Motivations and Preferences in Agritourism Mobile Apps: Preliminary Findings

Understanding the motivations and preferences to engage with mobile applications is crucial to exploit their marketing potential, yet knowledge in the agritourism field is limited. Agritourism referes to visiting a working farm for recreation or education and it is beneficial to rural economies. The objective of this study is to determine the motivations and preferences of potential users of an agritourism mobile app in North Carolina. We will collect data from a non-random sample of adults in North Carolina (USA) with an interest in agritourism experiences using an online survey platform. The survey instrument will inquire respondents’ sociodemographic characteristics, motivations, and preferences regarding mobile apps to develop targeted marketing strategies and inform the design and management of mobile apps to promote agritourism. In doing so, we will advance the knowledge of mobile apps as marketing tools to promote agritourism and contribute to the knowledge of tourism apps in general.