Current and future trends in consumers' preference for farm tourism in Germany

The aim of this study is to examine the potential of farm tourism differentiation. Accordingly, this article provides four concepts of a farm holiday and identifies five approachable segments of potential customers. Based on a consumer survey conducted in Germany in 2007 of 470 usable responses, a cluster analysis is employed to identify segments with a high level of preference towards the four variations of farm tourism. The clusters are profiled based on the respondents’ psychographic and demographic data. Furthermore, each identified segment is described in terms of its level of appreciation for current farm tourism. This enables us to suggest promotional campaigns which redirect or intensify interest in the new forms of farm tourism.