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Agri-Tourism Development in British Columbia

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Agri-Tourism Development in British Columbia AGRI-TOURISM DEVELOPMENT IN BRITISH COLUMBIA by Kathryn Joanne Lack Bachelor of Arts, Simon Fraser University, 1995 RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF NATURAL RESOURCE MANAGEMENT in the School of Resource and Environmental Management Report No. 205 O Kathryn Joanne Lack 1997 SIMON FRASER UNIVERSITY December, 1997 All rights reserved. This work may not be reproduced in whole or in part, by photocopy or other means, without permission of the author. National Library Bibtiothaue nationale 1*1 of Canada du Canada Acquisitions and Acquisitions et Bibliographie Services services bibliographiques 395 Wellington Street 395. rue Wellington Ottawa ON KlA ON4 OttawaON KlA ON4 Canada CaMda The author has granted a non- L'auteur a accordé une licence non exclusive licence aiiowing the exclusive permettant à la National Library of Canada to Bbliothèque nationale du Canada de reproduce, loan, distribute or seU reproduire, prêter, distribuer ou copies of this thesis in microfom, vendre des copies de cette thèse sous paper or electronic formats. la forme de microfiche/fïlm, de reproduction sur papier ou sur format électronique. The author retains ownership of the L'auteur conserve la propriété du copyright in this thesis. Neither the droit d'auteur qui protège cette thèse. thesis nor substantial extracts £iom it Ni la thèse ni des extraits substantiels may be printed or otherwise de celle-ci ne doivent être imprimés reproduced without the author's ou autrement reproduits sans son permission. autorisation. ABSTRACT Critical changes have occurred in Canada's agricultural sector over the last twenty-five years which have resulted in ewnomic uncertainty for . many Canadian farmers. In response, some farmers have implemented a diversification strategy into their business plans. The focus of this study is on one type of diversification: agri-tourism. This study provides a profile of the financially successful agri-tourism operations in British Columbia and notes the differences in operational characteristics between financially successfuI and financially less successful agri-tourism businesses. The study also compares the perceived constraints to agri-tourism development between government agencies and farm operators and notes that the constraints varied between the groups. Several management strategies relevant to the study's findings are presented. The first strategy relates to farm operators pursuing economies of scope by maximising opportunities for visitors to spend money at the farm rather than maximising the number of visitors to the farm. The second strategy relates to agricultural/tourism associations, government support agencies, agri-tourism operators and other businesses organising strategic alliances to tackle the issues related to agri-tourism development. iii In memory of my rnother Alice Edith Chomey (1922-1 985) ACKNOWLEOGMENTS I could not have completed this research, if not for the help of many people. I would like to take a moment and thank some of the people who , helped me along the way: Peter Williams for his practical suggestions, encouragement and good humour; Alison Gills for her critical reading and comrnents; Karim Dossa for his help with the statistical analysis; and to my father for finding more mistakes than I Gare to think about. And of course, I must express my love and most sincere thanks to my husband, Martin, and my children, Nathan and Rachel, whose continual sacrifice and support allowed me compete this project. TABLE OF CONTENTS Approval Page.................. .. ...................................................................... ii *.* Abstract.. ................................................................................................... III. .. Dedication............... .. ............................................................................ iv Acknowledgments...................................................................................... v Table of Contents................ ... ................................................................. vi List of Tables............................................................................................. xiii List of Figures.. .......................................................................................... xv List of Appendices.................................................................................... xvi Chapter 1 - INTRODUCTION 1.1 Rationale for Study................................................................................ 1 1.2 Purpose of Study .................................................................................... 4 1.3 Research Questions .............................................................................. 4 1.4 Methods................................................................................................. 4 1.4.A Method One: Literature Analysis........................................... 5 T.4.2 Method Two: Questionnaire Suwey to Farm Operators........ 5 1.4.3 Method Three: Questionnaire Suwey to Support Agencies ...................................................................... 5 1 -4.4 Method Four: Focus Group Research................................ 5 vi 2.4.2.7 Pesonal challenges br hm~;lies.................................. 29 2.4.2.8 Conkt WHpninary agnculfural producbonn.................... 29 2.4 2.9 Db&ne hmmahe& ............................................ 30 2.4.2.10 lnliasliucbre /im&tions .......................................... 30 . 2.4.2.1 1 Fam&ease ..................................................... 31 2.4.3 Determinants of Success..................................................... 31 2.5 Policy and Program Practices In Agri-tourism .................................... 33 2.5.1 Financial Aid ........................................................................ 34 2.5.2 Technical Information .......................................................... 35 2.5.3 Marketing Strategies.......................................................... 36 2.5.4 British Columbia's Agn-tounsm Policy ...................... ... .... 37 2.6 Summary............................................................................................ 38 Chapter 3 .METHOOS 3.1 Introduction......................................................................................... 40 3.2 Research Questions ............................................................................ 40 3.2.1 Ptimary Research Questions............................................... 40 3.3 Rationale for Methodology ................................................................. 42 3.4 Data Collection................................................................................... 43 . 3.4.1 Study Objecfive.................................................................... 43 3.4.2 Survey Method #I- Questionnaire to Farm Operators.......... 44 viii 3.4.2.1 Fam Operator3 Suwey Population. ............................. 44 3.4.2.2 FmOpemtofs Research hsbument .......................... 44 3.4.2.3 Fam Operafo/s Survey DesMn and Procedure............... 45 3.4.3 Survey Method #2- Questionnaire to Support Agencies ...... 47 3.4.3.1 Supporf Agencks 'Sufvey P opulation. ............................ 47 3.4.3.2 Supporf Agencîès 'Research hsbument ........................ 48 3.4.3.3 Support Agencks 'Quesbonnake Design and Pmcedure.... 49 3.4.4 Survey Mefhod #3 - Focus Groups.................... ..... ...50 3.5 Limitations of Research Methods........................................................ 51 3.6 Data Analysis ....................................................................................... 52 3.7 Summary ............................................................................................ 54 Chapter 4 .SURVEY RESULTS 4.1 Introduction.......................................................................................... 55 4.2 Definition of Sarnple and Sample Size ................................................. 55 4.2.1 Definition of Sample.............................................................. 55 4.2.2 Definition of Agri-tourism Businesses................................... 56 4.3 Profile of Financially Successful Agri-tourism Operations ................... 57 4.3.1 Type of Farm ........................................................................ 57 4.3.2 Types of Activifies.................................................................. 57 4.3.3 Amount of Time Visitors Spent on Farm................................ 59 ix 4.3.4 Months of Operation............................................................... 59 4.3.5 Running the Agn-tourism Operation...................................... 60 4.3.6 Number of Years in Operation.......... ... .......................... 61 4.3.7 Marketing Promotion............................................................ .61. 4.3.8 Working with Other Business................................................ 62 4.4 Differences Between Agri-tourism Operations.................................... 62 4.4.1 Mode1 of DMerence.............................................................. 63 4.4.2 Geographical Location....................................................... 64 4.4.3 Farm Business Size............................................................. 65 ... 4.4.4 Types of Activities................................................................. 66 4.4.5 Months of Operation.............. .. ........................................ 68 4.4.6 Number of Tounsts and Revenues.....................................
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