Beyond Economic Earnings: The Holistic Meaning of Success for Women in Agritourism

M. Farzana Halim,Duarte B. Morais,Erin Seekamp,Susan Jakes,Carla Barbieri

doi:10.3390/su12124907

M. Farzana Halim, Duarte B. Morais + Show 3 more

Open Access

https://doi.org/10.3390/su12124907

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Abstract

Women’s predominant role in agritourism expands their also significant involvement in agriculture and rural development. Yet, when measured in economic terms, women in agritourism appear to be less successful than men. We argue that economic earnings are a limited measure of success, as women value their accomplishments in a comprehensive and distinctive sense. To better understand women’s success in agritourism, we conducted a study addressing limitations in methodologies and scope of the existing scholarship. Framed within feminist and emic approaches, we used a combination of qualitative methods of inquiry (open-ended interviews, mini focus groups, nominal group exercises) to generate data from 20 female agritourism entrepreneurs in North Carolina (USA). Findings show women in agritourism define success through nine distinct themes, four of which are newly emerging (ensuring customer satisfaction, being constantly on the move, pursuing happiness, perpetuating the family farm). Participants also identified seven opportunities that they perceive contribute to their self-defined success. Our study adds to the scholarship and practice of gender in agritourism by expanding the economic definition of entrepreneurial success. In doing so, we provide managerial and policy intelligence that can be used to stimulate rural development.

Highlights

The constant socio-economic change of the agricultural landscape is compelling farmers to modify their traditional production practices and seek alternative incomes by incorporating non-agricultural activities into their farms or seeking off-farm employment
Participants stressed the value of agritourism to create more business opportunities, which is important given the capacity of agritourism to stimulate rural development, and especially timely because of the growing interest in the public to reconnect with their roots and to learn about local food and farming systems
We suggest that future research consider quantitative methods of inquiry with a broader sample in terms of gender composition and geographic reach, to enable comparisons within and between groups that can help to round out the meaning of agritourism success and the opportunities favoring its development

Summary

Introduction

The constant socio-economic change of the agricultural landscape is compelling farmers to modify their traditional production practices and seek alternative incomes by incorporating non-agricultural activities into their farms or seeking off-farm employment. In addition to generating income, agritourism brings a number of other benefits, such as supporting rural lifestyles [3], creating employment [4], and preserving heritage [5], which altogether foster rural development. These benefits have encouraged farmers to increasingly integrate agritourism activities in the United States of America (USA). Related to agritourism, Barbieri and Mshenga [10] found that women-operated farms in the USA earn on average $35,000 less as compared to those operated by men

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