Attitudes of Successors in Dairy Farms toward Educational Tourism in Japan

Abstract

Educational tourism in agriculture is attracting growing attention. It is expected that educational activities can create a new social role for agriculture. However, farmers need to refine their identity to embark on this emerging activity. On the basis of a questionnaire survey, the present study has statistically clarified how a farmer’s identity determines their attitude toward educational tourism by focusing on mainly family-run Educational Dairy Farms in Japan. The results show that those farmers who have a wider perspective on the activity domain conduct educational tourism more positively than those who do not. The findings also indicate how the next-generation farm successors view the educational activity; that is, whether they consider themselves to be simply conventional milk producers or rather farm resource managers with a wider scope of new social demand that is connected to farmers’ identity. The latter redefinition will be increasingly necessary when farm successors conduct tourism-related activity.

Citation

Ohe, Y. (2015), "Attitudes of Successors in Dairy Farms toward Educational Tourism in Japan", Marketing Places and Spaces (Advances in Culture, Tourism and Hospitality Research, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 33-44. https://doi.org/10.1108/S1871-317320150000010003