Marketing Efforts that Can Be Adapted for Farm Tourism in Rural Areas
Enhancing Marketing Expertise Among Farmers
To facilitate the transition from traditional agriculture to rural tourism, it is essential for
farmers to develop robust marketing and customer relations skills. Many farmers currently lack
the necessary training to effectively promote their offerings and engage with potential tourists
(Sharpley, 2002). A study conducted in Diffun, Quirino emphasizes the importance of
implementing educational programs focused on sustainability practices in agritourism (Cortez et
al., 2024). Through such programs, farmers learn marketing training that can educate them on the
best promotions and campaigns that can be developed and implemented in harmony with
sustainable tourism. Moreover, the use of digital media like social media can enable the farmer to
produce quality content that can highlight individual experiences and stories (Mendoza, 2022).
Joint marketing of local businesses will help promote their businesses further to attract more
customers.
Improving Access to Resources for Rural Tourism Development
Insufficient financial, technical, and human resources present significant barriers to
farmers looking to diversify into rural tourism (Moraru et al., 2016). Research by Brown et al.
(2022) highlights the limited access to essential resources such as information about regulations
and financial assistance that agritourism operators face. To address this challenge, advocating for
policies that enhance access to grants and loans specifically tailored for rural tourism
development is crucial. Establishing microfinance options for small-scale farmers could provide
the financial support needed for investment in tourism infrastructure. Additionally, creating
resource-sharing networks where farmers can collaborate and share equipment or expertise
would help reduce costs and improve service quality. The integration of agritourism with farm
entrepreneurship has also been shown to create new economic opportunities for disenfranchised
families engaged in various local activities (Muresan et al., 2022).
Building Resilience Against Climate Change Impacts
Climate change poses significant risks to agricultural productivity and farm tourism
operations (Lorenciana, 2014). The study by Ammirato et al. (2020) emphasizes the need for
sustainable practices that not only enhance resilience but also improve the attractiveness of farm
destinations. Providing education on sustainable farming practices is vital for enhancing
resilience while improving the tourist experience (Asian Development Bank, 2020). Encouraging
farmers to diversify their offerings beyond traditional crops—such as incorporating agritourism
events or workshops—can help mitigate vulnerability to climate variability. Furthermore,
developing community-based plans focused on building resilience against climate impacts
through infrastructure improvements and resource management strategies will support the
sustainability of farm tourism in the face of climate challenges.
References:
Sharpley, R. (2002). Tourism: A vehicle for development. Tourism and development: Concepts
and issues, 2, 11-34. https://doi.org/10.21832/9781845414740-003
Cortez, N. J., Baldomero, M. J., Mendoza, A. R., Mallari, K. A., Benavidez, M. J., Gaffud, R., ...
& Gaoat, M. (2024). Sustainability Practices of Agritourism in Diffun, Quirino. American
Journal of Tourism and Hospitality, 2(1), 27-34. https://doi.org/10.54536/ajth.v2i1.2409
Mendoza, H. A. (2022). Sustainable practices and challenges of farm destinations. International
Journal of Academe and Industry Research, 3(2), 1-22.
https://iiari.org/journal_article/sustainable-practices-and-challenges-of-farm-destinations/
Brown, D.M., Reeder, R.J., & Wilson, A.E. (2022). Challenges for the agritourism sector in the
United States: Regional insights and recommendations. Journal of Agriculture, Food Systems,
and Community Development, 11(1), 1-14. https://doi.org/10.5304/jafscd.2022.114.003
Ammirato, S., Bramwell, B., & Turnock, D. (2020). Agritourism: A pathway toward
sustainability? Sustainability, 12(3), 1001. https://www.mdpi.com/2071-1050/12/22/9575
