Beyond Economic Earnings: The Holistic Meaning of Success for Women in Agritourism
Abstract
:1. Introduction
2. Literature Review
2.1. Entrepreneurial Success within Gendered Perspectives
2.2. The Multifaceted Composition of Women’s Success
2.3. Entrepreneurial Pursuit of Opportunities: A Framework
3. Research Methods
Data Generation and Analysis
4. Study Findings
4.1. Women’s Meaning of Agritourism Success
I’m happy—my children say they’re proud of me. My family likes what I’m doing, [they] think it’s good that I’m doing something I like. They come and visit every couple of months (…) I think, especially for my son and daughter, as long as I’m happy, they’re happy.
I feel that I’m successful because we’re training kids and most of the time, they go on to college. (…) That just makes us feel good that we’ve trained these kids and we’ve had a hand in their education and they’re going on to do bigger and brighter things.(Emma)
Multiple revenue streams is so huge for a farmer. (…) So, if I lose the peaches, I still have my berry season. I’m going to have apples, I’m going to have grapes (…) Then, in addition, you have the group tours that come through and my different events (…) our bakery is another revenue stream. My apple cider is its own revenue stream here. So, we try as many as we can so the impact of loss of one is not a huge impact for the organization.(Sophia)
I got laid off five years ago and I decided I wanted to do something I want to do. This makes me happy to do. It’s not always happy. That’s when it’s flooding outside with rain. But it’s something I enjoy doing and I’ve had so many people ask me, why don’t you quit? (…) But I enjoy it. The happiness part of that is—I guess I should have put that on my success because—it makes me happy to do this. And I get satisfaction. I enjoy it even though it’s hard work.
One of my things is we’re saving farmland that’s been in the family since 1790s (…) We’ve watched all the farms around us become developments. We’re the only one right now in this area with a dairy so it’s horrible to see that. And we want our son, we want other people to come on the farm and say hey, ‘farming is hard work but it becomes a passion’. I love getting eggs every day.
4.2. Opportunities for Women in Agritourism Success
Diversify is very important. We’ve watched so many people fail in this economy (…) We’ll be the only trout pond. So, what we’re going to be is the entertainment factor, come catch your dinner. We’ll have three [goats] in milk so the next project is learning to make soap and of course with the beeswax I’m going to make some lotions and balms and things like that. So production because once the pond is up and running, the blue building out there, one end of it is going to be a farm store… Selling our produce, and the eggs and mushrooms.
It’s strengthening connections because we all have different skills (…) Like one person I’m bringing on is not necessarily a farmer, but he is a web designer and marketer and he’s like: ‘I want to be a person that goes and talks to restaurants, like I love talking to people’. So I’m like cool because I’m really introverted. I don’t want to do that.
This year we were nominated by USA Today (…) What you had to do was get people to go to their website, USA Today, and vote and you want them to vote every day (…) And I even boost the post. You know, you can boost it on Facebook. And that was a big help. So we got in the top 10.
We found a wood boiler stove that someone had in the community (…). We got it for little or nothing and my husband’s a great ‘make it work’ kind of guy (…) and [it] heats the greenhouse. We can actually pump heat in there now if we need to, especially in the spring for us when we’ve got lots of plants and we can get a freeze late.
5. Discussion
5.1. Agritourism Success: “Our Balance is Horrible. We Work Full-time. We’re Fed. We’re Happy” (Abby)
5.2. Agritourism Opportunities: “I Think It’s Limitless as Long as You Have a Creative Mind” (Nora)
5.3. Limitations and Further Research
6. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Alias | Age | Life-Cycle Indicator | Primary Occupation |
---|---|---|---|
Abby | Early 30s | Infant child | Off-farm full-time job |
Charlotte | Early 40s | Teenage child | Farming |
Amelia | Mid 60s | Adult children | Farming after retired |
Olivia | Mid 60s | Adult children | Farming after retired |
Alice | Early 70s | Adult children | Farming after retired |
Emma | Late 30s | Pre-teen and teen children | Farming |
Violet | Early 60s | Adult children | Farming |
Elizabeth | Early 40s | Single without children | Farming |
Lucy | Early 50s | Adult children | Farming |
Scarlett | Mid 20s | Single without children | Off-farm part-time job |
Claire | Late 50s | Married without children | Farming after retired |
Rose | Early 60s | Adult child | Off-farm full-time job |
Ivy | Late 50s | Adult child | Off-farm part time job; farming after retired |
Luna | Early 50s | Teen and young adult children | Farming |
Nora | Late 40s | Teenage child | Farming |
Anna | Late 50s | Adult child | Farming |
Emily | Early 60s | Adult children | Off-farm full-time job |
Sophia | Mid 50s | Young adult children | Farming |
Ruby | Early 70s | Adult children | Farming after retired |
Julia | Early 60s | Married without children | Farming after retired |
Themes Related to Success | Number of Occurrences | Brief Description |
---|---|---|
Being constantly on the move | 166 | Having an energized lifestyle and choosing the pace of their business growth |
Ensuring customer satisfaction | 114 | Seeking to build long-lasting customer relationships |
Having family support | 105 | Division of farm work among the household members and recognition of women’s work in the farm |
Creating broad impact | 95 | Impacting society beyond the farm business and family (e.g., mentoring youth, educating the public) |
Gaining recognition and respect | 75 | Enhancing personal and farm reputation |
Securing financial sustainability | 75 | Being profitable by covering expenses, avoiding debt and diversifying the farm revenue streams |
Pursuing happiness | 68 | Remaining happy through farming |
Debating the work-life balance | 26 | Either actively pursuing or rejecting the work-life balance notion |
Perpetuating the family farm | 20 | Emphasis of keeping the property as a working farm |
Themes Related to Opportunities | Number of Occurrences | Brief Description |
---|---|---|
Embracing the value of agritourism | 175 | Mix of tangible and inspirational agritourism benefits |
Opening windows of collaboration | 115 | Ability to develop business partnerships with peer farmers and other businesses |
Responding to public interest to learn | 95 | Upward trend in people’s desire to learn about local agricultural (food and farm) systems |
Getting institutional support | 94 | Support from public, private, and non-for-profit agencies |
Celebrating local roots | 82 | Market momentum to position local products |
Using social media | 80 | Possibility to reach customers difficult to capture with traditional media |
Repurposing resources | 49 | Being innovative and opportunities to give different uses to existing farm resources |
Themes in Women’s Success | Professional | Personal | Society | Farming | Tourism |
---|---|---|---|---|---|
Emerging Aspects | |||||
Ensuring customers’ satisfaction | √ | √ | √ | ||
Being constantly on the move | √ | √ | |||
Pursuing happiness | √ | √ | √ | √ | |
Perpetuating the family farm | √ | √ | |||
Confirming Aspects | |||||
Gaining recognition and respect | √ | √ | √ | ||
Securing financial sustainability | √ | √ | √ | ||
Expanding Aspects | |||||
Creating broad impact | √ | √ | √ | √ | |
Having family support | √ | √ | |||
Opposing Aspect | |||||
Debating the work-life balance | √ | √ |
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Halim, M.F.; Barbieri, C.; Morais, D.B.; Jakes, S.; Seekamp, E. Beyond Economic Earnings: The Holistic Meaning of Success for Women in Agritourism. Sustainability 2020, 12, 4907. https://doi.org/10.3390/su12124907
Halim MF, Barbieri C, Morais DB, Jakes S, Seekamp E. Beyond Economic Earnings: The Holistic Meaning of Success for Women in Agritourism. Sustainability. 2020; 12(12):4907. https://doi.org/10.3390/su12124907
Chicago/Turabian StyleHalim, M. Farzana, Carla Barbieri, Duarte B. Morais, Susan Jakes, and Erin Seekamp. 2020. "Beyond Economic Earnings: The Holistic Meaning of Success for Women in Agritourism" Sustainability 12, no. 12: 4907. https://doi.org/10.3390/su12124907