Learning Objectives
Knowledge
- Guest structure and definition of guests
- Typology of guests/buyers
- Carl Jung’s 4 personality types
- Basics of communication skills
Skills
- Application of soft skills in agrotourism
- Digital skills for advertising/marketing in agrotourism
- Social media management
- Use of computer programs (Microsoft Word and Excel)
- Photography and video content creation
Competences
- Managing various platforms for accommodation
- Basics of website management
- Effective use of communication channels
- Creating effective advertisements
- Designing promotional materials
Contents
Advanced Customer Service Techniques
In agrotourism, customer service is more than just a warm welcome. It means understanding what guests want, predicting their needs, and offering personalised experiences that make a memorable impact. This unit focuses on recognising different guest types, using psychological knowledge, and learning the soft skills needed to connect with a variety of people.
Guest structure in agrotourism
In agrotourism, “guests” refers to customers who stay overnight in rural areas to do activities such as farming, engage in cultural experiences, or just for leisure, with the intention of connecting with the environment and learning from it. These visitors come from various backgrounds and have different expectations, creating a diverse guest structure. By understanding these differences, farmers in agrotourism can provide personalised and meaningful experiences. Therefore, the guests are not only experiencing a night at a rural farm, but during the day they can choose to do several activities linked to the rural world, such as animal feeding, forest bathing, hiking or wine tasting in a way that they can enjoy the calmness of the countryside.
Guest typology in agrotourism
Guest typology means grouping visitors into types based on similar traits, actions, or goals. Below are key guest categories:
Core communication skills for agrotourism professionals
Good communication is key to great customer service. To build trust and connect with your guests, focus on listening carefully, speaking clearly, showing empathy, and handling any problems calmly.
Active listening means really paying attention to what your guests are saying. Show that you care by making eye contact and nodding to show you’re following along. Ask open-ended questions to get a better idea of what they want or need. For example, if a guest mentions that there are not many vegan options, take a moment to understand exactly what they are looking for, then let them know what you can offer or suggest preparing something special.
Clear verbal communication is all about keeping things simple and easy to understand. When explaining activities like picking fruit or feeding animals, avoid using complicated terms. Speak in a way that everyone can follow, so they feel comfortable and confident. For instance, during a farm tour, explain things step by step in a straightforward way.
Non-verbal communication is just as important. Pay attention to the signals guests send with their body language. If someone crosses their arms, they might feel uneasy, while leaning in could mean they are really interested. Use your own body language to make guests feel welcome, for example smile, and show you are happy to have them there.
Empathy and emotional intelligence help you connect on a deeper level. Try to understand how your guests are feeling and respond with kindness. If a family arrives tired after a long trip, show you understand by offering them a drink or suggesting they take it easy with a relaxing activity.
When things do not go as planned, conflict resolution skills come in handy. If a guest has a complaint, focus on finding a solution that makes them happy. Stay calm and listen to their concerns. For example, if they are unhappy with their room, see if you can offer an upgrade or make up for it with something special, like a free nature walk or a voucher for a local attraction.
By using these simple but powerful communication skills, you will create a welcoming and enjoyable experience for all your guests.
Practical application of soft skills
Soft skills are about how you work and relate to people. They play a big role in making sure your guests have a great experience. Below you will learn more about a few soft skills and why they are important.
Communication is about explaining things clearly so your guests know what to expect and what to do. For instance, when you are leading a farm tour or giving safety instructions, make sure your explanation is simple and easy to follow. This helps guests feel informed and at ease, which makes their visit more enjoyable.
Empathy means understanding and caring about your guests’ needs. Maybe someone has specific dietary preferences or requires accessible facilities. By listening to what they need and making accommodations, you show that their comfort and well-being matter to you. This helps guests feel valued and appreciated.
Problem-solving is essential when things do not go as planned. If bad weather ruins an outdoor activity, for example, suggest a fun indoor alternative. Quick thinking and flexibility ensure your guests still have a great time, keeping them happy even when the unexpected happens.
When you use these soft skills, you make sure you are creating an experience your guests will never forget.
Digital Tools for Agrotourism Management
Digital skills for advanced advertising and marketing in agrotourism
In the competitive world of agrotourism, using digital tools can play a key role in boosting marketing strategies and reaching a wider audience. With the growing use of online platforms, it is important for agrotourism businesses to make the most of digital opportunities.
One important skill is social media management, which involves using platforms like Instagram, Facebook, and TikTok to show farm experiences. These platforms are perfect for sharing photos, videos, and stories that capture life on a farm, helping businesses engage with visitors before they even visit the farm.
Content creation and management is another crucial area. Agrotourism businesses need to create engaging visuals and videos to draw people in, whether it is through Instagram reels, YouTube tours, or other social media features. Tools like Canva, Adobe Creative Suite, and Wix make it easier to design professional content without needing design experience.
Some website management knowledge is essential for the good functioning of the business webpage. The web needs to be updated regularly, it must be visually appealing and it should include information about the farm and the services and activities provided. Web content management platforms like WordPress can help us develop this task, although hiring an external professional is recommended if we miss the necessary skills.
Data analytics is also key in understanding how well your marketing is working. Using tools like Google Analytics and social media insights, businesses can track performance, helping them to adjust campaigns based on what works best. Understanding metrics allows businesses to improve their strategies and achieve better results.
Search Engine Optimization (SEO) is a vital skill for improving a website’s visibility on search engines like Google. By learning how to conduct keyword research and optimize web pages, agrotourism businesses can help search engines better understand their content and rank it higher in search results. This increases the chances of attracting potential visitors who are searching for farm stays or unique experiences.
Email marketing is another tool that businesses can use to stay connected with their audience. Platforms like Mailchimp help businesses send personalised newsletters and special offers, keeping customers informed.
AI tools, like ChatGPT, are transforming how agrotourism businesses manage and improve their online presence. These digital assistants can help craft engaging social media posts, respond to customer inquiries instantly, and even generate compelling ad copy to attract visitors. AI-powered chatbots can handle booking inquiries 24/7, while tools like image generators can create stunning visuals to showcase farm experiences. Additionally, AI analytics can track trends and customer preferences, allowing businesses to tailor promotions effectively. By integrating AI, agrotourism businesses can save time, enhance customer engagement, and boost their visibility online.
Lastly, digital advertising plays a big role in reaching targeted audiences. Whether through Google Ads, Facebook Ads Manager, or Instagram promotions, businesses can invest in paid ads to boost visibility and attract more visitors.
By mastering these digital skills, agrotourism businesses can connect with a broader audience, increase visitor engagement, and drive more traffic to their farm stays and activities. These tools make it easier to build a strong online presence and stand out in a competitive market.
Demonstration of different platforms used to manage accommodation
If you are running an agrotourism business, there are several tools that can help you manage your accommodations and attract more guests. Airbnb is great for short-term rentals. You can easily communicate with guests, it suggests prices automatically, and syncs calendars to avoid double bookings. Moreover, Booking.com works well for all kinds of accommodations. You can customise your property’s photos and descriptions, reach a large audience, and use tools to offer promotions and gather reviews. Our case studies show that multiple agrotourism farms enjoy using AirBnB and Booking.com. For example, Quinta do Olival in Portugal, Fallängetorp in Sweden and The Dovar Tourist Farm in Slovenia are all using these two platforms.
For more advanced management, Property Management Systems (PMS) like Cloudbeds and Little Hotelier can handle bookings from different platforms in one place. They also automate tasks like sending invoices and messaging guests, and they offer reports to track your performance. Lastly, agrotourism platforms like Farm Stay UK, AgriTourism World or Ruralia, among many others, focus specifically on promoting rural and farm stays. They help you reach guests who are looking for rural experiences.
Social media platforms
Social media platforms are great tools for promoting your agrotourism business. Instagram is perfect for sharing photos and stories, while Facebook helps you create events for a wider audience. TikTok is perfect for fun, short videos, and on YouTube you can create longer content like farm tours. According to the farm Hažić, by using these platforms together, you can reach an audience of all ages and keep them engaged.
Creating an Advertisement
Creating an advert
Another way of promoting your business is the use of storytelling. Storytelling is essential for your business because it helps you share what makes your product special. It allows you to connect emotionally with customers by showing the cultural and historical value of your work. To make your business stand out, create a story that reflects something meaningful to you. This could be about the products you make, the region where your farm is located, or even your family’s history. The key is to focus on an element that makes your business unique and build your story around it. Through storytelling, you can build trust and show your customers that your farm values authenticity and sustainability. This makes your brand more memorable and appealing, helping you build a stronger connection with your audience.
To create effective advertisements for your agrotourism farm, start by defining your goal—whether you want to promote farm stays, seasonal events, guided tours, or special offers. Identify your target audience, such as families, eco-tourists, or adventure seekers, and craft a compelling headline to grab attention. High-quality images of your farm’s landscapes, animals, and activities will make your ad more appealing. Be sure to include essential details like booking instructions, event dates, and any special deals, along with a clear call to action, such as “Book Your Visit Today!” to encourage immediate responses.
Consistency in branding helps build recognition, so use your farm’s logo, colours, and contact details across all ads. If advertising online, ensure your materials are mobile-friendly for social media and websites, while print materials should be high-resolution for a professional finish. Tailoring your ads to different platforms will help you reach more people and attract visitors who are most interested in what your farm has to offer.
Basics of photography and video content
High-quality photography is essential for promoting agrotourism by capturing the beauty and experiences of your farm. Natural lighting, especially in the early morning or late afternoon, enhances colours and creates a warm and inviting atmosphere. Composition also plays a crucial role, and following the rule of thirds by placing the subject slightly off-centre helps create balanced and engaging images. Focus is another key element, drawing attention to important subjects such as farm animals, fresh produce or visitors enjoying activities. Experimenting with different angles, from close-ups to wide landscape shots, adds variety and interest.
Editing can refine your photos before sharing them on social media, websites or promotional materials. Adobe Lightroom is a powerful paid option for professional quality enhancements, while GIMP is a free alternative offering advanced editing tools. Both programs allow you to adjust colours, brightness and sharpness to ensure your images effectively showcase your agrotourism business.
Video is a dynamic way to promote agrotourism, allowing potential visitors to experience the farm’s atmosphere before they arrive. Keeping footage steady is essential, so using a tripod or stabiliser can prevent shaky shots. Framing the subject well, either by centring it or applying the rule of thirds, creates a more visually appealing composition. Sound quality is just as important, as clear audio makes videos more engaging. If recording farm sounds or interviews, an external microphone can improve clarity.
Simple editing can transform raw footage into polished content that highlights your agrotourism experiences. Adobe Premiere Pro is a leading professional tool with extensive editing features, while CapCut is a free and user-friendly alternative for quick and effective edits. Cutting unnecessary footage, adding smooth transitions and including background music can make videos more captivating. Sharing them on social media and websites can increase interest in your farm and attract more visitors.
Development of an Efficient Marketing Plan
A written marketing plan is essential for setting goals and outlining strategies, serving as a roadmap to maintain focus and adapt to market changes. It turns ideas into actionable steps, fostering discipline and accountability by documenting commitments and allowing for evaluation of successes and mistakes. Sharing the plan with partners reinforces adherence to agreed strategies, such as setting price thresholds for sales. A dynamic plan accommodates external changes and enables “what-if” analyses to prepare for uncertainties. By identifying areas for improvement and mitigating risks, a written plan supports better decision-making and safeguards business sustainability (Bevers et. All, n.d.)
Components of a marketing plan:
Research is crucial to the success of businesses as it provides a better understanding of customers, insight into competition, testing of products and services, and ensures the survival and growth of the business. Through market analysis, companies gain information on their ideal customers, their needs and their behaviour, which allows them to fine-tune their marketing strategies. Research helps to assess competitiveness, reduce the risk of bad decisions and allow timely adaptation to trends and changes. This enables companies to improve their offer, reduce losses and increase marketing performance (Spletnik, 2021).
What are trends? Trends emerge in many industries, such as social media, fashion and the business market, and are often used by organisations to identify new opportunities or to shape their marketing strategies. Understanding trends can help you improve your professional and personal life (Indeed, 2024).
Business competition in agrotourism means competition between agricultural destinations offering similar services, such as educational farm stays, farm-to-table experiences or agri-adventure activities, and targeting the same group of visitors. Farms compete to attract and retain guests, increase revenues and secure a larger share of the tourism market. The intense competition in agrotourism is driving innovation and improving the quality of the offer as farms introduce sustainable practices, adapt programmes to the needs of visitors and build long-term relationships with guests. This leads to the development of richer and more varied visitor experiences, while strengthening the local economy and preserving cultural and natural heritage.
Defining a target audience is valuable because it equips businesses with actionable insights about their ideal customers—who they are, where they can be reached, and the best times to communicate with them. With this knowledge, marketers can craft strategies and messages that resonate more effectively, fostering quicker engagement and building lasting relationships (NIQ, n.d.)
The marketing budget defines all the money a company plans to spend on projects related to marketing activities in a quarter or a whole year. Companies typically spend between 7% and 10% of their revenues on marketing activities. If you don’t know how to divide the budget, it is useful to follow the 70-20-10 rule:
- Allocate 70% of your budget to strategies that are already proven to work, such as advertising on social media, organising local events or promoting at trade fairs.
- 20% of the budget should be directed towards new strategies that could stimulate growth, e.g. collaborating with influencers or creating content for digital platforms.
- Use 10% of the budget to experiment with approaches that have not yet been tried, e.g. virtual farm tours, interactive online games or promotions on lesser-known platforms.
This approach provides stability by focusing on proven methods, while encouraging innovation and long-term growth. A carefully allocated marketing budget is the key to successful promotion and attracting visitors to the agrotourism area (Spletnik, 2022).
Performance indicators (KPIs) are the compass for projects and programmes. They are important because they allow us to monitor progress clearly and measurably. Here’s why they are key in monitoring and evaluation (M&E):
- Monitoring progress: KPIs are like signposts along the way. They help us see whether we are getting closer to our goals. If we see that we are falling behind or off track, we can take timely action.
- Identifying problems: They act as an early warning system. They quickly show where things are not going as planned, allowing us to act quickly and make improvements.
- Smart decision-making: KPIs are a reliable source of data to help us make decisions – from allocating resources to identifying risks or setting priorities.
- Measuring impact: When implementing change, KPIs are a measure of success. They show the difference between before and after, allowing us to adjust strategies if we don’t get the results we want.
- Accountability: With clearly defined KPIs, everyone knows what the goals and objectives are from the start. This ensures that everyone is working towards a common success.
Evaluation is a crucial part of marketing, as consumer needs, markets and tools (e.g. digital platforms) are constantly changing. Using evaluation tools such as transactional data, surveys and face-to-face communication, and monitoring metrics such as revenue, number of customers, sales volumes and events held, helps to assess the effectiveness of marketing activities (PennState Extension, 2023).
The development of an effective marketing plan is crucial for success in agriculture and agrotourism. A written plan provides a clear overview of goals, strategies, and adjustments to market changes, fostering discipline, accountability, and thoughtful decision-making. With components such as market analysis, competition, target groups, financial resources, performance measurement, and monitoring, businesses gain insights into customer needs, trends, and competitive advantages. Such a structured plan reduces risks, enables innovation, and promotes sustainable growth while maintaining economic stability and strengthening local communities. In agrotourism, a marketing plan contributes to the development of attractive, sustainable offerings that provide visitors with unique experiences while preserving natural and cultural heritage.
Informational Guidelines for Educators and Advisors
This document is designed to help farmers and advisors enhance their digital practices and integrate modern tools into their work. To make the most of it, start by understanding its purpose and the areas it covers. As you read, focus on the sections that are most relevant to your role, whether you are a farmer looking to improve farm management through digital tools or an advisor seeking effective ways to support farmers.
Pay special attention to practical tips, step-by-step instructions, and real-world examples, as these provide actionable guidance that you can apply directly to your daily tasks. Take notes on important insights and reflect on how these ideas fit with your needs. The document can help you increase efficiency, improve communication, and make more informed decisions by adopting data-driven approaches.
By implementing the strategies, you can build confidence in using digital tools, improve collaboration within your community, and stay competitive in an ever-evolving industry. Use this document as a resource to enhance your work and drive positive outcomes for yourself and those you support.
Carl Jung’s personality theory (2016) divides individuals into four distinct psychological types based on how they perceive the world and make decisions. These types are derived from two key functions: how people perceive (Sensation vs. Intuition) and how they judge (Thinking vs. Feeling). Understanding these types can help you tailor agrotourism offerings to better suit diverse visitor needs and preferences.
- Sensation type
- Description: Sensation types focus on the present, relying heavily on concrete data and sensory experiences.
- Characteristics: Observant, detail-oriented, and grounded in facts.
- Agrotourism Implication: They appreciate sensory-rich environments where they can directly engage with nature and the land.
- Intuition type
- Description: Intuition types focus on possibilities and abstract concepts.
- Characteristics: Creative, visionary, and future-oriented.
- Agrotourism Implication: These individuals would be drawn to innovative or unique farm experiences.
- Thinking type
- Description: Thinking types make decisions based on logic and objective criteria.
- Characteristics: Analytical, objective, and principled.
- Agrotourism Implication: They would appreciate a well-organised and theory-driven visit.
- Feeling type
- Description: Feeling types prioritise personal values and the emotional impact of decisions.
- Characteristics: Empathetic, value-driven, and socially conscious.
- Agrotourism Implication: This type would like activities that foster emotional connections.
Understanding different personality types is key when creating agrotourism experiences. Sensation types love hands-on, sensory activities, while Intuition types enjoy creative and unique experiences. Thinking types prefer structured, informative tours, and Feeling types value emotional connections and personal meaning. By tailoring your offers to these preferences, the farm businesses can create memorable experiences that keep guests coming back and recommending the business to others.
The basics of website management
Advisors working with agrotourism farmers should guide them in building a strong online presence to attract and retain guests. The first step is platform selection. Tools like WordPress, Wix, and Squarespace are user-friendly and ideal for creating professional websites. They offer pre-built templates and drag-and-drop features, making it easy to update pages without technical skills. For example, at least two of our case studies, Hažić and The Šenk Homestead, use their own websites for advertising and booking.
Next, focus on content management. A well-designed homepage should provide a clear overview of the farm’s unique experiences. High-quality images in a gallery can showcase accommodations, landscapes, and activities, helping guests visualize their stay.
To improve the website’s reach, emphasise Search Engine Optimization (SEO). Encourage the use of relevant keywords like “farm stay” or “agrotourism in [location]” throughout the site. Optimising page titles, meta descriptions, and image alt texts helps boost visibility on search engines, drawing more people to the site.
Additionally, User Experience (UX) is equally important. A simple, intuitive design ensures guests can navigate the site easily. Clear menus and fast-loading pages keep visitors engaged.
Finally, we recommend analytics and monitoring tools like Google Analytics. These tools help track visitor behaviour, monitor website traffic, and evaluate which pages are performing best. This data can guide future improvements, ensuring the website remains an effective tool for attracting guests.
Social media management
Advisors supporting agrotourism farmers should emphasise the importance of a strong social media presence to connect with potential guests. Start by helping them choose the right platforms. Instagram, Facebook, TikTok, and YouTube are ideal for visual storytelling, promoting events, and interacting with their audience.
Once the platforms are set, focus on content creation. Encourage farmers to share a mix of photos, videos, stories, reels, and educational posts. High-quality visuals and engaging captions are important to grabbing attention and showing the unique charm of their farm.
Maintaining scheduling and consistency is crucial for staying visible online. Tools like Hootsuite and Meta Business Suite can help plan and automate posts, ensuring a steady flow of content without overwhelming the farmer’s daily routine.
Next, stress the value of audience engagement. Advise them to respond to comments and use interactive features like polls or live videos. These strategies build a sense of community and keep followers actively involved.
Finally, guide them in using analytics and ads. Platform insights can track which posts perform best, helping farmers refine their content strategy. Additionally, running targeted ads or boosting posts can significantly increase their reach and attract more visitors to their agrotourism business.
Use of computer programs
Word processing programs, like Microsoft Word, Google Docs or Open Office, are tools that can help agrotourism businesses create professional documents. Whether it is contracts, promotional materials, or customer communications, word processing programs offer features that make it easy to produce high-quality content.
These programs also offer styles and formatting options to ensure consistency across documents. Therefore, when designing brochures or crafting detailed itineraries, these tools help maintain a professional layout.
Additionally, the tables and graphics tool is ideal for organising information, such as pricing or activity schedules. By presenting data in a clear and visually appealing way, businesses can make their documents more accessible.
Spreadsheet editors such as Microsoft Excel and Google Sheets are powerful tools that offer a range of features to help agrotourism businesses manage and analyse data effectively. It is essential for tasks such as tracking bookings, organising customer details, and monitoring finances. These editors have several useful tools that can simplify tasks.
One of these tools is formulas and functions, which allow users to calculate key metrics like costs, revenue, and occupancy rates directly within their spreadsheets. This helps business owners monitor their financial performance.
Spreadsheet programs’ pivot tables are another valuable feature. They help users quickly summarise large data sets and uncover trends, such as identifying peak booking periods or the most popular farm activities.
The charts and graphs tool in these editors makes it easy to create visual representations of data. They can show booking trends and revenue growth.
Finally, these programs’ data validation tool helps ensure accuracy by preventing errors in data entry. This tool is vital for maintaining consistent customer records.
Together, these editors’ features provide a solution for data management and analysis in agrotourism.
Alternative design programs
As an advisor, recommending design programs helps agrotourism businesses create visually appealing content for marketing and communication. These tools help agrotourism businesses boost their marketing efforts, creating high-quality visuals and content to attract visitors.
For agrotourism farmers looking to improve their marketing materials, there are several tools that can help in creating professional content. Canva is a simple, user-friendly tool for designing social media posts, brochures, and flyers. Even without any design experience, farmers can produce professional-looking graphics to promote their business.
Adobe Spark is another option, allowing users to create graphics, videos, and web pages. This is especially useful for producing promotional videos or branded pages that show the unique experiences their farm offers.
Lastly, Figma is a great choice for web design and prototyping, especially for teams. It can help create user-friendly websites and booking systems, ensuring that potential guests have a smooth online experience when planning their visit.
Creating an advert
When advising agrotourism farm owners on creating effective advertisements, it is important to guide them through a few essential steps. Start by helping them define the objective of the ad. Encourage them to clarify whether they are promoting special events, farm stays, tours, or seasonal offers. Additionally, assist them in identifying their target audience, such as families, eco-tourists, or adventure seekers.
Advise them to create an attention-grabbing headline that quickly draws viewers in. You can suggest examples like, “Reconnect with Nature: Book Your Authentic Farm Stay Today!”. Emphasise the importance of using high-quality images to highlight the farm’s unique attractions, whether it is scenic landscapes, friendly animals, or engaging activities.
Make sure they include essential details in the ad, such as booking instructions, special offers, and event dates. Provide examples like, “Enjoy a weekend getaway with guided tours and fresh, farm-to-table meals.” Pair this with a clear call to action (CTA), such as “Book Now!” or “Contact Us for More Information!” to drive immediate responses.
Finally, stress the need for brand consistency. Ensure the farm’s logo, contact information, and branding elements are clearly visible. Advise them to adapt their ads for specific platforms: digital ads should be mobile-friendly for social media or websites, while print materials should be high resolution to maintain a professional appearance.
Basics of photography and video content
Conclusions
In conclusion, the success of agrotourism comes down to understanding the different needs of your visitors. As we have discussed, it is not just about offering beautiful scenery or farm activities, it is about creating experiences that speak to the guests. Whether it is city families looking for a quiet escape, eco-conscious travellers interested in sustainability, or families seeking adventure, knowing how to connect with each group is important. By using good customer service skills, farmers can build strong connections, solve problems with empathy, and create relationships that keep guests coming back.
As we have seen, digital tools are also essential for growing your agrotourism business. Using social media platforms like Instagram and Facebook, along with creating engaging content, helps you reach a wider audience and show off what makes your farm special. With the right digital marketing strategies, such as improving your website for search engines, sending out email newsletters, and creating ads, you can attract more visitors. The case studies we explored, like Hažić and The Šenk Homestead, show how effectively using a website for bookings and advertising can make a big difference in connecting with customers.
Capturing what farm life is like with high-quality photos and videos is also crucial. Visuals of the landscape, the accommodation and the farm activities can help attract visitors. By putting together the customer service tips and digital marketing strategies we have covered in this module, you will be able to create amazing experiences, attract more visitors, and build a successful agrotourism business.
All the components we have identified in the text to increase the number of visits to a tourist farm can be a key marketing tool for a chemist, as it enables, providing clear goals, strategies, and adaptability to market changes. It fosters discipline, reduces risks, enables innovation, and supports sustainable growth. In agrotourism, it helps create unique, sustainable experiences while preserving cultural and natural heritage, ensuring economic stability and community development.
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