Tourism Microentrepreneurship in Family Farms

Farmers are increasingly diversifying their agribusinesses to adapt to new market opportunities, and for many, this has meant offering farm experiences to tourists. The purpose of this study was to examine the motivations and constraints of farm tourism microentrepreneurs in North Carolina, USA. Results from thematic analysis of interviews with 15 farmers suggest that microentrepreneurs are motivated by the flexibility to structure their time and to be outside. Farmers indicated that they are devoted to sharing their farming heritage and educate tourists about their work and community ethic. Microentrepreneurial success was defined as the ability to continue to hold on to farmland and barriers included illness, aging, and lack of support from public agencies.