Agritourism is increasingly prevalent in Canadian society and affords individuals the opportunity to experience and learn about agriculture. Social networking sites can allow agritourism providers and consumers to engage outside of the agritourism context. This research used qualitative and quantitative content analysis and semi-structured interviews to understand how agritourism providers and consumers interact on Facebook, Twitter, and Instagram; why agritourism providers are using social networking sites in general; and if social networking sites can be used to facilitate free-choice learning. Customer Relationship Management and the Contextual Model of Learning were used as frameworks to better understand these interactions. The results and findings are discussed and confirm that agritourism providers believe educational opportunities can be fostered on social networking sites, but are primarily using Facebook, Twitter, and Instagram to promote connections between consumers and agritourism organizations. / October 2016
| Identifer | oai:union.ndltd.org:MANITOBA/oai:mspace.lib.umanitoba.ca:1993/31683 |
| Date | 12 September 2016 |
| Creators | Cairns, Amanda |
| Contributors | Van Winkle, Christine (Kinesiology and Recreation Management), Johnson, Amanda (Kinesiology and Recreation Management) Bookman, Sonia (Sociology) |
| Source Sets | University of Manitoba Canada |
| Detected Language | English |
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