Farm tourism (or agritourism) is fast becoming big business. People are flocking to farms to escape modern living and take part in agriculturally based experiences or activities. If you own a working farm, this course is ideal for branching out into the lucrative tourism industry.
Introduction to Farm Tourism is an online professional development program that will provide you with the skills and knowledge required to plan and operate an agritourism business.
Throughout this agritourism course, you will learn about the different types of agritourism, how to market and promote an agritourism business, manage staff, and understand operating legal and safety requirements.
You will also learn how to design and conduct farm tours, develop online agritourism activities and plan and host agritourism events.
On completion of this course, you will feel confident to integrate farm tourism into the operation of an existing agricultural business.
Unit - Farm Tourism
Unit 1 – The scope and nature of rural and agricultural tourism
Background and history of farm tourism
Forms of agribusiness for managers and farmers
Agritourism beyond the farm
Types of agricultural tourism
Educational and experiential
Recreational and events
Possible issues (cost, accessibility, facitlities, biosecurity, impact to current business activities, safety and staffing)
Human attitudes towards the welfare of animals
Animal welfare today
How an understanding of sentience can influence animal welfare
Managing animal welfare
Duty of care
Preventing disease and injury
Unit 2 – Creating an agritourism setting
Planning your offering
Analysing market opportunities
Analysis of business resources
Analysis of market share
Analysis of product characteristics
Analysis of advertising and price
Analysis of innovative potential
Activities of competitors
Political, economic and social factors
Technological, legal and environmental factors
A focus on market demand and target audience
Defining the target market
Selecting target markets – market segmentation
Mass marketing approach
Concentrated or niche markets
Physical basis for segmenting the market
Behavioural basis for segmenting the market
Planning a new product = who will buy the product first
Setting standards for your farm
Legal and health & safety requirements
Unit 3 – Managing an agritourism business
Managing an agritourism enterprise
The environment of any agritourism enterprise
Health and safety
Setting up and running a farm shop
Who will be your target market?
Where will your shop be located?
What will you sell?
How will you price your product?
When will you open?
Unit 4 – Agricultural Tourism Accommodation
Styles of accommodation
What costs do you need to be aware of?
Changeover costs, utilities, staff
Letting agency fees
Unit 5 – Farm tours and activities
Creating and delivering activities
Who is your target market?
Tours within the farm
The tour schedule
Creating activities outside the farm – mobile & online
Conducting the tour
Ending the session
Examples of farm tours
Creating activity concepts
Delivering activities within the farm
Equipment and resources
Ending the session
Creating activities outside of the farm
Video streaming or live cams
Online demonstrations or workshop activities
Examples of activities outside of the farm
Unit 6 – Agritourism Events
Types of agricultural events
Planning for an agricultural event
Choosing an audience
Location, capacity, access and cost
Financial plan documents
Structuring your plan
Phases of delivering an agricultural event
Planning and delivery
Dealing with event issues
Shows and arenas
Catering and portable amenities
Managing visitor access
Passes and ticketing
Unit 7 – Marketing and Promoting an Agritourism Business
Customer care policy
Customer care – levels of involvement
Factors affecting interpersonal communication (awareness and intent)
Reactive patterns (patterns of response to certain people)
Common negative reactive patterns
Changing negative reactive patterns
Becoming an effective communicator
Interpersonal workplace relations
Dealing with complaints
How to identify a dissatisfied customer who does not complain
Maximising customer service
Make the most of existing customers
Importance of market research
What to research and research process
Define the problem and research objectives
Analysing costs and benefits
Developing a financial forecast
Projected revenues and costs
Unit – 8 Special Project – PBL – Design a Farm Tour Activity Problem-Based Learning Project
Estimated duration 50 hours
Course Delivery and Start
Start anytime, self-paced and 100% online
Assessment will be comprised of written exercises, including short-answer questions, reflective tasks, short reports and/or projects. There are no examinations or due dates for assessment. As a result, you can complete training in your own time and at your own pace with the assistance of unlimited tutor support.
The course was well constructed and it was easy to understand the concepts.
S. Garden, Yeppoon, NSW | Introduction to Farm Tourism
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