Exploring agritourism products
Hilli, Sofia (2021)
Hilli, Sofia
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021111620354
https://urn.fi/URN:NBN:fi:amk-2021111620354
Tiivistelmä
The objective was to discover the elements and customer experience levels that are most meaningful in popular agritourism experiences in Germany and find out which ones of the activities are the most suitable for the commissioner Saaren Luomuosuuskunta based on their strengths and weaknesses.
The theoretical framework focused on the current position of agritourism in Finland and in Germany, organic agritourism, contemporary trends, and identifying farm experiences based on the benchmarked farms. Furthermore, it studied the experience economy, experience design and customer experience mainly from the Experience Pyramid’s point of view.
The study was done with qualitative research method, and more specifically theme interviews, benchmarking, and SWOT analysis. Data was gathered from observations from benchmarked farms social media channels and websites, as well as from theme interviews with the farm representatives. SWOT analysis was done by assessing Saaren Luomuosuuskunta as a visitor attraction and also to support the development suggestions for the commissioner. The data from the interviews was analyzed using thematic analysis method where the themes arise from the interview content.
The results revealed that the vital elements in farm experiences were authenticity, story, multisensory, interaction and contrast, whereas the most prevalent levels of customer experience were physical, intellectual, and emotional. The most popular experiences were the farm tours, various workshops, outdoor activities, and events that contained culture and food. Recommendations of certain farm experiences were suggested to the commissioner based on the research results.
It was concluded that agritourism product’s attraction lie on theming, learning new things in authentic environment in a small group, conversing with other participants and to be able to actively participate in activities that involve physical doing. There are also suggestions for future research regarding the topic of agritourism products and organic agritourism.
The theoretical framework focused on the current position of agritourism in Finland and in Germany, organic agritourism, contemporary trends, and identifying farm experiences based on the benchmarked farms. Furthermore, it studied the experience economy, experience design and customer experience mainly from the Experience Pyramid’s point of view.
The study was done with qualitative research method, and more specifically theme interviews, benchmarking, and SWOT analysis. Data was gathered from observations from benchmarked farms social media channels and websites, as well as from theme interviews with the farm representatives. SWOT analysis was done by assessing Saaren Luomuosuuskunta as a visitor attraction and also to support the development suggestions for the commissioner. The data from the interviews was analyzed using thematic analysis method where the themes arise from the interview content.
The results revealed that the vital elements in farm experiences were authenticity, story, multisensory, interaction and contrast, whereas the most prevalent levels of customer experience were physical, intellectual, and emotional. The most popular experiences were the farm tours, various workshops, outdoor activities, and events that contained culture and food. Recommendations of certain farm experiences were suggested to the commissioner based on the research results.
It was concluded that agritourism product’s attraction lie on theming, learning new things in authentic environment in a small group, conversing with other participants and to be able to actively participate in activities that involve physical doing. There are also suggestions for future research regarding the topic of agritourism products and organic agritourism.