The University of Georgia
Center for Agribusiness and Economic Development
College of Agricultural and Environmental Sciences
Summary Results of Georgia Citizens' Attitudes
Towards Agricultural Tourism and Land-Based
Recreational Opportunities
Brigid A. Doherty, John C. McKissick, and John C. Bergstrom
CR-01-23
May 2001
Introduction
Recent changes in both demographic and agricultural trends have
revealed new opportunities for agricultural producers in Georgia. As the
metropolitan areas grow and fewer people live on or near farms, there appears to
be a trend towards tourism that involves farm activities and experiences. Until
now, there has been a lack of information on the demand and willingness to pay
for such activities. The survey results that follow fill this information gap and
provide insight into the future of agricultural tourism.
Researchers in the University of Georgia’s Department of Agriculture and
Environmental Sciences crafted the questions for this survey. The telephone
survey was conducted in January and February of 2001 by the University of
Georgia’s Survey Research Center. More information and a basic summary of
the characteristics of the survey population are available in a separate Center
publication titled “Summary Statistics of Sample Population from State of Georgia
Survey on Agricultural Tourism and Animal Agriculture.” The agricultural tourism
questions were only one component of the overall survey. Questions were also
asked about the importance and role of animal agriculture in the economy and
environment. The results from those questions can be found in “Summary
Results of Georgia Citizens’ Attitudes Towards Animal Agriculture and
Agricultural Environmental Issues.”
Overall, the results of this survey show a demand for agricultural tourism.
The general public has visited a farm for recreational purposes and is willing to
do so again in the future. Combining several popular aspects of agricultural
tourism, such as pick your own vegetables in a scenic farm setting, may further
increase demand. Demand also exists for guide/outfitting services that provide
recreational opportunities such as hiking and canoeing.
Agricultural Tourism and Agricultural Land for
Recreation/Leisure
“Have You or Members of Your Household Ever Gone on an Outing to Pick
Fruits or Vegetables, Sightsee, See Farm Animals or Otherwise Take Advantage
of a Farm Environment for Recreation and Leisure?”
Have Used Farm Environment for Recreation
and Leisure
Response
Number
Percent
Yes
231
58.48%
No
162
41.01%
Don't Know
2
0.51%
395
Have Previously Used Farm Environment for
Recreation/Leisure
Don't Know
0.5%
No
41.0%
Yes
58.5%
The responses to this question indicate that over half the population has used a
farm setting for recreational and leisure purposes.
“Do You Personally Feel That Visiting a Farm Has Educational Benefits?”
Visiting A Farm Has Educational Benefits
Response
Number
Percent
Yes
388
98.23%
No
6
1.52%
Don't Know
1
0.25%
395
Farm Visits Have Educational Benefits
Don't Know
0.3%
No
1.5%
Yes
98.2%
An overwhelming majority of adults surveyed believe that farm visits have an
educational benefit.
“Would You Say it is Very Likely, Somewhat Likely, Not Very Likely or Not At All
Likely That You or Your Family Might Visit a Farm Sometime in the Future to Pick
Fresh Fruit or Vegetables?”
Likelihood of Visiting Farm to Pick Fresh
Fruit/Vegetables
Response
Number
Percent
Very Likely
137
34.68%
Somewhat Likely
103
26.08%
Not Very Likely
77
19.49%
Not At All Likely
73
18.48%
Don't Know
5
1.27%
395
Likelihood of Visiting Farm to Pick Fresh Fruits/Vegetables
Number of Responses
140
120
100
80
60
40
20
0
Very Likely
Somewhat
Likely
Not Very
Likely
Not At All
Likely
Don't Know
This question shows that approximately 60% of those questioned are likely to
visit a farm to pick fresh fruits and vegetables.
“How Far Would You Travel From Your Residence to Pick Fresh Produce
Including Fruits, Vegetables, Etc.?”
Maximum Distance Would Travel to
Pick Your Own Produce
Response
Number Percent
0 miles
49
12.41%
1-4 miles
34
8.61%
5-9 miles
43
10.89%
10-19 miles
61
15.44%
20-29 miles
67
16.96%
30-49 miles
39
9.87%
50-69 miles
53
13.42%
70-99 miles
14
3.54%
Over 100 miles
21
5.32%
Other
14
3.54%
395
Maximum Distance Would Travel to Pick Own Produce
80
70
Response
60
50
40
30
20
10
0
0 miles
1-4 miles
5-9 miles
10-19
miles
20-29
miles
30-49
miles
50-69
miles
70-99
miles
Over 100
miles
Other
The previous question discovered that over 60% of those asked were likely to
pick fresh fruit and vegetables in the future. This question measures how far
people are willing to travel for the right to pick fresh fruit and vegetables.
Roughly 50 people said they would travel 0 miles for this right. It can be
assumed that these 50 people were among those not likely to travel to pick.
About one-third of the survey group who said they would be willing to travel
indicated they would go 20 miles or less. However, 13% said they would go up
to 70 miles to pick fresh produce.
“Would You Say it is Very Likely, Somewhat Likely, Not Very Likely, or Not At All
Likely That You or Your Family Might Visit a Farm to Enjoy its Environment (for
example, things like viewing country scenery, viewing farm animals, learning
more about farming methods, or experiencing and gaining an appreciation for
farm values and lifestyles)?”
Likelihood of Visiting Farm to Enjoy Environment
Response
Number
Percent
Very Likely
143
36.20%
Somewhat Likely
109
27.59%
Not Very Likely
74
18.73%
Not At All Likely
64
16.20%
Don't Know
5
1.27%
395
Likelihood of Visting Farm to Enjoy Environment
Don't Know
1.3%
Very Likely
36.2%
Not At All Likely
16.2%
Not Very Likely
18.7%
Somewhat Likely
27.6%
A greater percent (64%) said they were likely to visit a farm for the purpose of
enjoying the environment (viewing scenery, seeing animals, etc).
“How Far Would You Travel From Your Residence to Spend Time at a Farm to
Enjoy its Environment (for example, viewing country scenery, viewing farm
animals, learning about farming methods, experiencing and gaining an
appreciation for farm values, lifestyles)?”
Maximum Distance Would Travel to
Enjoy Farm Environment
Response
Number Percent
0 miles
51
12.91%
1-4 miles
25
6.33%
5-9 miles
36
9.11%
10-19 miles
39
9.87%
20-29 miles
52
13.16%
30-49 miles
46
11.65%
50-69 miles
51
12.91%
70-99 miles
34
8.61%
Over 100 miles
44
11.14%
Don't Know
17
4.30%
395
Maximum Distance Would Travel to Enjoy Farm
Environment
60
Response
50
40
30
20
10
0
0 miles
1-4 miles 5-9 miles
10-19
miles
20-29
miles
30-49
miles
50-69
miles
70-99
miles
Over 100
miles
Don't
Know
Fifty-one people indicated they would not travel any distance to enjoy the farm
environment. This is most likely those who responded they were not interested
in such an activity. The distribution of miles willing to travel looks fairly even.
Over 40 respondents indicated they would travel over 100 miles to enjoy the farm
environment.
The following graph compares responses to the two questions on maximum
distance willing to travel. A quick glance reveals that people appear to be more
willing to travel shorter distances to pick fruit and go longer distances to enjoy the
farm environment.
Maximum Distance Would Travel
80
70
Response
60
50
40
30
20
10
0
0 miles 1-4 miles 5-9 miles
Enjoy Farm Environment
10-19
miles
Pick Own Produce
20-29
miles
30-49
miles
50-69
miles
70-99
miles
Over 100
miles
Other
“For Each of the Following Activities, Please Tell Me How Important Each Activity
Would Be to You If You Were to Visit a Farm for the Primary Purpose of Enjoying
Leisure Activities.” 1. Picking Fresh Farm Produce 2. Viewing Country
Scenery 3. See or Study Farm Animals 4. Learn More About Farming
Methods 5. Experiencing and Gaining an Appreciation for Farming Values and
Lifestyles.”
Importance of Activities Related to Farm Visit for Leisure
Pick Your Own Produce
Response
Number
Percent
Very Important
161
40.76%
Somewhat Important
142
35.95%
Not Very Important
38
9.62%
Not at All Important
53
13.42%
Not Ascertained
1
0.25%
395
View Country Scenery
Response
Number
Percent
Very Important
230
58.23%
Somewhat Important
120
30.38%
Not Very Important
21
5.32%
Not at All Important
18
4.56%
Don't Know
6
1.52%
395
See or Study Farm Animals
Response
Number
Percent
Very Important
144
36.46%
Somewhat Important
128
32.41%
Not Very Important
80
20.25%
Not at All Important
40
10.13%
Don't Know
3
0.76%
395
Learn More About Farming Methods
Response
Number
Percent
Very Important
103
26.08%
Somewhat Important
117
29.62%
Not Very Important
102
25.82%
Not at All Important
67
16.96%
Don't Know
6
1.52%
395
Experience/Gain an Appreciation for Farming Values/Lifestyles
Response
Number
Percent
Very Important
159
40.25%
Somewhat Important
135
34.18%
Not Very Important
54
13.67%
Not at All Important
41
10.38%
Don't Know
6
1.52%
395
Response
Importance of Activities in Farm Visit
450
400
350
300
250
200
150
100
50
0
e
pr
Ap
te
ci a
Fa
rm
l
Va
s
ue
ar
Le
n
F
m
ar
g
in
M
ds
ho
et
e
Se
or
y
ud
St
Fa
rm
i
An
al
m
s
Vi
ew
try
un
o
C
y
er
en
c
S
P
i ck
wn
O
r
u
Yo
e
uc
od
r
P
Don't Know
Not at All Important
Not Very Important
Somewhat Important
Very Important
This question is attempting to discover which activities people are most
interested in participating in during a farm visit. Viewing country scenery gets
the most votes for importance (very and somewhat combined). Pick your own
produce is next, followed by appreciate farm values, see or study farm animals
and learn farming methods. This question may provide many insights for farmers
interested in attracting tourists/visitors. Country scenery is a fairly subjective
term. Further, country scenery may be an externality not controlled by the
farmer. Developments, roads and so forth may ruin the country scenery and the
farmer has no method to control.
“If A Guide or Outfitting Service Were Available in Georgia, That Could Provide
Access to Recreational Opportunities (such as, hunting, fishing, camping, hiking,
bike riding, canoeing, bird watching, horseback riding) To You in a Rural Setting,
Would You Use It?”
Would Use Guide or Outfitting Service in Rural Georgia
Response
Number
Percent
Yes
290
73.42%
No
98
24.81%
Don't Know
7
1.77%
395
Would Use Guide or Outfitting Service in Rural Georgia
Don't Know
2%
No
25%
Yes
73%
Almost three fourths of the respondents thought they would use a guide/outfitting
service in rural Georgia.
“If No (wouldn’t use guide/outfitting service), Why Not?”
Reason For Not Using Guide/Outfitting Services
Response
Number Percent
Prohibited by Age/Disability/Health
17
17.35%
Already Do On Own
25
25.51%
Not Interested/Have Different Hobby
40
40.82%
No Time
5
5.10%
No Money/Costly
2
2.04%
No Transportation
4
4.08%
Other
5
5.10%
98
The majority of those not interested in a guide/outfitting service had another
hobby or simply were not interested in participating in these type of activities.
Only about 25% had the ability to participate in these activities on their own (for
example, owned their own hunting land, had a canoe). A small fraction said
that either time, money, or transportation was a limiting factor.
Reasons for Not Using Guide/Outfitting Services
No Transportation
4%
No Money/Costly
2%
Other
5%
Prohibited by
Age/Disability
/Health
17%
No Time
5%
Not
Interested/Have
Different Hobby
41%
Already Do On
Own
26%
“Which Activities Would You Be Interested In Pursuing?”
Activities Interested in Pursuing Through Guide/Outfitter
Response
Number
Percent
Hunting
98
8.81%
Fishing
197
17.70%
Camping
166
14.91%
Hiking
157
14.11%
Bike Riding
124
11.14%
Canoeing
116
10.42%
Bird Watching
77
6.92%
Horseback Riding
138
12.40%
Other
36
3.23%
Don’t Know
4
0.36%
1113
Activities Interested in Pursuing Through
Guide/Outfitter
Responses
250
200
150
100
50
th
er
O
C
an
oe
in
Bi
g
rd
W
at
H
ch
or
in
se
g
ba
ck
R
id
in
g
id
in
g
Bi
ke
R
ik
in
g
H
C
am
pi
ng
Fi
sh
in
g
H
un
tin
g
0
This question attempts to measure which activities would be most popular. The
number of responses totals 1,113. This is because many people responded that
they would be interested in more than one activity. In fact, of the 290 people who
said they would use a guide/outfitting service, everyone responded that they
would use the service for at least two activities. Fishing appears to be the most
popular activity.
Other Activities Interested in Pursuing Through
Guide/Outfitter
Response
Number Percent
Adventure Sports
7
19.44%
Picnic/Garden
4
11.11%
Farm Animals/Dude Ranch
3
8.33%
Wild Game
1
2.78%
Sports/Outdoor Games
8
22.22%
Touring/Sightseeing
3
8.33%
Nature Enjoyment
3
8.33%
Swimming
2
5.56%
Photography
1
2.78%
ATV/Motorcycle/Off Road
3
8.33%
Activities Including Pet
1
2.78%
36
The choices for the 36 people who answered they would be interested in other
activities through a guide/outfitter are in the above table. The most popular
activities are sports – both traditional and adventure. Examples of traditional
sports include golf and football. Examples of adventure sports include white
water rafting, repelling and rock climbing.
“What is the Maximum Number of One-Way Miles You Would Travel to Use a
Guide or Outfitting Service Such as This?”
Maximum Number of One Way Miles
Would Travel to Use Guide/Outfitting
Service
Response
Number
Percent
0 miles
98
24.81%
1-4 miles
6
1.52%
5-9 miles
9
2.28%
10-19 miles
17
4.30%
20-29 miles
28
7.09%
30-49 miles
27
6.84%
50-69 miles
51
12.91%
70-99 miles
13
3.29%
Over 100 miles
112
28.35%
Don't Know
34
8.61%
395
Maximum Number of One Way Miles Willing to Travel to
Use Guide/Outfitting Service
120
100
80
60
40
20
0
0
m
ile
s
ou
(W
ld
n'
tU
se
)
1
-4
m
ile
s
5
-9
m
ile
s
10
-
19
m
ile
s
20
-
29
m
ile
s
30
-
49
m
ile
s
50
-
69
m
ile
s
70
-
99
m
O
ile
r
ve
s
1
00
m
ile
D
s
on
K
't
no
w
Those interested in using a guide or outfitting service to pursue activities appear
to be willing to travel long distances to access the service. Over 20% of the
respondents said they would travel over 100 miles for a guide/outfitting service.
“How Many Times A Year Would You Use This Guide or Outfitting Service?”
Number of Times Per Year Would
Use Guide/Outfitting Service
Response
Number Percent
Once
58
20.00%
Twice
97
33.45%
Three
33
11.38%
Four
22
7.59%
Five
21
7.24%
Six
11
3.79%
Seven
2
0.69%
Eight
2
0.69%
Nine
1
0.34%
Ten
7
2.41%
Twelve
7
2.41%
Twenty
1
0.34%
Twenty Four
3
1.03%
Forty Five
1
0.34%
Fifty
1
0.34%
Ninety Five +
2
0.69%
Don't Know
21
7.24%
290
Number of Times Per Year Would Use Guide/Outfitting
Service
7-19 Times
7%
20-95 Times
2%
95+ Times
1%
Other
7%
1 Time
20%
6 Times
4%
5 Times
7%
4 Times
8% 3 Times
11%
2 Times
33%
Over half the group surveyed reported they would use a guide or outfitting
service once or twice a year.
“How Many Days Would You Stay Each Time You Went?”
How Many Days Would You Stay Per Visit
Response
Number
Percent
1 Day
30
10.34%
2 Days
91
31.38%
3 Days
94
32.41%
4 Days
20
6.90%
5 Days
19
6.55%
7 Days
23
7.93%
14 Days
3
1.03%
30 Days
1
0.34%
95+ Days
1
0.34%
Don't Know
8
2.76%
290
Number of Days Would Stay Per Visit
14 Days
1.03%
30 Days
0.34%
7 Days
7.93%
95+ Days
0.34%
Other
2.76%
1 Day
10.34%
5 Days
6.55%
4 Days
6.90%
2 Days
31.38%
3 Days
32.41%
The average days stayed per visit averages well under a week. It appears most
people would be interested in staying for a period of 1 – 3 days, perhaps using
the service for a weekend outing.
“Assuming High Quality Guide or Outfitting Service is Provided, What is the
Highest Fee You Would Pay to the Provider of the Recreational Service for Each
Occasion You Used the Service for Each of the Activities Below?”
Maximum Fee Willing To Pay For Guide/Outfitting Service
Response
$0
$1-9
$10-19
$20-29
$30-39
$40-49
$50-99
$100-199
$200-299
$300-499
$500+
Don't Know
Other
Hunting
Number
135
1
7
14
5
2
17
19
10
5
8
58
9
290
Percent
46.55%
0.34%
2.41%
4.83%
1.72%
0.69%
5.86%
6.55%
3.45%
1.72%
2.76%
20.00%
3.10%
Camping
Response
Number
$0
54
$1-9
5
$10-19
24
$20-29
32
$30-39
15
$40-49
5
$50-99
48
$100-199
27
$200-299
8
$300-499
11
$500+
1
Don't Know
49
Other
11
290
Percent
18.62%
1.72%
8.28%
11.03%
5.17%
1.72%
16.55%
9.31%
2.76%
3.79%
0.34%
16.90%
3.79%
Response
$0
$1-9
$10-19
$20-29
$30-39
$40-49
$50-99
$100-199
$200-299
$300-499
$500+
Don't Know
Other
Fishing
Number
67
12
20
35
13
3
30
31
6
8
5
53
7
290
Bike Riding
Response
Number
$0
104
$1-9
10
$10-19
29
$20-29
32
$30-39
10
$40-49
2
$50-99
21
$100-199
14
$200-299
4
$300-499
3
$500+
3
Don't Know
44
Other
14
290
Percent
23.10%
4.14%
6.90%
12.07%
4.48%
1.03%
10.34%
10.69%
2.07%
2.76%
1.72%
18.28%
2.41%
Percent
35.86%
3.45%
10.00%
11.03%
3.45%
0.69%
7.24%
4.83%
1.38%
1.03%
1.03%
15.17%
4.83%
Response
$0
$1-9
$10-19
$20-29
$30-39
$40-49
$50-99
$100-199
$200-299
$300-499
$500+
Don't Know
Other
Hiking
Number
99
10
22
33
4
3
25
22
3
4
4
50
11
290
Percent
34.14%
3.45%
7.59%
11.38%
1.38%
1.03%
8.62%
7.59%
1.03%
1.38%
1.38%
17.24%
3.79%
Bird Watching
Response
Number Percent
$0
155
53.45%
$1-9
7
2.41%
$10-19
17
5.86%
$20-29
22
7.59%
$30-39
1
0.34%
$40-49
0
0.00%
$50-99
13
4.48%
$100-199
11
3.79%
$200-299
1
0.34%
$300-499
1
0.34%
$500+
3
1.03%
Don't Know
46
15.86%
Other
13
4.48%
290
Canoeing
Response
Number
$0
90
$1-9
6
$10-19
20
$20-29
31
$30-39
8
$40-49
8
$50-99
25
$100-199
25
$200-299
6
$300-499
5
$500+
6
Don't Know
50
Other
10
290
Percent
31.03%
2.07%
6.90%
10.69%
2.76%
2.76%
8.62%
8.62%
2.07%
1.72%
2.07%
17.24%
3.45%
Horseback Riding
Response Number Percent
$0
66
22.76%
$1-9
4
1.38%
$10-19
16
5.52%
$20-29
39
13.45%
$30-39
23
7.93%
$40-49
7
2.41%
$50-99
34
11.72%
$100-199
24
8.28%
$200-299
10
3.45%
$300-499
4
1.38%
$500+
5
1.72%
Don't Know
45
15.52%
Other
13
4.48%
290
Maximum Amount Willing To Pay for Services
180
160
Number of Responses
140
120
100
80
60
40
20
0
$0
$1-19
$20-49
$50-99 $100-299 $300-499
$500+
Don't
Know
Hunting
Fishing
Camping
Hiking
Bike Riding
Canoeing
Bird Watching
Horseback Riding
Other
The results of this question show participant’s willingness to pay for such
activities. A large cluster of people answered that they would not pay any money
to participate in the suggested activities. Most people indicated they would not
pay more that $299 for any one activity.
Summary
The results of this portion of the survey provide insight into demand and
willingness to pay for farm-based recreation and entertainment. The majority of
those surveyed reported they had been to a farm in the past for recreation and
leisure. In addition, a majority of the surveyed population indicated an interest
and future plans in using the farm environment for recreation and leisure.
Therefore, there appears to be demand for these activities.
The respondents also appear willing to travel to enjoy the farm environment.
While respondents reported they would travel further for sightseeing and farm
touring than they would for picking fresh produce, respondents were willing to
travel distances for both forms of entertainment. When asked which activities
that were most appealing, respondents indicated that seeing country scenery
was the most important. This was followed by pick your own produce and then
appreciate farm values and see/study farm animals. One conclusion that can be
drawn from this information is that a farmer in a more rural area offering pick your
own may be able to draw more customers from a greater distance than one in a
more city/less scenic area.
Almost three fourths of the survey group said they would use a guide or outfitting
service in rural Georgia. Those who responded that they would not use such a
service cited age or disability, lack of interest and ability to participate without a
guide as their major reasons. Fishing was the most popular choice among those
who were interested in a guide/outfitter. Camping and hiking were the next most
popular choices. People also indicated a willingness to travel a fair distance to
use such a service. However, they also indicated a low willingness to pay. The
majority of respondents indicated a desire to stay 1-3 days and visit 1-3 times per
year. This would correspond with an interest for using a guide or outfitter on
weekends. One conclusion that can be drawn from this information is that there
appears to be demand for services that can provide access to these activities.
However, people seem unwilling to pay much for these services.
The Center for Agribusiness
& Economic Development
The Center for Agribusiness and Economic Development is a unit of the College of
Agricultural and Environmental Sciences of the University of Georgia, combining the
missions of research and extension. The Center has among its objectives:
To provide feasibility and other short term studies for current or potential Georgia
agribusiness firms and/or emerging food and fiber industries.
To provide agricultural, natural resource, and demographic data for private and
public decision makers.
To find out more, visit our Web site at: http://www.caed.uga.edu
Or contact:
John McKissick, Director
Center for Agribusiness and Economic Development
Lumpkin House
The University of Georgia
Athens, Georgia 30602-7509
Phone (706)542-0760
caed@agecon.uga.edu
The University of Georgia and Fort Valley State University, and the U.S. Department of
Agriculture and counties of the state cooperating. The Cooperative Extension Service
offers educational programs, assistance and materials to all people without regard to race,
color, national origin, age, sex or disability.
An equal opportunity/affirmative action organization committed to a diverse work force.
CR-01-23
May 2001
Issued in furtherance of Cooperation Extension Acts of May 8 and June 30, 1914, the
University of Georgia College of Agricultural and Environmental Sciences, and the U.S.
Department of Agriculture cooperating.
J. Scott Angle, Dean and Director