Theses and Dissertations

Advisor

Morrison, Carley

Committee Member

Benson, Jessica

Committee Member

McCubbins, Andrew

Committee Member

Carter, Rachael

Date of Degree

5-15-2026

Original embargo terms

Immediate Worldwide Access

Document Type

Graduate Thesis - Open Access

Major

Agriculture & Extension Education (Community & Extension Education)

Degree Name

Master of Science (M.S.)

College

College of Agriculture and Life Sciences

Department

School of Human Sciences

Abstract

Agritourism has emerged as a strategy for supporting rural economies, strengthening community identity, and increasing agricultural literacy. Although prior research has examined agritourism operators and visitors, limited attention has been given to the perceptions of community development professionals who influence local planning and program support. The purpose of this qualitative exploratory study was to examine community development professionals’ perceptions of agritourism’s role in community development, economic growth, and agricultural literacy in Mississippi. Guided by Social Exchange Theory, data were collected through two semi-structured virtual focus groups with 12 professionals representing Extension, tourism, economic development, and Main Street organizations. Data were analyzed using reflexive thematic analysis. Findings indicated that agritourism was viewed as a development tool supporting economic diversification, community pride, and agricultural education. Participants also identified barriers related to marketing capacity, liability, workforce limitations, and coordination. Results highlight the need for increased institutional collaboration to strengthen agritourism’s role in Mississippi.

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