Segmenting Agritourism Visitors: Moving Beyond the General Market

Agritourism has emerged as a dynamic and rapidly expanding sector, drawing a diverse range of visitors. Despite its increasing popularity, many agritourism enterprises continue to adopt a generalized marketing approach that assumes a homogeneous audience. This underscores the critical need for visitor segmentation, and to address this gap, the present study segments agritourism visitors based on their enduring involvement, with an emphasis on intrinsic motivations and environmental behaviors. We collected data through an online survey of 550 agritourism visitors, and statistical analysis identified three distinct segments: Agritourism Lovers, Greenies, and Neophytes. “Agritourism Lovers” represent devoted advocates who seek meaningful connections with agriculture, natural attractions, and local foods. “Greenies” exhibit strong environmental consciousness, emphasizing agritourism’s role in promoting sustainable agricultural practices. “Neophytes”, on the other hand, are newcomers who value the learning opportunities and recreational experiences associated with agritourism. The findings of this study provide valuable insights for agritourism operators, enabling the development of tailored experiences and marketing strategies aimed at maximizing visitor satisfaction and enhancing the overall value of agritourism.