Harvesting insights: Rural community members’ perceptions of agritourism in Oklahoma

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Rural communities face significant challenges such as persistent poverty, aging infrastructure, food insecurity, and natural disasters. With agriculture as a primary focus, these communities increasingly depend on external income and technology. Agritourism offers a promising solution by allowing farmers to diversify their income streams while promoting rural development. In Oklahoma, there are over 400 agritourism venues (USDA NASS, 2022). However, urbanization and climate change continue to reshape the agricultural landscape, affecting farmers and rural communities. This study examines the perceptions of agritourism among rural citizens in southwest Oklahoma and its potential for rural development. Utilizing the Community Capitals Framework (Flora et al., 2006) and Chase et al. (2018) agritourism framework, the study surveyed 159 residents, revealing a generally positive perception of agritourism as beneficial for communities and agriculture. Despite recognizing its benefits, respondents indicated a need for more guidance on how to engage in agritourism. The findings suggest that although there is awareness and appreciation of agritourism, there is also a significant opportunity for expansion and support. Extension services and state agencies are recommended to provide targeted education and training to maximize agritourism's economic and community development potential in rural areas.