Exploring emotional response to images used in agritourism destination marketing

The purpose of this study is to explore the role that photography can play in agritourism destination marketing (ADM). The study utilized photo-elicitation and included five focus groups: two farmer groups, two visitors groups, and one of Destination Marketing Organization (DMO) staff and community members from the Greenbrier Valley in West Virginia. Participants were shown farm images used for agritourism marketing, and their responses were teased into themes. Results indicated that subjects preferred photos portraying animals and farmers together as well as photographs of farmers interacting with tourists. Participants also preferred photographs including children. Related to nostalgia, historical structures and landscapes were favorites. Visitors preferred visually appealing animals while common farm practices (e.g. animal ear tags) were considered unpleasant. The presence of fences evoked negative emotions from tourists and color images were preferred for promotions by farmers and tourists. The results can aid destination marketers by providing insight into the reactions certain photographs elicit for various stakeholders.