Respondents were asked to use a 10-point scale (where 1 means dislike very much and 10 means like very much) to rate their preferences for eight
commonly used agritourism-related
labels. The labels most preferred overall (those that scored above 6 for all three groups of respondents) to illustrate recreational activities offered in agricultural settings were:
• Farmvisit(7.1)
• Farmtourism(7.0)
• Agriculturaltourism(6.9)
However, as depicted in Figure 1, farmers, residents, and extension faculty had different preferences for the labels examined. Residents mostly preferred farm visit, agri- cultural tourism, and farm tourism, which the other groups also liked. Although farmers and extension
2 faculty preferred agritourism and agri-tourism, residents disliked those labels. All three groups disliked the labels agritainment and agrotourism.