A profile of farmstay visitors in victoria, australia and preliminary activity-based segmentation

Two hundred sixty farmstay guests were asked about their holiday experiences. Most were impressed by the farm on arrival, were satisfied with the quality of accommodation provided and would return for a visit to the same or another farm. Unfavourable impressions arose mainly where expectations about the available activities were not fulfilled. Based on the activities that they undertook, respondents were clustered into three groupings namely passive recreation (e.g., bushwalking), farm activities (e.g., watching farm activities) and active recreation (e.g., horse-riding). [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: [email protected] Website: http://www.HaworthPress.com.