Title: Alternative use of farmlands as tourism and leisure resources: diversification, innovations and competitiveness

Authors: Ade Oriade; Roy Broad; Steve Gelder

Addresses: Department of Marketing, Innovation, Leisure and Enterprise, University of Wolverhampton, UK ' Department of Marketing, Innovation, Leisure and Enterprise, University of Wolverhampton, UK ' Department of Marketing, Innovation, Leisure and Enterprise, University of Wolverhampton, UK

Abstract: Even though farm-based tourism has been around for some time, the contemporary development in farm business in the UK is intriguing and histrionic. Based on the contemporary situation, this study explores issues relating to diversification, innovation and competitiveness in farm attraction context. The study employed case study strategy and adopted qualitative research approach by conducting interviews in three farm attractions in Shropshire, West Midlands, UK; utilising a template approach to data analysis by identifying key themes a priori. Findings support the conception that different farm organisations have different needs that require different level of innovativeness. Three element of innovation distinctively emerged namely: organisational, product and marketing innovations. Based on the findings practical implications were identified.

Keywords: farm attraction; rural tourism; visitors experience; leisure; diversification; innovations; resource use; competitiveness; farm shop; destinations.

DOI: 10.1504/IJMP.2020.110038

International Journal of Management Practice, 2020 Vol.13 No.5, pp.565 - 586

Received: 24 Nov 2019
Accepted: 24 Feb 2020
Published online: 01 Oct 2020 *

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