Farming and tourism enterprise: Experiential authenticity in the diversification of independent small-scale family farming

This article examines the business choices made by independent farming families, when confronting the need to diversify away from traditional agricultural activities by starting farm-based tourism businesses. Based on interviews with farm family members who have set up tourism attractions on their farms, and drawing upon the concept of experiential authenticity, the article explores their self-conceptions of their family identities. In so doing, it addresses the choices and dilemmas facing farm families who attempt diversification through the tourism attraction route, and considers how this affects their attitudes towards more traditional farming activities. Using qualitative case study data, an empirically grounded framework is proposed that expresses the choices and challenges facing tourism entrepreneurial family farm members in the UK, through the conceptual lens of experiential authenticity.

► Conceptualises dilemmas faced by farmers diversifying into tourism attractions.
► Presents attitudes towards traditional farming activities.
► Demonstrates discomfort farmers who have diversified into tourism feel with their choice, leading to staged authenticity and threats to self-identity.
► Explores challenge to business of farm tourism from pressures to diversify.