Projekt Sædingegaard - Agri-turisme fra en postmoderne vinkel

Student thesis: Master Thesis and HD Thesis

  • Randi Kofoed Jørgensen
This paper investigates how the term Agritourism can be determined and developed with the postmodern consumer as target. More than ever consumer scan pick and choose between commodities, services, ways of life, etc. and they are even encouraged to consume. The notion of consumers changing because of globalisation has existed through the past few decades. One of them is that because of globalisation we have moved from a modernity based society towards postmodernity, which has influenced consumers and how they behave. The theory of a postmodern consumer has therefore emerged, which gives the image of a very different kind of consumer – a consumer who is enlightened and has very good sense of what consumption means to him. Agritourism is a fairly new phenomenon. The term covers agriculture as tourist attraction, which means that it is basically farms opening the doors for tourist to explore life in the country. Some of the goal for agritourism is for the consumer to experience tranquillity, nature and learn about agriculture. However, the term lacks a clear definition and focus on consumer need. The basis of research is therefore to develop a range of tools with which agritourism projects can create a basis for a strong concept. This is done with careful analysis of tendencies and values of the postmodern consumer, as well as the influences from globalisation on the consumer’s identity. But focus on the postmodern is not enough to develop this term. Theory on linking value and experience economy are therefore included in order to have tools with which a basis for development can be created. Experience and context are used to secure the focus on the postmodern consumer and his needs. The needs of the postmodern consumer found in the analysis are varied. On the one hand the consumer seeks individuality and consumes objects with the intent to flash his own constructed identity to the world. On the other hand the postmodern consumer seeks affirmation in collectivistic tendencies. He therefore consumes in order to create communion with others through objects. The conclusion is that agritourism can be developed into a set of subjects, which all have the postmodern consumer as target. The terminology developed is meant as inspiration to developing themes for agritourism projects and not as a set of rules for exercising agritourism. In the end the term agritourism stays open for interpretation.
Publication date2008
Number of pages50
Publishing institutionAAU
ID: 14412346