When asked to describe what came to mind when they heard or read the word agritourism, visit, tour, and spending time on a farm emerged as the predominant themes among farmers (95 responses), residents (198 responses), and extension faculty (64 responses).
Importantly, for a relatively large proportion of resi- dents (78 responses), the word agritourism meant noth- ing (they said, for example, “I have no clue”) or even had negative connotations (e.g., “sounds weird,” “not pleasant,” “like a disease”).