Farmers' Market Research Tourism benefits derived from farmers’ markets

IDENTIFYING THE POTENTIAL TOURISM BENEFITS OF FARMERS' MARKET VISITATION: AN ANALYSIS OF THE GIPPSLAND FARMERS' MARKET VISITOR

Report prepared by Lisa Melsen

The infancy of Australia's farmers' market movement predicates an inevitable lack of research into this significant recent addition to the food chain. However, the need for comprehensive research is recognised by various participants in the movement including government, economists and sociologists. The first specific research project in the field has been undertaken by Lisa Melsen who has examined tourism linkages and benefits derived from farmers' markets, based on a study undertaken of two Gippsland markets. Over 200 visitors to Drouin and Koonwarra Farmers' Market were surveyed in 2003. The focus of the study is on potential tourism benefits of farmers' market visitation, however there are other relevant outcomes. Key shopper profile observations of the self-administered questionnaire include:

• Shoppers predominantly middle-age, educated females

• Willingness of visitors to travel 40km plus to market

• Primary shopper motivation is access to fresh farm produce

• Significant repeat patronage

• Significant impact of word-mouth marketing

Further information is available from Lisa Melsen. Email: lisamelsen [at] bigpond [dot] com