Farm holidays: the farmers' perspective

Abstract

The importance of farm holidays as a form of tourism is discussed in relation to its present and potential impact, both in economic and social terms. The New Zealand situation is compared with the overseas experience, attention being drawn to the number of farmers who have joined and left the scheme since its inception. A number of theories are discussed which relate to motivation, satisfaction and behaviour of farm holiday operators. These include Maslow's hierarchy of needs, Herzberg's dual factor theory, equity theory and expectancy theory. The principles of expectancy theory are used in developing an instrument to measure the force to enter the scheme, satisfaction and influence to leave or stay with the scheme. This instrument uses a number of elements identified in interviews and pilot work. In a postal survey of 372 farmers, very little distinction is found between the group of farmers who had left the scheme and those who remain in the scheme on the measure of "force to enter". Significant differences are found in the "satisfaction" and "influence to leave/stay" measures. The outcomes which influence farmer decisions are grouped using factor analysis and these groups are discussed in relation to the motivational models. Through use of multiple regression analysis, the "satisfaction" element is focussed on as a vital element and consequently further research is suggested in the area of disconfirmation of expectations.