Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Master of Science in Agricultural & Extension Education (MS)

Degree Level

Graduate

Department

Agricultural, Food and Life Sciences

Advisor/Mentor

Miller, Jefferson

Committee Member

Cox, Casandra

Second Committee Member

Rucker, K.

Keywords

Agritourism; Marketing Communications; Word-of-Mouth

Abstract

Agritourism is seen as an avenue for operators as another channel of income, as well as a way for the visitors to learn about and experience agriculture. Marketing communication is needed by these operations to be visible to their communities. However, there is limited literature on agritourism marketing communications practices and challenges, especially in Arkansas, and on the use of word of mouth (WOM). This study aimed to fill that gap and provide practical recommendations to agritourism operators, extension offices, and the Arkansas Agritourism Association (ArAA) on how to better market operations. Using semi-structured interview questions, ArAA operators were asked about their practices, challenges, WOM usage, and education needs. Questions were modeled after literature, the Weberian Model of Agritourism and the Intercultural Communication Competence Model. ArAA operators lacked social media knowledge, audience understanding, time, and financial resources, while WOM was used by operators through incentives and in-person consumer contact. Operators also identified group based learning as the most used educational opportunity. This study concluded that operators use low-cost marketing communications strategies that are shaped by their limited time and financial resources. It is recommended that the ArAA and Extension educators implement group-based learning, financial opportunities, and social media how-tos in educational settings.

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