


The farm meets the visitor’s image of a farm...Since childhood, most non-farmers equate red barns, animals in pastures, blue overalls, and pitchforks with their idea of a farm. Many paying tourists will seek a destination that meets that image, to experience it first hand.

Agritourism destinations that meet this expectation will be rewardedwith plenty of visitors.

But few modern farms reflect that iconic image, so it is very important to make it clear from the start that the operation is not like a storybook farm. It is convenient to promote the farm as a modern, efficiency-driven business that integrates new technology with oldfashioned farming principles.

OTHER RELEVANT TOPICS: THE IMAGE


Once you have identified some agritourism activities that seem doable, that fit with your goals and your farm resources, and that you have time for, list all the tasks or steps to get started. Once done, have someone else review it with you – call the extension or tourism office for input, or enlist the help of a business counselor or event planner. Develop a launch date for the activity, then work backwards and list all the resources you will need and the tasks that need to be performed. Make sure publicity figures prominently into your plans as it takes a lot of promotion to get the attention you will need for launching a new enterprise.Plan a soft opening – a way to get started without a big launch is to plan asmall activity targeted at a select group to test your ideas. Take time to get feedback from visitors about what else they might like to see, do, learn or buy at your farm. Grow the enterprise by taking small steps, but don’t forget to plan with the big picture in mind. It is important to set income goals that you would like to reach.

START WITH A PLAN


MODULE 4 PART II – LEVEL 3 TEST



Among the different kinds of activities in agritourism, camping is:a) outdoor activityb) educationalc) trade / salesd) entertainment

Question 1


The unique legislation in Agritourism is in hand of:a) European Unionb) National governmentsc) Regional governmentsd) National or regional governments

Question 2


The different levels of skills related to agritourism are:a) Basic and advancedb) Basic, advanced and proficiencyc) Regular and mediumd) Basic, advanced and specialized level

Question 3


Horse back riding is:a) outdoor activityb) educationalc) trade / salesd) entertainment

Question 4


In the management of a basic multi-services activity, which 4 important additional skills are needed?:a) Management of food service, advanced communication, commercial marketing and territorial marketingb) Management of food service, advanced business, commercial marketing and territorial marketingc) Management of food service, advanced communication, commercial marketing and accountingd) Management of accommodation, advanced communication, commercial marketing and territorial marketing

Question 5


Seasonality in a problem that can be solved by:a) Closing the farm in low season in order to minimize costsb) Providing the guests with offers and activities during the whole yearc) Offering other services during autumn and winter or from Monday to friday.d) Two and three are correct.

Question 6


As an external key point, marketing is crucial, but must be based exclusively in:a) ICTb) ICT + brochuresc) ICT + guidesd) ICT + guides + network participation

Question 7


A marketing plan is strongly recommended, and it should include:a) Identification of target market b) An advertising planc) A promotion pland) All of above

Question 8


It is recommended to stablish the marketing plan in:a) End of summer and / fallb) Fallc) Springd) Fall and winter

Question 9


Which of the following is a private marketing strategy:a) Aggregation of the offerb) Promotion of the territoryc) Creation of itinerariesd) Organization of social and cultural events

Question 10


SOLUTIONS1)a2)d3)d4)a5)a6)d7)d8)d9)d

10)a

MODULE 4

GLOSSARY

•Accommodation: provision of at least sleeping and sanitary facilities •Agrotourism destination: is a rural area which constitutes a distinct geographical and / or administrative unit of morphological and historical perspective, that does not include normally settlements over 5,000 inhabitants (the criterion is calculated for each village and not in the whole region); where the inhabitants are principally engaged in activities of the primary sector (agriculture, livestock, fisheries); where It has not been developed in the area either mass tourism supply (i.e. organized holiday) or other kind of core tourism as defined by the responsible national authorities. •Agrotourism Enterprise: is a tourism operator providing tourism services in areas of agrotourism destinations, the facilities and the operation of which blend with the natural and human environment of the region and provides at least one of the following services: Accommodation; Dining; Moving in nature; Raising awareness, environmental education ; Organization of acquaintance with the culture of a region, visiting historical and other attractions, participation in outdoor recreation; Meeting with traditional occupations, agricultural production and farming methods and bygone production processes; Organisation of outdoor recreational activities. •Agrotourism product: is a combination of services, products and activities that are directly or indirectly related to the particular agricultural, social, cultural and environmental characteristics of agrotourism destination and highlighting its particularities. •All inclusive: tariff in which the price includes accommodation, meals and specified beverages as well as specified facilities •Alternative tourism (balanced): the tourist service made by small family enterprises for the small number of tourists.•Apartment: accommodation providing separate sleeping and seating facilities with a kitchenette •Apartment hotel: hotel where accommodation is provided in studios or apartments

MODULE 4 GLOSSARY

•Artisan: signals that the product, whether cheese, bread, wine, etc., was hand crafted individually or in small batches. Artisan products frequently utilize traditional methods.•Bed and breakfast: tariff in which the price of accommodation includes breakfast •Biodiversity: a measure of the variety of living organisms on a farm, in an ecosystem, or making up a community.•Biodynamic: farm as a self-contained, living organism and emphasizes the vitality of soil maintenance and composting. Biodynamic growers work to balance and consider both the physical and non-physical aspects and cycles of a farm in their production.•Constant means of production in agrotourism: the farmer’s house with rooms, other buildings for tourist, horses, bicycles, boats, kayaks.•Conventional Agriculture: the modern form of industrialized agriculture which emphasizes maximum productivity and profitability. Conventional agriculture is characterized by mechanization, monocultures, and the use of synthetic fertilizers and pesticides. Conventional agriculture may also use genetically modified organisms. •Direct Sales/ Direct Marketing: an exchange in which the producer sells directly to the customer. In direct sales, the growers are able to reap 100% of the profits of their labor, and the customer is able to build a relationship with the producer.•Diversification: Diversification refers to the expansion of an existing enterprise into another activity. Diversification may be related (expanding into similar product lines) or unrelated, where products are very different from each other. Farm diversification is typically done towards the production of other agricultural products, the further transformation of agricultural products or non-farming activities such as (agro-tourism), for instance.

MODULE 4 GLOSSARY

•Dormitory multiple bedded room: offering sleeping facilities for persons who may or not form part of specific group •Double room: room with sleeping facilities for two persons in a double bed or two single beds adjoined along side •Duplex accommodation: provided on different floor levels with a dedicated connection •Ecosystem: A natural entity populated by a definable group of organisms interacting with a definable abiotic (non-living) environment (Hart, in: Arntzen & Ritter, 1994).•Ecotourism: tourism is oriented on the particularity of the nature. The participants are very ecological consciousness and natural sensibility.•Environment: The combined external conditions affecting the life, development and survival of an organism or an ecosystem•Family room: room with sleeping facilities for three or more persons, at least two of which are suitable for adults •Farm house: accommodation offered on an operating farm •Food chain: Sequence of organisms each of which uses the next lower member of the sequence as a food source. •Food Kilometres / Miles: the distance food travels from where it was grown to where it is consumed.

MODULE 4 GLOSSARY

•Full board tariff: in which the price of accommodation includes breakfast, lunch and dinner •Gite rural family: accommodation, independent, furnished, with self-catering facilities, generally located in a house in the countryside, in a village or outside •Guest: person travelling for leisure purposes or similar purposes, accommodated or participated in agrotourism accommodation and/or related services and activities •Guest house establishment: often in the countryside, offering food and drink where some accommodation is also provided •Half board tariff: in which the price of accommodation includes breakfast and either lunch or dinner •Hotel establishment: with reception, services and additional facilities where accommodation and in most cases meals are available •Local community: is often a complex and not easily visible social structure…..defined as the smallest spontaneously generated human society in Western European civilization. It comes into being to join together people with manifold needs, who enter accordingly into a complex mutual relationship. •Local: items produced within a specified local region. Not a well defined term, definitions range from being produced within 100 miles to being produced within a day’s drive from your home.•Mass tourism: so called fast, in big groups, the program of the journey is strictly realised, sightseeing.•Mild tourism: mostly with the family or in small groups connected with having pleasure from the beauty of the environs and from having free time.

MODULE 4 GLOSSARY

•Natural resource: 1.Any portion of the natural environment, such as air, water, soil, botanical and zoological resources, and minerals (FAO, 1997b). A subdivision is often made into renewable and non-renewable natural resources. 2. Natural resources are natural assets (raw materials) occurring in nature that can be used for economic production or consumption (Glossary of Environment Statistics, 1997).•Raw material: Unmanufactured material, material from which something is or may be made.•Recycling: Reusing materials and objects in original or changed forms rather than discarding them as wastes.•Room only tariff: in which the price of accommodation does not include food or beverages •Rotative means of production in agrotourism: the equipment of the flat, furniture, rtv and agd equipment.•Self-catering activities: provision of installations and equipment for preparing, cooking and serving meals by the customer •Single room: room with sleeping facilities for only one person •Studio accommodation: in one room with a kitchenette •Suite accommodation: providing separate, connected sleeping and seating facilities •Supply chain: The network of retailers, distributors, transporters, storage facilities and suppliers that participate in the sale, delivery and production of a particular product.•Sustainable agriculture: A productive, competitive and efficient way to produce agricultural raw materials, while at the same time protecting and improving the natural environment and social/economic conditions of local communities.

MODULE 4 GLOSSARY

•Sustainable development: Meeting the [human] needs of the present without compromising the ability of future generations to meet their own needs.•Sustainable tourism: tourism that its development minimises influence on the local environment , promotes tourists/visitors active participation on local activities, exploits, protects and preserves the natural environment, culture, heritage and traditions in the destination’s region.

MODULE 4 GLOSSARY

MODULE 4

LINKS

Useful Links

Agritourism in Europe: http://agritourism.eu/Agritourism marketing strategy and typology investigation:http://jotr.eu/index.php/tourism-management/105-katsoni1Agritourism World!: Plan Your Trip with the 1st Choice in Agritourism Travel...http://www.agritourismworld.com/Document AlterAgro - Organization of agrotourism- Farms:http://www.euranek.com/alter-agro/pdf/unit9_en.pdfECEAT - European Centre for Eco Agro Tourism: http://www.eceat.nl/home_en.htmEcotur - Agrotourism – Definition: http://www.ecotourdirectory.com/agrotourism.htmWriting a Business Plan: An Example for a Small Premium Winery (Mark Pisoni, Gerald White, Cornell University 2002):http://dyson.cornell.edu/outreach/extensionpdf/2002/Cornell_AEM_eb0207.pdfAgritourism enterprises on your farm- Where to start (Holly George, Ellie Rilla, 2008):http://anrcatalog.ucdavis.edu/pdf/8334.pdf

MODULE 4 USEFUL LINKS

http://agritourism.eu/

http://jotr.eu/index.php/tourism-management/105-katsoni1

Useful Links

Marketing Strategies for Agritourism Operations (Holly George, Ellie Rilla, 2011):http://anrcatalog.ucdavis.edu/pdf/8444.pdf Taking the First Step: Farm and Ranch Alternative Enterprise and Agritourism Resource Evaluation Guide (USDA Natural Resources Conservation Service):http://www.resourcesfirstfoundation.org/aea/Top 8 agritourism destinations in the world:http://www.mnn.com/lifestyle/eco-tourism/photos/top-8-agritourism-destinations-in-the-world/cultivate-your-knowledge

Success Storieshttp://www.oklahomaagritourism.com/index.php?/news/success_storieshttp://www.swmarketingnetwork.org/success_stories.htm

MODULE 4 USEFUL LINKS

MODULE 4 CERTIFICATE

Small Business & Entrepreneurship

AGRITOURISM AND ON FARM SERVICES