Agritourism Insights: Marketing Tools for Agritourism Operators

Marketing tools are essential for agritourism operators to connect their activities with potential visitors. These tools boost visibility, draw in more visitors, and can grow your business. In our last survey of agritourism operators in Pennsylvania (2019), we asked what marketing tools are the most successful when promoting agritourism activities. Word of mouth and recommendations from previous customers were rated the highest, with 74% of operators finding them highly effective. This underscores the importance of creating memorable experiences that visitors are eager to share and to address potentially negative reviews. How you respond to reviews, especially negative ones, is crucial. The article Cultivating Your E-Experience: Responding to Consumer Communications shares guidance and tips for doing so effectively.  Recommendations and reviews are shared on Google reviews and social media sites  Claiming your business on Google is critical to enhancing online presence, credibility, and visibility in local search results. Most importantly, claiming your business will enable you to respond to customer reviews on Google, offering another platform to engage with customers directly. The video Claim Your Business on Google shows how to do just that.  

Not surprisingly, social media is the dominant force in agritourism marketing, with a significant majority of respondents (60%) rating social media platforms extremely effective and 31% as effective. These platforms allow for direct communication with potential visitors and interactive storytelling. Check out Penn State Extension resources on social media for example ideas on which social media site to use, should your business be on TikTok and Instagram content ideas.  Simply posting to social media isn’t enough though, true effectiveness comes through monitoring and measuring engagement and modifying tactics as appropriate.

Having a strong website presence was ranked third (42%), highlighting the importance of an easy-to-navigate digital storefront where customers can find essential information. Here are tips on developing and maintaining a website for your business. 

While digital strategies stand out for their high impact, traditional marketing methods still hold value. Signage, both outside the business location and on highways, was an effective way for 64% of our survey respondents to capture the attention of local visitors and passersby, while 20% perceived this strategy as ineffective.  Print materials like brochures, flyers, and posters also continue to serve as useful tools for promotion within local communities and tourist spots. On the other hand, platforms such as TripAdvisor and Yelp, along with referral programs from other organizations like chambers of commerce and visitor bureaus, were found to be less utilized or viewed as lower in effectiveness. Keep in mind this survey was conducted in 2019. Especially during the pandemic but continuing forward destination marketing organizations (visitor bureaus) have increased their marketing of local agritourism businesses. If you and your fellow operators are not yet listed on your local DMO website, make sure to approach them.

Perception of Effectiveness of Marketing Tools for Promoting Agritourism

Direct mail and email campaigns were not utilized by a significant portion of respondents. However, we know several agritourism businesses that use email marketing successfully. Once you have your target audience of repeat customers, it can be an effective way to engage and inform them about upcoming events and offers. It is important for your visitors to opt in for this type of communication.

Understanding your current and potential future visitors and aligning marketing strategies with their behaviors and preferences are key to maximizing engagement and driving visitor numbers. The right mix of marketing tools will not only put your agritourism business on the map but is key to building lasting relationships with visitors, ensuring loyalty, and encouraging new customers to visit.