Agritourism operators frequently incorporate educational opportunities about agricultural products and farming in their tourism experiences, but the educational potential of agritourism on visitors has not been measured. This potential impact of agritourism is important considering the environmental and economic sustainability of food systems depend on agriculturally literate citizens and policymakers. The purpose of this work is to develop a theoretical and methodological framework that will help determine the role of agritourism experiences in influencing agricultural literacy and local food purchasing behavior among consumers. To achieve this purpose, this work will account for the potential for agritourism experiences to impact both children and their parents, stimulating an intergenerational transfer of knowledge and subsequent increase in consumers’ purchasing of locally produced agricultural products.