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1、FarmTourism:APreliminaryStudyofParticipants’ExpectationsandPerceptionsofFarmToursL.CoomberaandC.LimbaSchoolofTourism&HospitalityManagement,SouthernCrossUniversity(l.coomber@scu.edu.au)bChristineLimDepartmentofTourism,Leisure,HotelandSportManagement,G
2、riffithUniversity(christine.lim@griffith.edu.au)Abstract:Tourismisamajorredistributorofresourceswithinthedomesticsectorwithsubstantialmultipliereffects.ThemajorityoftourismbusinessesinAustraliaaresmallandmediumenterprises(SMEs).Astourismisalabour-int
3、ensiveindustry,thepromotionoftourismSMEsblendswellwithmodelsofcommunityandregionaldevelopment,assmallfirmsprovidetheunderpinningforlocalentrepreneurshipandjobgeneration.Farmtourismencompassesasetofeconomicactivitieswithatremendouspotentialforfuturedo
4、mesticearningsandregionaldevelopment,drawingonservicesprovidedbylocalgovernmentsandregionalcommunities.Thepaperanalyseswhethertherearesignificantdifferencesbetweentheexpectationsandperceptionsofparticipantsofaguidedtourinanorganicfarm.Theresultsofthe
5、researchmaybeusefulindevelopinganinterpretiveandtourmanagementmodelwhichwillhelptosustainruralcommunitiesinfarmenvironmentsthroughtourism,andengagethesupportoflocalandregionalgovernment.Keywords:Farmtourism;servicescape;expectations;perceptions;inter
6、pretationINTRODUCTIONPigramandJenkins[1994]arguethatthefluctuatingandpoliticallysensitivenatureoftheruralsectorandthecontributionoftourismtoGrossDomesticProduct,employmentandincomeshavegivenruraltourismanopportunitytogaingreaterprominence.Withtheincr
7、easingsusceptibilityoffarmproducetoglobalprices,regionalrestructuringhasbroughtchangestotraditionalfarmingactivitiesandlifestyles.Thedeclineintraditionalfarmingactivitiesandtheresultinglossof1agriculturalincomeinAustralia,isaseriousproblemfacing,andi
8、nsustaining,ruralcommunities.Buttourismhascreatedarenewedawarenessof,anddemandfor,ruralvaluesandenvironments.Governmentagencieshaveincreasedtheirinterestinfarmtourismasastrategyforcreatingregionaljobs,sellinglocalproducts,supportingsmall-scalebusines
