The Influence of Agritourism on Niche Meats Loyalty and Purchasing

Abstract

Although research has been increasing on agritourism, many questions remain. Studies have indicated that agritourism can bring both economic and noneconomic benefits to farmers and that sustainably raised agriculture products can lead to both health and environmental benefits. The current study explores the relationship between preferred meat attributes of the consumer (PMA), interest in visiting an agritourism farm (AI), and increased loyalty to a meat product or farm, termed the food system bond (FSB), among consumers in North Carolina, United States. Results indicate that (1) a preference for sustainable meat products has a positive influence on both interest in visiting a farm that raises livestock sustainably and on the food system bond and that (2) agritourism has a positive impact on the food system bond. This suggests the potential for agritourism to connect specialty consumers with niche farmers, increasing farm revenues, supporting sustainably raised agriculture, and fostering overall rural sustainability.