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Introducing a Framework to Develop a User Typology for the Visit NC Farms Mobile App

Abstract
Assessing marketing approaches to promote agritourism (i.e., visiting a working farm for recreation or education) can greatly advance sustainable rural livelihoods. Mobile apps represent an underutilized opportunity to market agritourism through a widely used technology that already influences consumer decision-making in other areas. Understanding mobile app users’ characteristics (e.g., demographics, motivations, intentions) by developing a user typology can improve mobile app functionality and provide farmers useful insight into agritourists’ interests. In this paper, we introduce the theoretical and methodological approach to develop a mobile user typology using the Visit NC Farms mobile app in North Carolina. We will survey users departing from the Unified Theory of Acceptance and Use of Technology to develop a user typology for the Visit NC Farms mobile app. In doing so, we will advance the knowledge of mobile apps as marketing tools to promote agritourism contributing to the knowledge of tourism apps in general.
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