Agritourism Definitions

ADA
Compliance with the American Disabilities Act means companies are ADA-compliant.

Agritourism
As it is defined most broadly, involves any agriculturally based operation or activity that brings visitors to a farm or ranch. Agritourism includes a wide variety of activities, including buying produce directly from a farm stand, navigating a corn maze, picking fruit or feeding animals. Agritourism is a form of niche tourism that is considered a growth industry in many parts of the world, including Australia, Canada, the United States, and the Philippines. Other terms associated with agritourism are “agritainment,” “value-added products,” “farm direct marketing” and “sustainable agriculture.”

Ag Enhancement and Diversification Program (AEDP)
Grant and loans program for farms introducing a diversification to their current agricultural operation.

Budgeted Balance Sheet
A budget that measures total assets and liabilities.

Chamber of Commerce
A direct marketing organization in a local town, composed of businesses not necessarily related to tourism.

Community Supported Agriculture (CSA)
Partnership between consumers and farmers in which consumers pay for farm products in advance and farmers commit to supplying sufficient quantity, quality and variety of products.

Consumers (also Travelers)
The user of the product or services.

Cooperative (Co-op) Advertising 
An agreement between two parties to share the cost of placing an advertisement.

Customer
The buyer of products or services.

Demographics
The quantifiable statistics of a given population. Commonly examined demographics include gender, age, ethnicity, knowledge of languages, disabilities, mobility, home ownership, employment status and even location.

Destination
The place to which a traveler is going; or any city, area, region or country be marketed as a single entity to tourists.

Discover OK
The television show of the Oklahoma Tourism and Recreation Department. Discover Oklahoma airs Saturdays at 6:30 p.m. on KTUL-8 in Tulsa, KFOR-4 in Oklahoma City and KSWO-7 in Lawton, and 5 p.m. Saturdays on KXII, Sherman/Denison, Texas, and KCTU in Wichita, Kansas.

Economic Impact Study
Research into the dollars generated by an industry and how these dollars impact the economy through direct spending and the indirect impact of additional job creation and the generation of income and tax revenue.

Direct Marketing
Sales and marketing communication that feature direct interaction between a company and its customers without any distribution intermediaries.

Facebook
A social utility that connects people with friends and others who work, study and live around them. Facebook is the largest social network in the world.

Farmers Market
There are two types of Oklahoma farmers markets:

• OKGrown markets are markets with products grown 100 percent in Oklahoma.
• Conventional or traditional markets do not have to be 100 percent OKGrown but will not receive OKGrown promotions.

Geocaching
An outdoor recreational activity in which participants use a Global Positioning System (GPS) receiver, mobile device and other navigational techniques to hide and seek containers, called “geocaches” or “caches,” anywhere in the world.

Guide Service
A person or company qualified to conduct tours of specific localities or attractions.

International Marketing
Marketing a destination, product or service to consumers and the trade outside of the United States.

Made in Oklahoma Program (MIO)
The Made in Oklahoma Program is a marketing organization for products either made or manufactured in Oklahoma.

Market
All existing and potential customers for a product or service.

Marketing Mix
The 4 P’s of marketing: product, price, promotion and place (distribution).

NAFDMA
North American Farm Direct Marketing Association is a national agriculture professionals organization focused on agritourism and agritainment.

NAPA
North American Agritourism Professionals

Oklahoma Agritourism Association (OAA)
A membership-fee-based organization to provide a voice to the agritourism industry.

Oklahoma Agritourism Program
A joint effort of the Oklahoma Department of Agriculture, Food and Forestry, and the Oklahoma Tourism and Recreation Department. The purpose of the program is to promote healthy agritourism businesses in the state.

Oklahoma Department of Agriculture, Food and Forestry (ODAFF)
The agency that houses the Oklahoma Agritourism Program.

ODOT
Oklahoma Department of Transportation

OGIC
Oklahoma Grape Industry Council – membership group of the Oklahoma grape industry.

OTIA
Oklahoma Travel Industry Association

Photo Op (opportunity)
Event or activity that lends itself to an interesting photo for publication or broadcasting.

Pinterest
Pinterest is a visual discovery tool that you can use to find ideas for all your projects and interests.

Plasticulture
Farming practice that uses raised beds, covered in heavy plastic for growing fruits and vegetables. The potential benefits of plasitculture include weed prevention and running any fertilizers through the drip irrigation system.

Regional Tourism Partnership
Any entity engaged in the business of tourism development and/or marketing located in the applicants geographic and/or market region (CVBs, chambers of commerce, attractions, lodging, restaurants, tourism organizations).

Retail Price
The actual price a customer pays for a travel element or tour.

Search Engine Optimization
The process of improving the volume or quality of traffic to a website from search engines via unpaid/organic search traffic.

Social Media
Media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.

Strategic Plan
A report that describes a company’s mission statement, goals, objectives and strategic actions.

SWOT Analysis
A summary of a company’s strengths and weaknesses, and the environmental opportunities and threats that will most influence it.

Target Market
The group of customers who will be the focus of a company’s marketing efforts.

TODS
Tourist Oriented Directional Signage through ODOT.

Traveler (also Consumer)
The user of the product or services.

TravelOK
The brand and website of the Oklahoma Tourism & Recreation Department.

Value-Added
Any activity or process that allows farmers to retain ownership and that alters the original agricultural product or commodity for the purpose of gaining a marketing advantage.

Web Analytics
The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

YouTube
A video-sharing website on which users can upload, share and view videos.