Facebook Activity of Oklahoma Agritourism Facebook Pages

Agritourism is recreational travel for agricultural activities. Agricultural operations benefit from income diversification, the public receives hands-on agricultural experiences, and rural communities benefit from economic development. However, agritourism operators have reported challenges in marketing. As social media becomes increasingly important in tourism marketing, the purpose of this research is to describe overall Facebook activity related to Oklahoma agritourism. A quantitative content analysis was conducted on 174 Facebook pages of Oklahoma agritourism operations to describe posts, public interaction, events, and advertisements. Oklahoma agritourism operations had a mean of 1,330 page likes, and 69% of Facebook pages had posts during the sample period of June 2018. Pages with at least one post had more than three times the number of page likes as pages without any posts. Amongst variables compared, user-generated content in the form of community posts and reviews had the strongest influence on ove

Oklahoma agritourism operations had a mean of 1,330 page likes, and 69% of Facebook pages had posts during the sample period of June 2018. Pages with at  ...

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