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Agrotourism is the practice of visiting farms or other agricultural settings for recreation and/or education. It is widely understood that agrotourism is a positive benefactor for local farms and the economy, but little has been studied about the impact of agrotour participation on consumer behaviour. The aim of this preliminary analysis was to explore the impact of agrotour participation on attitudes, perceived behavioural control, personal norms, and intentions towards purchasing local foods. Participants who registered for an agrotour at Traktour (Montréal, QC) between March and July 2023 were invited to complete an online survey the week before, and two weeks following the tour. Paired t-tests compared results from the surveys before and after the agrotour. Pearson's correlation coefficient was utilized to explore associations. This study was approved by the McGill University REB #23-03-029. Of 61 participants emailed, 48 (79%) responded to the pre- and 34 (56%) to the postagrotour survey. Participants had a mean age of 47 years (SD 17), with 28 (58%) having a bachelor's degree education or higher and 36 (75%) reporting an annual household income of $50,000 or greater. There were no statistically significant changes in attitudes, perceived behavioural control, personal norms, or intentions regarding purchasing local foods. Perceived behavioural control and personal norms were positively correlated with intentions to purchase local foods, but attitudes were not. Thirty participants (88%) reported the agrotour made them more conscious about where their food comes from and in the two weeks following the tour, 25 (74%) participants reported purchasing local foods. This is the first study to explore consumer demographics and the impact of an agrotour in Québec on consumer attitudes towards purchasing local foods. Future efforts should utilize objective measures of local food purchasing and aim to target perceived behavioural control and personal norms to increase local food purchasing. [ABSTRACT FROM AUTHOR]

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