The magic of experience: Agritourism as an experiential marketing model for Maine farm and fish products
Document Type
Event
Department
Tourism and Hospitality
Abstract
Over the last decade, the market value from Maine farms and fisheries has declined by 13%. When inflation is factored in, it is a drop of 20%. One bright spot, however, is agritourism, an experience offered to visitors on working farms that generates supplemental income, such as outdoor recreation, education, entertainment, lodging, and direct sales. From 2012 to 2017, direct sales on Maine farms increased 53%, and from other agritourism activities, 268% (USDA Census of Agriculture). Can these experiences serve as powerful forces to accelerate the process of consumer branding and loyalty? First coined in 1998, “Experience Economy” describes the movement of businesses beyond the mere sale of goods and services to the design of memorable experiences, with the memory itself becoming the product. The emotions generated by the event translate into behavioral intentions to purchase a product, both in real time and long after the event. Funded under the Shaw Innovation Fellowship, this project surveyed over 400 visitors participating in repeatable agritourism experiences on Maine oyster and wild blueberry farms, revealing the impact of agritourism on direct sales as well as the most powerful marketing themes that resonated with consumers in Maine, New England, and the Northeast.
The magic of experience: Agritourism as an experiential marketing model for Maine farm and fish products
Over the last decade, the market value from Maine farms and fisheries has declined by 13%. When inflation is factored in, it is a drop of 20%. One bright spot, however, is agritourism, an experience offered to visitors on working farms that generates supplemental income, such as outdoor recreation, education, entertainment, lodging, and direct sales. From 2012 to 2017, direct sales on Maine farms increased 53%, and from other agritourism activities, 268% (USDA Census of Agriculture). Can these experiences serve as powerful forces to accelerate the process of consumer branding and loyalty? First coined in 1998, “Experience Economy” describes the movement of businesses beyond the mere sale of goods and services to the design of memorable experiences, with the memory itself becoming the product. The emotions generated by the event translate into behavioral intentions to purchase a product, both in real time and long after the event. Funded under the Shaw Innovation Fellowship, this project surveyed over 400 visitors participating in repeatable agritourism experiences on Maine oyster and wild blueberry farms, revealing the impact of agritourism on direct sales as well as the most powerful marketing themes that resonated with consumers in Maine, New England, and the Northeast.
