Abstract
Smaller-scale farms in the US are in a tenuous position as they face rising production costs and costs to comply with regulations. Farmland conversion is threatening the vitality of many rural communities. However, over two-thirds of the agritourism operations in California that participated in this study are sustainability motivated; they are seeking economic, social and environmental benefits by operating agritourism enterprises. These sustainability motivated agritourism farms are demographically different and operate differently when compared to other agritourism farms in California. Unlike the European Union, there are few government programs or regulations in the United States that strengthen agritourism opportunities. However, government support for agritourism appears to be growing in California as public interest in local food and sustainable agriculture increases. Collaboration through coordinated promotional efforts and networking is very beneficial to agritourism farms in California.
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