Refereed academic paper for presentation
Farm diversification through agri-tourism requires that farmers understand and make complex decisions about the extent of exposure to tourism that they want their farm operation to have and the potential return on investment. To date, the academic literature has provided limited assistance to aid in navigating these decisions. While studies have reported that investments in agri-tourism are correlated to increased revenue potential there is limited evidence of differentiated returns depending on the type of exposure that a farm provides to visitors. This paper introduces an exposure-investment continuum that will allow for future testing by researchers to determine the trade-offs in agri-tourism development.