Author:
Lillywhite J.M.,Simonsen J. E.,Wilson B. J. H.
Abstract
The viability of agricultural fairs as educational and outreach opportunities for American agriculture, as well as American traditions and social events, may depend on the ability of fair managers to adapt to trends that are driven by changing tastes and preferences in the US events
and attractions industry. Using data collected in a nationwide survey of fair managers, this article (1) creates a snapshot of US fairs that can be used to assist stakeholders with identifying fair challenges and opportunities, (2) explores how fair managers define success, and (3) identifies
current and future trends influencing the sector, as perceived by fair managers. The fairs represented in the survey are diverse in both scale and scope. Youth involvement and agricultural events remain prevalent in many of the fairs, despite an increased interest in non-agricultural-related
entertainment attractions.
Subject
Marketing,Tourism, Leisure and Hospitality Management,Business and International Management
Cited by
4 articles.
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