Farm holidays in Australia

Farm holidays in Austria: Quality classification and theming of farms as development and marketing tools
Mr.Hans Embacher

From chapter2(the experience of western European countries in rural tourism) of Rural Tourism in Europe: Experiences, Development and Perspectives
ISBN 92-844-0716-8 published by the World Tourism Organization 2004



The grading and theming strategy of farm holidays in Austria have proved to be valuable tools for the development of agricultural and tourist industry as well as the challenge to the marketing.

The marketing strategies are as followed,

• Branding (logotype "Holidays on the farm")
• Quality categorization (farms are awarded 2,3 or 4 flowers according to their rating:farmstead quality, facility quality,service quality)
  
• Differentiation and specialization through special offers for target groups( holidays on the organic farm, a health farm, a baby and children's farm, farm for wheelchair users and the physically handicapped, a horseback riding farm,a cyclist's farm, a wine farm)
  
• Cooperation to reduce the weaknesses of the small scale enterprises on the market
• Internet/ New media

The major effects in the past 10 years were:

• Considerable improvement of the product-quality
• Quality orientation among the landlords has increased
• Clear, coherent strategy and strict criteria help to position the farm-holidays-product in the agricultural and tourist industry
• The image of the farm-holidays-product in the market has improved
• The very diverse holiday offer on the farms becomes more accessible.The quality and theming system facilitates decision making for the customers
• Grading and theming both support the search for the individually ideal holiday farm on the Internet.
• Ministries and other public bodies have a tool to assess quality when deciding on investments and their effects resp
• Overall the income from farm holidays has increased