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Click for printer friendly page Fact Sheets for Managing Agricultural and Nature Tourism Operations
Assessing Your Preferences, Options, and GoalsA key point before venturing into farm/ranch recreation is to identify or revisit the real goals of the farm or ranch and to discuss these goals with all parties who may influence the decision-making. If any of the "partners" do not have the same goals, success will be limited and interpersonal stress may be the major result. ALL partners (this may be family members or outside interests) must meet together and seriously express their personal and business goals. Define your goals
One real market advantage of farm/ranch recreation is that potential clients are so numerous and there are so few operations offering this type of service. Using a shotgun approach to attract anyone and everyone is expensive and seldom effective without a massive advertising campaign. A more effective use of time and money is targeting a particular audience (e.g., sportspeople, families, retired persons, bird watchers, photographers, etc.) who may be interested in what your farm or ranch has to offer. Let's start creating a profile of the customer you want to attract: The ideal customer is__________________________________________. Where does she/he live? (in-state or out-of-state/foreign)____________________________________ Age composition (Young? Retirees? Variety?)______________________Single/Married?___________________ Income Level $_____________Party size and composition?____________Children?_______________________ Hobbies/Interests (hunting background/horse experience/photographers/etc.) ____________________________________________________________ ____________________________________________________________ What does she/he read?______________________________________ What characteristics do you want in your guests? Independent people who emphasize self-fulfillment and self-help? ________________ Action-oriented people? ___________________________ People seeking relaxation? ______________________________________ People who have a desire for entertainment and activities?__________________This Fact Sheet was adapted by Desmond Jolly, Cooperative Extension agricultural economist and director, UC Small Farm Program, from the Agri-tourism Workgroup and Resources, Oregon Department of Agriculture.
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