Help me to help you: Finding synergies between Destination Marketing Organizations and agritourism stakeholders

Author Bios (50 Words for each Author)

Chloe Riley is a first year Master’s Student in the Department of Hospitality, Retail, and Sport Management at the University of South Carolina. She also works as a research assistant for the Richardson Family SmartState Center of Economic Excellence in Tourism and Economic Development where she studies tourism crisis management.

Alyssa Stroker is a Research Analyst with Longwoods International, where she contributes to research projects and client deliverables. Alyssa holds a BS in Parks, Recreation, and Tourism Management from NC State University, where she worked as a Research Assistant leading data collection, analysis, and dissemination efforts.

Whitney Knollenberg is an Assistant Professor in the Department of Parks, Recreation, and Tourism Management at North Carolina State University. Her research focuses on tourism leadership and the influence of policy, planning, and partnerships in sustainable tourism development.

Carla Barbieri is a Professor in Sustainable Tourism (North Carolina State University, USA) where she leads the “Agritourism & Societal Wellbeing” lab. She investigates the economic, socio-cultural, and environmental impacts of agritourism at the farm household and society levels. She also studies the sustainability of niche tourism.

Abstract (150 Words)

A qualitative study conducted in North Carolina (USA) revealed synergies between agritourism stakeholders and destination marketing organizations to enhance the promotion of agritourism experiences. Semi-structured interviews were conducted with 13 agritourism stakeholders and 12 destination marketing organization leaders. Interview data revealed that many agritourism experiences align with existing destination brands, such as those related to natural resources or well-being. There is also evidence that destination marketing organization leaders recognize opportunities to diversify agritourism experiences to help operators stand out and compete in a global marketplace. Agritourism stakeholders are seeking knowledge and skills related to promotion, which destination marketing organization leaders can provide. Lastly, these two groups can collaborate to establish and maintain infrastructure (e.g., toolkits or maps) to bring together regional partners that will strengthen local food systems and tourism experiences. This study reveals a need to further explore the potential relationships between agritourism stakeholders and destination marketing organizations.

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Help me to help you: Finding synergies between Destination Marketing Organizations and agritourism stakeholders

A qualitative study conducted in North Carolina (USA) revealed synergies between agritourism stakeholders and destination marketing organizations to enhance the promotion of agritourism experiences. Semi-structured interviews were conducted with 13 agritourism stakeholders and 12 destination marketing organization leaders. Interview data revealed that many agritourism experiences align with existing destination brands, such as those related to natural resources or well-being. There is also evidence that destination marketing organization leaders recognize opportunities to diversify agritourism experiences to help operators stand out and compete in a global marketplace. Agritourism stakeholders are seeking knowledge and skills related to promotion, which destination marketing organization leaders can provide. Lastly, these two groups can collaborate to establish and maintain infrastructure (e.g., toolkits or maps) to bring together regional partners that will strengthen local food systems and tourism experiences. This study reveals a need to further explore the potential relationships between agritourism stakeholders and destination marketing organizations.