Abstract A 2010 survey examined preferences and behaviors of current and potential agritourists and explored 15 motivations for visiting two agritourism settings (farms and private forests). Responses from 969 Missouri households showed that doing something with family, viewing the scenic beauty, and enjoying the smells and sounds of nature were the most important motivations for visiting both settings. Paired t-tests showed that there were significant differences in seven motivations for visiting a farm versus a private forest.