Agricultural entrepreneurs’ ways to innovate—From food production to tourism experience

Abstract The aim is to explore how agricultural entrepreneurs are innovative and generate new business opportunities, particularly by transforming their farms into tourism experiences. The study was conducted as a qualitative multiple case study with eight cases within agricultural industries in Europe. Data were collected through observations, interviews and documentary studies. A conclusion is that co-creation with customers drives business development forward. By involving customers in the value co-creation process, new solutions and ideas for selling products as well as services emerge. Implications include the need for enterprises to diversify themselves from their competitors and try to find their own uniqueness.