FLORAL ENCOUNTERS

This thesis provides insight for any farmer interested in agritourism, specifically, specialty cut flower workshops, by investigating consumer behavior related to specialty cut flower workshops as an experience good. It investigates which experience good cues may be important for a consumer’s decision-making process. It introduces a Specialty Cut Flower Workshop Experience Map, which explains how potential participants move from first learning about a specialty cut flower workshop to their long-term behaviors as consumers. These findings help to provide marketing support for smaller-scale specialty crop farmers, specifically, specialty cut flower farmers.