Moving beyond positivism: reflexive collaboration in understanding agritourism across North American boundaries

Extant agritourism studies have employed positivistic methodologies and quantitative approaches. As such, these approaches have predominately concluded that economics motives the diversification in agritourism at the expense of uncovering the complexity of multiple factors involved. Captured in this paper are the experiences of two, independent North American (agri)tourism researchers who used interpretative research approaches, specifically interpretative phenomenological analysis and appreciative inquiry, for getting at a deeper understanding of the complexity of agritourism on family farms. Agritourism is revealed as a transitional process, and supporting farms getting into agritourism would best be accomplished through building business skills and entrepreneurial capacities. Likewise, networks are critical, especially farmer-to-farmer connections. Interpretative research methods uncovered a more holistic and complex understanding of agritourism. This perspective will better inform farmers, their families, as well as policy-makers when they design and implement new businesses, programmes, and policies in the best interest of farm families and rural communities.