Conceptualizing Creative Agritourism
DOI:
https://doi.org/10.18666/JPRA-2025-13130Keywords:
Authenticity, Co-creation, Creativity, Creative Tourism, Localness, PlacemakingAbstract
Infusing creativity in agritourism has become increasingly important to distinguish farm offerings and respond to the growing desire of tourists seeking immersive, meaningful, and authentic experiences. Despite this importance, the extent to which agritourism providers are leveraging their creativity is not yet fully understood, limiting potential spillover benefits to providers (e.g., repeat visitation) and society (e.g., heritage preservation, rural revitalization). Building upon Creative Placemaking and Creative Tourism frameworks, we developed a conceptual Creative Agritourism framework to capture the infusion of creativity (operationalized as sense of localness, authenticity, and co-creation) across the four components of agritourism (offerings, meaningful interactions, setting, repurposing). This conceptual framework will be validated by collecting data from highly creative agritourism operations in North Carolina (USA). Qualitative data will be used to develop the Creative Agritourism Rubric that will guide practitioners (providers and supporting agencies) in maximizing their creativity, helping to enhance overall distinctiveness and appeal.
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